Mercedes-Benz Advertising Brief & Strategy

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Annual Report 2011.

Key Figures

Daimler Group 2011 Amounts in millions of euros Revenue Western Europe thereof Germany NAFTA thereof United States Asia thereof China Other markets Employees (December 31) Investment in property, plant and equipment Research and development expenditure thereof capitalized Free cash flow of the industrial business EBIT Value added Net profit/loss Earnings/loss per share (in €) Total dividend Dividend per share (in €) 106,540 39,387 19,753 26,026 22,222 22,643 11,093 18,484 271,370 4,158 5,634 1,460 989 8,755 3,726 6,029 5.32 2,346 2.20 97,761 38,478 19,281 23,582 20,216 19,659 9,094 16,042 260,100 3,653 4,849 1,373 5,432 7,274 2,773 4,674 4.28 1,971 1.85 78,924 36,458 18,788 19,380 16,569 12,435 4,349 10,651 256,407 2,423 4,181 1,285 2,706 -1,513 -4,644 -2,644 -2.63 0 0.00 2010 2009 11/10 % change +91 +2 +2 +10 +10 +15 +22 +15 +4 +14 +16 +6

-82
+20 +34 +29 +24 +19 +19

1 Adjusted for the effects of currency translation, increase in revenue of 10%.

Divisions

2011 Amounts in millions of euros Mercedes-Benz Cars EBIT Revenue Return on sales Investment in property, plant and equipment Research and development expenditure thereof capitalized Unit sales Employees (December 31) Daimler Trucks EBIT Revenue Return on sales Investment in property, plant and equipment Research and development expenditure thereof capitalized Unit sales Employees (December 31) Mercedes-Benz Vans EBIT Revenue Return on sales Investment in property, plant and equipment Research and development expenditure thereof capitalized Unit sales Employees (December 31) Daimler Buses EBIT Revenue Return on sales Investment in property, plant and equipment Research and development expenditure thereof capitalized Unit sales Employees (December 31) Daimler Financial Services EBIT Revenue New business Contract volume Investment in property, plant and equipment Employees (December 31) 1,312 12,080 33,521 71,730 21 7,065 162 4,418 3.7% 103 225 32 39,741 17,495 835 9,179 9.1% 109 358 126 264,193 14,889 1,876 28,751 6.5% 1,201 1,321 251 425,756 77,295 5,192 57,410 9.0% 2,724 3,733 1,051 1,381,416 99,091

2010

2009

11/10 % change

4,656 53,426 8.7% 2,457 3,130 940 1,276,827 96,281

-500 41,318 -1.2% 1,618 2,696 913 1,093,905 93,572

+12 +7 . +11 +19 +12 +8 +3

1,332 24,024 5.5% 1,003 1,282 373 355,263 71,706

-1,001 18,360 -5.5% 597 1,116 368 259,328 70,699

+41 +20 . +20 +3 -33 +20 +8

451 7,812 5.8% 91 267 29 224,224 14,557

26 6,215 0.4% 113 193 0 165,576 15,226

+85 +17 . +20 +34 +334 +18 +2

215 4,558 4.7% 95 223 31 39,118 17,134

183 4,238 4.3% 78 212 5 32,482 17,188

-25 -3 . +8 +1 +3 +2 +2

831 12,788 29,267 63,725 12 6,742

9 11,996 25,066 58,350 14 6,800

+58 -6 +15 +13 +75 +5

Daimler Marken

Mercedes-Benz Cars

Daimler Trucks

Mercedes-Benz Vans

Daimler Buses

Daimler Financial Services

Innovation and Growth
We invented the automobile – and now we are passionately shaping its future. As automotive pioneers, we see it as both motivation and a duty to continue our tradition with groundbreaking technologies and superior products. We do our very best for customers who expect the best, and we live and breathe a culture of operational excellence based on shared values. Our corporate history features numerous innovations and pioneering achievements; they are the foundation and ongoing inspiration for our claim to leadership in the auto­ motive industry. At the same time, our thoughts and actions are guided by the principle of sustainable mobility. With tailored products, we intend to enter new markets and attract additional groups of customers. Our goal is to lead our industry in terms of unit sales, revenue and profitability – and to do so in all the businesses in which we are active. By means of profitable growth, we want to create lasting added value – for our shareholders, customers and employees, and for society in general.

Dieter Zetsche

Wolfgang...
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