Core Viewpoint - Mercedes-Benz is undergoing significant challenges, including a large-scale layoff plan and declining sales performance, as it struggles with transformation and market competition [1][2]. Group 1: Layoff and Cost-Cutting Measures - Mercedes-Benz is implementing its largest layoff plan in history, with approximately 4,000 employees accepting severance packages, including senior management receiving up to €500,000 (approximately 4.12 million RMB) [1]. - The company aims to save about €5 billion annually by 2027 through outsourcing decisions and not filling vacant positions, with a target of encouraging around 30,000 employees to voluntarily leave [3][4]. - The layoffs are part of a broader strategy to reduce production and fixed costs by approximately 10% each, with a planned reduction of 100,000 units in domestic production [3]. Group 2: Sales Performance - In Q3, Mercedes-Benz's global sales reached 525,300 units, reflecting a year-on-year decline of 12% and a quarter-on-quarter decline of 4% [4]. - Cumulatively, the first three quarters of 2025 saw total sales of 1,601,600 units, down 9% compared to the previous year [4]. - The decline in sales is particularly pronounced in the Chinese market, which is the largest single market for Mercedes-Benz, with a 14% drop in sales in the first half of the year [8][7]. Group 3: Financial Performance - In 2024, Mercedes-Benz reported total revenue of €145.59 billion, a decrease of 4% year-on-year, with EBIT down 31% to €13.6 billion and net profit down 28.4% to €10.4 billion [4][6]. - For the first half of 2025, revenue was €66.38 billion, down 8.6% year-on-year, and net profit fell by 55.8% to €2.688 billion [7]. Group 4: Market Strategy and Challenges - Mercedes-Benz is facing intense competition in the Chinese market, with over 100 competitors, and is planning to launch 36 new models by 2027, including 17 electric vehicles [20][21]. - The company is also criticized for its controversial operational strategies, such as charging for features that are typically free in competitor vehicles, which has led to customer dissatisfaction [9][10]. - The management acknowledges the need to adapt and innovate in the Chinese market, emphasizing that smart technology can be applied to both electric and fuel vehicles [21].
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