Mercedes profit tumbles in Q1 on China competition, tariff pressures
Mercedes-Benz Q1 2026 Financial Performance and Market Challenges
By Rachel More and Ilona Wissenbach
BERLIN, April 29 (Reuters) - Mercedes-Benz reported a sharp drop in operating profit at the start of 2026, a year set to bring higher raw material costs and further tariff pressures, weighing on the German carmaker as it overhauls its model lineup to boost sales.
The Middle East conflict has driven up global industry costs, compounding pressure on European automakers already hit by high U.S. import tariffs.
Competition and Market Dynamics
Mercedes, like German peers Volkswagen and BMW, is also battling falling sales in China, as domestic brands like BYD and Nio encroach on the premium segment after conquering the mass market with cheap, tech-laden EVs.
Q1 Earnings and Margins
Mercedes reported on Wednesday earnings before interest and tax (EBIT) of 1.9 billion euros ($2.22 billion) in the first quarter, down 17% on the year.
First-quarter margins slipped to 4.1%, down from 7.3% a year earlier, but within the expected full-year range of 3-5%.
'Good Start to a Complicated Year'
Mercedes' quarterly profit slump was smaller than expected. Analysts polled by Visible Alpha had expected a 29% year-on-year fall.
Shares were 1.1% higher after the results, which Bernstein analysts called "a good start to a very complicated year."
CEO Ola Kaellenius is betting on sweeping cost cuts, including job reductions, while revamping Mercedes' lineup with 40 new models from last year through 2027.
Tariff and Raw Material Cost Pressures
U.S. President Donald Trump's tariffs are expected to deal a 1.5-percentage point blow to Mercedes' core auto margin this year.
That effect was lower in the first quarter due to an accounting effect linked to Mercedes' application for a tariff refund following a Supreme Court ruling last year.
Meanwhile, raw material costs are expected to rise further this year due to the Middle East conflict, finance chief Harald Wilhelm said.
Mercedes' full-year forecast of operating profit "significantly higher" than last year presumes the conflict will soon be resolved, he added.
Sales Performance and Future Outlook
Global and China Sales Decline
MOMENTUM FROM PRODUCT LAUNCHES
Mercedes' sales declined by 6% globally in the first quarter and by 27% in China, its largest single market.
Product Launches and Strategic Focus
The carmaker hopes for momentum in the second half from continued product launches, including a revamped S-class range to defend its status as a top luxury brand in China.
Wilhelm said the company would maintain tight cost controls while aiming for a cautious return to higher margins in its core car business, with a mid-term target of 8-10%.
($1 = 0.8543 euros)
(Reporting by Rachel More; Editing by Harikrishnan Nair and Bernadette Baum)
