Mercedes 2009 Annual Report Download - page 74

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Business development
Unit sales. Daimler sold a total of 1.6 million vehicles in 2009.
As a result of the global financial and economic crisis and its
effects on the automotive markets, this was significantly lower
than the prior-year level of 2.1 million vehicles, as we had
already forecasted in Annual Report 2008.
The Mercedes-Benz Cars division sold 1,093,900 vehicles (2008:
1,273,000). The weak first half of the year was followed by an
improved second half. In line with expectations, unit sales of the
Mercedes-Benz brand fell in 2009 to 974,700 vehicles (2008:
1,125,900). We therefore performed relatively well in an environ-
ment that was difficult for premium automobiles. Our S-, E- and
C-Class sedans are the world leaders in their respective market
segments, and no other manufacturer is as successful as Merce des-
Benz with sport utility vehicles in the premium segment. Due
in
particular to the market success of the new E-Class models, the
unit-sales situation improved significantly in the second half
of the year compared with the first. Total shipments in the E-Class
segment increased by 23% to 212,100 vehicles in 2009. Unit sales
of Mercedes-Benz automobiles in the luxury segment (S-, CL-,
SL-Class, SLR and Maybach) totaled 57,100 vehicles (2008:
92,
900). The new generation of the S-Class is the world’s best-
sell
ing luxury sedan. Due to the discontinuation of the CLK
coupe,
unit sales in the C-Class segment (C-, CLK- and SLK-Class)
decreased to 322,800 vehicles (2008: 448,400). However,
Mercedes
-Benz was able to increase its unit sales in the SUV
segment (M-,
R-, GL-, GLK- and G-Class) to 167,200 vehicles
(2008: 161,300).
215,500 units of the A- and B-Class were sold
in 2009 (2008: 250,300).
Unit sales structure of Daimler Trucks
Trucks Europe/Latin America 37%
Trucks NAFTA 25%
Trucks Asia 38%
Unit sales structure of Mercedes-Benz Cars
A-/B-Class 20%
C-/CLK-/SLK-Class 30%
E-/CLS-Class 20%
S-/CL-/SL-Class/SLR/Maybach 5%
M-/R-/GL-/GLK-/G-Class 15%
smart 10%
Against the backdrop of the difficult market situation, sales of
Mercedes-Benz automobiles in the United States fell by 16% to
188,500 units. In Germany, we defended our market position in
the premium segment, selling 265,500 units (2008: 300,900);
267,200 vehicles were shipped in the other countries of Western
Europe (2008: 328,400). Unit sales of Mercedes-Benz automo-
b iles in Japan were below the prior-year figure at 26,100 units, due
to generally weak demand. But business developed very positive-
ly in some emerging markets; shipments in China for example
in
creased by 34% to 65,200 vehicles and retail sales actually
rose
by 65%. Mercedes-Benz is thus the fastest-growing premium
brand
in China. Following a very successful prior year, sales of
the smart fortwo decreased to 113,900 units in the third year of
the
current model (2008: 139,000). The most important markets
for
smart were Germany with 32,200 cars sold, Italy with 28,600
and
the United States with 14,400 (see page 120 ff).
Commercial vehicle markets were hit particularly hard by the
global financial and economic crisis. Unit sales by the Daimler
Trucks division therefore fell substantially in 2009, as had been
expected at the beginning of the year. In total, we sold 259,300
heavy, medium and light-duty trucks last year, which is 45% fewer
than in 2008. Nonetheless, we defended our position as the
biggest globally active manufacturer of trucks above 6 tons gross
vehicle weight. All of our core mar
kets were affected by the drop
in demand – Europe, the United
States, Latin America and Japan.
Following the record unit sales
recorded in the prior year, ship-
ments by the Trucks Europe/Latin
America unit fell by 43% to
96,200 vehicles. The drop in unit
sales was particularly sharp in
Germany (-40%) and Eastern Europe
(-66%), while the decrease in
Brazil was much less severe (-12%).
With a market share of 24%,
Mercedes-Benz was able to further
extend its market leadership
in Europe in the segment of medi
um and heavy-duty trucks. The
Trucks NAFTA unit sold 63,600 vehicles in 2009 (2008: 104,300).
We thus maintained our leading
position in the NAFTA region for
heavy-duty Class 8 trucks with a market share of 31% .
In the United States, we tested for the first time in customer use
the environmentally friendly and fuel-efficient Freightliner trucks
with the BLUETEC technology that has proven its worth in Europe.
With shipments of 99,900 vehicles, the Trucks Asia unit was well
below its prior-year level. The decrease in the local domestic mar-
ket, Japan, was not as pronounced as in the other countries of
the region. We maintained our market position in the truck and bus
segment in Japan. In Taiwan and Indonesia, we continued to lead
the market in the segment of light-duty trucks by a significant mar-
gin
(see page 124 ff).