Importance of China for Mercedes-Benz Passenger Cars

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1 Importance of China for Mercedes-Benz Passenger Cars Merrill Lynch, 17 May 2011 Klaus Maier President and CEO of Slide 1

2 Agenda Mercedes-Benz Growth in China Today's Importance of China from a Global Perspective Major Drivers for Future Growth Future Importance of China from a Global Perspective Slide 2

3 Agenda Mercedes-Benz Growth in China Today's Importance of China from a Global Perspective Major Drivers for Future Growth Future Importance of China from a Global Perspective Slide 3

4 Development of Mercedes-Benz Passenger Cars (incl. smart) Retail Sales in China 147,672 68,541 61,172 38,770 17,572 26,880 3, /2011 YTD Source: MBCL Report Slide 4

5 Mercedes-Benz has been the fastest growing luxury manufacturer in the past consecutive years Retail Sales % 115% /2011 YTD 87% 72% 70% 68% 53% 42% 25% 44% 28% 17% 11% 38% 33% 8% 44% 55% 24% BMW Audi Lexus BMW Audi Lexus BMW Audi Lexus BMW Audi Lexus BMW Audi Note: MB w/o smart, BMW w/o Mini -20% Lexus Source: MBCL Report Slide 5

6 Mercedes-Benz significantly increased market share from 2006 to 2010 in luxury car segment* 55.0% Retail Sales % 47.0% 45.6% 37.1% 24.0% 24.0% 24.9% 25.0% 28.0% 12.0% 13.0% 15.4% 19.4% 25.4% 9.1% 14.0% 12.7% 10.0% 9.4% MB Audi BMW Lexus *Luxury car segment: MB w/o smart, BMW w/o Mini, Audi, Lexus Source: MBCL Report Slide 6

7 The Mercedes-Benz Passenger Car retail network in China comprises of 172 outlets covering 84 cities Northern Region Outlets Total 65 Eastern Region Outlets Total 66 Southern Region Outlets Total 41 Status: April 2011 Slide 7

8 MB retail network will continue its fast expansion to support the strong sales growth MB PC Network Development (No. of outlets) YTD 2011 Status: April 2011 Slide 8

9 Agenda Mercedes-Benz Growth in China Today's Importance of China from a Global Perspective Major Drivers for Future Growth Future Importance of China from a Global Perspective Slide 9

10 Mercedes-Benz was globally the premium brand with the highest growth rate in 2010 MB Retail Growth Rate 2010 (w/o smart) - In comparison to PY - +15,3% +14,6% +15,0% +5,1% (in mio. units) Source: DAG MBC Report (Retail YTD December 2010) Slide 10

11 Among all other countries Mercedes-Benz Passenger Cars in China acquired the highest volume growth rate in 2010 Canada +12 % Russia +64 % Germany +0 % Western Europe (w/o G.D.) +2 % Turkey +27 % Taiwan +49 % Japan +10 % USA +8 % India +80 % China +115 % S. Korea +86 % Lat. Am. w/o Mexico +46 % South Africa +16 % Australia/Pacific +18 % Source: DAG MBC Report (Retail YTD December 2010) Slide 11

12 Within 10 years Retail Sales of MB China (w/o smart) has leapfrogged in the worldwide Country Ranking & expanded its global share from 0,3% to 12,3% Rank 2010 Country MBC Retail 2010 w/o smart (total ) %-share of total sales 2010 %-share of total sales 2000 Rank Germany ,7 37,1 1 2 USA ,5 19,4 2 3 China ,3 0, UK ,3 6,2 3 5 DCAA* ,3 3,3 7 6 Italy ,5 5,9 4 7 France ,0 4,5 5 8 Japan ,6 4,0 6 9 Canada ,4 1, Spain ,3 2,2 8 Total ,9 84,2 * DCAA contains Africa w/o South Africa, partly Eastern Europe, former Soviet Union w/o Russia, South-East Asia Source: DAG MBC Report (Retail YTD December 2010) Slide 12

13 China accounts for 12% of the MBC sales worldwide with market leading positions for many segment types and a clear tendency to grow in others Sales MBC 2010 Global 100% 2010 China* 12% R-Class S-Class sedan CLS-Class E-Class sedan GLK-Class C-Class sedan B-Class M-Class 1% 6% <1% 18% 6% 21% 9% 6% 45% 38% 29% 20% 17% 11% 11% 11% * rounded MB retail sales Slide 13

14 Agenda Mercedes-Benz Growth in China Today's Importance of China from a Global Perspective Major Drivers for Future Growth Future Importance of China from a Global Perspective Slide 14

15 Major Drivers for Passenger Car Market Development in China West East Source: Liu Yang, East meets West Strong GDP Growth Rising Disposable Income Low Car Density Massive Urbanization Increase of Production and R&D Capacities Slide 15

16 New luxury car customers will continue to be introduced into the market for years to come as the number of affluent households in China increases steadily 15% 20% Source of Wealth 10% Private Business Property Speculators 55% Stock Market Gurus High Executives Chinese Millionaire A General Profile is 39 yrs old No. 1 China is expected to become the largest market for luxury goods in the next years 960,000 individuals with personal wealth of 10 million Yuan, up 9.7% on ,000 Nr. of super rich in China with 100 million Yuan or more, up 9.0% on last year full 15 yrs younger than their Western counterparts 30% are female years younger are the average luxury shoppers in China compared to those in the West Source: The GroupM Knowledge - Hurun Wealth Report 2011, chinadaily.com Slide 16

17 Chinese consumers demand is becoming more diversified for cars Before early 90s Mid 90s early 00s Mid 00s till now & Future Outlook 1983 first Santana available for mass market. Birth of the 1st breed of successful entrepreneurs who bought their first cars for business purposes (business sedans) Concept of Private Car emerges Diversified consumer needs for mobility & cars alongside the development of overall car market Chinese luxury car consumers attitude on cars 90% 80% 70% 60% 50% 40% 30% 20% Consumers perception of treating cars more than just mean of transport, is rising. Importance of using car as a symbol of reflecting social status and wealth is reducing throughout the years. Lead to a more diversified consumer needs on mobility Source: MBCL consumer Insight Report Slide 17

18 Mercedes-Benz product portfolio has been expanded massively with a rich model mix available for the Chinese consumers. In addition we also introduced AMG cars and smart in China MB models* available in China NEW +X new models NEW +X new models BBAC MBCL 45 * MBCL+BBAC (MB PC + smart + Maybach), incl. Special Editions, Trim Lines 02/2011 Source: MBCL Product Management Slide 18

19 Auto financing in China is taking off with more and more customers leverage loan to buy cars. This should boost auto demand over the long term (%) 100 Auto Finance Penetration Rate (by country) US India Brazil Japan Western Euro Russia China MBAFC No. 1 No.1 MBAFC is the first-comer in China providing auto financing for PC in As first-comer in China providing auto financing for PC in luxury segment since 2005, luxury we segment have acquired since the highest We have penetration the highest rate among penetration our competitors. rate Further among increase the luxury number competitors. of retails cities in Source: Nomura research, 2009 Slide 19

20 As the car market is maturing, the fast growing vehicle parc will lead to prosperity in the Chinese After-Sales market Vehicle Parc (Thousand Units) 61% of the vehicle parc will be over 3 years old in 2015, PC+CV PC generating the highest After-Sales revenue 76, % 90, Million total vehicle parc forecast in 2015, leading to a huge After-Sales market potential 31, % 40, Billion RMB After-Sales Market Potential in 2015 Let s Embrace the Future! Source: China Statistics Bureau 2010, china.com.cn Slide 20

21 Agenda Mercedes-Benz Growth in China Today's Importance of China from a Global Perspective Major Drivers for Future Growth Future Importance of China from a Global Perspective Slide 21

22 China Passenger Car Market will increase between 10%-15% in 2011 Growth Rate Q1 2011: +14% * 12,162, % +10% 13,980,000 13,378,000 8,886, % 5,590,642 6,138, % +10% E Source: Historical data - China Automotive Industry Newsletter (CAAM), Sales = Domestic wholesales + Export + Import + Pick up Forecast MBCL S&M internal analysis (Sales Planning Department) April 2011 Mercedes-Benz MB China Update (China) Ltd. Slide 22

23 Luxury Car Market in China will grow faster than PV Market Growth Rate Q1 2011: +30% * +20% 1,198, , % 1,148, , % 316, % 398, % E Source: Historical data - China Automotive Industry Newsletter (CAAM), Sales = Domestic wholesales + Export + Import Forecast MBCL S&M internal analysis (Sales Planning Department) Note: Definition of Luxury Car Market (MBC Addressable Market) in line with DAG Segmentation OP11-12 April 2011 Mercedes-Benz MB China Update (China) Ltd. Slide 23

24 Like other regions, China is one of the drivers for the total car market growth until 2015 World: total market volumes In million units, status of cumulated internal planning 82 >80 China s Share of Total Market ~23,9% 19,9% ~21,5% 16,3% // (F) 2015 (F) Source: Economic & Market Intelligence (S/EM) Slide 24

25 Moving forward to reach our ambitious target Development of Mercedes-Benz Cars retail sales (w/smart) in China > Mercedes-Benz Cars sales in China [ 000 units] ca Key Success Factors: Leading premium automotive brand positioning Localization of products Dealer Network Expansion Highest customer satisfaction Leading Corporate Social Responsibility programs Local talent development Slide 25

26 Readers of auto motor sport in China ranked MB No.1 in Advertisement Has Good Advertising 广 告 做 得 好 All survey participants in % 全 体 被 访 者 % Slide 26

27 Four principles are the framework for the all brand communication activities of Mercedes-Benz in China Driven by emotion Appeal to the young Fully integrated Innovative formats Slide 27

28 Fully explore the existing MB platforms and utilize the exclusive & premium opportunity to create money-cannot-buy experiences for customers Auto Shows Sport Marketing Sponsorship HQ Opportunities Branded Venue Auto Shanghai Auto Chengdu Auto Guangzhou F1/DTM CTA/Swing for Stars MercedesTrophy ATP SH Master (New) Art Beijing (since 2007) MB Music Festival (since 2010) Mercedes-Benz China Fashion Week (New) Automobile Summer Augusta The Masters MercedesTrophy World Final MB Berlin/NY fashion Week MB Arena NCPA Product Launch/Brand Event + CRM (Acquisition and loyalty program) Exclusive Brand Experience + Sales Support Slide 28

29 Thank you for your attention! Your questions? Slide 29

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