With 32,482 complete buses and chassis in a difficult overall market environment, unit sales at Daimler Buses in 2009 fell by 20 percent from the record figure for 2008. Revenues decreased by 12 percent, a much less severe decline than that for sales.
The lower decline for revenues was mainly due to decreased demand for chassis in Latin America coupled with demand skewed toward complete buses in the U.S. and Europe, where business was also much more stable.
Daimler Buses bucked the market trend in the U.S., Canada and Asia by increasing sales in those markets and also gaining market share. All in all, Daimler Buses achieved a global market share of 13 percent in the exceptionally difficult year of 2009.
The sustained success of Daimler Buses is due to a long-term strategy that encompasses the four core objectives of Operational Excellence/Efficiency, Growth in Established Markets, Growth in New Markets and Technological Leadership, according to the company.
The Beyond Bus Plus (BBP) efficiency-boosting program introduced by Daimler Buses in 2008 is an important component of the unit's strategy. Cash flow improved significantly within the framework of BBP in 2009.
To generate additional growth in established markets, Daimler Buses is also increasing its investment in service and aftersales activities, in the successor generations of the existing product range, and in compliance with global environmental legislation and Euro 6.
The unit's European production network and flexible production system enable Daimler Buses to optimally exploit its capacities in established markets, which is why production capacity in the core markets of Brazil (and thus Latin America) and Turkey were increased in 2009 so that the unit would be able to fully exploit market growth and the rising demand for buses once the crisis is over.