Mercedes 2013 Annual Report Download - page 114

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Furthermore, we underscored our technology leadership with
groundbreaking innovations in 2013. The new S-Class is the
undisputed spearhead of automotive technology. It is a pioneer
in the areas of safety, driving comfort and luxury. The S 500
INTELLIGENT DRIVE is a milestone along the way to accident-free
driving. With this research vehicle, we were the first auto-
mobile manufacturer in the world to demonstrate in August 2013
that autonomous driving is possible also in long-distance
and urban traffic. And before the end of 2014, we will launch
the S 500 PLUG-IN HYBRID, the most fuel-efficient luxury
sedan of all time.
In general, we once again made considerable progress with the
reduction of fuel consumption in 2013, thanks to our new
models of cars and commercial vehicles. For example, we once
again significantly reduced the average CO2 emissions of the
cars we sell in the European Union from 140 grams per kilometer
to 134 g/km in 2013. Furthermore, we were the first producer
of commercial vehicles to convert its entire product range in
Europe to the new Euro VI emission limits before they took effect
in January 2014. Despite the equipment for exhaust-gas after-
treatment, the fuel consumption of our new Euro VI engines is up
to 4% better than their Euro V predecessors. The Actros is
the most economical truck in its market segment in Europe and
the Freightliner Cascadia Evolution is the most fuel-efficient
truck in North America.
We are ideally prepared for the future also in the field of
alternative drive systems. Our portfolio of locally emission-free
vehicles with batteries and fuel cells is unique. It ranges from
cars to vans and from light trucks to buses. And with commercial
vehicles, we are the world’s leading supplier of vehicles with
hybrid drive.
We effectively expanded our worldwide network of production
sites and research facilities in 2013, placing our future growth
on a broad regional basis. The focus is on the growth markets
of China, India, Brazil and Russia. Substantial investment in our
plants in Germany demonstrates that they continue to play
a key role as competence centers for our international network.
In China, we have increased the production capacities for
the model series that are already produced in that market.
In addition, we will also produce the new compact SUV –
the GLA – in China starting in 2014. Already in November 2013,
we opened our first engine plant outside Germany in Beijing.
In the same month, we acquired a 12% equity interest in our long-
standing partner BAIC, thus taking a further important step
within the framework of our China strategy.
Key components of our growth strategy are the efficiency
programs we have initiated in all of our divisions. In this way,
we ensure that our financing strength is protected also under
difficult market conditions and that we will be able to continue
growing profitably in the future. The implementation of these
programs is running according to plan. This is reflected also by
the development of earnings in the second half of 2013. With
these programs, we intend to realize sustained earnings contri-
butions totaling approximately €4 billion by the end of 2014.
Following the successful start of the product offensives
for cars and commercial vehicles, the further development
of our structures is now the next strategic step to help us
achieve our growth targets. In order to focus our activities even
more on customers and markets, we decided in September
2013 to strengthen the organization of the divisions. Under the
heading of “Customer Dedication,” we are anchoring respon-
sibility for the main sales functions and the major sales markets
directly in the respective divisions. With a leaner organization
and more efficient structures, we are creating the right conditions
to utilize growth potential in our core business and in new
markets. The main objective is to become even more attractive
for new groups of customers with our new products, while
intensifying the brand loyalty of our existing customers.
The future development of automotive markets offers us enor-
mous opportunities, but is also connected with great challenges.
With our growth strategies, our efficiency programs and the
new structure of the Group, we laid the foundations in 2013
to utilize the opportunities and successfully meet the challenges
ahead. As a result, we should succeed in combining growth
with efficiency over the long term.
Events after the End of
the 2013 Financial Year.
Since the end of the 2013 financial year, there have been
no further occurrences that are of major significance
for Daimler. The course of business in the first two months
of 2014 confirms the statements made in the “Outlook”
section of this Annual Report.