Mercedes 2009 Annual Report Download - page 117

Management Report |Outlook |113
Unit sales
Mercedes-Benz Cars will profit from the full availability of the new
E-Class models in 2010. After the very successful launches of
the E-Class sedan, the coupe and the station wagon in 2009, the
new E-Class convertible followed in January 2010. With the
new generation of the S-Class, including the hybrid version S 400
HYBRID, we have already significantly enhanced our product
offering in the luxury segment. The new generation of the C-Class
will now follow in September 2010. We thus have an up-to-date
and competitive range of cars available to our customers in the
luxury segment. And more sales impetus will be provided by the
new super sports car Mercedes-Benz SLS AMG as of March 2010
and by the new generation of the R-Class as of August 2010.
Furthermore, we are continually launching new, economical and
environmentally friendly versions of existing models. After the
new 4-cylinder engines in 2009, we will successively equip our
vehicles with the new and particularly efficient 6- and 8-cylinder
engines starting in the third quarter of 2010. By the end of 2010,
we will expand our existing wide range of BlueEFFICIENCY vehi-
cles to 76 model versions, including for example the E 250 CDI
with a revised 7-speed automatic transmission (7G-TRONIC)
and the ECO start-stop function, which will achieve fuel consump-
tion of less than 5.0 liters per 100 kilometers and will emit less
than 130 grams of CO
2
per kilometer. This vehicle will represent
a valuable supplement to our product portfolio especially for
fleet customers. For the smart brand, we anticipate a revival of
demand following the launch of a new generation of the smart
fortwo in the third quarter of 2010.
In terms of our markets, we see further growth potential in the
coming years above all in China – but also in North America follow-
ing the significant decline in 2009. Although the outlook for
Western Europe and Japan is more limited, we have the advantage
that the upper premium segments of those markets hardly bene-
fited from the state incentive programs in 2009. So these market
segments will not be affected by the expected drop in demand
after the expiry of the incentive programs.
On the basis of our attractive and competitive range of auto-
mobiles, we assume that we will be able to defend our market
position even with the continuation of difficult economic con-
ditions. In fact, it should be possible to increase our unit sales
in both 2010 and 2011.
Following a drop in unit sales of 45% in 2009, Daimler Trucks
expects an increase again this year, which should then accel-
erate in 2011. We anticipate the main growth impetus initially
in South America and, starting from a very low level, also in
the NAFTA region. In Europe, however, we foresee a slight sales
revival in the second half of 2010, with a significant recovery
probably start
ing only in 2011. Truck sales are expected to rise
in Asia, especially in the Middle East, Japan and Indonesia.
Our expectations of increased unit sales are based on numerous
new products. The BLUETEC technology that has been successfully
applied in Europe for several years has also been used in new
engines in the United States and Canada as of 2010. This will allow
us to fulfill the EPA 2010 emission regulations, which take effect
this year. The new Freightliner Coronado heavy-duty truck, ship-
ments of which started at the beginning of 2010, not only com-
plies with the EPA 2010 standard but also offers the advantages
of improved economy, modern design and better handling. We
assume that with these new engines, we will profit more than the
competition from truck replacements, which are to be expected
in North America following several years of very weak demand.
In Japan, we will launch our further developed heavy-duty truck
Fuso Super Great as well as a new light-duty truck. In addition,
we will utilize new growth potential through our continuous
involvement in the emerging markets – in particular in the BRIC
countries (Brazil, Russia, India and China).