Daimler Business in China Hubertus Troska, Chairman & CEO of Daimler Greater China
Content
2 J.P. Morgan China Submit 2014
China Economy & Market 1
2 Presence of Daimler in China
China: 2nd largest economy with >$9 trillion GDP, economy maintained a stable and moderate growth
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China Economy & Market
J.P. Morgan China Submit 2014
China Economic Growth – GDP YTD, Volume in Trillion RMB, real growth in % to year ago
World Economic Growth – GDP real growth in % to year ago
Source: National Bureau of Statistics of China Source: Economic & Market Intelligence (S/EM) - March 2014
Q1 2014
7.4% Q1 2014
7.4%
Automotive production volume reached almost 100 times than that of 30 years ago
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China Economy & Market
J.P. Morgan China Submit 2014
China Automotive Production Volume in thousands units
240 1,062
13,791
22,117
The 10 million Vehicle (2009)
The First Vehicle (1956)
As the largest automotive market worldwide, China reached 22 million units auto sales in 2013
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China Economy & Market
J.P. Morgan China Submit 2014
volume in thousands units FY 2013
Sales Volume
FY 2013
YoY Growth
YTD April 2014
YoY Growth
PV 16,224 +19% +12%
Truck 2,644 +10% +4%
Van 2,950 +4% +6%
Bus 250 +5% -1%
Total Market 22,069 +15% +10%
Source: China Association of Automobile Manufacturers
And China will continue to top the global automotive market
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China Economy & Market
J.P. Morgan China Submit 2014
China PV Sales In million units
China Truck Sales In million units
Source: IHS Automotive Q1 2014
World No#1 World No#1
Content
7 J.P. Morgan China Submit 2014
China Economy & Market 1
2 Presence of Daimler in China
Daimler in China
8 J.P. Morgan China Submit 2014
Beijing
Fuzhou
Shenzhen
Daimler Trucks
Production and
Distribution
Mercedes-Benz Vans
Production and
Distribution
NEV Development,
Production and
Distribution
Mercedes-Benz Cars
Distribution
Auto Finance
R&D
Production
9 J.P. Morgan China Submit 2014
Auman Trucks
Continuously increased its sales performance and pursues an ambitious growth plan for the next years
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Auman Trucks
J.P. Morgan China Submit 2014
Auman (BFDA) HDT Domestic Sales Development
Volume in thousand units, Market share in percent
Auman HDT achieved highest annual growth among Top 5 OEMs
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Auman Trucks
J.P. Morgan China Submit 2014
Top 5 OEM HDT Domestic Sales 2013
Volume in thousand units, annual growth rate in percent
+27% +32% +27% +19% +36% +33%
Sources: Domestic HDT sales volumes are based on CAAM minus China Customs export sales / Auman domestic sales is provided by BFDA
12 J.P. Morgan China Submit 2014
Mercedes-Benz Trucks
Mercedes-Benz Truck remains No.1 European Importer in China with market share of 65% in 2013
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Mercedes-Benz Trucks
J.P. Morgan China Submit 2014
Mercedes-Benz Truck Sales Development
Volume in units
China HDT WEU Segment in 2013
SoM in percentage
65%
MB Truck in China is strong in following segments
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Mercedes-Benz Trucks
J.P. Morgan China Submit 2014
Oilfield
Logistics: Dangerous Goods Logistics: SLT Logistics: E-Commerce Logistics: Cold-Chain
Concrete Pump Firefighting
Daimler in China
15 J.P. Morgan China Submit 2014
Beijing
Fuzhou
Daimler Trucks
Production and
Distribution
Mercedes-Benz Vans
Production and
Distribution
16 J.P. Morgan China Submit 2014
Mercedes-Benz Vans
Renewed strong sales growth in 2013
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Mercedes-Benz Vans
J.P. Morgan China Submit 2014
Mercedes-Benz Vans Retail Development
Volume in units
Mercedes-Benz Vans Retail in 2013
Model mix in percentage
Viano
Sprinter
17%
36%
47% Vito
Daimler in China
18 J.P. Morgan China Submit 2014
Beijing
Fuzhou
Shenzhen
Daimler Trucks
Production and
Distribution
Mercedes-Benz Vans
Production and
Distribution
NEV Development,
Production and
Distribution
19 J.P. Morgan China Submit 2014
DENZA
DENZA World Premier at Auto Beijing 2014
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DENZA
J.P. Morgan China Submit 2014
Up to 300 kilometers
driving range
DENZA: the safest, most reliable, and most convenient electric vehicle
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DENZA
J.P. Morgan China Submit 2014
Over 1.2 million
kilometers testing C-NCAP 5 Stars
Easy access to license plates, central and local subsidies
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DENZA
J.P. Morgan China Submit 2014
MSRP starts from
369,000 RMB
Customer price in Beijing starts from
255,000 RMB
Exemption from standard license plate lottery in Beijing
Free license plates in Shanghai
Dedicated dealerships in Beijing, Shanghai and Shenzhen for DENZA
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DENZA
J.P. Morgan China Submit 2014
Beijing
Shanghai Shenzhen
Daimler in China
24 J.P. Morgan China Submit 2014
Beijing
Fuzhou
Shenzhen
Daimler Trucks
Production and
Distribution
Mercedes-Benz Vans
Production and
Distribution
NEV Development,
Production and
Distribution
Mercedes-Benz Cars
Distribution
Auto Finance
R&D
Production
25 J.P. Morgan China Submit 2014
Mercedes-Benz Cars
Mercedes-Benz with positive momentum in 2013
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Mercedes-Benz Cars Retail Development
Volume in units
R-Class
China as #1 market
12,700 units retail
S-Class
China as #1 market
22,000 units retail
GLK-Class
China as #1 market
41,500 units retail
Strong position in SUV segment (M-/GLK-Class)
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Luxury SUV Segment Competitor Analysis
Retail sales in thousand units
Source: Competitor Retail figure from Press Release
The smart story continues with 5 years of success
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
smart Retail Development
Volume in units
smart, A-Class, S-Class and R-Class are category winners in AMS CHINA BEST CARS 2014 Survey
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Best Luxury Cars: S-Class
Best MPV: R-Class
Best Compact Car: A-Class
Best Micro Cars: smart
Mercedes-Benz dominates 2013 China Initial Quality Study
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Best in Luxury Segment Brand Ranking for China Initial Quality
Best in Entry Luxury Segment
We do our homework and we’re determined to pick up the pace in China
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Extension Product Portfolio Expansion Dealer Network
Extension Local Production Leverage Financial Services Extension Local R&D
Integrated Sales Organization
Integrated sales organization put locally produced and imported Mercedes cars under one roof
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
We do our homework and we’re determined to pick up the pace in China
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Expansion Dealer Network Integrated Sales Organization
Accelerate the expansion of Dealer network in 2013 and 2014 with focus on new cities in lower tiers
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Mercedes-Benz PC Network Development
Number of outlets, including AS only outlets +100
+75
Dealer network expansion will be further accelerating not only in quantity but also in quality
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Guangzhou 2008: 1,500 m2
8,400 PTDs
Chengdu 2013: 5,000m2
55,000 PTDs
Xi’an 2012: 900m2
6,300 PTDs
Beijing (Currently = 1,800m2)
2017: 10,000m2
110,000 PTDs
Shanghai (Currently = 1,221m2)
Q2 2014: 11,250m2
140,000 PTDs
Existing Training Center
Extended Training Center
PTD: per training day
New Shanghai TC Opening Ceremony 22 July 2014
We do our homework and we’re determined to pick up the pace in China
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Extension Product Portfolio Expansion Dealer Network Integrated Sales Organization
In 2013, we celebrated 7 product premieres in China
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
New A-Class LWB E-Class Facelift New S-Class
New CLS Shooting Break E-Class Coupe Facelift New GL-Class C-Class Coupe
Our flagship – the new S-Class
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
The facelifted E-Class repositioning
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
All New C-Class Long Wheelbase World Premiere at Auto Beijing 2014
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
The New CLA-Class
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
And we will expand our line-up of locally produced cars in China with a new compact SUV: the new GLA
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Continue product offensive: more than 20 new/ facelifted models through 2015
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
+
We do our homework and we’re determined to pick up the pace in China
44
Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Extension Product Portfolio Expansion Dealer Network
Extension Local Production
Integrated Sales Organization
Extension of production capacity at BBAC
45
Mercedes-Benz Cars
J.P. Morgan China Submit 2014
MRA (2.0 million m2)
R&D
Center
Engine Plant (0.6 million m2)
MFA (2.26 million m2)
The first Mercedes-Benz engine plant out of Germany celebrated grand opening in November 2013
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
€1 billion capacity expansion signed witnessed by German Chancellor Merkel and China President Xi
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
We do our homework and we’re determined to pick up the pace in China
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Extension Product Portfolio Expansion Dealer Network
Extension Local Production Extension Local R&D
Integrated Sales Organization
Several new R&D functions are in a build up and qualification phase
49
Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Advanced Design Trends & Innovations Telematics & Infotainment
Advanced Engineering Localization / Development Engine / Testing
We do our homework and we’re determined to pick up the pace in China
50
Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Extension Product Portfolio Expansion Dealer Network
Extension Local Production
Integrated Sales Organization
Leverage Financial Services Extension Local R&D
“Best Auto Finance Product” Award 2013! the 3rd time for MBAFC to receive such award since 2011
51
Mercedes-Benz Cars
J.P. Morgan China Submit 2014
In 2014, Mercedes-Benz has successfully launched the all-new Agility Lease for the Chinese market
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Guaranteed Minimum
Future Value
Rental
Affordability
Pre-Payment
Flexibility
3 Options at Contract End >> Purchase / Trade / Return
Daimler AG is 12% shareholder in Chinese partner BAIC Motor
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Mercedes-Benz is on the path to growth
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Mercedes-Benz Cars
J.P. Morgan China Submit 2014
Mercedes-Benz Cars Retail Development > 300,000
55 J.P. Morgan China Submit 2014
Thank You!
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