GERMANY: Strong euro affecting export-oriented premium brands
The strength of the euro against the US dollar is tilting against export-oriented German premium carmakers. The euro has appreciated 25% against the dollar since January 2002. Historically, an exporter shipping from a weak-currency side has an advantage in strong-currency markets, and can undercut rivals’ prices. But strong-currency exporters must cut margins — or raise prices and lose sales, Automotive News Europe said.
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