Mercedes-Benz wants to be number one in terms of profitability and sales, says CEO

Article by Christian Andrei, on September 8, 2011

Daimler CEO Dieter Zetsche is aiming for Mercedes-Benz to reclaim its No. 1 position among premium automakers in terms of profitability and sales. Zetsche said that its objective, as well as its commitment, is clear. He said that it will determine concrete measures next and will look at milestones later.

Mercedes has launched a new marketing campaign with the slogan "The best or Nothing.” Zetsche said that determining clear volume targets is up next.

He also predicts that the brand will achieve a significant sales improvement this year compared with the previous year. In 2010, Mercedes Benz sold 1.17 million cars but for 2011, it anticipates sales of over 1.35 million cars.

In addition, Zetsche expects the sales of the Smart microcar brand to increase. In 2010, 97,500 Smart vehicles were sold while the goal for this year is 100,000 units. Daimler has set a goal to sell 1.5 million Mercedes cars by 2015.

Audi has announced that it will seek to reach the same volume in 2014. Zetsche said that Mercedes will outperform Audi when it comes to volume sales.

He said that typically, Mercedes has lower sales in the first four months of the year but it still came out ahead in 2010. He said that even if Mercedes had lower sales from January to June of this year, he is “confident” that it will still triumph over Audi this year.

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