German luxury car manufacturer Mercedes-Benz could delay delivering orders for more than a year because of interruptions to production caused by global chip shortages, Daimler Chief Executive Ola Kallenius told a German newspaper in an interview on Friday.
Automobile industry is one of the worst affected by the global chip crisis, especially since the beginning of 2021. By shifting the volume-based approach, the luxury German carmakers look to deliver expensive automobiles to customers who want to pay higher prices instead of waiting. Another German luxury carmaker’s plan was “clearly to maintain . . . the way we manage supply to maintain our pricing power on today’s level,” he added.Since the beginning of the coronavirus pandemic, demand for semiconductors or chips has increased because of much of the global population spending more time at home.
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