Mercedes 2004 Annual Report Download - page 57
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A total of 79,500 units of the smart fortwo coupe and smart
fortwo convertible were sold in the year under review (2003:
104,600). This decline in sales was due to the unfavorable market
environment in the European small-car segment. However, the
smart fortwo was still the best-selling car in its market segment
in Germany. In order to attract new customers for the smart
fortwo, we have expanded the model’s product range to include
innovative limited editions, among them the i-move edition –
the first automobile ever to feature an Apple iPod digital music
player as standard equipment. The i-move limited edition sold
out just a few weeks after it became available.
After very high sales of 20,100 units in a limited market in 2003,
sales of the smart roadster and smart roadster coupe declined
sharply to 13,600 units in 2004. In the spring of 2004, the roadster
options were expanded to include the BRABUS design and
equipment line.
Start of sales offensive for smart. With its unique products, the
smart brand has become well established in many markets
within just a few years. We intend to utilize the potential of these
markets even better in the future. We have therefore started a
sales offensive in key European markets. Within the framework of
this offensive, we intend to make more use of the Mercedes-Benz
dealer network for the distribution of smart cars. We are
also gradually moving into new markets. For example, in 2004, we
launched the smart brand in Canada, Malaysia, Malta, Norway
and Romania. Following in the footsteps of Mexico, Canada has
become the second NAFTA market where the smart brand is
available, and Malaysia is the first market in Southeast Asia where
customers can purchase smart cars. At present, we are working
on a long-term viable business model for the smart brand.
This includes not only the aforementioned sales offensive,
but also measures designed to improve cost structures and
increase productivity.
1,075
86
294
475
80
54
47
143
71
6
152
1,227
387
434
240
222
10
67
41
-2
-21
-4
+7
-7
+145
-12
-3
-13
-14
+22
+1
-1
+3
+2
+1
-8
-0
-10
Unit Sales 2004 1
1,000 04/03
units in %
Mercedes-Benz
of which: S-Class/SL/Maybach/SLR
E-Class/CLS
C-Class
of which: CLK
SLK
Sport Coupe
A-Class
M-Class
G-Class
smart
Mercedes Car Group
of which: Germany
Western Europe (excluding Germany)
NAFTA
United States (retail sales)
South America
Asia/Oceania (excluding Japan)
Japan
1 Group sales, unless otherwise indicated (including leased vehicles)
53