The three luxury automakers called the "German Big 3" are Mercedes-Benz, BMW, and Audi. Mercedes-Benz is a division of Daimler AG that manufactures luxury automobiles, buses, coaches, and trucks. It was founded by Karl Benz and Gottlieb Daimler and is headquartered in Stuttgart, Germany. Mercedes-Benz, BMW, and Audi dominate the luxury vehicle market in Germany and are considered the top three luxury brands from Germany.
3. Introduction
• A division of the Daimler AGDaimler AG
• luxury automobiles,
• Buses, coaches, and trucksBrand
• Stuttgart, Baden-Württemberg, GermanyHeadquarters
• Karl Benz &
• Paul DiamlerFounders
• Dieter ZetscheChairman
4. 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 windshields
1930s
5. 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
7. 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
8. 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
9. Strategic Growth Areas
Strengthening
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”.
10. Targets
For the implementation, the company will use their
role 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 2015
Mercedes-Benz Vans to sell 400,000 vehicles and Daimler Buses 42,000 buses
At Daimler Trucks, strengthen leading role in the global truck business
aim 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 segment
to sell more than 1.6 million cars of the Mercedes-Benz brand in 2015
11. Mercedes-Benz in India
ProductOffensivestrategy
• 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.
Threenewcars
• 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
MercedesBenzfacilities
• 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.
Currentscenario&beyond
• 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
