
Mercedes-Benz Group AG
XETRA:MBG

Mercedes-Benz Group AG



Mercedes-Benz Group AG, a titan of the global automotive industry, traces its roots to the pioneering days of the automobile in the late 19th century. With its headquarters in Stuttgart, Germany, the company has consistently positioned itself as a symbol of luxury, engineering excellence, and innovation. From its outset, Mercedes-Benz forged a path of technological advancement and premium quality, becoming renowned for its passenger vehicles that blend performance, luxury, and safety. As a vertically integrated company, it not only designs and manufactures vehicles but also invests significantly in research and development to maintain its competitive edge and uphold its reputation for innovation. The brand's strong identity is magnified through its iconic three-pointed star, signifying dominance over land, sea, and air—a testament to its broad ambitions and achievements.
Today, Mercedes-Benz Group AG generates revenue through several strategic channels. Primarily, it earns from the sale of its high-end automobiles, ranging from sedans and SUVs to sports cars and electric vehicles. In recent years, the company has expanded its portfolio to embrace the electric revolution with its EQ lineup, signifying a dedicated shift toward sustainable mobility. Additionally, Mercedes-Benz leverages its finance and leasing services, providing flexible purchasing options to its clientele. Further diversifying its income streams, the company capitalizes on after-sales services, including maintenance and parts distribution, ensuring a continuous engagement with its customer base. This multi-faceted approach not only solidifies its position in the luxury automotive market but also ensures a sustained revenue flow that stands resilient against the changing tides of the automobile industry.
Earnings Calls
In Q1, Mercedes-Benz reported a robust free cash flow of EUR 2.4 billion amid a challenging environment influenced by tariff uncertainties. While car sales are anticipated to be slightly below last year, the company remains optimistic, expecting a return on sales between 6% and 8%. They are poised for growth with 25 new product launches by 2027, including promising electric vehicles like the GLC. However, potential tariffs could impact margins by approximately 300 basis points if they persist, presenting a significant operational challenge for the remainder of the year.
Management

Ola Källenius is a prominent figure in the automotive industry, serving as the Chairman of the Board of Management of Mercedes-Benz Group AG. Born on June 11, 1969, in Västervik, Sweden, Källenius pursued a career in engineering and management that would see him rise to the top of one of the world's leading luxury car manufacturers. He studied at the Stockholm School of Economics and the University of St. Gallen, with a focus on finance and accounting, which provided him with a strong educational foundation. Källenius joined Daimler-Benz AG as a trainee in 1993 and over the years held various positions within the company, gaining extensive experience across different aspects of the automotive industry. His deep understanding of the business, combined with his innovative vision, led him through crucial roles such as the head of the Mercedes-Benz high-performance division, AMG, and the head of group research and Mercedes-Benz Cars development. In 2015, he joined the Board of Management of Daimler AG (now Mercedes-Benz Group AG), where he was responsible for Mercedes-Benz Cars Marketing & Sales. Källenius became the first non-German CEO of the company on May 22, 2019, succeeding Dieter Zetsche. As CEO, he has been instrumental in driving the company’s transition towards electric mobility and sustainability. Under his leadership, Mercedes-Benz has focused on expanding its electric vehicle lineup and embracing digital transformation to maintain its competitive edge in the evolving automotive market. His strategic direction emphasizes sustainability, aiming for a carbon-neutral fleet and fostering technological innovation within the brand.

Harald Wilhelm is a prominent German business executive known for his role as the Chief Financial Officer (CFO) of Mercedes-Benz Group AG. He joined the company in April 2019, bringing with him extensive experience in the financial sector and the automotive industry. Before his tenure at Mercedes-Benz, Wilhelm had a significant career at Airbus, where he served in various financial roles, including as the CFO of Airbus Group from 2012 to 2018. He played an instrumental role in shaping Airbus's financial strategies and was involved in key decisions that helped steer the company through various challenges. At Mercedes-Benz, Harald Wilhelm is responsible for overseeing the company's financial operations, including financial planning, controlling, accounting, and investor relations. His leadership is critical in driving financial efficiency and supporting Mercedes-Benz's strategic initiatives toward innovation and sustainability in the automotive sector. Wilhelm is known for his analytical approach and strategic financial management, contributing to the overall growth and success of the organizations he has been a part of throughout his career.
Renata Jungo BrĂĽngger is a prominent business executive known for her role at Mercedes-Benz Group AG, where she has been serving as a member of the Board of Management. Born in 1961, in Fribourg, Switzerland, Jungo BrĂĽngger has a strong legal and business background. She studied law at the University of Fribourg, where she completed her licentiate degree (state exam). Later, she went on to achieve a Master of Laws (LL.M.) degree from the University of Zurich, enhancing her expertise in legal affairs. Jungo BrĂĽngger's professional career spans various prestigious positions in legal and compliance roles. Before joining Mercedes-Benz, she worked at several companies, including the construction company Holcim, where she had influential roles, and at the technology group Sigrist. She later served as Group General Counsel at the insurance company Zurich Insurance Group. In January 2016, Renata Jungo BrĂĽngger joined Daimler AG (now Mercedes-Benz Group AG) as a member of the Board of Management, becoming responsible for Integrity and Legal Affairs. Her appointment reflected the company's commitment to strengthening legal compliance and governance at the highest corporate levels. She has played a crucial role in overseeing legal matters, compliance, and corporate integrity, ensuring that Mercedes-Benz maintains high ethical standards across its global operations. Through her extensive experience and leadership, Renata Jungo BrĂĽngger has made significant contributions to the automotive industry, advocating for ethical business practices and legal excellence at Mercedes-Benz Group AG.
Hubertus Troska is a key executive at Mercedes-Benz Group AG, serving as a member of the Board of Management. He is responsible for overseeing the operations of Mercedes-Benz in China, one of the company's most crucial and expansive markets. Troska has played a significant role in enhancing the brand's presence and success in China, a region that has become pivotal for luxury automobile sales. He joined the Daimler Group, the parent company of Mercedes-Benz, in 1988 and has held various important roles within the company over the years. Troska's extensive experience in the automotive industry, particularly in manufacturing and management, has been instrumental in his leadership position. Before his current role, he gathered significant expertise in the commercial vehicles division, which provided him with a comprehensive understanding of different aspects of the automotive sector. His leadership in China is marked by efforts to expand the product lineup, enhance local production capabilities, and strengthen relationships with Chinese partners and stakeholders. Under Troska’s guidance, Mercedes-Benz has aimed to increase its competitive edge and market share in China’s rapidly evolving automobile market.
Markus Schäfer is a prominent executive at Mercedes-Benz Group AG. He was born on May 1, 1965, in Rüsselsheim, Germany. Schäfer studied mechanical engineering at the Technical University of Darmstadt, an education that laid the foundation for his future career in the automotive industry. He joined Mercedes-Benz in 1990 and has since held various positions across the company, gathering extensive experience in engineering and production. Over the years, he has been instrumental in advancing several key projects and divisions within the company. Notably, he played a significant role in the company's production and supply chain management processes. As of recent reports, Markus Schäfer holds the position of Member of the Board of Management of Mercedes-Benz Group AG, where he is responsible for the Group Research and Mercedes-Benz Cars Chief Operating Officer. In this capacity, he oversees significant technological and product development initiatives, focusing on innovation, digitalization, and sustainability. His leadership is pivotal as Mercedes-Benz navigates the rapidly changing automotive landscape, particularly with the shift towards electric mobility and cutting-edge automotive technology. His work and vision continue to influence the strategic direction of the company, reinforcing its position as a leader in the industry.
Dr. Jörg Burzer is a prominent executive at Mercedes-Benz Group AG, serving as a key figure in the company’s production and supply chain management. With extensive experience in the automotive industry, Dr. Burzer is responsible for overseeing the manufacturing processes and ensuring efficient supply chain operations across Mercedes-Benz's global network. He holds a deep expertise in engineering and production, often credited for his contributions to the optimization and digitalization of manufacturing processes. Dr. Burzer has a strong focus on innovation, sustainability, and the integration of new technologies in production, aligning with Mercedes-Benz’s goals towards carbon-neutral manufacturing and future-oriented mobility solutions. Throughout his career at Mercedes-Benz, Dr. Burzer has played a significant role in advancing the company's manufacturing excellence. He has driven initiatives aimed at enhancing productivity, quality, and sustainability, ensuring that the production facilities remain competitive and adaptable to the dynamic demands of the automotive market. His leadership is characterized by a commitment to improvement and adaptation to new technological advancements, making significant strides in the digital transformation of the company's production lines.
Sabine Kohleisen is a prominent executive at Mercedes-Benz Group AG, known for her significant contributions to the company's management and human resources strategies. As a member of the Board of Management, she is responsible for Human Resources and Director of Labor Relations. Kohleisen took on this role in December 2021, succeeding Wilfried Porth. With a deep understanding of the automotive industry and organizational dynamics, Sabine Kohleisen plays a critical role in shaping the company's culture and employee engagement strategies. She is tasked with steering workforce transformation efforts, which are crucial as the company navigates the transition towards more sustainable and technologically advanced automotive solutions. Throughout her career at Mercedes-Benz, Kohleisen has been involved in various leadership roles and has effectively handled responsibilities across different divisions. Her expertise in change management and her ability to foster a collaborative work environment have been instrumental in driving forward-looking initiatives within the organization. Kohleisen's leadership style is characterized by a focus on diversity, inclusion, and innovation, aligning with the company's vision of creating a modern, agile, and inclusive workplace. Her contributions are pivotal as Mercedes-Benz continues to evolve in the rapidly changing automotive landscape.

Steffen Alexander Hoffmann has made notable contributions to Mercedes-Benz Group AG, a leader in the automotive industry. As a senior executive, he has played a crucial role in shaping the company's strategies and initiatives. Though specific details of his biography, such as his early career and educational background, are not widely publicized, his influence within the company is evident through his leadership positions and involvement in significant projects. Hoffmann is known for his expertise in automotive innovations and strategic planning, contributing to Mercedes-Benz's reputation for quality and luxury.
Tobias Just is not a recognized executive or officer at Mercedes-Benz Group AG. It is possible that the name is incorrect or not related to a prominent position within the company. If there is another executive or officer at Mercedes-Benz Group AG you are interested in learning about, please let me know!
Volker Mornhinweg, with a distinguished career at Mercedes-Benz Group AG, is best known for his significant leadership roles within the company. He served as the head of Mercedes-Benz Vans from 2010 until 2019, where he was responsible for overseeing the development, production, and sales of Mercedes-Benz's range of commercial vans worldwide. Under his leadership, the division achieved significant growth and innovations, including advancements in electric mobility and connectivity features in commercial vehicles. Mornhinweg's work was instrumental in strengthening Mercedes-Benz's position in the global light commercial vehicle market. Prior to his role in the Vans division, he held various positions within the company, contributing to Mercedes-Benz's reputation for engineering excellence and innovation.
Welcome to the global conference call of Mercedes-Benz. At our customers' request, this conference will be recorded. The replay of the conference call will also be available as an on-demand audio webcast in the Investor Relations section of the Mercedes-Benz website. The short introduction will be directly followed by a Q&A session. [Operator Instructions]
Thank you for your participation, your request to speak is registered. [Operator Instructions]
I would like to remind you that this telephone conference is governed by the safe harbor wording that you will find in our published results documents. Please note that our presentations contain forward-looking statements that reflect management's current views with respect to future events. Such statements are subject to many risks and uncertainties. If the assumptions underlying any of these statements prove incorrect, then actual results may be materially different from those expressed or implied by such statements.
Forward-looking statements speak only to the date on which they are made. May I now hand over to Christina Schenck, Head of Mercedes-Benz Investor Relations and Treasury. Thank you very much.
Good morning, ladies and gentlemen. This is Christina Schenck speaking. On behalf of Mercedes-Benz, I would like to welcome you on both the telephone and the Internet to our Q1 results conference call. I'm very happy to have with me today Ola Kallenius, our CEO; and Harald Wilhelm, our CFO. Ola will provide a brief introduction, followed by Harald, who will detail our financials. After that, we will move directly into the Q&A session.
The respective presentation can be found on the Mercedes-Benz in the Investor Relations website. Now I would like to hand over to Ola.
Thank you very much, Christina. Good morning, everybody, and welcome to this Mercedes-Benz's Q1 earnings call. I think everybody that is on this call knows what a dynamic environment we operate in. And considering that dynamism, we're presenting today a solid first quarter that Harald will go into the financials here in a minute. But at the same time, we're looking at uncertainties for the rest of the year, primarily associated with the tariff situation that we will also talk about. Clearly, Mercedes-Benz as a global player, we would prefer open markets in all directions and don't fear competition in any direction.
But it's not the environment that we're operating in. The trade policies are shifting, and they are impacting our business. And we have put together plans and are starting to implement plans how to deal with that, more of that in a second.
If we jump to the slide with the key figures here, they're pretty much in line with what we had said in the annual results conference and Capital Markets Day a couple of months ago. So the first quarter of this year follows that trajectory.
I would like to point out 2 figures that are important considering the environment that we're operating in. In the first quarter, we were able to produce a free cash flow in excess of EUR 2 billion, which is healthy -- which is healthy in the very competitive environment, and let's say, macroeconomic environment that the world currently sees.
And we have a net industrial liquidity that allows us to, with a steady hand, continue to implement our plans while we are navigating through uncertainty. So please pay attention to those 2 figures when you look at this whole report today. If I continue to, the next slide with Mercedes-Benz Cars and the key messages.
What drove our Q1 performance? Yes, we had a good Top-End vehicle share, especially AMG performed well. We started already last year to double down even more on efficiencies, also looking at structural measures for the company where we can make the company faster, leaner, more agile. And we can see that the work in that regard is starting to pay off with operational efficiencies, which is also something that supports the results that we're presenting for the first quarter.
But as busy as we are making sure that our company is financially resilient, I would argue, we're even busier implementing our technology and product launch portfolio. For those of you who had an opportunity to follow it, yes, we presented 1.5 months ago, the new CLA at the World Premiere event in Rome, and the Chinese version of that, about a week ago at the Shanghai Auto Show.
And if you're looking for a benchmark Sedan electric vehicle in Europe. As of today, you can go into our website and order one in the configurator. I tried it last night and configured a vehicle just to see what you get. And I can say the feedback that we have received so far makes us excited about this product.
But at the same time, this is just the first one in a whole host of products that is in the pipeline, '25, '26 and '27. More than 25 launches are in the pipeline. And as we're now ready in this vehicle, we were winter testing the next one kind of around the corner, which is the all-electric GLC that we will present at the auto show in Munich in the fall. So you can see there's one after the other. Recent new vehicle that we have just launched, a good strong seller E-Class, yet again, Mercedes sets the benchmark standard in safety. And that's one thing that I took with me also from the Shanghai Auto Show.
We let journalists and other influencers and product experts go for a test drive Level 2++ with our new CLA in very busy Shanghai traffic, introducing also what we call cooperative steering. So the computer in the car and the human behind the wheel work hand-in-hand in a smooth and intuitive way, but with one thing in mind, next to the convenience that you get with these assistant systems, it's safety.
And I received so much feedback considering what's going on in the Chinese market that Mercedes upholding this safety aspect as one of the cornerstones of our brand promise, is something that is being very positively viewed. But around the corner, there are more innovations.
We have showed and teased Steer-by-Wire that's coming already next year. As far as I know, we're the first German manufacturer to introduce that. And I've driven a prototype of it many times. Some people go like, "Oh, can I have a yoke steering wheel?" Well, if you do Steer-by-Wire, right, you can. And unless you let the computer park your car, which is more or less going to be standard with Mercedes going forward, when you're in a situation driving at low speeds, Steer-by-Wire is an absolute game changes. Just one of those technologies that we're pioneering the Mercedes way, do it right and do it safe.
Next to technology and product launch where we are fully focused on making sure that we deliver this, everything else that we said in the Capital Markets Day from the next level performance efficiency measures that I just mentioned to working on our worldwide production footprint. That's a new dimension now with the tariffs, we'll get to that. And everything else is proceeding as planned. So uncertainty, volatility, yes, but steadfast determination to deliver our plan and also a position and a balance sheet, Harald, if I may say so, to see this through with a steady hand.
If I jump to the next slide, I come to vans. And I'm sure you have fresh in your memory, what an incredibly successful van year we had in 2024. But the van market as a whole is not immune to what's going on in the world. So it's also fair to say that the market dynamics in the van business are also a lot more challenging than maybe they were 12 months ago or 18 months ago. In spite of those challenges, market pressure, competitive pressure, the van division has yet again in Q1 produced very healthy results. Harald will go into the details there.
And sometimes, the van team lives a bit in the shadow of the passenger car bigger team, which is not right. They should have their own limelight. And the transformation that the van division is going through, knowing that the cycles, especially on the commercial vehicle side, are longer than normally you have on passenger cars.
The van team is going through the biggest technological and product change, change over in 20 years. And we're now starting to see the first fruits of those efforts. We presented a show car in Shanghai that we called the Vision V. When you look at the show car, maybe you think, "Isn't that a little bit over the top?" Yes, it is a crazy, almost above S-Class-type level luxury in a multipurpose vehicle, but that is what Chinese customers want.
Stars and starlets, captains of industries, they also drive MPVs. Yes, with only 2 seats in the back. So you have your own living room, almost ballroom back there, laden with technology, pleasure and comfort. But that will be the Top-End of our portfolio for the passenger car side on vans. We will already kick off next year with the first product in this new family.
So we are now very close to finishing the job on the first product of many and the journey, the few years after that replaces the complete van portfolio, which means that towards the end of this decade, we will have both electric and combustion on the van side, a fully new lineup of everything state-of-the-art technology.
That is some heavy lifting. There's also a lot of investment. We talked about that in the Capital Markets Day, but it is worthwhile because this very significant business is not only growing in size, it is also a profitable business that supports our overall cash flow production.
But the van people are also working on efficiencies and also restructuring. One thing that is worth mentioning there is that we have sold our business operations in Argentina to get a better utilization situation of that plant. We can still access it, but it improves overall our fixed cost position while protecting our access to the market. So we don't shy away on the van side either on making structural changes if they are necessary.
I think I'll stop there and let Harald take us through the financials. Harald, please.
Thank you very much, Ola, and hello, everybody. So let's have a look on the car sales on the Page 5, a bit more in detail. I think worthwhile to note that the Top-End share reached 15% in the quarter, very much supported by a good run on AMG, 17% up; as well as in the G-Class, 18% up; with full product lineup availability, including the electric G-Class. And worthwhile to mention as well that in China, we could maintain the leading position in the luxury segment above CNY 1 million.
But also, I think strong performance on the core side. If you look on the E-Class, with more than 30% up in the GLC with a 14% increase over the year. On the entry, basically, you see the impact from the phaseout of the previous Smart and the model transitioning in the segment. So we are recalibrating that segment with the new CLA, which will be launched in Europe in the summer, followed by the U.S. and China later in the year.
Looking on the xEV side of things, the share stands at 19%. Plug-ins are up 8%, mainly in the U.S. market. On the BEV side, we see the impact of the runout of the electric Smart and an overall dynamic market environment. Obviously, the CLA to come will have an impact, I mean, later in the year. And then in 2026, when we fully ramp supported, obviously, by the GLC and the C-Class Electric to come in 2026, very important vectors for EV growth in the future.
On the Page 6, we see the key financials. The sales we talked about. The revenues are in line with the sales evolution. So we have an ASP, a healthy ASP of EUR 72,000, and I would say on the EBIT and the cash flow evolution, we look a bit more in detail on the Page 7.
So first on the EBIT walk on the EBIT bridge in the first quarter year-over-year, that sits at EUR 1.8 billion, respectively; 7.3% return on sales. First, on the bucket volume structure and net pricing, what is included there. Obviously, an effect from lower unit sales, a positive impact from the mix, a softer net pricing in the first quarter, measures for product enhancement, which weighed on the profitability here, but also lower contributions from used car business as well. Overall, a lower BBAC parts by part contribution, which you see here in that bucket.
On the FX side, you see some impact on the developments of the Chinese yuan and the Korean won and the Turkish lira. Worthwhile to note, I would say, as Ola pointed out before on the industrial performance, we took action. So in this quarter, you see more than EUR 700 million positive impact, some material cost optimization, tailwind from raw mats, efficiencies in operations. So yes, we can say our next level performance program is gaining traction, and you can see that already visibly in this first quarter results. The R&D bucket includes a slightly higher R&D costs due to a lower capitalization ratio in that quarter.
On the cash flow evolution, Page 8, CFBIT is at EUR 2.8 billion, supported by a positive working capital effect of EUR 1.2 billion. 2 impacts in here: higher trade payables related to higher production volume after the winter break; and number two, higher inventories following the typical seasonal pattern in the beginning of the year.
The depreciation bucket exceeds mainly investments due to a rather slow ramp-up of investment in the first quarter. And in the others, the typical BBAC adjustment of the equity result where we didn't cash in s divi yet in the first quarter.
On the van side, in terms of the sales, Page 9, we had a very strong quarter in Q1 last year. This year, the sales reached 83,000 units. So favorable evolution on the private van side with 22% up, driven by positive development in the midsize segment. On the commercial van side, we reached 67,000 units in a dynamic market environment, macro market environment with increasing competitive pressure in this segment. Also noticeable in the quarter, the discontinuation of the Metris in the U.S.
On the BEV side, we stepped up by almost 60%, thanks to the availability of the eSprinter. Page 10, you see, I mean the key numbers. Sales, we explained already. Revenues, pretty resilient. And let's have a look on that, I mean, how we got there on the Page 11 in terms of profit and cash flow thereafter.
So the return on sales stands at a healthy 11.6% in the quarter. Also here on the volume structure pricing bucket, we've seen negative volume development, but offset by a better mix or partially offset by a better mix and with a net pricing slightly negative. Same thing on the industrial side. So almost EUR 100 million of improvement from the material cost as well as the absence of some prior year effects.
In the adjustments, worthwhile to note, as Ola pointed out, the impact from the divestment of the operations in Argentina, with impairment on the assets of EUR 240 million. The total impact in 2025 will be in the order of magnitude of EUR 400 million.
On the cash flow side, the cash flow, you see the reported and adjusted is around EUR 0.6 billion. So on the working capital side, that was favorable as well from trade receivables and payables driven by the sales development, but also a higher production volume and that has been partially offset by inventory seasonality.
In these buckets, you also see in the depreciation here. The impact from the divestment of Argentina, which I've just pointed out on the impairment side as well as in the others, you have some impact related to FX impacts from this divestment. On the mobility side, what were the key evolutions in the first quarter? The new business is still influenced by the competitive situation. In China, the acquisition margin overall continued to be in line with our target return, supporting the portfolio margin that shows a positive trend since mid to 2024.
On the cost side, we were able to achieve further improvements from also ongoing commitments to drive efficiencies also at the mobility side. And at the same time, we continue to expand our charging network, our own as well with the partners by adding 60 new sites and 650 new plucks in the quarter.
On the financials, Page 14, new business, I already commented before. Portfolio slightly down. EBIT evolution, Page 15, first quarter at close to EUR 300 million at a return on equity of 8.6%. The cost of credit risk improved, mainly driven by the U.S. and some onetime effects on the margin side. Volume and margin side, we had a bit of negative onetimer from provisioning of the U.K. commission case, considering latest information here.
Some further ramp-up of the charging business. The portfolio margin is flattish, but supported by the positive trend in the acquisition, as I just mentioned before, and then the efficiency on the cost side. Without the charging, maybe worthwhile to note, the return on equity adjusted would sit at almost 10%.
If we look at the group, the business side that we explained already. So the recon mainly negative due to a lower equity result of Daimler Truck. With that, you have the EBIT adjusted at EUR 2.5 billion. And obviously, the van adjustments impact the group booked result with EUR 2.3 billion.
On the cash flow, same thing. Cars and vans, we explained. Income taxes in the first quarter are a bit lower at minus EUR 650 million due to seasonality effects. And with this, as Ola pointed out, a strong cash flow in the first quarter of EUR 2.4 billion, which brings us to a healthy balance sheet with EUR 33 billion on Page 18, very comfortable level to navigate through a period of uncertainty. And we're looking forward to the AGM next week to approve the divi of EUR 4.30 and also to ground authorization for further share buyback of up to 10%. So looking forward to that event next week.
Now probably the part which is even more exciting and interesting is the outlook. And I think we need to spend a bit time on that to have a proper understanding. Page 20. First, I'd like to talk about, I mean, the divisional guidances for 2025. So please read and consider the assumptions on the top of the chart carefully as we're navigating through an environment which is very dynamic with an exceptionally high level of volatility.
We would like to look at the underlying business in the first place before considering any additional tariffs, which were announced since the beginning of March. And maybe just to say at this stage, by doing so, we can confirm, I mean, all the KPIs, which we outlined in the full year guidance.
But let's have a deeper look into that, starting with the car side on the sales guidance. In February, we said we would take a cautious view for 2025. And I think, that will prove to be right as we continue to see a situation in China, which on the macro side is still subdued, and we see an ongoing competitive market environment in China at this point of the year and also moving forward. In Europe, we see a robust sales performance with a good level of order intake at a healthy level and an order reach into the third quarter.
On the U.S. side, we also see a solid momentum with a stable underlying customer demand. The year-on-year group sales, we see a bit lower, in particular, on the second quarter. However, all of that moving forward is very much dependent on the U.S. trade policy situation and the impact on market demand.
Overall, with this, we continue to see the car sales to be slightly below prior year. The xEV share confirmed at 20% to 22%. And again, before direct and indirect impacts from the tariff policies, we would see the return on sales adjusted between 6% and 8% for cars and equally for the cash conversion rate. No change to PPE and the R&D side.
On the van side, on sales, we continue to see sales slightly below prior year. Due to flat markets with intense competition, the xEV share unchanged, and we would also see the return on sales adjusted unchanged between 10% and 12%, equally the cash conversion rate before the tariff impact. No change to PPE and R&D as well. And on the mobility side, we would also see the guidance at 8% to 9% for the return on equity with a charging impact, which is approximately 150 basis points, I mean for the full year, so which means that we're closer to the 10%.
Now considering the tariffs on Page 21, as I said before, on the cars, we would see the underlying car margin at 6% to 8% as guided for in the full year and as you can also see with the first quarter results. In case, however, all of the newly announced tariffs remain effective and stay unchanged until the end of the year. We would see some material impacts, and let me outline the key lags where they would hit. First, I mean, it is the imports from Europe into the U.S. That affects mainly vehicles like the GLC, the G-Class or the S-Class. Second, it is the lag in terms of the exports from the U.S. to China, which impacts chiefly the GLE and GLS. And then third, it is a lag in terms of the supply for Mexico to U.S. on parts, which plays here, I mean, the biggest role even so this is only on the USMCA non-exempted parts. On top, the GLB deliveries from Mexico to the U.S. are impacted.
What does it mean or what would that mean for the cars margin? So again, if these tariffs would persist for the remainder of the year, the full year impact is around 300 basis points on return on sales for cars. For the vans margin, without repeating everything, before that impact would be in the order of magnitude of up to 200 basis points on the return of sales of vans.
Be aware, however, that I mean, the impacts I just articulated are full year impacts. So this means that the tariff impact is materializing over 3 quarters to come if they would continue to persist, and therefore, the impact in the quarter is at a higher level. These impacts I mentioned before also include some tactical mitigation measures such as prestocking. The cash conversion rate might also be affected.
Indirect effects or collateral consequences on markets, consumer sentiment, demand and sales are currently difficult to predict. And as we can also see with the announcement last night, further evolution of trade policy, respective direct and indirect effects as well as mitigation measures are so volatile that an accurate full year guidance based on today's knowledge cannot be reliably provided with the necessary level of certainty.
What does it mean for the group guidance, Page 22. So following the same logic as for the segment guidance, considering I mean the tariffs, the group KPIs would also be impacted, respectively. So group EBIT and group cash flow would be expected lower than before in case tariffs persist until end of year.
Looking at second quarter free cash flow, it is to be expected to deteriorate. I mean, the cash flow is expected to deteriorate materially versus the first quarter, considering these tariff impacts as well as the seasonal positive working capital effect in the quarter 1, which I emphasized before.
And I hope that gave you some color on this topic. And with this, I hand back to you, Ola.
So thank you, Harald. As you have just heard from Harald, we're operating in an environment with a high level of uncertainty. In such an environment, you have to make sure that you can react with the levers that are available to you in the short, mid and long term, and that is what we are doing.
But it creates a level of uncertainty that we cannot say for sure exactly how those 3 quarters that are coming towards us will play out. I can say this, though, that with a high level of speed, we're acting on all of these levers. Discussions on the regulatory side, and we can -- Harald just mentioned it, see that, that space remains dynamic and maybe there can be changes, but we cannot bank on them and that is why we have made the guidance choice that we have made.
But also if we look a little bit into the longer future, in the next 3, 4, 5 years, what does it mean if the world goes more regional, you have to follow that trend, and that is what we're preparing as well. It's not like we have not been following this trend. In fact, for more than 30 years now, we have been building our global production network and we have sizable operations in the United States. We have been in the United States for more than 120 years, employ directly more than 11,000 people and indirectly 150,000 people. So we feel also like an American company.
But it's also true to say, and I think Harald illustrated that quite clearly that we are an export champion in all directions into the United States, out of the United States, out of United States, 150 countries around the world and from different countries into United States. So this does have a material impact on our business. And we will now carefully look at our production footprint, our localization footprint, be it models, components or other things to adjust this business system over time.
But I have to emphasize over time because you don't do these things overnight. So it takes some years to get to the other side. That is why, as I mentioned at the beginning of the presentation today, it is so important that you start this journey, partially then new journey compared to what we had before, and from a position of strength and that you have the financial firepower to see through your game plan. So on the innovation, technology, product launch side, whereas we are always careful, we pinch pennies. We don't throw money into projects that wouldn't lead to market success, of course, not. We are in a very steadfast way going to deliver the product program that we presented to you in the Capital Markets Day in February.
Even more important now, it was important before, but it becomes even more important now is the next level performance initiative to work on efficiencies, to work on structural measures to lean down and slim down the organization, to become faster. All of those activities will continue with unchanged intensity, maybe even more intensity. So what does that mean in the end also for our shareholders.
If you have this view of financial resilience, but our determination to see your plan through. I want to reiterate and underline that we remain committed to our capital allocation framework, that is what we are operating under. With regard to share buybacks that we will take now to the Annual Shareholders' Meeting again. Of course, we will, as we have said all the time, and we introduced the cash flow policy.
We will make sure that, that is synchronized with the free cash flow generation. And I think that is very important. So the phasing and timing of it is synchronized with free cash flow generation, the policy as such remains. Before you ask it, the Daimler Truck stake sales, as was announced also in the Capital Markets Day is strategically on the agenda. I would say that the current market environment may be right now is not supportive to do this on Monday morning, but we have it on the radar and we will decide on timing when we think that it is opportune.
So to have a healthy balance sheet that we have built up over the many years gives us a position of strength to execute in a dynamic environment that I have to say I probably haven't seen in my 32 years in the company, but we are going to, as I mentioned, with a steady hand, take the measures that is necessary to navigate through this period as well. I think that concludes our presentation, and I will hand back over to you, Christina.
Thank you, Ola. Thank you, Harald. Ladies and gentlemen, you may now ask your questions. [Operator Instructions]
Now before we start, the operator will explain the procedure.
[Operator Instructions]
And the first question, I would hand over to Jose Asumendi from JPMorgan.
It's Jose from JPMorgan. A couple of questions, please. Maybe Ola, look, I would love to get a bit more sense of the discussions please with the U.S. authorities. And I'm aware there's so much you can say also as obviously, negotiations may be still going on. But in simple terms, what are you looking to achieve with the tariffs? And are the negotiations done on an OEM-by-OEM basis? What can you offer in the U.S. when it comes to engines, transmissions or assembly of vehicles?
And also I'd love to understand also, do they value, appreciate the work we're doing in the U.S. when it comes to building cars and providing employment? And then follow up -- the second question, please, on China. Harald, I would love to get a bit more sense on the contribution from BBAC on the profit bridge and whether the capacity adjustments you're planning in China, whether that has already been reflected in the first quarter or that improvement should be maybe seen in Q2 or the second half of the year?
I will start with the U.S. question. As I mentioned in the presentation, we have been in the United States for more than 120 years. We have invested tens of billions into our operations there, mainly in Alabama and in South Carolina as far as production is concerned, but we are in more than a dozen states, have a deep R&D presence in the United States, operate almost 400 partners with dealerships that them alone employ 30,000 people. So I think it's very much appreciated that Mercedes-Benz is also an American company.
And there is no question that for the largest economy in the world, we have a plan forward to grow in that market. Now, the tariff situation throws a twist into this whole picture. And we are, as I mentioned, looking at plans to, in the next years, further expand our footprint in the United States. And yes, we are also speaking to officials in the administration about this. What I would not like to do on this call is to go into the detail of such talks.
They are being held in a constructive atmosphere. And our mindset going into those talks is to say what can we do that is positive for the United States, but also positive for our business model. So those discussions are ongoing. And if there are significant or material changes. I'm sure that they will be made public. But at this stage, I would not like to go into the details of those discussions.
And Jose, on your second question on China in the bridge. What I commented before, basically, we can see that we had a lower level of supply of parts by parts to China, whereas, obviously, the BBAC result is in the other bucket. And that is running at a bit of a lower level. However, I can say all of the measures we talked about in the Capital Market Day in February, are active, and the BBAC management is working hard to drive the efficiencies also at the BBAC level, adjust capacity to the market demand, bring forward the fixed cost savings, the productivity gains in operations and supply chain and therefore, protecting a healthy level of profitability in the BBAC in the first quarter, which is incorporated in these numbers.
Thank you, Jose. I'm moving on to Tim Rokossa from Deutsche Bank.
I have 2 questions, please. The first one is also Ola. I think following up basically on what Jose just asked. Can you help us to provide some sort of idea of how you can mitigate this impact of the tariffs in the U.S. in the short term? How extreme would you do the mix management? Do you go to a level where you basically only import the G-Wagon and the S-Class? Can you increase prices for all of your cars? Is there any, at least vague ideas that you're willing to share with us already today?
And then secondly, maybe reverting the questions also to something that's a little bit more positive. We're noticing a decent environment in Europe, Harald, you also mentioned that. We're seeing that in the VW order intake as well. Is that something that you think is a sustainable trend? What do you think is driving it? Any sort of feeling for the European consumer?
So Tim, one thing that we said in the presentation was that you can calculate the crude effects of what the tariffs mean mathematically. What is more difficult to calculate, is the impact on the market behavior because the tariff system is affecting the market participants in an asymmetric way to make those predictions are even more difficult whereas I don't want to, in an analyst call go in and give you the detailed strategies on our go-to-market product allocation and pricing, as you can understand.
You can also rest assured that we very much understand how to use those levers. And we will and we have, and I want to underline that again, we have sizable operations in the United States where we make our large SUVs: the GLE, the GLS, the EQE and EQS. So in that asymmetric game, we have some assets there. But in the short term, you have to look at all of the above. Maybe what you, I think, should refrain from, especially in a situation that is this uncertain is to take too drastic of an action too soon because that can affect your market participation later on.
So I think you have to also exercise a level of strategic patients here even if it affects you financially as Harald illustrated, but all levers are being looked at. And in the midterm, mid to longer term, it's more about the overall footprint in the world. What does that production footprint and supply footprint look like, but that is something that takes years to implement.
And Tim, on your question on Europe, yes, we see -- if I -- we commented on sales before, but if you look also on the order intake in Europe in the first quarter, I think this is running at a decent level. We all know that in the U.K., you always have a bit of a seasonal peak in March. But even considering that one, I think that sits at a healthy level.
How can we explain that? I think it's chiefly the product portfolio, which is gaining a lot of good traction on E-Class, on GLC. And as Ola said before, we're pretty sure that now with this super attractive CLA product coming to market in Europe in summer, we'll gain some further momentum in the second half of the year and then looking into the GLC and also the C-Class electric for next year.
So I think it really means the product firework, I mean, which builds a curve here. We're sure we need to make sure that we're competitive. I mean also when it comes to the pricing side, action has been taken in this respect, and we see the benefits of that coming through in the quarter sales, but also in the outlook as we just commented before here.
Thank you, Tim. I'm moving over to Patrick Hummel from UBS.
Two questions also for me. The first one, BMW was talking about using their flexibility in the U.S. capacity and maybe redirect demand a little bit away from Sedans towards SUVs. And I'm just wondering what your flexibility in Tuscaloosa looks like as far as current utilization rates are concerned? How much could you increase output there of the SUVs and maybe try to sell more GLEs rather than E-classes? And would you say that is a material potential offset or material mitigation against the 300 basis points headwind that you were talking about for the rest of the year?
And my second question, GLE and GLS for China. Can you comment at least qualitatively to which extent you're covered for the year in terms of vehicles that you already have in China? Because I would assume this is a very profitable product sales for the Chinese market and with the current import tariff situation, it doesn't make any sense to ship anything from the U.S. to China. So I'm just wondering, will we see later in the year some negative impact here from shrinking GLS, GLE sales in China? Or can you maintain that run rate with the stock levels you have?
Patrick, I'll start with the first one and hand the second one to Harald. Yes, we have flexibility in the Alabama plant for the SUVs that we build there. And if we can create market momentum or market shift, like you suggested, yes, we would do that, and yes, we can do that. What kind of an impact that would have? That is also wholly down to the overall market dynamics, which really is very, very difficult to predict at this point in time, but yes, the flexibility at least is there.
And Patrick, with regard to the second question, yes, I mean, we do have inventory on GLE and GLS in China, which takes us, well, I think, into the second quarter. For sure, at the point later in the year, vehicles coming to China would be exposed to these prohibitive levels of tariffs. Any impact on that one, we included in these 300 basis points adjustment in terms of tariff risk I mentioned before.
But I think globally, I don't want to comment too much on macro, but if this level of tariffs would persist, I think we would see other evolutions in industry and markets far beyond that. So I think we can navigate through the second quarter, and then we'll watch obviously very carefully the evolution on this super prohibitive level of tariffs.
And Harald, if you allow me a follow-up, with that 300 basis points quantification, we understand this is before mitigation and you're not going to talk about pricing here too much in detail. Would you say that 300 basis points should also be kind of a base case if the tariffs don't change, what we will see actually as an outcome? Or are you very confident that the net impact of all of this net of the mitigation that you would be planning to do would be smaller than the 300 basis points for the calendar year?
Well, I think we gave already quite a lot of color here, but the 300 basis points, number one assumes the current set of tariff policies decided and communicated. The ones from last night, we need to assess a bit in detail. But globally, this is based on what has been decided post March 11, I think. Number two, it takes into account the inventories, which are in the respective countries, in the U.S. and China, as I just commented before and a few mitigation actions, but not, an entire set. And it would assume these tariffs to persist for the remainder of the year. So that is what is included in it, including the prohibitive ones on China as commented just before.
Thank you, Patrick. We're moving on to Philippe Houchois from Jefferies.
It's Philippe Houchois, Jefferies. I have 2, if I can. First of all -- first is, maybe Harald, could you just again confirm the 300 basis points you talked about is before mitigation because I'm hearing a different comment from someone else right now. And the second, maybe more for Ola, is just trying to think -- when we think about -- I mean, you explained you've worked on your global footprint. You've made things more efficient.
The issue is still that below the content that you employ in North America is powertrain-related and largely ICE related. And I'm just trying to understand how difficult it is near term, maybe longer term also to shift more of the content of engines to the U.S., shift out of Europe engine blocks with that unfinished and finish them more into the U.S. and ship that content?
And then if I take it one step further, is we're looking at a world where Europe is trying to kill ICE. The U.S. is not trying to kill ICE, neither is China. Should you consider over time to just move your engine, your powertrain or ICE capabilities to North America? Because it makes sense for the next 20 years versus Europe?
Yes, Philippe, on the question of 300 basis points, I think again, inventory is included. If you consider that as a mitigation, some very preliminary measures are included. Anything going beyond that form discussions, as Ola commented before from further localization, industrialization actions are not included in that. On the other side, let me please remind you as well, as I commented before that the 300 basis points impact is a full year impact and the impact on the quarter is going to be higher, respectively.
And maybe to add to that, and I think that was my answer to Tim Rokossa. Of course, we are fully aware of every single lever that is available to you in the short term, but also in the longer term, and I'll get to that. That's the second part of your question.
But I think we shall all be mindful that you can just not just push a button and say, "Okay, I have a tariff, let's just raise the price and everything stays the same." That's not how market economy works, especially in an asymmetric market situation. So I would not be -- if I were in your shoes, too casual about thinking about that. That requires some very deep thought.
So just to add to what Harald said. If you talk about an industrial footprint, in the flows of goods of cars and parts that was mentioned in Harald's presentation, he made it quite clear that the major part of those flows are, of course, the fully built vehicles. So that's the number one thing that is included in this effect on our business model.
But yes, the parts also matter because there are tariffs on parts as well. There was some transient relief suggested yesterday that we are calculating, but it is something that you have to take into the equation. So looking at the parts, we are going through and have been going through every single component in the car that is not already in the United States; looking at what you can do in the let's say, medium midterm to long term, powertrain is one area where you can do that; and setting up assembly is something that can happen faster; deep localization where you go into the complete components with castings and forgings and so on and so forth. That is a longer endeavor.
And there, you also have to look at part by part, what you end up with in terms of scale on the other side compared to the scale that you have in your original production site and what's the cost difference of that. So this is also a very detailed, very rational economical exercise, not a push-on-the-button type of exercise. The internal combustion engine, industrial structures that we have built up in Europe over more than 100 years, to move them quickly to 2 other economic regions, I would say, is probably prohibitive from a capital spending point of view.
So a drastic scenario like that in the midterm is not on the cards. And I don't want to turn this into a policy speech. But in the automotive strategic dialogue that is going on between the auto industry and the EU on the path towards 2035, in my role as President of ACEA this year, I think all of the manufacturers and first and foremost, all of the many thousands of suppliers have made it very clear that we need a pragmatic and flexible path towards decarbonization.
Those discussions continue, and I think there is much to learn from some of the policies that China has applied in this regard that allow flexibility, while at the same time, successfully decarbonize. So I'm hoping and hopeful that in light of Europe's current economic situation and competitiveness situation, as was mentioned in the Draghi report, we shall find this pragmatism and flexibility to achieve 3 goals: decarbonization, a healthy industry with good jobs. By the way, it's 7% of all of Europe's GDP and 33% of all private R&D expenditure in Europe is the automotive industry. And at the same time, mobility security through supply chains so that we don't "accidentally" create new dependencies where we're today fully independent in terms of our mobility needs in Europe that we create dependencies on supply chains where we simply lack the time, will or ability to create those in Europe in the next 10 years.
So I couldn't resist giving that policy speech while I'm on the air here because I think it is hugely important for Europe's industrial competitiveness and supportive of an intelligent decarbonization. Thank you.
Thanks, Philippe. And we have one more question in the line right now. It goes to Henning Cosman from Barclays.
Perhaps just in the last 2 minutes that we have, I just wanted to squeeze one to make absolutely sure that we're on the same page about the mitigation and the 300 basis points being including or excluding. So can I just ask if you said, Harald, the tactical inventories included, some preliminary measures are included and anything over and above that is not included. So let's just say conceptually, the status quo remains if you had additional mitigations such as price increases, then the impact would be lower than the 300 for the full year. Is that the correct understanding?
If you would have a substantial change in commercial policies, I mean that is not included in 300 basis points. On the other side, as we said also before, I mean what cannot be reliably assessed at this stage is a larger scale indirect market, consumer sentiment, consumer demand implications from the tariff policies at large. So please consider both sides.
So that concludes our Q&A today. Ladies and gentlemen, thank you for your questions and for being with us today. And also thank you very much to Ola and Harald for answering the questions.
Now Investor Relations remains at your disposal to answer any further questions you may have. And now to all of you, have a great morning, a great afternoon and a great evening.
Thank you, and good bye.