When it comes to luxury car brands, I believe that many consumers will first think of Mercedes-Benz. Not only are there a number of classic models, but it also leads the development trend of the automotive industry, especially in the field of cutting-edge technology. Recently, the German car company announced its 2021 financial data. Plagued by factors such as the shortage of automotive chips, how is its performance?
The Group's turnover has risen steadily, and its net profit has achieved rapid growth
Looking at the turnover data for 2021, Mercedes-Benz Group AG said that it achieved a total turnover of 168 billion euros last year. In 2020, it was 154.3 billion euros, and from the performance point of view, it was stable and rising.
For Mercedes-Benz, it is very difficult to achieve this result. As we all know, in the past year, most car companies have been affected in the supply chain. Especially for luxury brands such as Mercedes-Benz, the demand for chips is much higher than that of civilian brands.
In terms of net profit, it has always been the focus of investors' attention. Kang Linsong, chairman of the board of directors of Mercedes-Benz Group AG, said that the group's net profit reached 14.2 billion euros in 2021, which is quite eye-catching. In 2020, its net profit will be only 4 billion euros. According to officials, last year, mercedes-Benz passenger cars and light commercial vehicles business segment sales profit margin reached 12.7%. From this point, it can be seen that consumers are willing to pay a higher brand premium for Mercedes-Benz.
Overall sales declined slightly, but the sales performance of high-end car series reached a record
Those familiar with the automotive market know that globally, BMW won the 2021 luxury brand sales championship. Mercedes-Benz, on the other hand, was weighed down by supply chain instability, with its total annual sales of about 2.33 million units, down 5% year-on-year.
Under the adverse influence of the decline in sales, why was Mercedes-Benz Group AG able to buck the trend and achieve a significant increase in net profit?
Kang Linsong, chairman of the board of directors of the group, revealed that Mercedes-Benz's sales in the field of high-end car series increased by 30%, and the performance can be described as very good. Specifically, it includes flagship sedans - S-class, flagship SUV - GLS, electric flagship - EQS, G-class off-road vehicles, as well as Mercedes-Maybach and Mercedes-AMG. The above models, in addition to EQS, are also very popular among consumers in the Chinese market, and the terminal is in short supply.
In addition to setting new sales records for high-end models, Mercedes-Benz Group AG is also constantly reducing operating costs. It is reported that the fixed costs of its global passenger car business have been reduced by 16% in 2021. Therefore, it was only last year that such a good net profit performance was achieved.
Electrification is currently a strategic priority, and Mercedes-Benz will launch a series of new models
At the same time as the release of the 2021 financial data, Kang Linsong, Chairman of the Board of Directors of Mercedes-Benz Group AG, once again reiterated the strategic focus, that is, the electrification process. Specifically, it continues to increase investment in pure electric models, and said that it plans to launch more electrified new cars this year, a total of 8 models, in addition to pure electricity, there are plug-in hybrid models. It is worth mentioning that the pure tram EQE will be introduced into China for production.
Looking back at 2021, Mercedes-Benz launched a total of 4 models in the field of pure electric vehicles. Among them, EQS, a pure electric flagship, has received great attention from consumers. According to officials, the total order for the model is about 20,000 units, and in January this year, it received orders for 3,600 units.
At present, EQS has been listed and sold in the Chinese market, and the manufacturer guidance price is 1.0796-151.86 million yuan. In the current pure tram market, there is undoubtedly a ceiling level. In terms of size, the EQS is a large car without compromise, positioned equivalent to the S class in fuel vehicles.
Therefore, you can see that a large number of high-grade materials are used inside the carriage, and the sense of luxury is strong. In terms of power, it is also outstanding, using a dual-motor four-wheel drive configuration, the maximum power is as high as 517 horsepower, and the acceleration performance is quite violent.
Public Opinion: Although global sales have declined in 2021, Mercedes-Benz Group AG has still achieved great success. In particular, in terms of net profit, it has increased significantly compared with 2020. At the same time, the hot sales of high-end models have further consolidated Mercedes-Benz's position in the luxury car market. Of course, for the Mercedes-Benz brand, it also faces no small challenge. That is, there is still uncertainty in the electrification transition. What do you think of Mercedes-Benz's performance in 2021?