15 December 2007

Where They Sell. Case Study: Germany

Four brands considered: VW, Daimler (M Benz), BMW & Audi.

VW: It’s home market share from 2001 forward has been between 19 to 20% and West European (WE) share 10 to 11%. It’s home market / WE split is about 40/60. It’s home sales are about 20% of world sales, and sales outside WE are 55%. A well balanced sales mix which minimizes it’s risk. Presently it’s home market is in slump but it isn’t affecting it too badly. Much of it’s rest of world sales are in China, a market it got into before other brands, and profited accordingly.

Mercedes: It’s home market share from 2001 forward has dropped from 12% in ’01 to 10% in 06, but recovered a little in ’07. WE share 5%. It’s home market / WE split is about 50/50. It’s home sales are about 28% of world sales, and sales outside WE are 40%. A little too reliant on the German market.

BMW:It’s home market share from 2001 forward has climbed from 7% in ’01 to 8% in ’07. WE share 4.6%. It’s home market / WE split is about 40/60. It’s home sales are about 23% of world sales, and sales outside WE are 45%. A more balanced sales mix than Daimler.

Audi: Their home market share from 2001 forward has been around 7.5%, climbing to 8% in ’07. WE share 4.3%. Their home market / WE split is about 40/60. Their home sales are about 28% of world sales, and sales outside WE are 22.5%. Relies heavily on WE.

Combined: The four brand’s home market share is around 45%, WE share about 24%. Their home market / WE split is about 40/60. Their home sales are about 23% of world sales, and sales outside WE are 47%. VW, Daimler, BMW & Audi have strong sales spread across world markets.

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