Mercedes-Benz is one of the major brands that operate globally within the automotive industry. The automotive industry is one of the industries that has been hit hard by the global financial crisis as well as the other economic changes across the globe during the past years. These changes result in a major decrease in global sales for the whole industry over the years. While the demand has decreased for the whole industry, demand in some markets remains pretty much stagnant, while some are still growing, especially in emerging markets. In 2008, it is estimated that the number of units automotive manufacturers have sold is approximately 52 million according to Scotia Bank. Among these 52.17 million units, Daimler, the manufacturer or Mercedes-Benz has sold some 1.29 million units. 9.37 million units sold by General Motors. 8.91 million units by Toyota. 6.55 million units by Ford. 3.93 million units by Honda. 2.08 units by Chrysler. and the rest by other auto mobile manufacturers around the world (Plunkett Research 2009). The automotive industry has been increasing by 1.6% on the average from 1996 to 2003 (IMF Auto Report 2004, 57), and because of these economic forces, the growth has continued to be stagnant if not fluctuating especially at the start of 2009 (Plunkett Research). As a result of the crisis, credit financing has become unavailable to new buyers. Apart from this, the factors that influence demand such as an increase in the price of related goods such as gasoline have played a role in the decline of sales over the year.
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