If Daimler CEO Dieter Zetsche's dream comes true, Mercedes-Benz is on course to become the world’s leading premium car maker both in sales as well as in profits. As Automotive News reports, Zetsche sent a letter to the firm's employees admitting that chief competitors Audi and BMW are growing faster than Mercedes.
"Some of our competitors are now growing faster and more profitably than we are. Granted, those are just snapshots in time and should not be overestimated. After all, many of our best new products are yet to come" Zetsche wrote in the letter.
But he didn’t stop there: “We can’t be content to be in a solid second or even third place. We are Daimler – we should be far ahead of the pack! And if it requires something we don’t have, we’ll identify and develop it”.
Currently the premium car market is enjoying great success mostly due to the boom in China and the rebound of the US market. However, Mercedes-Benz global sales, despite increasing by 9.7% to 610,531 units in the first half of the year, still trail those of BMW (689,861 deliveries) and Audi (652,970 units).
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