mercedes benz
Post on 21-Jun-2015
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Which 3 luxury automakers are called the “German Big 3”?
Mercedes Benz
Abhishek Kumar
"Das Beste oder nichts"“The best or Nothing"
Introduction• A division of the Daimler AGDaimler AG
• luxury automobiles,• Buses, coaches, and trucksBrand
• Stuttgart, Baden-Württemberg, GermanyHeadquarters
• Karl Benz &• Paul DiamlerFounders
• Dieter ZetscheChairman
History
• The Mercedes automobile was first marketed by Daimler-Motoren-Gesellschaft.1901
• The first Mercedes-Benz brand name vehicles were produced, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company1926
• Mercedes-Benz produced the 770 model, a car that was popular during Germany's Nazi period.
• Adolf Hitler was known to have driven these cars during his time in power, with bulletproof windshields1930s
Subsidieries & Alliances
• Mercedes-AMG became a majority owned division of Mercedes-Benz in 1999Mercedes-AMG
• Between 2003 and 2009, Mercedes-Benz produced a limited-production sports car with McLaren Cars
McLaren Mercedes
• Daimler's ultra-luxury brand Maybach was under Mercedes-Benz cars division until 2013, when the production stopped due to poor sales volumes.
Maybach
Strategy
Manufacture world-class luxury
cars
Maintain industry leadership in
technology and design
Maximize profits, delivering
consumer and environmental
benefits
Quality
• Mercedes-Benz had maintained a reputation for its quality and durabilitySince its inception
• J. D. Power surveys, demonstrated a downturn in reputation
Late 1990s and early 2000s
• In J. D. Power's Initial Quality Study, Mercedes showed dramatic improvement by climbing from 25th to 5th placeFirst quarter of 2007
• Mercedes-Benz ranks second in vehicle dependability among all nameplates, with 104 PP1002014
Strategy to inspire customers with
Premium automobiles that set standards in
the areas of
• design, • safety, • comfort, • perceived value, • reliability and • environmental compatibility,
commercial vehicles • that are the best in their respective competitive environment,
outstanding service packages
• related to those products, and
new, customer-oriented mobility solutions
• that utilize the possibilities of increasing digitalization
Strategic Growth AreasStrengthening
the core business
renewing and expanding model
range,
effectively developing brands, and
taking measures to increase efficiency
and competitiveness in all businesses
Growing in new markets
Aim to expand in other regions,
especially in Brazil, Russia, India and
China, the so-called BRIC countries.
further enhancing local presence and,
where useful, cooperation with
local partners.
Leading with green
technologies
the optimization of internal-combustion
engines
to hybrid drive and
to locally emission-free driving
Shape mobility concepts and
services
Car sharing initiative car2go,
CharterWay,
Bus Rapid Transit (BRT) and
The mobility platform “moovel”.
Targets
For the implementation, the company will use theirrole as an innovation and technology
leader worldwide reputation global presence as a full-line supplier
It intends to achieve on a sustained basis a return on sales target of 9% on average for the automotive business.
In 2015Mercedes-Benz Vans to sell 400,000 vehicles and Daimler Buses 42,000 buses
At Daimler Trucks, strengthen leading role in the global truck businessaim to sell more than 500,000 vehicles in the year 2015
By 2020, Mercedes-Benz Cars strives to occupy the Number 1 position in the premium segmentto sell more than 1.6 million cars of the Mercedes-Benz brand in 2015
Mercedes-Benz in IndiaPr
oduc
t Offe
nsiv
e st
rate
gy
• Already launched S 500, S 350, GL 63 AMG, ML 63 AMG, A Class Edition 1, B Class Edition 1, and C Class Grand Edition.
• They have 3 more launches pending before 2014 is out.
Thre
e ne
w c
ars • GLA compact
SUV vs BMW X1 and Audi Q3
• CLA 45 AMG - a much needed edge in the segment.
• Rumoured to be the CLA Class compact sedan vs Audi readying the launch of A3 sedan in India
Mer
cede
s Be
nz fa
ciliti
es
• set to double the production at their plant in Chakan near Pune.
• make their facility as the largest luxury car plant in India
• has invested about Rs 850 crores in their plant in India till date.
Curr
ent s
cena
rio &
bey
ond
• luxury cars account for about 1.5% of the total passenger car sales in the country
• Audi, Mercedes Benz, Volvo and JLR managed to sell about 30,000 units in 2013
• By 2022, this demand number is going to cross 5.5 lakh mark annually
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