Daimler and Dartz are doing more for the Chinese dollar
Fleets of sleek black BMWs and Audis are now commonplace on the streets of most major Chinese cities, pushing Western carmakers to produce more tailored offerings. Daimler AG’s new R&D centre will study Chinese tastes closely, while Latvian luxury brand Dartz Motorz Co is going for the 'flashy' buck.
Daimler is hoping to tap into wealthy Chinese consumers’ mindsets and close the sales gap with rivals Audi and BMW. The German car giant has invested more than $138m in recent months into the new facility and also another with Chinese partner BAIC Motor Corp. Meanwhile specialist car maker, Maybach, is aiming its latest long-wheelbase Merc squarely wealthy Chinese buyers.
Shark attack - Dartz' latest offering Image: Dartz |
Key features for the young and the wealthy include in-car internet access, luxury entertainment systems and climate control, as well as spacious back seats as most drivers enjoy chauffeur service on workdays.
Those for whom a simple Mercedes S-Class, described by Daimler’s China head Hubertus Troska as “a top-of-the-line boss’ car”, is not expensive enough, might consider Latvia’s Dartz Motorz Co's Prombrom Black Shark limousine.
Each Black Shark is designed bespoke for the client, and can accommodate a dazzling array of options for customisation, including Bang & Olufsen speakers, amour plating, crowd suppression lazers and anti-paparazzi electrified door handles. For the interior buyers can choose between regular leather, ostrich, shark or elephant skin.
The cars take between four to eight months to build and cost well over $1m for even a relatively modest model. In 2006 Dartz produced a $1.8m homage to the Villa d’Este Councourse d’Elegance.
Dartz was founded in 1988 by Latvian entrepreneur Leonard Yankelovich, who is aiming at China’s rapidly expanding population of young rich car buyers.