Mercedes 2013 Annual Report Download - page 31

27
A | To Our Shareholders | Objectives and Strategy
Ambitious return targets. In addition to our growth targets,
we have set ourselves a return target (EBIT in relation to revenue)
of 9% on average for our automotive business. This overall
figure is based on the return targets for the individual divisions,
which we intend to achieve on a sustained basis. These
targets are 10% for Mercedes-Benz Cars, 8% for Daimler Trucks,
9% for Mercedes-Benz Vans and 6% for Daimler Buses. Our
target for the Daimler Financial Services division is a return
on equity of 17%.
Four strategic growth areas. We aim to achieve our
goals in four strategic growth areas.

A .10
We will
– strengthen our core business,
– continue growing in new markets,
– take the lead with “green” technologies and safety, and
– forge ahead with the development of new mobility
concepts and services.
Strengthening our core business. A strong core business
is founded on first-rate products, competitive cost structures
and a customer-focused organization. In order to prepare
ourselves for growth and a stronger customer focus, we are
increasingly aligning our organizational structure with the
individual divisions as part of a concept under the heading
of “Customer Dedication.” This is bringing us closer to
the customer, while at the same time reducing complexity
and making our organization faster and more flexible.
A comprehensive model offensive will extend the product
range of Mercedes-Benz Cars in all segments by the year 2020.
The new S-Class, which was launched in all regions within
only three months, is the spearhead not only of our Mercedes-
Benz car program but also of automotive development as a
whole. The S-Class is once again the leader in terms of safety,
comfort, and luxury. It will be followed in 2014 by the S-Class
coupe, the new GLA, the C-Class, and the new smart, which will
be available as a two- and four-seat version. This program
of product renewal and expansion is being accompanied by the
systematic further development of our brands as well. Our
claim to deliver “the best or nothing” underscores our commit-
ment to further consolidating the Mercedes-Benz brand’s
top position in the market. We will use our new compact-class
models in particular to attract younger target groups. Our
brand and corporate communication activities increasingly
A.09
Target system