Daimler Annual Report 2011 - Alle jaarverslagen

Clear claim to leadership in all businesses. With our
“Mercedes-Benz 2020” growth strategy, our Mercedes-Benz
Cars division strives to occupy the leading role for premium
automobiles also in terms of unit sales. We intend to sell 1.6
million cars of the Mercedes-Benz brand in 2015 and to sell
more cars than any other premium manufacturer in the year
2020. The smart brand will further extend its pioneering role
in urban mobility and will lead its segment for alternative drive
systems. At Daimler Trucks, we want to further strengthen
our position as number one in the global truck business and
aim to sell more than 500,000 vehicles in the year 2013;
in the medium term, we plan to sell more than 700,000 each
year. Daimler Buses has set itself the goal of further strengthening
its leading position for buses above 8 tons gross vehicle
weight, and Mercedes-Benz Vans is striving to achieve further
growth also outside its present segments and markets with the
strategic initiative, “Mercedes-Benz Vans goes global.”
Daimler Financial Services has targeted the position of the
best captive financial services provider and will continue
to grow in line with our automotive business.
3.03
Strengthening
core business
Growing in
new markets
Leading in
green
technologies
The four strategic growth areas of Daimler
Shaping
new mobility
services
Four strategic growth areas. We aim to achieve our goals
through four strategic growth areas. 3.03 We will
– further strengthen our core business,
– grow in new markets,
– take the lead with “green” technologies, and
– lead the way with the development of new mobility
concepts and services.
Strengthening the core business. A strong core business
is the key foundation for profitability and growth. In order to
strengthen our core business, we are renewing and expanding
our model range, effectively developing our brands, and taking
measures to increase efficiency and competitiveness in all our
businesses.
The Mercedes-Benz model range will be extended by the
year 2015 by a total of ten new models, including three additional
models in the compact-car category and three new
automobiles in the S-Class segment. “The best or nothing”
serves as an incentive to consolidate the top position of the
Mercedes-Benz brand in all the functions of Mercedes-Benz
Cars. As a result of our long-term strategic initiative,
“Customer Satisfaction #1,” we have achieved first place
for customer satisfaction in many markets.
With the new Actros, the flagship and most important new
product to be launched by Daimler Trucks this decade, the
division has continued its product offensive in Europe. This
new heavy truck sets new standards for economy, comfort
and handling, and already fulfills the Euro VI emission norms
two years earlier than required by law. The Actros concludes
the last phase of the worldwide introduction of the new heavyduty
engine generation. Based on the design of this shared
engine platform, the medium-duty engine family will also be
harmonized in the coming years.
Mercedes-Benz Vans will support the planned worldwide
growth with new products and new technologies. We will
launch the new city van Citan in 2012, opening up the segment
of small vans for the Mercedes-Benz brand.
With the new-generation city bus Mercedes-Benz Citaro and
the new coach Mercedes-Benz Travego Edition 1, which
already fulfills the Euro VI emission standards, Daimler Buses
is pursuing further growth while working to secure its
long-term profitability.
Daimler Financial Services is also focused on growth, and in
different ways. The division will continue increasing its business
volumes along with the model and market offensives for cars
and commercial vehicles. At the same time, it will further expand
its product offering in the fields of vehicle financing, mobility
services and insurance. In addition, its global structures and
processes are being further developed. One example of this
process is the reorganization of the financial services business
locations in Germany.
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