Local media in China report that Mercedes-Benz plans to open a museum in Beijing to showcase the heritage of the brand to Chinese consumers.

Mercedes-Benz has found the going tough in China where its premium brand rivals – BMW and Audi – have forged ahead in recent years.

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Reports in China say that the move is a first from a foreign premium brand in China. The German premium brands have lavishly resourced brand centres or museums in Germany (eg BMW Welt). They serve to generate interest in the brands, their heritage and also showcase current technologies and products.

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