1. CETA Issues and Opportunites
Tim A. Reuss, President & CEO
Mercedes-Benz Canada
May 12, 2014
Presentation title in CorpoS Regular 9 pt | Department | Date

2. Benefits of Free Trade
Increased trade results in increased economic growth
Increased trade means increased employment, as well as higher salaries and increased living standards
Increased trade offers a greater variety of goods to consumers at more competitive prices
Reduced poverty
Provides national and sub-national governments with access to the best products and services internationally to better fulfill their procurement requirements
Trade and investment flows help spread new ideas and innovation
Trade develops and secures economic ties between nations and contributes to political stability
Trade and investment increases competition and competitiveness
Trade agreements can make it easier to do business
Trade makes it easier to exchange innovative or high technology products
(Source: European Commission)
CETA Workshop, Carleton University, May 12, 2014, Ottawa

3. Regulatory Cooperation
CETA Highlights
Estimated 20% increase in bilateral trade, generating $12 billion annual increase to Canada’s economy*
Economic Activity
most comprehensive agreement the two parties have ever signed
Scope
98% of tariffs to be eliminated on day one – vs. 29% NAFTA
Tariffs
Simplified customs procedures to facilitate trade
Borders and Customs
First ever negotiated regulatory cooperation chapter - intended to allow Canada to get in on the ground floor of regulatory development with the EU
Regulatory Cooperation
* Source: European Commission and Government of Canada Joint Study
CETA Workshop, Carleton University, May 12, 2014, Ottawa

4. CETA – Automotive Status
The automotive package is complete and includes the following elements:
Tariffs
Passenger cars - phased out over 7 years.
Commercial vehicles – phased out over the first 3 years.
Regulations
17 UN ECE standards to be accepted by Canada on day one.
8 additional standards have been selected for additional review for recognition (or not) within 3 years of CETA coming into force.
Rules of Origin
50% content requirement until U.S. agreement, increasing to 55% with Canada-U.S. cumulation.
100,000 units per year quota for vehicles that don’t meet 50% (N/A if U.S.-EU sign deal).
CETA Workshop, Carleton University, May 12, 2014, Ottawa

5. Light Vehicle Sales Market Share by Passenger Car Segment (2013)
Canada
United States
Source: DesRosiers Automotive Consultants Inc., AIAMC, CVMA and Ward’s Automotive Reports 5
CETA Workshop, Carleton University, May 12, 2014, Ottawa

6. Canada remains a fundamentally different automotive market
Hatchback is not (and never has been) a dirty word in Canada
Station wagons remain a strong and enduring niche (luxury and non-luxury)
Minivans are still alive and well in Canada
“Smaller” works in Canada and is not equated with “Cheap”  Compact Luxury has been where most of the luxury growth has been and will continue to be
AWD is critical in all segments, but particularly luxury
Diesel has been strong in Canada for several years 6
CETA Workshop, Carleton University, May 12, 2014, Ottawa
Presentation title in CorpoS Regular 9 pt | Department | Date

8. Mercedes-Benz LED Intelligent Lighting System
Features:
Country mode illuminates the road shoulder more brightly and extensively than conventional low beam. This affords the driver better visibility and enables faster reactions.
Highway mode increases the light output of the LEDs for better illumination of the road. As speeds increase beyond 110 km/h the range of the light beam is further increased.
With a certain steering angle, a cornering light function improves road illumination on tight bends at night.
An active light function is able to pivot the headlamps into curves by up to 15 degrees to illuminate the road surface much more effectively.
The enhanced fog lamp function pivots the headlamps outwards while lowering its beam. This illuminates the outer edge of the road more effectively while reducing the glare due to light reflected by the fog.
Availability: 8
CETA Workshop, Carleton University, May 12, 2014, Ottawa

9. Key principles of MB Canada advocacy position
The Canadian vehicle market is significantly different than the US market
European and Canadian standards both ensure state-of-the-art protection of citizens and the environment
Canadian regulations largely fail to recognize UN ECE standards and this is a barrier to trade that impacts the market in two key ways
Blocking specific models from entering the Canadian market (eg. A-Class)
Blocking certain advanced technologies from the Canadian market (eg. intelligent lighting systems)
Canada should move to accept UN ECE safety and emission standards
This would be a win-win for Canada as consumers would benefit from a greater selection vehicles and advanced vehicle technologies, while state-of-the-art protection of its citizens and the environment would be assured.
CETA Workshop, Carleton University, May 12, 2014, Ottawa
Presentation title in CorpoS Regular 9 pt | Department | Date

10. Thank you
Presentation title in CorpoS Regular 9 pt | Department | Date