奔驰开启大规模裁员，约4000人离职！在华销量垫底“BBA”

Core Viewpoint - Mercedes-Benz is undergoing a significant layoff plan, with approximately 4,000 employees already accepting severance packages, driven by declining financial performance and market conditions [1][3]. Group 1: Layoff Details - The layoff plan includes a tiered severance compensation structure linked to job level and tenure, with "accelerated bonuses" to incentivize early decisions, offering up to €500,000 for senior management [1][3]. - The voluntary departure scheme was initiated in April, targeting engineers, administrative, and IT staff, with the goal of encouraging around 30,000 employees to leave by March 2026 [3]. Group 2: Financial Performance - Mercedes-Benz's revenue for 2024 has decreased by 4.5%, falling to €145.594 billion, with gross profit and net profit declining by 19.5% and 28.4%, respectively [3]. - In the first half of the year, sales revenue dropped by 8.6% to €66.377 billion, while net profit plummeted by 55.8% from €6.087 billion to €2.688 billion [4]. Group 3: Sales Decline - Global sales in Q3 reached 525,300 units, down 12% year-on-year and 4% quarter-on-quarter, with total sales for the first three quarters at 1.6016 million units, a 9% decrease [5]. - The passenger car segment saw an 8% decline, totaling 1.3414 million units sold [5]. Group 4: Market Challenges - The Chinese market is identified as a significant area of concern, with Q3 sales dropping by 27% year-on-year to 125,100 units, marking the largest decline among all global markets [6]. - The slow transition to electric vehicles is a key factor in the sales decline in China, with poor sales figures for core electric models launched in 2016 [7]. Group 5: Competitive Landscape - In the luxury car market, Mercedes-Benz is lagging behind competitors, with BMW achieving a sales increase of 8.8% in Q3, while Audi's decline was less severe at 2.5% [10][11]. - In China, BMW's sales only slightly decreased by 0.4%, maintaining a leading position in the BBA group, while Mercedes-Benz's sales gap with BMW has widened to 45,700 units [11].