Mercedes’ China motor hits one of two roadblocks
The author is a Reuters Breakingviews columnist. The opinions expressed are his own.
By Neil Unmack
LONDON, Sept 20 (Reuters Breakingviews) -Mercedes-Benz’s MBGn.DE all-important China motor is sputtering. The $64 billion luxury carmaker warned of collapsing earnings and free cash flow this year, as a real estate bust in the People’s Republic means less demand for upmarket rides. A deteriorating political backdrop suggests the worst may not yet be over.
Mercedes’ profit warning on Thursday night managed to be both unsurprising and shocking at the same time. The Maybach maker derives over a third of its car sales from the Middle Kingdom, while Bernstein analysts reckon the country’s share of total operating profit stood at 37% last year. Yet Chinese sales are hurting from a property-market slowdown and a vicious price war in electric vehicles. Rival BMW BMWG.DE had already warned on profit earlier this month.
Still, the magnitude of the cut that Mercedes CEO Ola Källenius announced was unexpected. Having promised a 2024 operating margin of 10% to 11% in its automotive unit as recently as July, Källenius now expects a margin of 7.5% to 8.5%, with the ratio in the second half of the year as low as 6%. Back in 2022, the equivalent figure was 15%.
Like many carmakers, who are grappling with competition and the shift to electric vehicles, Mercedes has been keeping investors happy by returning capital, with buybacks and dividends of around 12 billion euros planned this year. Yet 2024 free cash flow may be just 8.5 billion euros now, analysts reckon, potentially affording less room for buybacks next year. Alternatively, Källenius could keep the capital-return party going by selling some of his 35% stake in 26-billion-euro Daimler Truck DTGGe.DE, which the parent group spun off in 2021.
The good news for investors is that Mercedes’ stock could be cheap if China bounces back. Assuming that the bottom line recovers next year to where the carmaker had previously expected it to be, at 11.5 billion euros, the group would be trading on less than 5 times forward earnings after Friday’s roughly 7% fall. That compares with a long-term average of around 7, using LSEG data.
Yet there’s little hope of a real estate revival in China. And the competition in electric vehicles and combustion-engine cars in the Middle Kingdom may even increase as growth slows and the country’s ageing demographics kick in. Citigroup analysts estimate that Mercedes is selling electric vehicles in China at a 37% discount to the recommended retail price, up from 18% last September. Moreover, if the European Union goes ahead with plans to slap import levies on Chinese EVs, then the higher-end cars that Mercedes ships to China, like the Maybach, could suffer from counter-tariffs. The road ahead looks treacherous.
Follow @Unmack1 on X
CONTEXT NEWS
Mercedes-Benz Group on Sept. 19 lowered its outlook for the year, citing a “deterioration of the macroeconomic environment” in China.
The group’s 2024 operating profit margin in its cars division is now expected to be between 7.5% and 8.5%, down from an expected 10% to 11%. The margin in the second half of the year will be 6%, it said. Mercedes-Benz’s group operating profit and free cash flow will be “significantly below” the level in 2023.
Mercedes-Benz shares were down around 7% as of 0800 GMT on Sept. 20.
Graphic: Shrinking price-earnings ratios of Mercedes and BMW https://reut.rs/3XwsTXm
Editing by Liam Proud and Oliver Taslic
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