Mercedes -Benz 2024 Financial Report: Luxury Cars Also Face Pressure

In the context of the global economic prospects, weak demand and intensified market competition, the automotive industry is experiencing a severe winter.Benz(Mercedes-Benz) This severe reality was revealed in the recently announced performance report.Due to the decline in sales, especially the sales of high -end models with higher profits, the company's sales and net profit in the second quarterRuns decline year -on -year.

● Sales in the second quarter 367.4 100 million euros (chose 2884.02 RMB 100 million), a decrease year -on -year 3.9%；

● Pre -interest tax in the second quarter 40.4 100 million euros (currently 317.13 RMB 100 million), a decrease year -on -year 19%；

● Net profit in the second quarter 30.6 100 million euros (currently 240.2 RMB 100 million), a decrease year -on -year 16%。

1, Mercedes-Mercedes -Benz's financial performance

In the second quarter of this year, Mercedes -Benz's sales revenue decreased year -on -year3.9%, In the first half of the year, the decline in sales was4.1%The net profit of the second and first year of the second quarter decreased respectively.15.9%and20.5%EssenceEven the Mercedes -Benz of a luxury car is still under tremendous pressure in the current economic environment.

The core passenger car department has been realized in the second quarter10.2%The sales profit margin is lower than the same period last year13.5%EssenceAfter the adjustment in the second quarter28100 million euros, declined27.5%。

Relying on high -end market strategies is difficult in the economic downturn -Mercedes -Benz faces challenges in maintaining profit margins, especially when the sales of high -end models have declined.

Therefore, Mercedes-Mercedes -Benz lowered its annual profit margin expectations of its passenger vehicle department, especially in the Chinese market.It is expected that the adjustment profit margin after this year will be in10-11%Between it, lower than before10-12%The expected scope.

In contrast, its commercial vehicle (truck, van, etc.) departments' sales profit margin targets will be raised to14-15%Before12-14%, After all, the commercial vehicle departments are good, but after all, the sales volume is limited, and the performance of the passenger car department is still the key to the overall performance.

middleThe country has always been Mercedes-Mercedes -Benz's global single market.The company stated that it is expected that its entry -level and core models will face fierce competition in China and will strive to successfully defend the leading position in the field of high -end models. Mercedes -Benz's performance in the Chinese market is not satisfactory.In the first half of this year, the new car in the Chinese market exceeded more than more35.2610,000, but the same period as last year37.7210,000Compared with the data, the data is still declining.

2, Decline in electric vehicle demand

The demand for the electric vehicle market declines-Mercedes -Benz's influence is particularly significant.In the first half of this year, the sales of the company's passenger vehicle department decreased year -on -year6%Among them, electric vehicle sales have fallen17%。

Mercedes -Benz has adjusted its electrification strategy and is preparing to invest more funds on the rich internal combustion engine cars.The transformation of this strategy reflects the company's pragmatic attitude when dealing with market changes.

Due to the imperfect charging facilities and high costs, nearly 30 % of electric car owners worldwide are considering returning to internal combustion engine cars, and the uncertainty of market demand is still very high.

Mercedes-Mercedes -Benz announced suspensionMB.EA-LargeThe development project of pure electric platform meansGLS、SThe level and the Maybach series will not see pure electric models for the time being. Mercedes -Benz takes a cautious attitude in the face of changes in market demand and adopt a cautious attitude when facing the challenge of electrical transformation.As a result, investment in related R & D is also affected.

R & D projects of highly invested pure electric high -end models have naturally become the target of cutting. In the field of pure electric vehicles, Mercedes-Mercedes -Benz can't see the hope of getting returns.

For Mercedes -Benz, it is even more difficult for its attractiveness in the field of fuel vehicles. It may also be weakened. Consumers may not have high interest in Mercedes -Benz pure electric models, but the sales of traditional fuel models are also declining.

Even if the price reduction has been significantly reduced, Mercedes-Mercedes can only barely maintain market share.Insufficient innovation, lack of new ideas, and excessive marketing models, Mercedes -Benz is difficult to break through its own style.

summary

existIn the current cold winter of the global automotive market, Mercedes -Benz faces multiple challenges.Fall sales, decline in profit margins, weaken electric vehicle demandThe fierce market competition has a profound impact on the company's financial performance and strategic layout.It is not easy to make money in the automotive industry!