Mercedes 1998 Annual Report Download - page 9

In sales and marketing, we launched a major initiative to further enhance brand image while
eliminating overlap in back office functions and logistics. For instance, we will cut advertising
costs by focusing our global media buying on fewer agencies. And we are jointly harnessing
cutting-edge information to enhance our customer relationship management and dealer
communication systems.
This process of coming together as one is already paying off. It is opening up new opportunities
and creating a platform from which we will drive forward.
OPPORTUNITIES FOR GROWTH. Going forward, your company enjoys some impressive
opportunities. In the past, in order to recoup our investment, we had to pass on to competitors
the innovative and world-leading technologies developed by Mercedes-Benz. Now we can keep
these innovations in the family and use them to our distinct competitive advantage to enhance
our own products and brands.
Through our joint venture with Ballard of Canada, we lead the world in fuel cell technology. We
are working flat out with the goal of being the first to put an attractive and viable range of fuel
cell vehicles into the market. As the next step in the development of our Jeep®Commander
sports utility vehicle concept, for example, we plan to incorporate the fuel cell technology from
the world’s first methanol-powered fuel cell car, developed by Mercedes-Benz.
We are well positioned to increase market share in North America by breaking into new market
segments. We intend to grow in Europe by expanding sales of Chrysler and Jeep®products with
the support of our extensive Mercedes-Benz distribution network. We are also laying the
groundwork in Asia, Latin America and other emerging markets, so as to be ready to expand
when they recover. And in commercial vehicles, our teams have already identified a number of
exciting, all-new product opportunities.
New opportunities are also opening up in our other businesses as well. Through
DaimlerChrysler Services (debis), we are focusing on global growth in financial services,
IT services and telecommunications. The combined strengths of our financial services will give
us a formidable competitive platform, particularly in North America. We also expect to grow
by applying our combined financial expertise across the full range of transportation products.
And through DaimlerChrysler Aerospace (Dasa), we will continue to build on our excellent
international position through our involvement, for example, in Airbus commercial aircraft, in
military aircraft and in space technologies. DaimlerChrysler Aerospace will clearly be a major
player in European and global consolidation.
THE KIND OF COMPANY WE WANT TO BE. In the future, we will be operating in a whole new
competitive landscape – dominated by increasingly global multibrand automotive companies.
In this environment, what will make DaimlerChrysler special?
Let us tell you what kind of company we want DaimlerChrysler to be.
A PASSION FOR CREATIVITY. Above all, we will preserve, nurture and build upon the spirit that
runs like a golden thread through everything we do – a spirit of adventure, a spirit of creativity,
a relentless pursuit of quality, and an all-pervading sense of urgency. Every day we realize more
and more that wherever we are in the world, we speak the same language: the language of
passion – to design, build and sell great products that customers love.
Look at our upcoming new Chrysler PT Cruiser. Its fun, groundbreaking design promises to
carve out a whole new niche for us in North America and, possibly, in Europe.
Or at our new Mercedes-Benz S-Class. With its elegant lines and breakthrough innovations, it is
redefining the premium car market worldwide and setting new standards in automotive
technology.
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CHAIRMEN’S LETTER