Mercedes 2015 Annual Report Download - page 100

B | COMBINED MANAGEMENT REPORT | SUSTAINABILITY 107
Intellectual property rights secure our leadership
in technology and innovation
We invented the automobile: On January 29, 1886, Carl Benz
registered a patent for a “vehicle powered by a gas engine.” In
the 130 years since then, we have refined automobiles with
more than 100,000 patents and set standards that point the
way toward emission-free, accident-free and autonomous
driving. We continued this tradition in 2015 by registering a
total of approximately 2,000 new ideas for patents as in the
previous year. These patents are important to the company for
two reasons. First of all, they enable exclusivity – i.e. the use
of such innovations solely in our products. Secondly, the patents
secure Daimler a certain amount of “freedom of action” –
i.e. they prevent restrictive third-party patents from limiting
Daimler’s scope of operations. In addition to industrial prop-
erty rights, which safeguard our innovations for future mobility
over the long term, the unique visual aspects of our products
are protected with over 9,000 designs registered in 2015 (2014:
6,400). The significant increase is primarily due to the expan-
sion of our product portfolio, but is also the result of a metho d
change in registration. Furthermore, with a portfolio of more
than 31,300 trademarks worldwide (2014: 32,900), we protect
the renowned and valuable Mercedes-Benz brand, the three-
pointed star and all of our other product brands in each rele-
vant market. The decrease is mainly due to portfolio
ration a lization.
€6.6 billion for research and development
We want to continue shaping mobility through our pioneering
innovations in the coming years while moving ahead with digiti-
zation throughout the entire Group. We therefore increased
our very high level of investment in research and development
of €5.7 billion in 2014 to €6.6 billion in 2015. Of that amount,
€1.8 billion (2014: €1.1 billion ) was capitalized as development
costs, which amounts to a capitalization rate of 27% (2014: 20%).
The amortization of capitalized research and development
expenditure totaled €1.2 billion during the year under review
(2014: €1.2 billion). With a rate of 4.4% (2014: 4.4%), research
and development expenditure also remained at a high level in
comparison with revenue. Research in the reporting year
focused on new vehicle models, extremely fuel-efficient and
environmentally friendly drive systems, new safety techno-
logies, autonomous driving systems and the digital networking
of our products.
The most important development projects at Mercedes-Benz
Cars were the new models of the E-Class, the new SUVs and
the new generation of compact cars. In addition, we continually
invest in new low-emission engines, alternative drive systems
and innovative safety technologies. Mercedes-Benz Cars spent
a total of €4.7 billion on research and development in 2015,
which once again marked a significant increase from the prior
year’s figure (€4.0 billion). Daimler Trucks invested €1.3 billion
in research and development projects (2014: €1.2 billion). The
focus there was on new medium-duty and heavy-duty engines
as well as on the successor generations of existing products.
R & D expenditure at Mercedes-Benz Vans focused mainly on
ongoing product enhancement measures, the new Sprinter gener-
ation and the development of a new mid-size pickup. Daimler
Buses primarily focused its development activities on new prod-
ucts, the fulfillment of new emissions standards and the cre-
ation of alternative drive systems.

B.38

B.39
B.39
Research and development expenditure by division
2015 2014 15/14
In millions of euros % change
Daimler Group
thereof capitalized
6,564
1,804
5,680
1,148
+16
+57
Mercedes-Benz Cars
thereof capitalized
4,711
1,612
4,025
1,035
+17
+56
Daimler Trucks
thereof capitalized
1,293
26
1,188
34
+9
-24
Mercedes-Benz Vans
thereof capitalized
384
153
293
68
+31
+125
Daimler Buses
thereof capitalized
184
13
182
11
+1
+18
Research
and development expenditure
In
billions of euros
B.38
4
5
6
7
3
2
1
0
2011 2012 2013 2014 2015
total
thereof capitalize
d