Mercedes 2001 Annual Report Download - page 8
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4 Chairman‘s Letter
We are thus confident that our company’s strategy, set several years ago, will lead to our targeted
occupation of the automotive industry’s number one spot.
The strategy. DaimlerChrysler’s strategy is based on the four pillars of:
●Global presence through the development of dynamic operations in all important automotive markets,
to profit from regional growth and to attract new customers;
●Strong brands, creating efficient and effective market pull at the same time as they promote customer
loyalty;
●A broad product range, serving all customer needs, exploring and profiting from new market niches or
segments and allowing savings through significant economies of scale; and finally
●Leadership in technology, underpinning DaimlerChrysler’s position as the world automotive industry’s
foremost innovator and providing the key to further product differentiation.
Stunning future products planned for the passenger car and commercial vehicle divisions emphasize
the fact that ours remains the most exciting automotive company in the world. Our products are proof of
the excellent performance level of DaimlerChrysler.
DaimlerChrysler’s mix of premium brands and those suited for a wider market is one of the best balanced
in our business. Backed by strong research and development, these brands will be at the cutting edge
of technology in their respective segment, offering our customers the best there is in terms of innovation,
design, safety, quality, service and the sheer enjoyment of owning one of our products.
Implementation and execution. We are nevertheless conscious that even the best strategy needs energetic
commitment to proper execution. For us, 2002 will therefore be another important year of implementation.
What exactly do we mean by implementation? Perhaps it is best described as the productive drawing
together and integrating of the many, complex strands that make up the unique fabric of DaimlerChrysler
– our most vital process.
In this regard, the impact of DaimlerChrysler’s Executive Automotive Committee (EAC) on management of
product portfolios, technology, production capacities, as well as sales and marketing activities, has begun
to pay off.
The EAC continuously finds ways of saving costs and sharing technological know-how. This process allows
us to develop and launch new products faster and even more efficiently.
Another major focus is on multi-brand management. For us, the clear positioning of our brands is a key
factor in the success of our automotive business.
We have carefully positioned every one of our brands against its natural competitors. At the same time
we have taken care to ensure that all of our brands are clearly separated from each other. Like no other
competitor we cover the entire spectrum of products.
In its totality, our brand portfolio is the strongest in the industry. We will build on this advantage.
For 2002, the EAC will maintain its focus on the consistent and rigorous implementation of our strategy.