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Issue: Jan 2013


Trucking into new markets



by AIstaff

Markets outside of traditional truck sales regions are becoming more important for Mercedes-Benz. The Chinese market, for example, is playing an ever greater role for sales of the brand’s trucks from Wörth. Back in 2007, China was ranked 17th   on the list of the top sales markets for Mercedes-Benz trucks – but by 2012 the country had moved up to fifth place. China has thus firmly established itself as one of the core markets for Mercedes-Benz trucks.  
“The segment of imported Mercedes-Benz premium trucks is growing in importance in many countries. Our product range is ideal for serving this segment,” says Head of Mercedes-Benz Trucks Hubertus   Troska. “This is mainly due to our reliable high-quality products, our perfect service, and the outstanding total cost of ownership that our   trucks offer. The rapidly rising demand for Mercedes-Benz trucks in countries like China, Russia, and Saudi Arabia also provides us with an additional stable pillar for counteracting the strong cyclical fluctuations   on the European market”. The Chinese truck market is expected to   recover and grow by more than 10% next year. “Our Mercedes-Benz   trucks will definitely be part of that growth,” says Troska. 

Developments in Russia have been similar, so the Russian   market has also become more important for Mercedes-Benz   Trucks in recent years. Russia was ranked 20th for the brand’s   truck sales in 2007. Sales there have risen continually since that   time, and Russia is now the sixth most important market for   Mercedes-Benz Trucks.  

China and Russia are not the only countries where interest in   Mercedes-Benz Actros, Axor, and Atego trucks is growing. These   vehicles also enjoy an excellent reputation and great popularity on   the Arabian Peninsula. Back in 2007 Saudi Arabia ranked only 13th   on the list of the top sales markets for Mercedes-Benz Trucks; in   2012 it rose to eighth place. 

Two trends can currently be observed on the world’s expanding   truck markets, such as China, India, and Russia. The first is   that local manufacturers are technically upgrading their volume   segment models, partly because of increasingly stringent emission   standards. The second trend is that the demand for premium   products built by manufacturers from the traditional triad sales   markets is increasing, because attributes such as reliability,   efficiency, and durability are becoming more important for heavyduty   applications in growing economies.  

These developments are playing a key role in growth markets   especially countries such as China (the world’s biggest truck   market), India (the third biggest), and Russia (the largest truck   market in Europe). Daimler Trucks offers both premium and   modern domestic trucks (volume segment vehicles featuring   state-of-the-art technology) in all of these markets. It also employs   a strategic approach that is tailored to the respective countries. Daimler Trucks operates “as globally as possible and as locally   as necessary,” and can also make good use of the opportunities offered by its global presence. As a result, customers are always offered the optimal product portfolio for their applications.

In India, the Group’s wholly owned subsidiary Daimler India   Commercial Vehicles mainly manufactures BharatBenz trucks for the modern domestic segment. The Group also sells Mercedes-   Benz trucks to premium segment customers in the construction   industry, for example.   Daimler’s joint venture with Foton in China and the Group’s   strategic partnership with Kamaz in Russia allow Daimler Trucks   to serve the modern domestic segment in both markets, even as   its business with premium Mercedes-Benz trucks continues to   expand in both countries. Fuso trucks for the light-duty segment   are also now being successfully marketed in the two countries  



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