DaimlerChrysler Middle East drives 2001 growth by 14 per cent

In 2001, a total of 25,371 Mercedes-Benz passenger cars, vans, trucks, buses and Chrysler, Dodge and Jeep(R) vehicles were sold, breaking the 25,000 barrier for the first time.

"This is the first time that DaimlerChrysler Middle East has sold over 25,000 units since the merger between Mercedes-Benz and Chrysler International in 1999," said Per V. Rasmussen, President and CEO, DaimlerChrysler Middle East.

"This result is excellent. We had growth in all brands which shows the potential of the company."

Mercedes-Benz passenger cars saw a significant sales increase from 11,500 units in 2000 to 12,800 last year boosted by the launch of a new C-Class, and, at the end of the year, the facelifted M-Class, as well as the revolutionary fifth generation SL 500 sports car, recently named 'Car of the Year' by the Robb Report, one of the world's leading luxury lifestyle magazines.

"The S-Class continued to dominate the Middle East's luxury sedan market with sales of 5,700 units in 2001 making the region one of the biggest markets for this vehicle range within DaimlerChrysler," said Rasmussen.

The highest regional increase in 2001 was for the C-Class. Sales of 2,300 units was up 91% compared to 2000. The E-Class maintained its position as a market leader with 2,200 units sold regionally in 2001.

Sales of Mercedes-Benz ML and G-Class 4x4 vehicles also rose with 1600 units sold in the Middle East, an increase of 20% compared to 2000.

Worldwide, Mercedes-Benz extended its global leadership in luxury cars posting an all-time high of 1,113,000 vehicles in 2001, a growth of 6% and the sixth consecutive year of record sales.

Middle East sales of Mercedes-Benz commercial vehicles grew by 40% over 2000 to 4,520 units. Total sales on trucks in 2001 was 2,900 units with the new Actros well accepted as a high quality haulage and construction vehicle across the region.

Bus sales doubled last year to 332 helped by fleet orders from Kuwait Public Transport Co. (KPTC) and Tamimi and Saihati Transport Co, (TASECO) in Saudi Arabia, whose 800 Haj transport vehicles are scheduled to be delivered annually up to 2004.

The Chrysler, Jeep and Dodge brands also performed well helped by the regional launch of six new vehicles to give it the youngest model range in any Middle East showroom. Sales increased by 3% from 7,400 units in 2000 to 7,633.

Sales of the Chrysler Sebring mid-size family sedan were up 113% over the 2000 level, while the award-winning Grand Voyager continued to prove why it is the region's leading minivan with an annual increase of 18%.

In the region's 4x4 segment, sales of the Jeep icon, the Wrangler, were up 25% over 2000. The new Jeep Cherokee, after only a month in the market, established itself as a contender in the true off-road SUV segment and the powerful and capable seven-seater Dodge Durango continued to perform strongly, particularly with active families, with sales of almost 800 units.

DaimlerChrysler Middle East parts sales rose from US$ 108 million to US$ 115 million in 2001 helped by the successful move into a new state-of-the-art warehouse at the US$17 million custom-built regional headquarters and regional logistics centre in the Jebel Ali Free Zone, Dubai.

This new facility will house 55,500 stock keeping units (sku's) including Mercedes-Benz own label parts and the MOPAR(R) brand for Chrysler, Dodge and Jeep vehicles.

The 26,600m2 regional headquarters also includes 3600sq.m.of office space for the sales and marketing, after sales and technical support functions for Mercedes-Benz, smart, Freightliner, Evobus, Chrysler, Dodge and Jeep, plus a training centre for sales, technical and management development.

Regional highlights in 2001 included a new management structure, which marked the conclusion of the merger between the Daimler-Benz Dubai Branch and Chrysler International S.A. Middle East.

DaimlerChrysler Middle East also added three new markets, Lebanon, Syria and Jordan to its remit, bringing the number of regional countries covered to 12 with a total of 27 General Distributors.

"There is no doubt that the regional automotive market is again going to be extremely competitive this year," added Rasmussen.

"However, we anticipate building our sales further to a minimum of 26,500 units this year. We will achieve this with the introduction of new vehicles and with investment over the last few years and again this year by our general distributors in new showroom and service facilities.

"Over the past year our general distributors have done a tremendous job across all our brands in selling over 25,000 vehicles and, with their co-operation and commitment, I am confident of another record year in 2002."

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