Annual Report 2017

… WE WANT TO SHAPE THE FUTURE OF MOBILITY. AS A LEADING VEHICLE MANUFACTURER …

AS A LEADING
VEHICLE
MANUFACTURER …

... WE WANT TO
SHAPE THE FUTURE
OF MOBILITY.

SYSTEMATIC GROWTH IN OUR CORE BUSINESS … … THROUGH OUR PRODUCT AND SERVICE OFFENSIVE AT ALL OUR DIVISIONS.

SYSTEMATIC
GROWTH IN OUR
CORE BUSINESS …

… THROUGH OUR PRODUCT
AND SERVICE OFFENSIVE AT
ALL OUR DIVISIONS.

… WE ARE BASICALLY REDEFINING MOBILITY WITH AN INTELLIGENT MIX. FUTURE VEHICLES WILL BE CONNECTED, AUTONOMOUS, ELECTRIC AND SHARED …

FUTURE VEHICLES WILL BE
CONNECTED, AUTONOMOUS,
ELECTRIC AND SHARED …

… WE ARE BASICALLY
REDEFINING MOBILITY WITH
AN INTELLIGENT MIX.

DAIMLER’S CULTURE IS BEING TRANSFORMED TOO … … INTO A VALUE-ORIENTED, EVEN MORE AGILE AND INNOVATIVE WORK ENVIRONMENT.

DAIMLER’S CULTURE
IS BEING
TRANSFORMED TOO …

… INTO A VALUE-ORIENTED,
EVEN MORE AGILE AND INNOVATIVE
WORK ENVIRONMENT.

Picture credit: O&O Baukunst/Finest Images
WE WANT TO REALIGN OURSELVES … … TO KEEP DAIMLER AT THE TOP OF THE AUTOMOTIVE SECTOR.

WE WANT
TO REALIGN
OURSELVES …

… TO KEEP DAIMLER
AT THE TOP OF THE
AUTOMOTIVE SECTOR.

Daimler is writing the next chapter of its success story. As a leading automobile manufacturer, we continue to set the pace and shape the future. That’s because the mobility of tomorrow will be fundamentally different — because our customers’ expectations are becoming more diverse and more challenging in increasingly dynamic markets. To make sure Daimler stays in the lead, we are focusing our activities in four strategic areas. That’s how we aim to strengthen our economic base through profitable growth in our global core business: CORE. We are using our earning power to shape the radical transformation of the automobile industry.

To this end, we’re investing in the future-oriented CASE fields — Connected, Autonomous, Shared & Services and Electric — in order to strengthen our core business over the long term. To support this transformation effectively, we are renewing our corporate culture in cooperation with our employees: CULTURE. Through the new structure that we envisage, we aim to make even better use of our opportunities in the market: COMPANY. As a result of our activities in these four strategic areas, we are becoming more effective, faster and more successful — on course for a leading role at the next level of mobility.

CORE

Strengthening
the base

CASE

Driving
transformation

CULTURE

Innovative,
flexible
corporate
culture

COMPANY

Realign
ourselves

Strengthening the base

Sustainable earning power in our automotive core business is our economic foundation — and the basis for the investments we need to make in the future. That’s why Daimler plans to systematically expand its global strategy for success in all of its divisions. Our fascinating premium cars and our successful trucks, vans and buses are all shaping our course of profitable growth.

The customized financing and leasing products of Daimler Financial Services support our successful core business all over the world. In addition to our traditional markets, the Asia region and China in particular will continue to play a key role. Thanks to our globally organized, flexible production network and our optimal customer orientation, we continue along our successful path.

Driving transformation

Connected, Autonomous, Shared & Services, Electric — by connecting all the future-oriented CASE fields, Daimler is transforming itself from an automaker to a provider of mobility services. It’s shaping “intuitive mobility” with comfortable, user-friendly products and services that are making our customers’ mobility and daily lives easier. For one thing, we are electrifying our cars, trucks, vans and buses. In the car division alone, we intend to launch at least ten fully electric models, ranging from the smart to the SUV, by 2022.

Connected vehicles and digital services are already sales clinchers today. Through Mercedes me, Mercedes PRO and Uptime, we offer our customers comprehensive access to a wide range of brands and services. Mobility services such as car2go, moovel, mytaxi and the piloted on-demand ride-sharing service ViaVan are becoming increasingly important. We’re also developing additional impetus through innovation platforms such as the STARTUP AUTOBAHN and Lab1886. The smart vision EQ fortwo is fullyautomated, customizable, communicative and electric. In this concept vehicle, we have combined all the CASE areas for the first time and exploited the tremendous potential of this intelligent mix.

Innovative, flexible corporate culture

At Daimler, the expansion of our attractive core business operations is inseparable from our systematic development of the CASE fields. We want to safeguard and enhance our corporate success through optimal customer orientation and innovative business models. To this end, we are establishing a corporate culture that effectively supports transformation and keeps Daimler on its successful path. Integrity, one of our four corporate values, is its foundation.

Together with our employees, we have developed future-oriented management principles and work methods within the framework of the Leadership 2020 program. This is how we can shape the mobility of the future from a position of leadership, flexibly address ever-changing customer requirements, and quickly establish ourselves in new markets. State-of-the-art office environments support agile Group-wide cooperation through the options offered by connectivity, communication and collaboration.