Daimler has turned the corner, but isn’t running at full speed. In 2013, the luxury car maker improved by almost any metric and across all automotive divisions. But there is unfinished business. The shares, which are up 44 per cent in the last year, appear fully priced.
It looks like Daimler’s strategy – investing heavily in the renewal and extension of its product range – is paying off. The radically redesigned Mercedes A-class has attracted many younger buyers, plenty of whom previously regarded Mercedes as Grandpa’s brand. Reviewers and customers like the all-new S-class, Mercedes’ high margin, top-of-the-line luxury saloon. Daimler’s truck and bus division are also on the mend.