Mercedes 2010 Annual Report Download - page 77

Management Report | Business and General Conditions | 73
In regional terms, Daimler increased its revenue primarily in Asia
(+58% to €19.7 billion). The main positive impact in that region
was from the favorable development of business in China (+109%
to €9.1 billion). In the NAFTA region, revenue rose by 22% to
€23.6 billion. The development of business in Latin America was
also very dynamic, especially in Brazil (+54% to €4.2 billion).
In Western Europe, however, there was only a small increase
of 6% to €38.5 billion; slight growth of 3% in Germany was boosted
by stronger growth of 9% in the other markets of the region.
In general, the regional distribution of Daimler’s revenue has altered
significantly in the past two years in favor of new markets.
We now generate 35% of our business in markets outside the triad
of the United States, Western Europe and Japan. In the year 2008,
that proportion was still just 28%.
Revenue
2010 2009 10/09
In millions of euros % change
Daimler Group 97,761 78,924 +24
Mercedes-Benz Cars 53,426 41,318 +29
Daimler Trucks 24,024 18,360 +31
Mercedes-Benz Vans 7,812 6,215 +26
Daimler Buses 4,558 4,238 +8
Daimler Financial Services 12,788 11,996 +7
Order situation. The Mercedes-Benz Cars, Daimler Trucks,
Mercedes-Benz Vans and Daimler Buses divisions produce vehicles
to order in accordance with customers’ specifications. While
doing so, we endeavor to flexibly adjust the production numbers
of individual models to changing levels of demand. As a result
of the worldwide economic revival and due in particular to rising
demand in the emerging markets, volumes of orders received
in 2010 increased significantly at all divisions following a distinct
slump in 2009. At Mercedes-Benz Cars, orders returned to the
high levels of the years before the economic and financial crisis.
This upturn was partially caused by the market success of the
new E-Class models and strong demand in China and other emerg-
ing markets. At Daimler Trucks, the recovery of important markets
and the great acceptance of our products resulted in a very substan-
tial increase in orders received. Due to the strong improvement
in demand, we ramped up the production of cars, trucks, vans and
buses once again. For long periods of the year, the car plants were
operating at full capacity in order to meet the market’s increased
demand. The total order backlog at the end of 2010 was again
significantly higher than the weak level of a year earlier.
Revenue. The Daimler Group’s revenue increased in 2010 by 24%
to €97.8 billion; adjusted for exchange-rate effects, there was
an increase of 19%. This means that our business recovered from
the worldwide sales crisis faster than we had expected at the
beginning of the year, but the Group’s total revenue only reached
the magnitude of 2008 and was still below the record level
of the year 2007. All divisions profited from the recovery of major
markets: Revenue rose at Mercedes-Benz Cars by 29% to €53.4
billion, at Daimler Trucks by 31% to €24.0 billion, at Mercedes-
Benz Vans by 26% to €7.8 billion and at Daimler Buses by 8% to
€4.6 billion. The Daimler Financial Services division also achieved
revenue growth of 7% to €12.8 billion.
25
20
15
10
5
0
Asia
NAFTA region
2006
2007
2008
2009
2010
30
In billions of euros
Consolidated revenue by region
Germany Western Europe
(excl. Germany)
Other markets