Hargadon – DAI
Brands/business segments
Mercedes-Benz Cars
-Maybach
-Mercedes-Benz
-Smart
-Mercedes-AMG
Daimler Trucks
-Freightliner
Daimler Busses
Mercedes-Benz Vans
Daimler Financial Services
http://www.daimler.com/Projects/c2c/channel/documents/1985489_Daimler_Annual_Re
port_2010.pdf
Timeline of Daimler AG
Benz & Company, 1883–1926
Daimler Motoren Gesellschaft AG, 1890–1926
Daimler-Benz AG, 1926–1998
DaimlerChrysler AG, 1998–2007
Daimler AG, 2007–present
-http://www.enotes.com/company-histories/daimlerchrysler-ag/history-daimler-benz-ag
Daimler AG and the Renault SA-Nissan Motor Co. alliance will take small
stakes in each other and jointly develop small cars, in a sign of the growing
need for economies of scale in the auto industry.
-http://online.wsj.com/article/SB10001424052702303591204575169883829785858.html
Daimler has built 1,000 all-electric versions of its Smart Fortwo using
Tesla's battery technology.
-http://www.greentechmedia.com/articles/read/electric-vehicles-get-a-30m-charge-1008/
Holdings
Daimler currently holds interests in the following companies:

85.0% Mitsubishi Fuso Truck and Bus Corporation of Japan






50.1% Automotive Fuel Cell Cooperation of Canada
11% McLaren Group of United Kingdom (McLaren Group acquiring
back stake gradually, to be completed early 2011)
22.4% European Aeronautic Defence and Space Company (EADS) the parent company of Airbus of Europe
22.3% Tognum of Germany
11.0% KAMAZ of Russia
10.0% Tesla Motors of United States
Daimler AG is involved in a joint project with Archer Daniels Midland
Company and Bayer CropScience to develop jatropha as a biofuel.
-http://www.daimler.com/dccom/0-5-7153-1-1035042-1-0-0-0-0-0-8-7145-0-0-0-0-0-01.html
Mercedes-Benz is launching its first passenger car model equipped with a
hybrid drive system in summer 2009, the Mercedes-Benz S 400 HYBRID.
-http://www.daimler.com/dccom/0-5-876574-1-886072-1-0-0-0-0-0-8-876574-0-0-0-0-00-0.html
Daimler AG annual report 2010
CO2 emissions further reduced. Thanks to our new economical
engines and our additional BlueEFFICIENCY models, we were able to
reduce the average CO2
emissions of the passenger cars we sold in
the European Union in the year under review to 158 g/km. What’s
more, we achieved this feat despite a greater share of exceptionally
high-quality and powerful vehicles in our model mix. Our goal is to
reduce the CO2
emissions of our new vehicle fleet in the EU to less
than 140 g/km by 2012 (see pages 83 f and 140 ff).
Revenue by division
Mercedes-Benz Cars 53%
Daimler Trucks 22%
Mercedes-Benz Vans 8%
Daimler Buses 5%
Daimler Financial Services 12%
Business Development
The Mercedes-Benz Cars division increased its unit sales by 17%
to 1,276,800 vehicles. The Mercedes-Benz brand recorded growth
of 21% to 1,178,300 units.
In China, Mercedes-Benz continues to be the fastest growing premium brand: Sales more
than doubled in that market
in 2010 to 156,400 units (+140%)
All the other BRIC markets also recorded double-digit growth:
Brazil (+40%), Russia (+68%) and India (+79%).
Daimler Trucks
division increased its unit sales by 37% in 2010. In total, we
shipped 355,300 heavy-, medium- and light-duty trucks
We increased our market share in the medium- and heavy-duty
segment (Classes 6-8) in the NAFTA region to 31.6% (2009: 29.6%)
and thus gained market leadership.
All in %
Mercedes Cars
Western Europe
Germany
U.S.
2010
2009
10/09 change in %
4.8
10.6
1.9
4.7
8.3
2.0
+0.1
+2.3
-0.1
Japan
Daimler Trucks
Medium and heavy
duty trucks Western
Europe
-Germany
Heavy duty trucks
NAFTA (class 8)
Medium duty trucks
NAFTA (class 6,7)
Medium and Heavy
duty trucks Brazil
Trucks Japan
0.8
0.8
0
24.3
23
+1.3
40.5
32.4
41.6
30.9
-1.1
+1.5
29.9
27.2
+2.7
27.4
28.5
-1.1
19.8
20.2
-0.4
Financials
The Daimler Group’s revenue increased in 2010 by 24%
to €97.8 billion; adjusted for exchange-rate effects, there was
an increase of 19%.
Daimler achieved EBIT of €7.3 billion in 2010 and thus concluded the financial year very
successfully (2009: minus €1.5 billion).
The Group’s value added increased by €7.4 billion to €2.8 billion,
representing a return on net assets of 17.5% (2009: minus 6.6%).
This was considerably higher than the minimum required rate
of return of 8%.
The positive development of EBIT led to a significant improvement in net profit to €4.7
billion in 2010 (2009: net loss of €2.6
billion). Earnings per share improved accordingly to €4.28
(2009: loss per share of €2.63).
Further reduction in our cars’ CO2 emissions. Thanks to our
new economical engines and our additional BlueEFFICIENCY
models, we were able to reduce the average CO2
emissions of
the passenger cars we sold in the European Union in the year
under review to 158 grams per kilometer. What’s more, we achieved
this feat despite a greater share of exceptionally high-quality
and powerful vehicles in our model mix. The first of these fuelefficient automobiles, with
which we achieve additional fuel
savings compared with the standard models of more than 20%,
was launched in 2008. By the end of the year 2010, 85 BlueEFFICIENCY models had
become available. Meanwhile, nearly one
third of our cars sold in Europe have CO2
emissions of less
than 140 grams per kilometer. We will reduce fuel consumption
and CO2
emissions even more in the future with innovative
technologies for locally emission-free mobility. Our goal is to reduce
the CO2
emissions of our new car fleet in the European Union
to less than 140 grams per kilometer by 2012. In recent years, we
have continuously reduced the emission of pollutants by our
cars: by more than 75% since 1995 and by more than 30% in the
past five years. The emission reductions achieved by our cars
with our BlueTEC diesel engines are particularly impressive: by more
than 90% compared with 1995 and by more than 75% compared
with 2005. We are global leaders for clean diesel engines with our
BLUETEC technology. Our BLUETEC automobiles fulfill the
strictest emission standards and are the cleanest diesel cars
in the world.
Commercial vehicles with low consumption and emissions.
We have also continuously reduced the emissions of CO2
and
other harmful substances by our commercial vehicles in recent
years. BLUETEC technology increases the efficiency and
reduces the polluting emissions of our trucks significantly: Fuel
consumption falls by 2 to 5%, representing 2,000 liters less
diesel per truck each year. The Mercedes-Benz Actros 1844 LS
is the world’s most fuel-efficient series-produced truck, with
consumption of 19.44 liters per 100 kilometers. Hybrid drive is
becoming increasingly important for commercial vehicles and
can reduce diesel consumption in delivery applications by up to
15%. Daimler is the world’s leading manufacturer of commercial
vehicles with hybrid drive: By December 2010, we had supplied
customers with about 3,000 Orion hybrid buses, approximately
1,000 Freightliner trucks and vans with hybrid drive, and more than
1,100 Fuso trucks and buses with hybrid technology. Worldwide,
a total of more than 5,200 commercial vehicles from Daimler are
on the road with hybrid drive.
History of Freightliner Trucks
Freightliner Trucks is a division of Daimler Trucks North America, the largest
manufacturer of heavy-duty vehicles in North America and a leading
manufacturer of medium-duty vehicles.
-http://www.freightlinertrucks.com/inside-freightliner/about-us.aspx
Acquired by Mercedes-Benz in 1981, when business was struggling
In the next decade, vehicle sales more than doubled. With its vast technological
resources, Daimler-Benz helped Freightliner reach the top of the North American
heavy-duty truck market by 1992.
The 1990s marked a decade of acquisitions and significant growth. 1995 saw the
purchase of Oshkosh Corporation's chassis division to found the Freightliner
Custom Chassis Corporation. Also in 1995, Freightliner acquired
firefighting/emergency vehicle manufacturer American LaFrance. In 1997 it
purchased the heavy truck division of Ford Motor Company and soon after
launched the Sterling brand. Continuing its acquisition of complementary
products, in 1998, as a member of the newly formed DaimlerChrysler,
Freightliner acquired school bus manufacturer Thomas Built Buses. Further
growth and diversification continued with the purchase of Western Star Trucks in
2000 and the launch of the North American Unimog in 2003.
2000 - Detroit Diesel Corp.
Today, Daimler Trucks North America is the leading commercial vehicle
manufacturer in North America. Its portfolio of distinctive brands serves a
multitude of industries and commercial vehicle applications. Through its affiliated
companies like Detroit Diesel, the company also is a leading provider of heavyand medium-duty diesel engines.
-http://www.daimler-trucksnorthamerica.com/inside/our-history.aspx
In 2007, Freightliner laid off 800 US workers from their Portland, Oregon
plant, relocating manufacturing work to their new multimillion-dollar plant in
Mexico. However, plans to close the plant completely were dropped in
September 2009, and it remained open to produce military vehicles.
-http://www.portlandtribune.com/news/story.php?story_id=125417506785296500
Freightliner, as of 2009, is owned by Daimler Truck North America, and is
still the largest truck manufacturer in North America. Freightliner has
cornered the market in the medium to heavy-duty truck line. Their
affiliations with Detroit Diesel, a producer of quality diesel engines, also
sets them apart as a leading provider of diesel engines. However,
Freightliner trucks are also available with other types of diesel motors,
such as Caterpillar or Cummins, as opposed to Detroit Diesel.
-http://www.ehow.com/about_5032270_freightliner-truckshistory.html#ixzz1HqHquvTf
Tesla Motors is supplying battery packs for Freightliner's Custom Chassis
Electric Van.
-http://wot.motortrend.com/tesla-motors-to-provide-batteries-for-freightlinercustom-chassis-electric-van-6980.html