Mercedes 2013 Annual Report Download - page 140

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Unit sales
Mercedes-Benz Cars will consistently follow its path of
growth in the context of the “Mercedes-Benz 2020” offensive
in 2014. A rejuvenated model portfolio and important new
product launches should help us to significantly increase our
unit sales and thus reach a new record. The new S-Class is
likely to make a large contribution to the growth in unit sales.
The brand’s flagship established itself as the market leader
already in 2013. As of the third quarter, the new S-Class coupe
will also be available and will set new standards in the luxury
segment. The all-new C-Class sedan will be delivered to its first
customers in Europe as early as March 2014, and the GLA
sports utility vehicle will be launched in the high-volume compact-
car segment also in March 2014 as the fourth model of the
new compact cars. For the second half of 2014, Mercedes-Benz
anticipates further sales impetus above all from the market
launch of the new C-Class station wagon and the new genera-
tion of the CLS and the CLS Shooting Brake. In addition,
the brand is likely to profit also in 2014 from the great market
success of its models in the SUV segment.
Within the framework of the “Mercedes-Benz 2020” long-
term growth strategy, we will consistently expand our product
portfolio in all segments also in the coming years. We will
increase to five the number of models offered by Mercedes-Benz
in the compact-car segment. In parallel, we will continue
the model offensive also at the top end of the portfolio, for
example with additional models of the new S-Class and
with an additional SUV variant.
From a regional perspective, we expect the markets in North
America and Asia to make major contributions to our growth in
unit sales. In Asia, the Chinese market is especially important
for us. We have significantly enhanced the effectiveness of our
sales organization in China. We will expand the range of
models offered there in 2014, partially with locally produced
vehicles such as the compact SUV - the GLA, and we will
further expand the dealer network also outside the major cities.
The smart brand will present the successor to its smart two-
seater as well as the new smart four-seater in 2014. Due
to the model change and the associated production adjustments,
we assume that the brand’s unit sales will be significantly
lower in 2014 than in the previous year. The new models should
then facilitate strong sales growth in the following years.
Daimler Trucks anticipates a significant increase in total
unit sales in 2014.
In Western Europe, the aftereffects of purchases brought
forward to the second half of 2013 due to the imminent
introduction of Euro VI emission limits could at first lead to
lower demand in 2014. However, in view of the anticipated
upward development of the general economic situation, this
weakness should become less pronounced as the year
progresses. We intend to further strengthen our very good
position with the full availability of our new model range
and the high acceptance of our products in the market.
In Brazil, after the market slump in 2012 and a recovery
phase in 2013, we now anticipate a slight decrease in demand.
Our extensive measures taken to optimize production, products
and sales should further strengthen our market position. These
measures include the investment of approximately one billion
Brazilian real (approximately €300 million) in the next two years.
Those funds will flow primarily into the development of new
products and innovative technologies and into process optimi-
zation and modernization at the plants in São Bernardo
do Campo and Juiz de Fora.
Unit sales in the NAFTA region should develop positively
and be significantly higher than in 2013. Following last year’s
gain in market share, our products will optimally satisfy
customers’ needs also in 2014, and will thus continue to secure
our strong market position.
In Asia, the availability of additional BharatBenz models
in the Indian market should make a major contribution
to growth in unit sales. In addition, we are generating synergy
potential and further growth possibilities in the context
of our new “Asia Business Model.” In Japan, we will participate
in the expected slight market growth.
Mercedes-Benz Vans anticipates a significant increase
in unit sales in 2014. With the Citan, we are now a full-range
supplier and can thus utilize additional growth potential.
With regard to medium-sized and large vans, we expect unit
sales in Europe to rise significantly, whereby the new Sprinter
and the new Vito and the V-Class will stimulate additional
demand. We anticipate a further significant increase in unit
sales also for the Citan. In the context of the “Vans goes
global” business strategy, we intend to continue our expansion
also in North and South America and in China.
Daimler Buses is pursuing the goal in 2014 of significantly
increasing its unit sales and maintaining its leading position
in its core markets for buses above 8 tons with innovative and
high-quality new products. Not least due to the soccer World
Cup in 2014 and new products for the high-volume school-bus
segment, we expect unit sales to increase in Brazil. In Europe,
we anticipate a stable development of unit sales. The “GLOBE
2013” growth and efficiency offensive was launched in 2012
to utilize further growth potential and to strengthen our competi-
tiveness; it is expected to result in further gains in 2014.