No new visions: In the crisis of the incestuous revenge Drive to Daimler's Board of management floor

The good news for the week beginning: of The Chinese auto market is picking up again. He gives the German economy more pulses than any government stimulus progr

No new visions: In the crisis of the incestuous revenge Drive to Daimler's Board of management floor

The good news for the week beginning: of The Chinese auto market is picking up again. He gives the German economy more pulses than any government stimulus program. After the Chinese passenger-Car sales slumped in March by around 40 percent compared to the year-on-year in February to 79 percent, Prior to the car sale now in the direction of the Corona level. Volkswagen 148,70 EUR +0,20 (+0,13%) Xetra price data

VW is benefiting. According to the information of the Board of management of the own market share in China during the Covid crisis has risen by 1.7 percent to around 21 percent. It doesn't solve all the problems. But it relieves the pain.

luxury cars to Daimler save

The bad news, however, follows on the foot: it is the icon of the German automotive industry, the Daimler group with its core Mercedes brand, is a redevelopment case. The costs increased even before the pandemic is significantly faster than revenues, so profit margins are forfeited. Since Corona Daimler suffers from shortness of breath.

Steingart / media pioneer

With a retreat on the core business, the Manufacture and Sell of luxury cars, therefore, believes the new CEO Ola Källenius to get the Situation well in control. At least so he says.

The core from the core of this strategy is the S-class, so the dinosaur in the car mobile, the "Handelsblatt"car expert Martin Murphy referred to in the present analysis, unaccustomed to drastically as an "environmental pig". Daimler 38,70 EUR -0,63 (-1,60%) Xetra

  • 1 day
  • 6 months
To the rate of data

The benefits of this focus from the point of view of the Daimler Board of management is clear: the
  • The profit margin is still fast in this year, because in the autumn, a new S-class in the Showroom aims. No other car in Germany, the profit percentage is so high.
  • The planned plant closures and shrunken investment in the further development of the existing mass of cars of A-class and B-class to reduce the cost. In the same paragraph, the profitability increases. Steingart / media pioneer
  • The outsourced manufacture of the engine for the electric SUV EQC to the existing supplier, ZF also reduces development costs and helps to streamline the staff body. Around 10,000 Jobs are the sole reason for the Disposition, believes the works Council.
But, the disadvantages of the focus are also obvious...

...and you will have a particular impact in the medium term, negative:

  • The group's dependency on the S-class is on the rise. Always in the first year of a new model line profitability is rocketing to the top, in the following years, to move in the descent. This is the Supernova effect, the Källenius strategy. The Person

    Gabor Steingart is one of the most famous journalists in the country. He is editor of the Newsletter "Steingarts Morning Briefing". The eponymous Podcast is Germany's leading Daily Podcast for politics and the economy. In the spring of 2020 Steingart moves in with his editorial on the editorial ship "Pioneer One". Prior to founding Media Pioneer was Steingart Chairman of the Board of management of the Handelsblatt Media Group.

    Be free Morning Briefing, you can find here: www.gaborsteingart.com

  • The Outsourcing of the drive train, reduces the depth of production of an automobile manufacturer, but at the same time, the technological decoupling from the main theme of the 21st century. Century: The electrification of the automobile.
  • In the mobility market of the future, the Travel, especially by Car-Sharing, Autonomous, and digital networking with other modes of transport increases the value of the automobile, is likely to play a shrinking group like Daimler, not a leading role anymore.
Källenius has no other Vision than his predecessor

conclusion: In the crisis of the incestuous revenge and Bustle of the Daimler Board of management floor. The new Chairman of the Board, has met for 25 years, no other automotive company from the inside, and a stalwart follower of his predecessor, has no really other Vision. He is not a Farmer, Hunter. He's smart, but not fast. He's a nice guy, but harmless. The coat of arms animal of the Ola Källenius is a screw, the Stuttgart wine mountain.

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Updated Date: 20 July 2020, 10:27

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