04 August 2015
The price war in China complicates BMW business. Photo: AP
In the profitability carmaker BMW falls behind the rivals Audi and Daimler: Within a year, the profit margin has shrunk significantly.
The scratches in the paint of BMW are obvious. While building until further notice no competitor globally more premium cars, but the moneymaking Bayern are now fallen behind Audi and especially Daimler. In the BMW Automobiles segment profit margin of the second quarter 2015 has shrunk during the year from 11.7 to 8.4 percent, the new BMW boss Harald Krüger had to announce in his first results presentation. Audi has achieved a return of 9.9 per cent in comparison. Front drives away recently Daimler with 10.7 percent. While the industry is closed in front of several problems, but others they master just better than Munich.
“BMW remains on course”, Kruger found yet. A 16-percent reduction in operating profit to 1.8 billion euros in pure car business in the second quarter supports this view only conditionally. On Profit nibble price wars with competitors in China and the US as well as increasing personnel costs. For six months BMW has built 3,200 points to 119 500 employees worldwide. In addition, BMW sold tend increasingly smaller models that yield less profit. The main problem is but also for BMW China.
Falling demand
Under the sharp fall in demand there all suffer in the industry. At the hardest hit VW subsidiary Audi, the premium is the market leader in China. The Ingolstadt have most recently deposed every third of their cars, in May and June but the first time less than in the same months of the previous year. Your forecast for the global sales had Audi therefore recently from five to ten to three to four percent throttle.
BMW M4 – The modern muscle machine <> / p>
The BMW M4 is suitable for everyday use than many sports cars – and even fits with its downsizing drive halfway into the period. Photo: BMW
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Quite different Mercedes. The Stuttgart were able to increase their sales in China in June by a good third, albeit from a relatively low base. Significantly more than 300 000 cars will sell Mercedes in 2015 in China, more than half of the planned Audi paragraph. BMW has sold at least another two percent in China in the second quarter. Chief Financial Officer Friedrich Eichiner assumes that the similar goes on in the second half of the year, indicating a thereat sales volume of well 460 000 cars. But he also made clear that the development in China is the greatest uncertainty. Already curb Munich in China for the first time their production plans by around 16 000 units. At the global level remains BMW, 2015 by five to ten percent increase sales on then up to 2.3 million cars. Thus BMW would probably remain the world’s largest premium carmaker, even if Mercedes is growing about twice as fast.
In sales BMW faces a greater leap, which is due to the weak euro half. Nearly 18 per cent to 45 billion euros was the increase in sales for the first half. The half-year surplus was parallel in just over one percent, almost 3.3 billion euros.
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