Mercedes 2012 Annual Report Download - page 130

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3 | Management Report | Outlook
Unit sales
Mercedes-Benz Cars is consistently pursuing its
“Mercedes-Benz 2020” offensive. Numerous model changes
and new products should ensure that the division achieves
new records for unit sales in the years 2013 and 2014. A major
contribution to this growth is likely to come from the new
models in the high-volume compact-car segment. The new
B-Class was already well established in the market in the
year 2012. And then in September we had the extremely success-
ful launch of the new A-Class, with which we intend to attract
additional groups of customers to the brand. In April 2013, the
third model on the basis of the new compact-car architecture
will be launched: the CLA four-door coupe. Also starting in April,
the new E-Class sedan and wagon will be available from
Mercedes-Benz dealerships after a thorough upgrade. And as
of mid-May 2013, the new E-Class coupes and convertibles
will create additional impetus. In June 2013, the locally emission-
free super sports car SLS AMG Coupe Electric Drive will
be launched on the market. In the second half of 2013,
Mercedes-Benz expects significant growth in the luxury seg-
ment, above all due to the launch of the all-new S-Class.
As the most important new model of the year 2013, the new
S-Class will set new standards with pioneering innovations
for comfortable and safe driving, summarized under the head-
ing of “Mercedes-Benz Intelligent Drive.” In addition, the
Mercedes-Benz brand will also continue to profit in 2013 from
the great market success of its models in the compact-car
and SUV segments.
Within the framework of the long-term “Mercedes-Benz 2020”
growth strategy, the product portfolio will be further expanded
across all segments in the coming years. In the compact-car
segment, the Mercedes-Benz product portfolio will be expanded
to a total of five models. In parallel, the model offensive will
also be continued at the upper end of the automobile spectrum,
for example with new models of the coming S-Class and
with another SUV model version.
The smart brand expects good chances that the unique two-
seater in the highly competitive micro-car segment will defy
its advanced model lifecycle also in 2013, and will achieve
unit sales in the magnitude of the prior year. The successor
model of the two-seater, the new smart four-seater and the
electric smart scooter will be presented in 2014.
Daimler Trucks anticipates a slight increase in unit sales
in the year 2013 and further growth in 2014, although the
development in 2013 will at first be rather moderate or even
negative in some key markets due to the ongoing difficult
economic situation. We expect the introduction of stricter emis-
sion limits in 2014 to cause some purchases to be brought
forward to 2013. As a result of its extensive product offensive,
Daimler Trucks not only has a complete model range of Euro VI
trucks, but is also in a very good starting position in all rele-
vant regions: A highly attractive, innovative product portfolio
should allow us to further strengthen our market position
worldwide and to increase our share of important markets.
Unit sales should benefit from the complete availability
of the Actros and Antos models and from other new models
such as the Arocs for the construction sector and the new Atego.
Our strong North American products like the new Freightliner
Cascadia Evolution in combination with the strong Detroit
components should make an important contribution to further
growth. With our clear focus on profitable customer seg-
ments such as the construction and municipal segments within
the framework of our “Vocational Strategy,” we want to utilize
additional market potential and strengthen our leading position
in North America.
Our brands Fuso and BharatBenz will also make an important
contribution to growth in unit sales in the coming years.
The Fuso Canter and its hybrid version, which has been produced
also in Europe since 2012, should stimulate additional demand.
Fuso will extend its leading position in the field of “green innova-
tion” with the new Canter Eco Hybrid and other technologies.
Furthermore, Fuso is developing profitable export markets in the
context of its growth offensive. In India, as previously announced,
we will expand our range of BharatBenz trucks to a total of
17 models in the weight classes from 6 to 49 metric tons by the
year 2014, and will also expand the sales and service network.
In Russia and China, we are gradually intensifying the coopera-
tion with our local partners Kamaz and Foton, and are thus
creating the right conditions for the further development of these
growth markets.
Mercedes-Benz Vans plans to increase its unit sales
in the years 2013 and 2014. On the product side, the new
Mercedes-Benz Citan should contribute to this growth.
Entering the market segment of small vans makes us a full-
range supplier and thus gives us additional growth potential
in Europe. As of mid-2013, there will be demand stimulus
from the new-generation Sprinter. As part of our “Vans goes
global” strategy, we are increasingly developing markets
outside Europe. Furthermore, Mercedes-Benz vans are increas-
ingly produced also locally: in Argentina and China, and in
the first half of 2013, production will begin also in Russia with
our partner GAZ.