Mercedes 2015 Annual Report Download - page 60

A | TO OUR SHAREHOLDERS |
OBJECTIVES AND STRATEGY
67
Strengthening our core business
We are strengthening our core business with innovative fi rst-class
products, competitive structures, fl exible processes and a
customer-oriented organization. We are continuing the model
off ensive launched at
Mercedes-Benz Cars
in 2012 by devel-
oping additional models and attractive successor models in all
segments. We will launch more than 30 new car models between
2012 and 2020. Almost half of those new products have no
predecessor model in the current product portfolio. In 2015,
we expanded our product range with a Mercedes-Maybach
model, the Mercedes-AMG GT, the CLA Shooting Brake, and the
GLE coupe. The major highlight of 2016 will be the new E-Class,
whose innovative assistance and safety systems will take the
model a step further in the direction of autonomous driving.
In the S-Class segment, the S-Class convertible presented
at the Frankfurt Motor Show will be launched without a direct
predecessor, and additional attractive models will then follow.
We continue to forge ahead with our vehicle architecture and
module strategy. It allows us to successfully manage the increas-
ing complexity resulting from additional model variants, as
well as ever-shorter innovation cycles and the expansion of our
international production network. By increasing the level of
standardization and modularization at our manufacturing plants,
we are reducing our investment requirements and fi xed costs.
The classifi cation of lead and partner plants is safeguarding both
the transfer of knowledge and the high quality standards
associated with “Made by Mercedes” worldwide. Comprehensive
restructuring measures are helping to safeguard the future of
our German plants. To this end, we have also reached far-reaching
agreements with employee representatives in the areas
of products, expertise, vertical integration and employment.
In addition, plans call for the investment of €4.75 billion in our
facilities in Germany over the next few years. We will also
invest $1.3 billion in the expansion of our production operations
in the United States. We will open a new plant in Mexico with
our strategic partner Renault-Nissan and will begin producing
Mercedes-Benz compact vehicles there in 2018. We continue
to systematically enhance our brands through the creation of
new products and the expansion of existing model series.
Our “Best Customer Experience” initiative is designed to off er
our customers the best experience among all automakers.
All sales, service and fi nancial services activities are aligned
with each other throughout the entire duration of the customer
relationship – right from the fi rst contact. New sales formats
such as mobile sales pavilions and Mercedes me stores create
meeting points that enable us to establish contact with new
customers as well. With our state-of-the-art digital product
presentations, we are creating product experiences without
having to maintain a stock of all product variants in our show-
rooms. We are also developing Mercedes me into a central
platform and service brand.
E page 18
The smart brand – with the smart fortwo, forfour and new
smart convertible models that will be launched in 2016 –
stands for outstanding urban mobility. The electric smart,
whose new version will be launched in 2016, will help
us enhance our position in the fi eld of electric mobility.
Daimler Trucks
relies on its technology leadership, global
presence and the intelligent use of platforms. Our platform
strategy enables us to deliver tailor-made systems and technol-
ogies to our customers worldwide, even as we exploit our
economies of scale to the greatest extent possible. For example,
we can off er innovative cutting-edge technologies to our core
markets of Western Europe, North America and Japan, as well
as traditional and proven technologies in markets such as
Brazil, China and Russia. We are also in a position to supply
markets in India, Africa and certain Asian countries with simpler
and locally produced technologies. Thanks to this strategy
and a broad range of products, Daimler Trucks occupies a very
good position in the competitive fi eld. On this basis, we continue
to target sales of 700,000 units in the year 2020. In addition
to growth, Daimler Trucks also prioritizes further increases in
effi ciency and the focus on its core business.
A.
09
Strategi
c
focus
ar
ea
s
Strengthening
core business
Growing
globally
Pushing
digitization
Leading
in technology
The four focus areas of the Daimler strategy