Mercedes-Benz plans to sell 1.6 million units in 2015
Company will focus on U.S. and emerging markets to become top luxury brand
Mercedes-Benz Cars, Daimler's passenger car division, sold a record-high quantity of 1.42 million units in 2012, up 4.5% from the previous year. Despite the economic recession in Southern Europe and several model changes, Daimler CEO Dieter Zetsche sees the growth was brought by the booming sales of the A-Class and SUV models. However, Mercedes-Benz Cars' expected EBIT for 2012 does not reach last year's 5.2 billion Euros due to losses in the European market and increased competitive tension in the Chinese market (from announcement made in September 2012).
In order to attain this goal, the OEM will expand its core Mercedes-Benz brand portfolio, enhance sales in both developed and emerging markets, develop green technologies, strengthen partnerships with other companies like Renault-Nissan Alliance, review its manufacturing network and structure, and achieve cost reductions.
With decreased sales volumes in Europe, Mercedes-Benz Cars will focus on the U.S and emerging markets where demand for high-end vehicles is expected. Daimler will strengthen its business in China to surpass the worldwide sales of BMW and Audi, a Volkswagen (VW) subsidiary, as the gap was caused by delayed entry into the Chinese market.