Mercedes 2010 Annual Report Download - page 126

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Mercedes-Benz Cars
Mercedes-Benz Cars improved its market position and achieved stronger, sustainable profitability in 2010.
This positive development largely resulted from new models in the E-Class series and the market success
of the S-Class. The E-Class convertible, the new CLS four-door coupe and the Mercedes-Benz SLS AMG
super sports car were the fascinating new product highlights in the year under review. In addition, our
new engines are now demonstrating that efficiency and performance are no longer mutually exclusive.
Significant increase in unit sales, revenue and earnings.
Mercedes-Benz Cars, comprising the brands Mercedes-Benz,
Maybach, and smart, sold 1,276,800 vehicles in the year under
review (2009: 1,093,900). With this increase of 17%, the division
returned to the sales volumes of 2008 following weak market
conditions in 2009. At the same time, a shift in the division’s
sales structure toward higher-value models significantly increased
revenue by 29% to €53.4 billion. EBIT rose to €4.7 billion
(2009: minus €0.5 billion) and return on sales reached 8.7%.
The overall market recovery, highly dynamic markets in Asia and
the sales success of our models all contributed to this develop-
ment, as did the extensive measures we took to reduce costs
and improve efficiency.
Mercedes-Benz gains market share in many countries. The
Mercedes-Benz brand shipped 1,178,300 vehicles in 2010
(2009: 974,700), thus improving its position in many markets.
Our S-, E-, and C-Class sedans are market leaders worldwide
in their respective segments, as is the E-Class station wagon.
Thanks to the success of our new models, we were able to boost
unit sales in the E-Class segment by 56% to 330,800 vehicles in
2010. Following the introduction of the E-Class sedan, coupe, and
station wagon in 2009, we launched the E-Class convertible in
the spring of 2010. Worldwide unit sales for Mercedes-Benz in the
luxury segment (S-, CL-, SL-Class; SLR, SLS, and Maybach) rose
from 57,100 vehicles in 2009 to 80,400 during the year under
review, whereby the S-Class defended its lead as the world’s
best-selling luxury sedan, despite new competitors in its segment.
This development was due in part to heightened demand in
the Chinese market. Unit sales in the C-Class segment (C- and SLK-
Class) increased by 6% to 341,900 vehicles, while unit sales in
the all-terrain/SUV segment (M-, R-, GL-, GLK-, and G-Class) rose
by 21% to 202,800 vehicles. As they approached the end of
their life cycles, the A- and B-Class models posted a 3% increase in
unit sales. As a result, sales of those cars rose to 222,400 units
(2009: 215,500).
Unit sales
2010 2009 10/09
In thousands % change
Mercedes-Benz 1,178 975 +21
thereof A/B-Class 222 215 +3
C/CLK/SLK-Class 342 323 +6
E/CLS-Class 331 212 +56
S/CL/SL-Class/
SLR/SLS/Maybach
80
57 +41
M/R/GL/GLK/
G-Class
203
167 +21
smart 94 114 -17
Mercedes-Benz Cars 11,277 1,094 +17
thereof Western Europe 636 623 +2
thereof Germany 293 298 -2
NAFTA 256 236 +9
thereof United States 220 203 +9
China 160 67 +137
Japan 31 27 +17
1 Includes Mitsubishi vehicles manufactured and/or sold in South Africa.
Mercedes-Benz Cars
2010 2009 10/09
Amounts in millions of euros % change
EBIT 4,656 -500 .
Revenue 53,426 41,318 +29
Return on sales 8.7% -1.2% .
Investment in property,
plant and equipment
2,457
1,618 +52
Research and development
expenditure
thereof capitalized
3,130
940
2,696
913
+16
+3
Production 1,312,456 1,031,562 +27
Unit sales 11,276,827 1,093,905 +17
Employees (December 31) 96,281 93,572 +3