Daimler: further growth expected in 2014
March 11, 2014: Great customer response to new products Record market share in Western Europe GLOBE 2013 successfully completed Significantly increasing unit sales and EBIT slightly above the prior-year level expected in 2014 Hartmut Schick, Head of Daimler Buses: “Our efforts have paid off. We achieved the turnaround and plan to continue growing in 2014.”
Hartmut Schick, Head of Daimler Buses, at the division’s annual press-conference at the Mercedes-Benz Museum, Stuttgart.
Daimler Buses has completed business year 2013 as planned and returned to profitability. The Daimler AG division recorded operating profit of €124 million after posting an operating loss of €221 million in the prior year. Sales rose by 5% to 33,700 units (2012: 32,100), and revenues increased by 4% to €4.1 billion (2012: €3.9 billion). Daimler Buses is looking to significantly increase sales and record a slight increase in earnings in 2014.
“Our efforts have paid off,” says Hartmut Schick, Head of Daimler Buses, referring to the division’s business development. “We achieved the turnaround, which offers proof of the type of performance the entire team at Daimler Buses is capable of. We want to continue this successful development in 2014 by achieving further growth.”
The sales increase solidified Daimler Buses’ leading position in its core markets. Sales growth was driven by both complete buses and bus chassis.
More than 50% market share in Germany
An increase in market share was achieved in Europe through the full availability of Mercedes-Benz and Setra Buses that comply with the stringent Euro VI emission standard that went into effect at the beginning of 2014. At 30.8% (2012: 28.3%), market share in Western Europe was the highest ever recorded by Daimler Buses. High demand for our Mercedes-Benz buses, in particular for the new Citaro urban bus, had a very positive effect on sales in Germany, which increased by 20% to 2,400 units. Half of all buses sold in Germany last year were built by Daimler, whose market share in the country rose from 48.9% to 51.2%.
Despite a more competitive environment, sales in Turkey increased to 1,200 units last year (2012: 1,100). The market in Latin America (excluding Mexico) recovered significantly following the introduction of the stricter Euro V emissions standard in 2012. Sales of Mercedes-Benz chassis in the region rose by 7% to 19,100 units. With a market share of 41.6% (2012: 42.7%), Daimler Buses was able to maintain its leading market position in Latin America. However, demand in Brazil was below expectations due to uncertainty in the market caused by the political situation in the country.