Mercedes 2013 Annual Report Download - page 30

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A clear claim to leadership in all business segments.
By means of the “Mercedes-Benz 2020” growth strategy,
our Mercedes-Benz Cars division aims to occupy the leading
role for premium automobiles by the end of this decade.
This means that we intend to be ahead of the competition
in terms of our brand image, product range, unit sales
and also profitability. The smart brand will further enhance
its pioneering role in urban mobility. At Daimler Trucks,
we want to further strengthen our position as the Number One
company in the global truck business. Mercedes-Benz Vans
aims to achieve further profitable growth also outside its present
markets and market segments with the “Vans goes global”
strategic initiative. Daimler Buses has set itself the goal of further
strengthening its leading position for buses above 8 metric
tons gross vehicle weight. Daimler Financial Services has targeted
the position of best captive financial services provider and
will continue to grow in line with our automotive business, as
well as in the area of mobility services. In all divisions, we
are increasingly utilizing innovations on the interface to digital
technologies.
Focus on the customer. All of our activities are focused on
our customers’ needs. We want to inspire our customers with
– fascinating premium automobiles that set standards
in the areas of design, safety, comfort, perceived value,
reliability and environmental compatibility;
– commercial vehicles that are the best in their respective
competitive environments;
– outstanding services that are related to all of these products;
and
– new customer-oriented mobility solutions that exploit
the potential of increasing digitization.
Target system.

A.09 Our overriding corporate goal
is to achieve sustained profitable growth and thus to continu-
ally increase the value of the Group. We aim to attain the
leading position in all of our business segments. We inspire
our customers with our brands, products and services.
Our core Mercedes-Benz brand plays a key role in these endeav-
ors. Through our groundbreaking technologies, we underscore
our position as a pioneer in the areas of environmentally friendly
drive systems and safety features. We are strengthening
our global presence by safeguarding our position in traditional
markets and expanding into new ones. Outstanding opera-
tional excellence and efficiency, along with inspired and high-
performing people, are the foundation of our future corporate
success. At the same time, our entrepreneurial activities are
guided by the principle of sustainability in the areas of eco-
nomics, corporate governance, environmental protection and
safety, as well as in our relations with employees, customers
and society in general. Our four corporate values – passion,
respect, integrity and discipline – form the basis of our actions
and help us to achieve our goals. One key principle applies
to everything we do: No business in the world is worth violating
laws, regulations or ethical standards. For us, integrity and
business success are two sides of the same coin. That is why
we want to lead the competition in terms of integrity as well.
Objectives and Strategy.
Our overriding corporate goal is to achieve sustained profitable growth and thus continually
increase the value of the Group. We aim to attain the leading position in all of our business
segments. To achieve that goal, we have defined four strategic growth areas for the Group.
We will implement measures related to those areas in the coming years within the framework
of the growth strategies of our divisions. These strategies will be accompanied by efficiency
programs to ensure that our growth has a solid financial foundation.