Strategy and targets of Mercedes-Benz Cars Sales and Marketing. Dr. Joachim Schmidt, September 29, 2010 UBS Paris Auto Show Investor Conference

Transcription

1 Strategy and targets of Mercedes-Benz Cars Sales and Marketing Dr. Joachim Schmidt, September 29, 2010 UBS Paris Auto Show Investor Conference

2 1. Our current performance 2. Our targets 3. Strategy of MBC Sales and Marketing Slide 2

3 Mercedes Benz Cars: Continued strong improvement of EBIT over the last quarters EBIT in millions of, return on sales in % 9,8% 7,0% ,5% 355 5,3% (3,2%) Q2 Q3 Q4 Q1 Q Strong increase driven by higher sales volume in all regions and especially in China More favorable product mix and better pricing Positive exchange rate development and efficiency enhancements Slide 3

4 Mercedes-Benz Passenger Cars with strong growth rates in retail sales in % +24% +13% +12% +15% +18% +13% +17% +22% JAN FEB MAR APR MAY JUN JUL AUG JAN-AUG Slide 4

5 Mercedes-Benz Passenger Cars with strong sales momentum in Retail YTD August Canada +16% Russia +60% Western Europe +1% Japan +12% USA +18% India +81% China +132% Rep. Korea (South) +138% Brasil +45% Rep. South Africa +16% Australia/Pacific +26% Slide 5

6 Strong growth across modell ranges and excellent modell mix - Retail YTD August E-Klasse E-Class sedan (+52%) E-Class Coupe (+98%) S-Class sedan (+32%) C-Class sedan (+9%) GLK (+15%) GL-Class (+24%) Slide 6

7 1. Our current performance 2. Our targets 3. Strategy of MBC Sales and Marketing Slide 7

8 Our ambition at Mercedes-Benz Cars: The most successful car manufacturer in the premium and luxury segment Mercedes-Benz Passenger Cars* vehicle sales [million units] CAGR 6.9% * excludes smart Slide 8

9 1. Our performance 2. Our targets 3. Strategy of MBC Sales and Marketing Slide 9

10 Mercedes-Benz Cars Strategy The most successful car company in the premium and luxury market Profitable Growth 10% RoS constantly Our strategic pillars Superior Products & Customer Experience Leading Brands Innovation & Technology Leadership Global Presence & Network Operational Excellence High Performing, Inspired People Current topics Constantly leading & profitable large cars New attractive compact cars (MB/smart) Delightful customer care Brand positioning and claim Green technology leadership Global footprint Cooperations Powerful sales & service organization Excellence Slide 10

11 Mercedes-Benz Cars Sales and Marketing Strategy Vertrieb Sales and und Marketing MBC MBC Product Price Place Promotion People Processes 1 Authentische Perfectly positioned Markenbrand and effective marketing 2 Fascinating Effektive Marktdurchdringung products Delightful Bedingungslose customer Kundenorientierung care Zukunftsfähiges Retail network ready Retailnetz for the future 6 Efficient, Effiziente, integrated integrierte processes Prozesse and systems 7 Motivated, Motivierte, qualified qualifizierte employees Mitarbeiter Effective market penetration Profitable growth Inspired customers: CSI No. 1 Slide 11

12 1. Brand aspiration The new brand aspiration of Mercedes-Benz: Our brand star Slide 12

13 1. Brand aspiration Slide 13

14 1. Brand aspiration Cross Functional Brand Team: Responsible for the roll-out of the brand positioning across all functions Cross Functional Brand Team Sales & Marketing R&D WP9 Aftersales WP1 WP8 Operational targets & measures have been defined WP2 WP7 Direct implications for products services etc. WP3 WP6 Image study controls efficiency of measures for respective targets (brand monitor, market research) WP4 WP5 Production Controlling, IT, HR UBS Paris Auto Show Investor Conference Functional strategies have been developed per brand experience Purchasing September 29, 2010 Slide 14

15 1. Brand aspiration International Brand Campaign: Print, TV, online and media communications TVC Print Online PR Slide 15

16 2. Effective Marketing Comprehensive communication activities in 2010 support the three brand values Perfection Driver Assistance Systems Campaign Fascination CLS Campaign Responsibility BlueEFFICIENCY Campaign Slide 16

17 Customers can experience the fascination of the Mercedes-Benz brand on their ipad 2. Effective Marketing Slide 17

18 3. Product portfolio Examples of fascinating new product highlights CLS Shooting Brake Slide 18

19 3. Product portfolio Ambitious CO 2 targets for Mercedes-Benz Cars CO 2 fleet average Mercedes-Benz Cars [in gramms/km] <140 95g (4.0 l/ 100km) MBC target 2012 EU target 2020 Slide 19

20 Mercedes-Benz Cars aims at leading position with green technologies Roadmap for sustainable mobility: 3. Product portfolio Optimization of combustion engines Further efficiency gains through hybridization Locally emission-free electric engines C 220 CDI S 500 Plug-in Hybrid smart electric drive, E-Cell, F-Cell grams CO 2 /km grams CO 2 /km grams CO 2 /km Slide 20

21 3. Product portfolio Highlights Paris Auto Show: New concepts for emission free urban mobility SLS AMG E-CELL A-Class E-CELL smart escooter S250 CDI Slide 21

22 4. Effective processes New Sales Organization More Customer, less bureaucracy More customer focused organization in Headquarters and MPC Stronger focus on integrated downstream products Increase Effectiveness Increase Efficiency New Leadership Modell Slide 22

23 Mercedes-Benz The Best Premium Franchise 5. Successful dealer network Attractive brand and products Gain and keep best automotive partners Sales New Sales Used Service and Parts Financial Services Slide 23

24 Mercedes-Benz with strong improvements in customer satisfaction in most markets 6. Satisfied customers Sales Service / Customer Satisfaction Ranks in the Premium Segment 1 Germany UK France Italy 2) Spain 2) Switzerland 2) The Netherlands 2) South Africa 2) USA Further awards for customer satisfaction J.D. Power 2010 Initial Quality Study J.D. Power VOSS SM Germany No.1 Premium Brand in Service Satisfaction J.D. Power CSI France No.1 Premium Brand Grand Prix des Marques Automobiles 2010 No.1 in Sales and After Sales Service ADAC and auto motor sport No. 1 in workshop tests with best reults overall in both tests 1) Source: NCBS, JDP SSI/CSI, CBS 2) Results Slide 24

25 Our ambition at Mercedes-Benz Cars: The most successful car manufacturer in the premium and luxury segment Mercedes-Benz Passenger Cars* vehicle sales [million units] CAGR 6.9% * excludes smart Slide 25

26 For the full year 2010 we expect Mercedes-Benz Cars EBIT of about 4 billion Euros [EUR billion] Q1 Q2 H2 FY 2010 Slide 26