Nicholas Speeks

'Last year we sold 11,900 Mercedes units in the Middle East, and we are forecasting a similar level of sales for 2005,' says Mr. Speeks. 'The problem we have is that new models are coming, and that means we have to cope with the sell-out of the old models before they arrive.

'This year is particularly active for new models. We have the new M-Class in mid-year, and in September the top-of-the-line new S-Class will arrive. We also hope to have a few of the new R-Class sports tourers and the compact B-Class to try in this market before ramping up sales next year.'

However, while the arrival of new models will keep 2005 on a steady rather than rising sales total, by 2007 Mr. Speeks is confident of annual sales for Mercedes of 14-15,000 units. 'These are very exciting times to be in the Middle East market,' he says.

His other 'secret weapon' is the enormous expansion of the Chrysler model range planned over the next few years. The Dodge Durango, for example, is now the best-selling model in the entire DaimlerChrysler Middle East line-up, and the exciting new sporty Durango Charger - launched at the Detroit Motor Show this week - is also expected to sell well.

'We sold 7,600 Dodge, Jeep and Chrysler units in 2004, and I would expect to sell 8,000 in 2005. But by 2006 we reckon on selling 12,000 and by 2007, 15,000 units. Partly this is down to the increase from 11 to 22 models, and offering great value-for-money.

'For us this means a big investment in our dealer network and revamping our whole approach to sales but this is a worldwide phenomenon.'

Mr. Speeks gets rather agitated when journalists insist on comparing Mercedes to BMW, and insists that the latter's claim to be outselling Mercedes in the region is incorrect, as the regions being compared are not the same. 'Like for like we are 1,500 units ahead of them, with a 35% market share,' he says.

'The Middle East is a very resilient market, and if the security problems of Iraq and Saudi Arabia are solved then we will see even higher growth in sales over the next few years.'

He is also not perturbed by the fall of the US dollar which has certainly been bad news for BMW this year which has had a 5% general price increase due to the strength of the euro. 'We have hedged the dollar for 18 months forward, and of course benefit greatly from Chrysler production in the US in any case.'

Similarly he dismisses the idea that his range might be becoming 'too complicated' as 'nonsense, customers want products that are individualized these days, they just don't want standardized cars. The stress is on being sporty and dynamic, and we are moving that way, just look at the new C-Class this year'

One area that has not quite lived up to expectations for the group is the premium Maybach supercar. So far around 800 units have been sold world wide, and 200 cars ordered in the Middle East. 'We have fulfilled our sales quota, but demand for this car has not been what we hoped for,' says Mr. Speeks.