Mercedes 2013 Annual Report Download - page 146

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New records set for unit sales and revenue. Mercedes-Benz
Cars, comprising the brands Mercedes-Benz and smart,
accelerated its growth with sales of 1,565,600 vehicles in the
year under review (2012: 1,451,600).

D.01 Revenue also
increased to a new record level, rising by 4% to €64.3 billion.
At €4.0 billion, EBIT was lower than the figure for the previous
year. However, following a weaker first half of the year, we
were able to significantly improve our earnings in the third and
fourth quarters of 2013. The launch of several new and attrac-
tive products made a major contribution to the very positive
overall business development throughout the year. Efficiency
improvements from the “Fit for Leadership” program also
had an increasingly positive effect on earnings as the year
progressed.
Fit for Leadership. “Fit for Leadership” is a key element of
our “Mercedes-Benz 2020” growth strategy. In the short term,
the program combines existing and additional efficiency-
boosting measures. Over the long term, it will optimize the
Mercedes-Benz business system and create the structures
necessary to achieve the growth defined by “Mercedes-Benz
2020.” With “Fit for Leadership,” we plan the implementation
of measures to achieve a sustained improvement in our cost
structures of approximately €2 billion by the end of 2014.
For the year 2013, we had the objective of achieving 30% of
the total cost reductions we aimed for. This target was
significantly surpassed. Numerous measures have already
been taken to increase efficiency in areas from product
creation to the optimization of our procurement and sales pro-
cesses, with the result that we were able to realize savings
of approximately €800 million by the end of the year. Substantial
progress was made for example with the optimization of
production and with reducing material costs and fixed costs.
We systematically identified technical and constructive poten-
tial for optimization and were able to achieve considerable
effects by applying new procedures in awarding contracts
to suppliers. We plan to systematically improve our processes
in all areas in the coming years and to make them even more
transparent. Among other things, we will carry out cost and
profitability initiatives as standard features in all phases of the
product creation process.
Mercedes-Benz Cars.
2013 was another record year for Mercedes-Benz Cars. Unit sales, revenue and production
reached all-time highs. As we anticipated at the beginning of 2013, EBIT displayed a clear upward
trend as the year progressed. Our most important new model was the S-Class, a pioneer
of automotive development that underscores our leadership in the luxury segment. Additional
new models in 2013 were the new E-Class and the CLA compact coupe. We also unveiled
the new GLA, a compact SUV. Targeted investment in our global production network and sustained
improvements in efficiency have put us on track for further profitable growth.
D.01
Mercedes-Benz Cars
2013 2012 13/12
Amounts in millions of euros % change
EBIT 4,006 4,391 -9
Revenue 64,307 61,660 +4
Return on sales (in %) 6.2 7.1 .
Investment in property,
plant and equipment
3,710
3,495 +6
Research and development
expenditure thereof capitalized
3,751
1,063
3,863
1,125
-3
-6
Production 1,588,658 1,455,650 +9
Units sales 1,565,563 1,451,569 +8
Employees (December 31) 96,895 98,020 -1
Unit sales by Mercedes-Benz Cars
2013 2012 13/12
In thousands % change
Mercedes-Benz 1,467 1,346 +9
thereof A-/B-/CLA-Class 384 231 +66
C-/SLK-Class 357 425 -16
E-/CLS-Class 332 314 +6
S-/CL-/SL-Class/
SLS/Maybach
71
81 -12
M-/R-/GLK-/GL-/
G-Class
323
295 +9
smart 98 106 -7
Mercedes-Benz Cars 1,566 1,452 +8
thereof Western Europe 640 631 +1
thereof Germany 280 290 -3
NAFTA region 363 342 +6
thereof United States 319 300 +6
China 239 208 +15
Japan 54 45 +20
D.02