You are on page 1of 56

Corporate profile 2013.

Experience the world of mobility in the Daimler online magazine.


w we.daimler.com

more daimler.com

more daimler.com

We are Daimler.

Daimler is one of the worlds most successful automotive companies. Daimler vehicles can be found in almost all countries around the globe, thanks to its strong brands and a comprehensive range of products. Daimler is more than the sum of its brands or products however. Look behind the face of Daimler and there you will find us 275,000 highly qualified and highly motivated individuals who deliver exceptional results. Daimler thrives on the ideas and passion of its employees. We shape the company and its brands, and fashion the future of mobility. On the following pages, we would like to tell you more about what we do: Learn about how Daimler defines its claim to be a premium vehicle manufacturer and what it means to be the inventor of the automobile. Experience the variety offered by our brands and look into the global markets that our products help to create. Discover the heart of our performance capability: clean, safe, networked mobility with intelligent interconnectivity. We see ourselves as innovation drivers, but we also believe this is an obligation to society. Our aim is to shape the future and act responsibly. Diversity, acting responsibly and with integrity are not empty words, they are basic principles that underpin our behavior and that we put into practice day after day. For a more comprehensive insight, visit we.daimler.com: our website offers further information, which you can also access directly via the QR codes in this brochure. We are delighted that you have chosen to take a closer look at our world within Daimler and hope you will be inspired by what you read.
Discover the world of Daimler in our corporate video

w www.daimler.com/corporatemovie

Daimler | We ! | 001

more daimler.com

Key figures for Daimler.

We are Daimler.

275,087 people employed worldwide. 8,000 sales sites around the world and production facilities in 19 countries. 1,451,569 passenger cars sold in 2012 from smart to S-Class. 461,954 trucks from 5t to 49t sold by us worldwide in the past year. 252,418 Mercedes-Benz vans put on the road in the last twelve months. 32,088 urban and tour buses sold by us in 2012. EUR 114,297 million generated by Daimler in 2012 in global sales revenue. EUR 8,615 million in EBIT achieved by Daimler in the past year. EUR 5.6 billion invested in research and development in 2012. EUR 4.8 billion of capital spending on property, plant and equipment in the last year.

Daimler is one of the worlds most successful automotive companies. Daimler vehicles can be found in almost all countries around the globe, thanks to its strong brands and a comprehensive range of products. Daimler is more than the sum of its brands or products however. Look behind the face of Daimler and there you will find us 275,000 highly qualified and highly motivated individuals who deliver exceptional results. Daimler thrives on the ideas and passion of its employees. We shape the company and its brands, and fashion the future of mobility. On the following pages, we would like to tell you more about what we do: Learn about how Daimler defines its claim to be a premium vehicle manufacturer and what it means to be the inventor of the automobile. Experience the variety offered by our brands and look into the global markets that our products help to create. Discover the heart of our performance capability: clean, safe, networked mobility with intelligent interconnectivity. We see ourselves as innovation drivers, but we also believe this is an obligation to society. Our aim is to shape the future and act responsibly. Diversity, acting responsibly and with integrity are not empty words, they are basic principles that underpin our behavior and that we put into practice day after day. For a more comprehensive insight, visit we.daimler.com: our website offers further information, which you can also access directly via the QR codes in this brochure. We are delighted that you have chosen to take a closer look at our world within Daimler and hope you will be inspired by what you read.
Discover the world of Daimler in our corporate video

w www.daimler.com/corporatemovie

w www.daimler.com/reports
Daimler | We . | 001

Never has Daimler been more exciting than it is today.

Time and again I am asked the same question: Mr Zetsche, whats the most exciting part of your job? My response: The magnificent cars we build, of course. And I really do find that is motivation enough to work at full throttle day in day out especially as it involves Mercedes cars. The Mercedes-Benz brand is known and admired throughout the world. Why is that the case? Well, for a start, our founders Carl Benz and Gottlieb Daimler invented the automobile. We are incredibly proud of this heritage. To this day, this pioneering spirit continues to drive us to ever-increasing levels of excellence. We are entirely justified in maintaining that Mercedes is synonymous with an ambition to lead, an ambition that has burned steadily for more than 125years. I am in no doubt at all that Benz and Daimler would be very proud if they knew what we had done with their invention. Much has happened since their time: The automobile has helped billions of people to become much more personally mobile. It has enabled huge quantities of goods to be transported with speed and flexibility. In turn, this has triggered massive boosts to growth in the global economy. However, the good news is that the best chapters in this success story are still to come. Following the spread of individual mobility throughout North America, Europe and Japan in the 20thcentury, this unstoppable trend has now taken hold in the emerging markets. Quite simply, there is a manifest love affair with the automobile, particularly in China. And it is not only there that an ever-increasing number of people will be able to fulfill their dreams of owning their own car. This situation offers enormous potential growth for Daimler. We intend to make the most of the opportunity and will do so. At the same time however, the appeal of the automobile is presenting us with particular technological challenges: as more people want to own a car, each individual vehicle must become more environmentally friendly and safer. We need to better manage the flow of traffic too, the buzzword in this regard being networking. We are facing up to these tasks; we invented the automobile, so naturally we also want to shape its future. Everyone working at Daimler feels committed to this objective. Just as important as our common objectives are our shared values: passion, respect, integrity and discipline. We are well aware that the successful performance of the company over the long term is as much dependent on the right attitude as on the right technologies and products. In the long run, communities of shared values are the better communities for creating value. Magnificent automobiles are therefore a major reason, but not the only reason by a long way, why Daimler is a magnificent company. I can best sum it up as follows: I have now been with Daimler for more than 35 years and never has it been more exciting than it is today.
Dieter Zetsche Chairman of the Board of Management

002 | We . | Daimler

Daimler | We . | 003

We are Daimler.

more daimler.com

Our brands.

Sections 001 015

Mercedes-Benz Cars

We move people. Experiencing the future of mobility together.


Innovative. Leading the way. Global.

Daimler Trucks

Mercedes-Benz Vans

Daimler Buses

Daimler Financial Services

w www.daimler.com/our-brands

004 | We . | Daimler

We are Daimler.

We move people.
more daimler.com

We are one of the worlds leading automotive companies. It is with passion that we create sustainable solutions for the mobility of today and tomorrow. Our aim is to produce safe, comfortable, efficient vehicles that become more economical and more environmentally friendly from generation to generation. Our business is driven by ideas. It is only with new ideas that we are able to meet the challenges presented by the mobility of the future. We feel as much commitment to protecting the climate and the environment as we do to the safety of our vehicles. Every year, we launch new vehicle models that demonstrate our innovative capability as we progress toward accident-free and emission-free driving. As far as active safety is concerned, we are developing a number of systems based on cameras and radar, for example. To help protect the environment, Daimler has for years been systematically investing in the development of alternative powertrains. As a result, Daimler offers not only hybrid vehicles but also the largest range of local zero-emission electric vehicles powered by batteries and fuel cells. We just love to keep on raising the bar. For example, the new climatic wind tunnels at the Mercedes-Benz Technology Centre in Sindelfingen set global standards for environmentally friendly, efficient development of vehicles. We are close to the customer throughout the world. Daimler is a byword for strong brands and innovative products. We focus on what we do best, which is build premium passenger cars and high-quality trucks, vans and buses with maximum user value, and offer tailored services related to these products. It is becoming increasingly important to have local production facilities and we are targeting investment in local markets and new production capacity to enable us to meet the global demand. On the sales side, we always get as close as we possibly can to the customer. Since 2011 for example, Chinas automobile enthusiasts have been able to experience the magic of Mercedes up close in our newly opened Mercedes-Benz Centre in Beijing one of the largest Mercedes-Benz flagship showrooms in Asia. We help to generate global growth. We enjoy success throughout the world the fruit of good ideas and our ability to produce new, improved solutions time and time again. Our brands transport people and goods right around the globe. As Daimler grows to meet the challenges, so its performance data grows too, both in its core markets of Europe and the USA as well as in the emerging markets. This is supported by new brands and products, not to mention development and production networks. Within an incredibly short time, the BRIC countries (Brazil, Russia, India and China) have become the engines of growth for the worlds automotive industry. The passenger car markets in these four countries will soon be in the global top ten. Demand for mid-sized and heavy goods vehicles is also likely to soar in the medium term. All this makes us extremely happy, because we still have plenty of ideas.

Innovation is a key word for me. It means pursuing further development and advances in whatever you do. Its all about getting better and better. Daimler represents innovation.
Phiwe Nene, Atlantis Foundries, Cape Town, South Africa

w www.daimler.com/daimler-for-me-is

Daimler | We . | 007

Innovative.
Innovating drives us forward. Our aim is to shape the mobility of tomorrow, both actively and responsibly.
Sections 001 002

001

We are pioneers.
For more than 125 years we have been a driving force in the development of all kinds of road transport, because we invented the automobile. We have been responsible for a huge range of innovations involving personal mobility in passenger cars, local and long-distance public transport, and the transportation of goods in commercial vehicles. This experience gives us an advantage that we are exploiting to ensure that this mobility continues to be sustained into the future.

w www.daimler.com/innovation

more daimler.com

We invented the car: now we are shaping its future.


Talking point: Innovation in mobility.

We are pioneers in the construction of automobiles and we see it as both an incentive and an obligation to repeatedly put our innovative capabilities to the test in a quest for groundbreaking technologies and products that are second to none. The first motor car, the first production automobile with a diesel engine, the first safety body ever these and many other milestones demonstrate our contribution to shaping the mobility of the future. Nowadays however, our innovative drive is not focused directly on our vehicles. We also work on solutions, so that we can continue to enhance the safety and efficiency of our vehicles.

Sustainable mobility is a common thread in everything that we think and do. A current example is the climatic wind tunnel facility at the Mercedes-Benz Technology Centre in Sindelfingen. This facility recreates extreme weather conditions inside and enables us to develop new vehicles and components efficiently and in an environmentally friendly manner. It is not possible to eliminate road testing, but it can be significantly reduced. This capital investment is helping to shorten the development process before our products can be put on the road. This is also an innovation that illustrates the difference between Daimler and many others. Precision forward thinking.

The extent of this forward thinking is impressively demonstrated by the F125! in particular. This research vehicle presents us with a view of the technological developments we can expect in future generations of cars a vision that stretches out beyond 2025. The F125! is pleasingly aesthetic, combining comfort with an uncompromising implementation of emission-free mobility requirements. Innovative highlights include a highly sophisticated fuel-cell drive system, lightweight and powerful energy storage units, and a lightweight hybrid body construction the future of mobility within our grasp.

008 | We . | Daimler

Daimler | We . | 009

002

We test from every angle.


Driving without taking to the road: The Mercedes-Benz Technology Centre is home to the most advanced driving simulator in the automotive industry. Its 360-degree screen, fast electric drive system and twelvemetre rail for movement provide optimal conditions for testing components for future models in all phases of development. Tests with volunteer drivers allow ordinary road users to push vehicle handling to the limit without any risk to themselves, providing engineers with information on the acceptability and handling of new safety systems. Equally impressive is that a part of the energy required to drive the simulator is recovered through regenerative braking and fed into the power grid.

w www.daimler.com/driving-simulator

more daimler.com

010 | We . | Daimler

Daimler | We . | 011

Leading the way.


For us, leading the way means combining the highest quality and engineering standards with a broad range of products.
Sections 003 012

003

We fashion leading brands.


Daimler is among the most successful of vehicle manufacturers. We have a presence in all relevant markets throughout the world with a total of 14 brands in the automotive sector (including automotive financial services). We capture the hearts and minds of our customers with innovative products across the passenger car, truck, van and bus market segments. We sell a total of over 100 vehicle models many of them market leaders in some 200 countries.

w www.daimler.com/business-units

more daimler.com

Innovative, high-quality, reliable: Our strong brands are synonymous with enduring success.
Talking point: Dynamic brands.

Daimler is one of the worlds leading automotive companies. Our name represents brands with the highest standards of quality and a huge range of high-end products. We are not only one of the largest manufacturers of premium passenger cars, we are also the number one producer of commercial vehicles. Daimler AG comprises five divisions overall. Mercedes-Benz Cars offers innovative automobiles ranging from the trendsetter in urban mobility to premium luxury limousines. Daimler

Trucks focuses on particularly heavyduty requirements with six strong brands manufacturing trucks and school buses. Mercedes-Benz Vans produces various lightweight vans and trucks (1.9 to 7.5 tonnes), primarily aimed at commercial users. Daimler Buses is the worlds leading producer of buses over 8 tonnes, its products comprising city, intercity and tour buses, as well as vehicle chassis. Finally, Daimler Financial Services offers a range of financial services, optimally coordinated to support sales of products from the Daimler Group throughout the world.

Mercedes-Benz is the worlds most valuable premium automotive brand. The Mercedes-Benz name is already a byword for the highest level of quality. This is based primarily on our claim to measure everything that we do against our guiding principle of The best or nothing. All our strength and passion at Daimler is dedicated to developing outstanding and long-lasting ideas, manufacturing exciting, sustainable products, offering customer-oriented services and at all times delivering exceptional performance.

012 | We . | Daimler

Daimler | We . | 013

004

We are pointing the way in the compact segment.


Young, athletic, stylish the new four-door coup is setting the trend in the new compact category. The design is distinctive and provocatively masculine. A low roofline, frameless windows and an eye-catching lamella radiator grille emphasise the dynamics. This car will excite potential new Mercedes drivers who have never considered a Mercedes before: young, performance-oriented trendsetters looking for a vehicle in their own image. Buyers can choose from three different high-quality interior equipment options: Urban, Sport and Exclusive. Innovative assistance systems are also available. Ultimately, the wide range of petrol and diesel engines guarantee that the car is a real pleasure to drive and at the same time deliver state-of-the-art efficiency.

w www.daimler.com/mercedes-passenger-cars

more daimler.com

014 | We . | Daimler

Daimler | We . | 015

005

We present the new E-Class.


The E-Class is the quintessential executive car. Our customers are well aware of this and they are already excited about the new 212 series. Ultra-modern, elegant, safe and comfortable, these cars are the latest in a long line of successful models. It is 60 years since the first E-Class rolled off the production line. In the intervening period, the models appeal has attracted more than 10 million buyers worldwide, making it the most successful executive car of all time. The performance of the E-Class segment overall is also very impressive: since the launch of the E-Class family of vehicles in 1993, comprising executive, estate and cabriolet versions, more than 13 million models have been sold. The stylish E-Class portfolio is a significant contributor to growth at Mercedes-Benz.

w www.daimler.com/mercedes-passenger-cars

more daimler.com

016 | We . | Daimler

Daimler | We . | 017

006

Small, nimble and green is what we like.


We are defining urban mobility. The new smart fortwo electric drive offers urban mobility in the most compact form. It produces zero emissions on the road, but is all the more fun to drive as a result. Its powerful 55kW electric motor provides acceleration of 0 to 60km/h in just 4.8 seconds. The new smart fortwo electric drive was developed using the experience from various electromobility projects in order to meet the highest standards of sustainable drive technology. Environmentally friendly, packed with innovations, powered by a groundbreaking drive system and with a unique ultra-modern design, the smart fortwo electric drive is set to elicit an enthusiastic response from a broadly based range of customers in more than 30 markets.

w www.daimler.com/smart/en

more daimler.com

018 | We . | Daimler

Daimler | We . | 019

007

We develop powerhouses.
Economy, total reliability and confidence on yet another long trip, every time: These are the virtues of the new Actros. The Mercedes-Benz flagship truck product has been completely redeveloped from scratch. It brings together comfort, safety and efficiency into one impressive powerhouse and was barely in full production before it was named Truck of the Year. This is a success that emphatically demonstrates the position of Mercedes-Benz as an innovation leader and that, as you would expect for a truck, is the result of unremitting development work: the peak performance of the new Actros was refined over 22 million kilometres of testing. It runs in the family anyway the Actros is the worlds most successful heavy-duty truck, more than 700,000vehicles having been sold since it was launched in 1996.

w www.daimler.com/mercedes-trucks

more daimler.com

020 | We . | Daimler

Daimler | We . | 021

008

We mobilise America.
Impressive. Economical. With the Freightliner Cascadia Evolution, Daimler Trucks North America is reinforcing its position as a trailblazer in environmentally friendly technologies and making a statement about its innovative strength; out on the road, you just cannot miss it. The new heavy-duty truck will appear on the US market in 2013, but it has already been on a one-week trip right through the USA in realistic operating conditions to show off its fuel efficiency. The Evolution of Efficiency tour not only demonstrated that the fuel consumption of the Cascadia Evolution was up to seven percent lower than in its predecessor, it also highlighted that economy and performance are not mutually exclusive, provided you have the right combination of technology under the hood.

w www.daimler.com/freightliner/en

more daimler.com

022 | We . | Daimler

Daimler | We . | 023

009

We have the most economical production hybrid truck.


Highest quality standards meet cutting-edge hybrid technology: Our Fuso brand has established a worldwide reputation in the light to heavy-duty truck segment and its new Canter Eco Hybrid model is emphatically demonstrating how to reinterpret the concept of sustainable mobility. This lightweight truck is extremely impressive, thanks to its parallel hybrid drive, low fuel consumption and reduced exhaust emissions. Another plus point is the vehicles compact construction, which makes it ideal for use in urban areas. These sustainability-based selling points mean that the Fuso Canter Eco Hybrid is popular not just in its home country of Japan, but in other markets too. Completely incidentally, it has also notched up another record: it is the first series-production hybrid truck to be put on general sale in Europe.

w www.daimler.com/fuso/en

more daimler.com

024 | We . | Daimler

Daimler | We . | 025

010

We build things to last.


Vans. Born to run. Mercedes-Benz vans represent the last word in reliability. Ultimately, they have to deliver flawless performance day in day out. Intelligent transport solutions and practical equipment options mean that they are flexible and can be customised in line with individual requirements. The new Citan is now taking the Mercedes-Benz family of vans into the small van segment, the volume of which has mushroomed over the last few years. The strategic objective is to capture new fast-growing markets and exploit growth potential in our traditional markets. Quality, economy, driving dynamics, efficiency and a broad range of models are allowing us to offer solutions that are perfectly matched with urban traffic requirements and make the Citan the professional choice for professionals.

w www.daimler.com/vans/en

more daimler.com

026 | We . | Daimler

Daimler | We . | 027

011

We are ahead of the times.


Improvements on the move: The ComfortClass 500 from Daimlers Setra brand opens up a new chapter in the story of premium coaches and what a particularly exciting chapter it is too! More than 800,000 designer hours have gone into the development of a vehicle that combines stunning design with absolute high-tech standards. However, its primary feature is outstanding economy. Fuel consumption savings of up to five percent can be achieved superb performance perfectly complementing similar advances in value, comfort and safety. The Setra ComfortClass also goes even further than it really needs to: it already incorporates requirements from a large number of the statutory regulations that will only come into force over the next few years putting it once again not only ahead of the competitors, but ahead of the times too.

w www.daimler.com/buses

more daimler.com

028 | We . | Daimler

Daimler | We . | 029

012

We offer automotive financial and mobility services.


Not all the innovative products from Daimler have four wheels: Daimler Financial Services (DFS) offers a range of services built around Daimler vehicles, including financing, leasing, insurance, fleet management and innovative mobility platforms such as moovel and car2go. The head office is in Stuttgart, but the division operates worldwide in more than 40 countries. The premium services offered by DFS add value for customers, dealers and brands, and thus represent a valuable component of the successful financial performance of Daimler. DFS makes a substantial contribution to the profits of the Daimler Group. The outlook for the future is excellent too: demand for commercial fleet management is growing and, especially in Asia, we are seeing a rapid rise in the demand for automotive financial services and DFS is offering optimum solutions.

w www.daimler.com/financial-services/en

more daimler.com

030 | We . | Daimler

Daimler | We . | 031

Global.
Operating globally means, for us, making the most of expertise, ideas and stimulus from every corner of the globe.
Sections 013 015

013

We develop markets.
Daimler is on course for growth. In our core markets, our capacity to think ahead and innovate means that we are on a winning track. In addition, new products together with networks for development and production are enabling us to gain more momentum in emerging markets. The dynamic growth in these markets will provide excellent prospects for Daimler in the coming years.

To keep the world on the move, you have to operate worldwide: we are a global enterprise.
Talking point: Global markets.

Around the globe, the automobile forms part of everyday life for the human race. It is part of its past, its present and its future. The automobile must keep pace with changes in the world and be able to satisfy the diverse range of human needs convincingly. In other words, global thinking is required to take the automobile forward and that is exactly what we do at Daimler. We would not be one of the most successful companies in the history of the automotive industry if we did not rely on expertise, ideas and other impetus from the four corners of the earth to bring about

continuous further development of our brands and products. Daimler employs more than 275,000 people around the world, of which some 166,000 are in Germany, 22,000 in the USA and 15,000 in Brazil. Our production facilities are spread over five continents and 19 countries. Even research and development at Daimler is on a global basis with sites in Europe, the USA and in Asia. Around the globe, we also have approximately 8,000 sales facilities and our products and services can therefore be found in almost all countries of the world. We attach particular importance to a permanent global network of research

and development activities as well as production and sales facilities. This not only provides us with considerable potential for enhancing efficiency, it also gives us an edge in comparison with our international competitors. Great things are only possible if operations are networked. Achieving great things has been our benchmark for more than 125 years. Numerous innovations from Daimler have shaped the entire automotive industry in the past. We intend to continue to play this role in the future, seeking progress conceived on a global scale and thereby living up to our reputation as an innovation leader worldwide.

032 | We . | Daimler

Daimler | We . | 033

014

We are on the road around the globe.


Active throughout the world: As a global enterprise through and through, we attach a huge amount of importance to integrating expertise from a variety of areas in the world into our processes so that we can continuously produce the best possible results. Just as we have a worldwide presence with our products, we therefore also have a global presence in terms of design centres, production facilities and research and development sites.

015

We create growth.
The future in our sights: At Daimler, we are forward-thinking and not just as regards our innovations, but in relation to our markets too. Our objective is to continue our success over the long term. For this reason, our aim is not only to remain strong in our traditional markets, but also to exploit and step up our presence in todays growth markets. You can find us wherever our customers are located.

w www.daimler.com/global/en

w www.daimler.com/growth

Daimler facilities worldwide.

more daimler.com

Global growth markets for passenger cars.

more daimler.com

Europe 2.8%
Europe excluding Russia Market growth*

USA 2.1%
Market growth*

Russia 3.6%
Market growth* Market volume*

13 million vehicles 14 million vehicles


Market volume*

2.8 million vehicles


Market volume*

275,000 employees
Market volume* Market growth*

2.8 million vehicles


Market volume*

14 million vehicles
Market volume*

3.5 million vehicles

China 9.3%
Market growth*

Brazil 4.6%

India 12.2%
Market growth*

Production Design Research & development Research and development expenditure in 2012: EUR 5.6 billion Global passenger car market 2012: 69,000,000 vehicles sold * Average annual growth of up to 2020

Capital investment in production sites in 2012: EUR 4.8 billion

Global passenger car market 2020: 100,000,000 vehicles sold (forecast)

034 | We . | Daimler

Daimler | We . | 035

Visit our website to learn more about Daimler.


w www.daimler.com

We are Daimler.

more daimler.com

Sections 016 047

We never stop thinking. Developing the future of mobility together.

Clean. Safe. Networked.

036 | We . | Daimler

We are Daimler.

We never stop thinking.


more daimler.com

Individual mobility and the transport of goods form the basis for growth and prosperity in any society. The desire for mobility continues unabated. Our aim is therefore to maintain mobility for future generations by designing it as sustainably and safely as possible. The road to emission-free driving. Daimler is on the road to creating emission-free driving. Our objective is to achieve significant reductions in fuel consumption and emissions by our vehicles even by the vehicles we are producing now and avoid such consumption and emissions altogether in the long term. There is no silver bullet. We are therefore developing a broad range of cutting-edge drive technologies that meet the specific mobility requirements, both now and in the future, for all types of road transport. To this end, Daimler has set out an environmental roadmap. The first priority is to continue optimising energy efficiency in vehicles with internal combustion engines. Even in the future, these vehicles will form the backbone for mobility. The second priority is to focus on needs-based hybridisation, i.e. combining internal combustion engines and electric motors in the most efficient way possible. Thirdly, and finally, there is zero emissions, maximum emotion our programme to achieve zero-emission driving with electric vehicles powered by batteries and fuel cells. Electric vehicles from Daimler are not only particularly clean and quiet when on the road, they are also extremely enjoyable to drive. The road to accident-free driving. Billions of people around the world are involved in traffic journeys every day. Our aim is to make the mobility of the future as safe as possible for every single person. We are pioneers in road safety and are pursuing our vision with our Road to accident-free driving initiative. Daimler engineers have frequently been ahead of their time in the development of vehicle safety. Our most important aim is to prevent accidents happening in the first place. Our integral safety concept is geared to real traffic and accident circumstances. The cornerstones of our Road to accident-free driving initiative are to banish driver stress, actively support the driver in difficult situations and provide optimum protection for all road users. The individual vehicle safety components in our passenger cars and trucks are coordinated and interconnected. Rethinking mobility. Population growth, the increasing density of population within limited geographical areas and a simultaneous rise in the requirement for mobility are creating a demand for innovative mobility solutions that are environmentally compatible, economic and socially acceptable. This requires the provision of intelligent mobility for people and urban areas. The starting points for Daimler are a systematic expansion of infrastructure and web-based carpooling communities. Daimler is investing heavily in networked mobility. One example is moovel. This mobility platform shows its users how they can best get from A to B. The moovel system bundles the services from a variety of private and public-sector mobility providers and presents suitable travel options via app or mobile webpage.

It makes me proud to be able to work with colleagues on a technology that will be on the road in huge volumes in the future. It is our children, including my own child, who will be able to experience zero-emission driving.
Andreas Pohl, E-Cell Project Manager

w www.daimler.com/daimler-for-me-is

Daimler | We . | 039

Clean.
Clean mobility requires an intelligent combination of internal combustion engine, hybrid and pure electric drive.
Sections 016 027

016

We have an environmental roadmap.


Our objective is to secure sustainable mobility over the long term. We aim to be a leader in green technologies without neglecting typical Mercedes-Benz virtues such as safety, comfort and sublime driving pleasure. To this end, we are bringing together different vehicle strategies with tailor-made drive solutions.

w www.daimler.com/drive-technologies

more daimler.com

Sustainable mobility needs diversity: we offer three clean drive options.


Talking point: Clean driving.

Daimler is on the road to creating emission-free driving. The key to environmentally friendly mobility is an intelligent combination of drives. The biggest lever for reducing fuel consumption and emissions is the energy-efficient internal combustion engine. Such engines will continue to form the backbone of our mobility systems for many years to come. In the case of diesel engines, Daimlers range includes a clean technology in the form of BLUETEC. In addition to cutting harmful emissions, BLUETEC also reduces fuel consumption and this reduction may be by up to 2,000 litres a year for a truck. Petrol engines as economical as diesel engines are what you can expect

from the new BlueDIRECT generation of engines with six and eight cylinders. The advance in technology is that, while performance and torque are increased, fuel consumption is reduced by up to one quarter. A milestone on the road to further efficiency enhancements is needsbased hybridisation. Daimler has developed a modular hybrid system kit for passenger cars and commercial vehicles. This allows Daimler to produce all the variants of a hybrid drive: from drives known as a mild hybrid to drives that are totally electric. A further option is the plug-in hybrid, in which the battery can be charged from a socket in order to increase the vehicles electrical range.

Daimler is the global market leader for hybrid drives in commercial vehicles. The third development priority is local zero-emission driving with electric vehicles. A large number of test vehicles equipped with batteries and fuel cells have proven successful in field tests. The smart fortwo electric drive, MercedesBenz B-Class F-CELL, Mercedes-Benz Vito E-CELL and others are already on the road. Our electric vehicles offer zero emissions, less noise pollution and plenty of enjoyment for the driver. However, greater range, lower system costs and better infrastructure are requirements that still need to be satisfied in the future if such vehicles are to be operated in optimum fashion.

040 | We . | Daimler

Daimler | We . | 041

017

We are working on the best mix of drive systems.


The future is diversity: our product mix with different drive combinations offers customer-friendly and environmentally friendly mobility solutions for every requirement. Our activities are focused on optimising the internal combustion engine, continuing to enhance efficiency through customised hybridisation and developing local zero-emission driving options using electric vehicles with batteries and fuel cells.

018

We optimise internal combustion engineering and technology.


The more intelligent the better: The quality and advances in our internal combustion engines will be critical in determining how efficient and environmentally friendly vehicles will actually be in the next 20 years. In the medium term, diesel and petroleum with or without hybrid options will continue to be used as sources of fuel for automobiles. For this reason, we are continuously improving these engines.

w www.daimler.com/drive-technologies

w www.daimler.com/combustion-technology

Environmentally friendly mobility from Daimler.

more daimler.com

Optimised technology. Optimised emissions.

more daimler.com

Better fuel consumption Greater torque Lighter engines Improved direct injection

Petrol & diesel

Electricity

Hydrogen

Less carbon dioxide Fewer hydrocarbons Combustion-based drive Electric drive (emission-free driving) Long-distance transport Intercity transport Urban transport Fewer soot particles Less nitrogen oxide

Efficient internal combustion engines Hybrid vehicles Plug-in hybrid drives Electric vehicles with batteries Electric vehicles with fuel cells

042 | We . | Daimler

Daimler | We . | 043

019

We cut fuel consumption and emissions.


Clean performance: We are on the road to creating emission-free driving. One of our approaches is to system atically optimise internal combustion engines. The results are impressive: between 1990 and 2012 we were able to cut fuel consumption in our passenger cars by more than 40 percent.

020

We are writing truck history.


The Actros has made history with a record run. The run was from Rotterdam to Szczecin and back 10,000 kilometres at a record-low fuel consumption of 25 litres per 100 kilometres. The Actros thereby demonstrated beyond any doubt whatsoever that, with BLUETEC, even the leviathans of the road can be efficient, securing for itself the title of most economical truck of all time.

w www.daimler.com/energy-efficiency

w www.daimler.com/bluetec/en

Petrol
Reduction in fuel consumption C-Class*
19902012 19902012

Diesel
Reduction in fuel consumption C-Class*

more daimler.com

more daimler.com

- 43%
C
Reduction in fuel consumption E-Class*
19902012

- 40%
C
Reduction in fuel consumption E-Class*
19902012

-48%
E
Reduction in fuel consumption S-Class*
19902012

- 50%
E
Reduction in fuel consumption S-Class*
19902012

- 44%
S
044 | We . | Daimler

- 48%
S
* Figures are based on the most fuel-efficient comparable model (NEDC)

Daimler | We . | 045

021

We bring together different worlds.


The hybrid drive is a combination of internal combustion engine and electric motor. When the vehicle starts off, and in slow urban traffic, the electric motor is activated. For trips at speed, the internal combustion engine is used. The combination of engines also produces additional efficiency. The benefits are lower fuel consumption and fewer emissions. Regenerative braking, which converts the vehicles braking energy into electricity, is used to charge the batteries.

022

We are building E-Class hybrids.


Fine-tuned hybrid technology for the worlds most successful executive car: In 2013, the new E-Class with state-of-the-art hybrid models will be launched: the Mercedes-Benz E 300 BLUETEC HYBRID with a fourcylinder diesel engine and 20kW hybrid module is already the most fuel-efficient luxury model in the world. Just as innovative is the V6 petrol engine in the Mercedes-Benz E 400 HYBRID with 20kW hybrid module.

w www.daimler.com/hybrid-drives
Driving with internal combustion engine and full battery. 1
Internal combustion engine

w www.daimler.com/hybrid-passenger-cars

Driving away solely with electric motor. 2


Electric motor

more daimler.com

more daimler.com

100%

70 %

The combination of internal combustion engine and electric motor delivers additional efficiency. 3
Electric motor Internal combustion engine

Braking energy is converted into electricity, which is used to charge the battery. 4
Battery

30%
046 | We . | Daimler

80 %
Daimler | We . | 047

023

We manufacture the Fuso hybrid.


The second generation of the Fuso Canter Eco Hybrid is reinforcing the reputation of Daimlers Japanese subsidiary Mitsubishi Fuso Truck and Bus Corporation as a pioneer in sustainable mobility. The hybrid truck is highly efficient and one of the cleanest vehicles in its class an innovation from the Global Hybrid Center in Kawasaki, which manages the hybrid activities for all Daimler truck brands.

024

We manufactured the first-ever hybrid bus.


This is sustainable mobility: hybrid technology is the solution to use to make local bus travel environmentally friendly and therefore fit for the future. This is being amply demonstrated by Mercedes-Benz with its Citaro G BLUETEC hybrid. This bus can travel for up to ten kilometres using just its electric drive and is therefore making urban traffic that little bit greener.

w www.daimler.com/hybrid-trucks

w www.daimler.com/hybrid-buses

more daimler.com

more daimler.com
Udo Dreesmann

Less CO2

048 | We . | Daimler

Daimler | We . | 049

025

We have electric vehicles for all.


Drive with zero local emissions: you can already do this with electric vehicles now. And if you do so, you will be making a huge contribution to todays sustainable mobility. However, challenges remain and we are making vigorous efforts to overcome them. Daimler is the first vehicle manufacturer to develop, produce, and sell batteries for automotive applications itself. Our electric vehicle fleet highlights the range of electric mobility available and is demonstrating that vehicles with electric drives are not only clean and quiet, they are also hugely enjoyable to drive. The range includes small, sporty cars for use around town, urban buses and the SLS AMG Electric Drive, a superb vehicle in terms of performance, drive technology and design. Proof that even legendary vehicles can be electric.

w www.daimler.com/electric-vehicles

more daimler.com

050 | We . | Daimler

Daimler | We . | 051

026

We showcase pure progress.


Ambassador for a new era: The B-Class F-CELL is the first vehicle with a fuel cell drive produced by Daimler under mass production conditions. The fuel cell generates electricity from hydrogen and oxygen. In place of CO2 you get water pure progress, the practical application of which was demonstrated by the F-CELL World Drive in 2011, which covered 30,000 kilometres around the world with zero emissions.

027

We are promoting mobility based on hydrogen.


The potential offered by hydrogen as a source of energy is huge. However, we can only make use of it if the conditions are right. Daimler is therefore committed to supporting the development of a network of hydrogen filling stations in Germany. As part of the H2 Mobility initiative, we are working in close collaboration with partners to set up the necessary nationwide infrastructure, thereby ensuring that the future is arriving today.

w www.daimler.com/fuel-cell-vehicles

w www.daimler.com/hydrogen-infrastructure

more daimler.com

Expansion of hydrogen filling stations in Germany.

more daimler.com
Source: cleanenergypartnership, Daimler

Hamburg

Berlin

Dsseldorf

Frankfurt

Karlsruhe Stuttgart

Freiburg

Munich

Existing Currently being planned Intended Number of hydrogen filling stations in Germany in 2012: 15

Number of hydrogen filling stations in Germany in 2015: 50 (forecast)

052 | We . | Daimler

Daimler | We . | 053

Safe.
Comprehensive protection in all situations is the objective of our integral safety philosophy.
Sections 028 038

028

We set the standards in safety.


The number of vehicles is increasing, presenting a challenge for road safety. We see this as a holistic responsibility covering everything from road safety education for small children, to active and passive safety systems, and manuals for the emergency services. As pioneers in vehicle safety, we have set the pace in new safety technologies for many decades.

w www.daimler.com/safety

more daimler.com

ABS

From crumple zone to proactive assistants: innovations from the safety pioneer.
Talking point: Innovative safety.

We do not simply construct vehicles; we also work continuously to refine and improve vehicle safety systems. This is guided by our integral safety philosophy, in which our objective is to protect and support road users in all situations. We aim to banish driver stress. Intelligent systems support the driver in the driving tasks and act as an extension of the senses. At the Mind Lab research laboratory, scientists investigate driver behaviour patterns in order to develop further improvements in assist systems. This led, for example, to the introduction of the ATTENTION ASSIST drowsi-

ness warning system in passenger cars, which identifies the first indications of drowsiness and is able to warn the driver in good time. How can the vehicle be used to actively cope with difficult situations? Assist systems are able to identify hazardous situations at an early stage and inform the driver accordingly. However, they can also intervene in a support capacity to help avoid accidents or mitigate the consequences. The vehicle becomes a proactive partner. In the future, radar and camera systems will be in a position to spot pedestrians, cyclists or other vehicles, predict their

likely behaviour and direction, and initiate appropriate action. Ultimately, it is our responsibility to provide optimum protection for road users. For over 50 years, innovative vehicle features and intelligent protection systems have helped to minimise the consequences of accidents for all road users. Airbags, inertia seat belts, seat-belt pre-tensioners and belt force limiters have provided Daimler passenger cars and commercial vehicles with a high level of safety. The safety of other road users has been increased, for example, by rounded body parts and underride guards on trucks.

054 | We . | Daimler

Daimler | We . | 055

029

We view safety holistically.


Safety, from a new perspective. Our integral safety philosophy comprises four components. Prevent means preventing hazards and warning in good time. React refers to the anticipatory occupant protection in passenger cars, for example by means of PRE-SAFE. Protect relates to minimising the consequences of accidents. Finally, Rescue refers to facilitating a rapid rescue and avoiding anything worse.

030

We are the pioneers in road safety.


Daimler is synonymous with automotive safety. This tradition is closely associated with the name Bla Barenyis. This visionary engineer at worked at the Sindelfingen plant from 1939 and was responsible for innovations such as the crumple zone and the passenger safety cell, thereby not only shaping the development of the company but also the history of the automobile a heritage that we have lived up to since then with a stream of new accomplishments.

Prevent

React

Integral safety

Protect
056 | We . | Daimler

Rescue
Daimler | We . | 057

031

We set safety standards.


We continue today as we have done in the past: safety was and remains at the focus of our innovative activities. In 1959, we launched the first production safety body today we work with high-tensile aluminium and steel alloys together with fibre-reinforced plastics to make the passenger compartment even more robust. We apply in practice a policy of continuous progress and it still remains our objective to achieve gains in safety.

032

We write safety history.


On the road to accident-free driving: over decades, numerous achievements from Daimler have repeatedly brought about further advances in automotive safety and set global standards. One of the latest is Intelligent Drive, the perfect networking of assistant systems enabling the driver to respond to (almost) any hazardous situation on the road. Watch out for more information in relation to the new S-Class during 2013.

w www.daimler.com/accident-research

1931

High-volume production passenger car with independent wheel suspension and hydraulic braking system.

1959

more daimler.com

Safety body with crumple zones and interior appointments designed so as to reduce injury hazards.

1964 1967

First bus with non-wearing brakes.

Safety steering system with telescopic steering column and impact absorber.

1978 1981

Anti-lock braking system (ABS) in production passenger cars.

Airbags in production passenger cars.

1987 1995

ASR commercial vehicles.

ESP (Electronic Stability Program) driving safety system.

1996

BAS brake assist system.

1998

tridion safety cell, DISTRONIC adaptive cruise control.

1999

ABC (Active Body Control) chassis in production passenger cars.

2000 2001

Lane assistant and proximity control in production trucks.

Stability control in production trucks and buses.

2002

PRE-SAFE anticipatory occupant protection system.

2005 2006 2009 2010 2011

Active night view assist.

Intelligent Light System, ABA (Active Brake Assist) 1 in trucks and PRE-SAFE braking in passenger cars.

ATTENTION ASSIST drowsiness warning system.

ABA (Active Brake Assist) 2 in trucks. Active Lane Keeping Assist and active Blind Spot Assist.

Collision Prevention Assist becomes standard in the new Mercedes-Benz B-Class.

2012

ABA (Active Brake Assist) 3 in Mercedes-Benz commercial vehicles.

2013

Intelligent interconnectivity between sensors and assistants in passenger cars: Intelligent Drive.

058 | We . | Daimler

Daimler | We . | 059

033

We are developing active safety.


Active safety comprises systems and technologies that help to avoid accidents or minimise the consequences of accidents. Daimler is setting the standards in this regard with a variety of advanced developments. Whether they involve camera-based assistants, the lane-keeping or cross-traffic assistant, radar-based systems such as adaptive cruise control or intelligent analysis of the condition of the driver, our innovations are redefining safe driving.

034

We promote passive safety.


The objective of passive safety is to minimise the consequences of accidents. Critical factors in addition to restraint systems such as seatbelts and airbags include body structure and the passenger compartment. To achieve continuous improvements in safety, Daimler undertakes a large number of crash tests during the development of each vehicle. Some of the requirements in these crash tests extend well beyond the statutory stipulations.

w www.daimler.com/active-safety

w www.daimler.com/passive-safety

This is how Active Brake Assist (ABA 3) works.

more daimler.com
Illustration not to scale

more daimler.com

Warning indicator
A warning signal sounds if drivers vehicle is too close to the vehicle in front.

Automatic partial braking


If the driver does not respond, the system initiates automatic partial braking (30%).

Automatic full braking


If drivers vehicle continues to move closer to the vehicle in front, full braking is applied by the vehicle itself.

060 | We . | Daimler

Daimler | We . | 061

035

We connect our cars to their environment.


Mobility: intelligent as never before. A new dimension in driving was at the focus of Mercedes-Benz TecDay in 2012. Intelligent Drive a concept that merges safety and comfort, and intelligently interconnects sensors and systems. Available as soon as 2013 in the E-Class and S-Class, the many innovations will make driving a car even safer and more comfortable.

036

We are building the intelligent automobile.


It has all-round vision, which is critically dependent on networking between the vehicle systems, also referred to as sensor fusion. Our objective is to provide comprehensive protection not only for the vehicle occupants but for all road users. One of the components of this protection is, for example, the new BAS PLUS brake assist system with cross-traffic assist: it can recognise cross-traffic and pedestrians and use the information to help avoid accidents.

w www.daimler.com/assist

w www.daimler.com/sensors

more daimler.com

360 degrees: sensor field of vision.

more daimler.com
Illustration not to scale

500m
Stereo multi-purpose camera

Eight times active safety

Active Parking Assist


Automatic entry and exit to/from lengthways and side-on parking spaces.

Active Lane Keeping Assist


Avoids collisions in the event of unintended lane departure.

200m
Long-range radar with mid-range scan

160m

Near/far infrared camera

60m
Long-range radar

30m
Short-range radar

BAS PLUS and PRE-SAFE braking


With pedestrian identification and automatic emergency braking function.

DISTRONIC PLUS steering assistant


Comfortable assistance for lane-changing manoeuvres.

PRE-SAFE PLUS
Anticipatory occupant protection in the event of imminent rear impact.

1.2m / 4.5 m
Ultrasonic sensors

30m
Short-range radar

80m
Multi-mode radar

BAS PLUS Cross-Traffic Assist


Braking support including in the event of cross-traffic.

Road-Sign Assist
Now also identifies No overtaking and No entry signs.

Night View Assist Plus


Alerts the driver to people and animals.

062 | We . | Daimler

Daimler | We . | 063

037

We help save lives.


Our comprehensive safety approach is not limited just to the vehicle and driver. We also believe we have an important responsibility to provide information on our vehicles and their safety systems to the emergency services. Daimler therefore offers vehicle-specific rescue cards for many of its models to help ensure that any necessary rescue is carried out as quickly as possible.

038

We train for safety.


Assist systems are intended to provide support, but not relieve the driver of all decision-making responsibility. Daimler therefore also attaches great importance to training for safe driving, a key additional component in the strategy for preventing accidents. Daimler offers special safe-handling training sessions for drivers of all its vehicles, whether passenger car, truck, van or bus. Each year, our instructors show tens of thousands of drivers how they can deal with hazardous situations and recognise or avoid risks.

w www.daimler.com/rescue

more daimler.com

064 | We . | Daimler

Daimler | We . | 065

Networked.
Networked mobility requires innovative ideas that bring together groundbreaking technologies and customer needs.
Sections 039 047

039

We network mobility and daily life.


Ideas for a new culture of urban mobility. In the rapidly growing towns, cities and regions of the world, there is an increasing need for climate-friendly, comfortable and affordable mobility options. We skilfully network innovative services, web-based communication technologies and clean drive systems, thereby opening up new prospects for the future.

w www.daimler.com/connect

more daimler.com

Mobility of the future needs solutions: welcome to digital life.


Talking point: Networked mobility.

How are we going to move around in the future? We are shaping the mobility of tomorrow, driven by the passion and innovative spirit established by our founders, Gottlieb Daimler and Carl Benz. To do this, we are exploiting our competitive advantage and the options offered by digital technology. We are applying innovative ideas to satisfy customer needs for flexible, urban mobility. For example, the moovel mobility platform helps users get from A to B efficiently. The moovel system bundles services from regional mobility providers and presents suitable travel options via app or mobile webpage. At

the start of 2013, Daimler will make available more than 6,000 vehicles in Europe, the USA and Canada as part of the car2go mobility project. After users have completed a one-off registration process, they can rent these cars spontaneously at any time of day or night. If cities and urban areas are to maintain their appeal, traffic must flow and be eco-friendly. Daimler is supporting this objective with groundbreaking products and solutions. Bus Rapid-Transit (BRT) is an intelligent system aimed at booming mega cities and urban areas. State-of-the-art buses travel at frequent intervals in dedicated priority lanes with their own traffic lights. Passengers arrive

at their destinations more quickly and at the same time emissions per passenger kilometre are significantly reduced. However, Daimlers commitment extends even further. As a company, we also have a responsibility to develop a suitable framework for our mobility strategies. In many places, we are actively involved in promoting and developing charging stations or hydrogen filling stations, intelligent traffic management or telematics. However, the establishment of a customer friendly, practical and affordable infrastructure is a matter that must be jointly addressed by policymakers, energy suppliers and the automotive industry.

066 | We . | Daimler

Daimler | We . | 067

040

We are investing in networked mobility.


Our aims are not limited to fashioning the future of the automobile. We also want to be actively involved in shaping the mobility of tomorrow. We are working in close collaboration with numerous partners to create the infrastructure for an efficient, networked form of mobility, helping to ensure that, in the future, everyone gets to their destination by the best possible route.

041

We are bringing about advances in mobility.


Networked mobility for all moovel and car2go are making it possible. The moovel mobility platform bundles services from various mobility providers and has an online interface, showing its users how they can best get from A to B. The car2go initiative covers towns and cities nationwide and provides vehicles that can be rented and dropped off without any notice at all 24 hours a day.

w www.moovel.com

Where do I want to go?

more daimler.com

15:11

15:11

15:11

15:11

068 | We . | Daimler

Daimler | We . | 069

042

We offer cars to go.


An idea is taking over the world: In 2008, the car2go mobility project was launched in Ulm. It offers flexible urban mobility and looks set to be highly successful. The car2go scheme has now become well established, and not only in major European cities such as Berlin or Amsterdam. These car clubs have also been enthusiastically received in the USA and Canada, and are now transporting people around Miami, Washington D.C., Toronto and many other cities.

043

We move people.
In cities operating the car2go scheme, smart fortwo coupes are available at all locations. Once users have registered, they can rent one of these vehicles spontaneously at any time of day or night. When they have used it, they simply drop it off at any public parking space or specially designated parking area without a rental agreement, minimum rental period or flat-rate fee. It is flexible and hassle-free: just how 21st-century mobility should be.

w www.car2go.com

D
950
vehicles with electric drive*

Hamburg Dsseldorf Cologne Berlin

more daimler.com

6,100
vehicles in total*

Stuttgart

Ulm/Neu-Ulm

Birmingham Vancouver Calgary Seattle Portland Toronto London Amsterdam Vienna

Washington D.C. San Diego Austin Miami

* As at: January 2013 Registered car2go customers at the end of 2010: 60,000

Registered car2go customers at the end of 2013: 500,000 (forecast)

070 | We . | Daimler

Daimler | We . | 071

044

We are automating the cockpit.


Fleetboard: keeping a close eye on everything. The telematics system supports the automation of transport processes and the capture of driver hours data. It also reduces maintenance and fuel costs. Fleets of any size can benefit from the diverse range of pioneering services offered by Fleetboard: from networking of drivers and transport managers to efficiency increases through a reduction in the number of empty truck movements.

045

We are breaking new ground.


Mercedes-Benz CharterWay is a provider of services in connection with purchasing, servicing and managing commercial vehicles which specialises in Mercedes-Benz commercial vehicles. CharterWay provides rapid and efficient transport solutions such as CharterWay rental: customers can make use of vehicles from the CharterWay rental fleet, which comprises more than 6,000 vehicles in Germany alone.

w www.daimler.com/fleetboard/en

w www.daimler.com/charterway/en

more daimler.com

more daimler.com

072 | We . | Daimler

Daimler | We . | 073

046

We network safety.
Safe automobiles are not enough: road safety in the future requires a holistic approach. For this reason, we collaborate with other automotive manufacturers and experts from the fields of telecommunications and traffic management. Our vision is to link information from the vehicle environment to driving assist functions using innovative communications systems.

047

We are turning the car into an alarm system.


In car-to-car and car-to-infrastructure communications (car-to-X communications), the car becomes an alarm system. In the event of black ice or fog, warning messages sent to following vehicles can help to prevent accidents an innovative approach that Daimler has also pursued in its SIM-TD (Safe Intelligent Mobility Test Field Germany) research project.

w www.daimler.com/c2x/en

Driving safely: vehicles communicate with each other.

more daimler.com

Car-2-X and SIM-TD prevent accidents.


Illustration not to scale

Proximity warning

Traffic congestion warning Safety messages

Sender Recipient Other traffic Accident warning

074 | We . | Daimler

Daimler | We . | 075

Discover the future of mobility in the TECHNICITY innovation magazine.


w www.technicity.daimler.com

We are Daimler.

more daimler.com

Sections 048 063

We point the way. Shaping the future of mobility together.


Diversity. Integrity. Responsibility.

076 | We . | Daimler

We are Daimler.

We point the way.


more daimler.com

Daimler is not only a vehicle manufacturer. Daimler is also a global workforce of 275,000 people, working both internally and externally. We believe that entrepreneurial spirit and corporate social responsibility are inseparably linked. Diversity as a factor in our success. Every person is different and thats a good thing. At Daimler we are delighted by the diversity among our employees. They have a multitude of talents, experience, skills and expertise that we use around the globe. They are a mirror of our customers, suppliers and investors. All employees in the Group help to create an appreciative, diverse working environment. In the future, we intend to make even more of a conscious effort to put together mixed teams with the aim of generating potential for innovation and creativity. This leads to new requirements, but also a great number of opportunities. Diversity continues to shape everything that we think and do and is an integral component of our corporate culture. If you act with integrity, you gain the respect of others. Responsible conduct is the core prerequisite for long-term success. We believe that integrity amounts to more than formal compliance with laws, rules and regulations. It is a fundamental ethical attitude, a kind of internal compass that keeps us on the right path. The objective of Daimler is to ensure that integrity is permanently embedded in its corporate culture. However, core ethical values are not easy to lay down. Daimler therefore promotes a culture of acting with integrity through a variety of initiatives and continuous dialogue. In these initiatives and dialogue, employees at all hierarchical levels and in all functions and countries share their views on what integrity means for each individual person in their day-to-day work. The results have been fed into the new Daimler Integrity Code. It provides all employees with guidance on responsible conduct in day-to-day work. Back in May 2011, Daimler launched the groupwide campaign known as fairplay. This international initiative heightens employee awareness of integrity and compliance issues. Shaping, helping, developing. Our market is the entire world. Corporate social responsibility and local engagement therefore form natural components of our corporate culture. The objective of our commitment in this regard is to provide people with future prospects and help them to help themselves. Our employees also put this responsibility into practice themselves and invest time, money and a great deal of effort in a wide variety of projects for the common good. Our worldwide presence means that we are able to play an active and continuous role in shaping the social environment at our various sites and to promote dialogue between cultures. In doing so, we gather valuable experience that helps to ensure our company becomes even more firmly rooted in the local environment concerned.

I believe Daimler is an excellent partner focused on helping its employees to grow. At Daimler, I can take on responsibility and help the company to become even more successful.
Ai Meng, CAReer management trainee in customer relationship management, Beijing, China

w www.daimler.com/daimler-for-me-is

Daimler | We . | 079

Diversity.
Diversity is a natural feature of corporate life at Daimler and makes us more successful.
Sections 048 054

048

We see diversity is a strategic factor in successful performance.


We value diverse opinions and lifestyles. Our people give Daimler the power to drive innovation and shape the future of our company. For our global business, we make the most of their talents, experiences and skills. Diversity management, i.e. the specific promotion of diversity in the company, has been firmly enshrined as part of the corporate activities of Daimler since 2005 and is an important contributing factor in the success of the business.

w www.career.daimler.com/diversity-en

more daimler.com

Daimlers success. Your benefit. Our responsibility.


Talking point: Teamwork and diversity.

Daimlers success. Your benefit. Our responsibility. With this statement by the Board of Management, Daimler has made a clear commitment to diversity and diversity management. Diversity makes a sustained contribution to our competitiveness. True innovation, efficient cooperation and a sound understanding of our future markets are only possible if we have a diverse range of skills and talented people in our company. Daimler believes that diversity is a strategic factor in successful performance. To emphasise the enormous significance of

diversity, diversity management has been firmly embedded within the company on a worldwide basis since 2005. This has not simply been a question of creating a diversity organisation, it has also included the understanding that diversity is a management responsibility: at global, regional and local levels. Our diversity programme comprises a wide variety of internal and external activities. All these activities are aimed at harnessing the broad range of talent and putting the differences to good use and translating them into excellent automotive solutions. We are concentrating on different areas of activity in order to actively shape diver-

sity within the company. At the beginning, diversity management at Daimler focused on gender diversity. The agreed goal was to increase the proportion of women in senior management positions throughout the Group to 20 percent by 2020. Now, other dimensions generation management and multiculturalism are becoming more of a priority. We rely on the potential of heterogeneous teams in our change and innovation pro jects. Our Employee Resource Groups are a sign that diversity management is not just an element of our strategy but also a tangible part of day-to-day work.

080 | We . | Daimler

Daimler | We . | 081

049

We offer a diverse range of prospects.


Best performance is only achieved with the best people: we do a great deal to attract outstanding specialists and managers, encourage them and give them room to develop thereby strengthening our reputation as an employer of choice. Multifaceted training and professional development programmes help us to unearth individual talents and put these talents to good use.

050

We offer flexible working-time models.


Daimler believes that a work-life balance is not just a promise. Our objective is to provide active support in relation to this key motivational factor for our employees. We have implemented a number of initiatives including flexible working-time models and offer specific practical day-to-day assistance, for example in the form of our sternchen day-care nurseries.

w www.career.daimler.com/en

w www.career.daimler.com/nursery

Talent to the fore!

more daimler.com

more daimler.com

082 | We . | Daimler

Daimler | We . | 083

051

We are deliberately establishing mixed teams.


The right mix produces success: we attach great importance to bringing together employees from different generations, disciplines, cultures and nations. We actively promote diversity, for example through diversity workshops. This is because mixed teams are indispensable if we want to generate outstanding performance.

052

We are international and intercultural.


Daimler is a global enterprise. We specifically promote cross-cultural skills, for example through training sessions and workshops, because this environment gives rise to new requirements in addition to creating opportunities. Our aim is to offer all employees the opportunity to think globally and act locally.

084 | We . | Daimler

Daimler | We . | 085

053

We have excellent networks.


Moving forward together: Our culture of diversity can also be seen in action in the form of networks or Employee Resource Groups. These networks bring together employees with common goals and interests across all sites, levels and departments. Networking which may include networks for management trainees, forewomen or employees of Turkish descent, for example creates long-term added value for all the employees involved and for the company.

054

We are setting a course for 20 percent.


More women at the top an economic necessity. A key objective of Daimlers diversity management is therefore to promote women. We have committed to efforts to increase the proportion of women in management positions to 20 percent by 2020.

Worldwide Employee Resource Groups and networks at Daimler.


Gender networks
such as the Womens Business Network and the FNW womens network.

Professional and sector-based networks


such as the DMN diversity forepersons network.

Ethnic/cultural networks
such as the Daimler Trk-Treff Employee Resource Group.

Added value Sustainability Creativity Communication Interests Employees Image

Motivation

Relationships

Company

Sexual identity networks


such as the GL@D gay, lesbian, bisexual and transgender network.

Number of Daimler employees organised in networks, 2007: 348

Number of Daimler employees organised in networks, 2012: 1,802

086 | We . | Daimler

Daimler | We . | 087

Integrity.
Acting with integrity means, for us, doing the right thing out of conviction.
Sections 055 058

055

We demonstrate integrity.
As a company, we are proud of our heritage and we have a bright future. Both the success enjoyed in the past, and that expected in the future, is not simply derived from strong products, but also from a shared understanding of integrity and corresponding behaviour. Therefore, alongside a tradition of innovative creativity, we also maintain a tradition of working to a set of values.

w www.daimler.com/integrity/en

more daimler.com

Honesty, fairness and trust: integrity as the basis for long-term success.
Talking point: Unifying values.

Daimler not only aims to offer the best in terms of its products, brands and services, it also strives to set standards through integrity. For us, acting with integrity means doing the right thing out of conviction as part of our responsibility for our company, our business partners and as a member of society. Naturally, we comply with national and international laws as well as other regulations and internal guidelines. However, integrity extends beyond complying with the rules. Our objective is to establish at Daimler a values-based corporate culture in which the basic principles are followed and put into practice by all employees and busi-

ness partners based on a genuine belief in the values concerned. Responsible corporate conduct is based on general ethical standards as expressed for example in the United Nations Global Compact that apply regardless of country, culture or language. To promote this culture of integrity, Daimler created the BoM division Integrity and Legal Affairs. It includes legal affairs, compliance organisation, integrity program office and Group data protection. This BoM division also includes responsibility for observing and upholding human rights. Diverse integrity initiatives are helping to permanently embed these corporate values throughout the

Group. These initiatives have included a global integrity dialogue, initiated in November 2011, in which employees from all levels in the hierarchy and from all functions have held open discussions on what integrity means in terms of dayto-day work. Integrity is one of our four corporate values and forms the basis of our business activities. We firmly believe that, in the long run, communities of shared values are also the better communities for creating value.

088 | We . | Daimler

Daimler | We . | 089

056

We have clear standards.


Multinational companies require universally applicable values and standards of conduct that provide stability and guidance in complex day-to-day business operations. Mandatory principles and policies serve as safety barriers they provide a secure framework and help to prevent loss or damage. Daimler is striving to establish a corporate culture based on integrity that extends beyond simple compliance with rules and regulations; the company is aiming for a culture in which behaviour is dictated by shared values. We expect such conduct from all employees, and from our business partners too. We regard the United Nations Global Compact as a mandatory reference framework. As a founding member of the LEAD group, we actively promote the Global Compact and adhere to its principles.

Our business standards

Clear safety barriers

We observe human rights. We ensure free choice of employment. We condemn child labour. We promote equality of opportunity. We ensure freedom of association. We ensure fairness as regards pay, working hours and benefits. We promote health and safety in the workplace.

Our business relationships.


We avoid conflicts of interest. We prohibit bribery and corruption. We exercise vigilance in the engagement of partners. We apply strict export controls. We apply comprehensive data protection. We support fair competition. We maintain the confidentiality of industrial secrets.

Responsibility for the environment and safety.


We ensure environmentally friendly production. We produce environmentally friendly products. We ensure product safety and quality.

090 | We . | Daimler

Daimler | We . | 091

057

We promote open dialogue.


Integrity is based on conviction and cannot be imposed from above. In 2011, the Board of Management of DaimlerAG therefore initiated an integrity dialogue throughout the Group. The objective was to develop a common understanding of what integrity means at Daimler. The results have been fed into the new Daimler Integrity Code, which came into effect in November 2012.

058

We take integrity on tour.


The Integrity Truck began its tour during the autumn of 2012: the truck visited numerous Daimler production facilities in Germany, promoting integrity under the slogan Integrity on the move priority for respect, openness and fairness. The tour offered interactive presentations around the theme of integrity, an ideal opportunity for employees to engage in discussion and become involved in the company-wide dialogue process.

We hold discussions on integrity.


For me, integrity is a fundamental moral principle. Integrity helps me to decide what I can and cant do.
Administrative employee, China

Integrity means you do not go looking for loopholes.


Administrative manager, Germany

Respect for each individual, regardless of level in the hierarchy.


Manager, Brazil

Fairness to employees, suppliers and customers.


Development employee, Germany

Integrity is part of my personal set of values. I aim to create a working environment that has the effect of strengthening employees.
Administrative manager, South Africa

Everyone should act as a role model.


Development employee, Germany

Integrity requires responsibility for your own actions.


Administrative employee, Germany

Trust: the basis for successful collaboration.


Works council member, production, Germany

Bearing responsibility for regions and the people that live there.
Works council member, production, Germany

Openness, transparency and honesty is the basis for any collaboration.


Administrative employee, Germany

Our customers and business partners see us as the model of a fair company.
Manager, Germany

Integrity is trust in the team.


Manager, Brazil

Doing what is right, even when no one is looking.


Administrative employee, USA

092 | We . | Daimler

Daimler | We . | 093

Responsibility.
Acting responsibly means, for us, committing to the future of our society and our environment.
Sections 059 063

059

We combine success and social engagement.


Economic success and corporate social responsibility belong together. Together with our employees, we take part in projects for the common good and thereby help to find solutions for social challenges. Our activities are extremely varied and are based both on our values and on local needs.

w www.daimler.com/social-commitment

more daimler.com

Shaping, helping, developing: how Daimler fulfils its corporate social responsibility.
Talking point: Shared responsibility.

Nature is the basis for our future and a stable society the basis for a good business environment. For this reason, we fulfil our corporate social responsibility and are committed to supporting an environment in which it is worth living. Daimler believes that environmental protection is a holistic task to which we must apply ourselves in all areas of the business. As an automotive manufacturer, we believe we have a responsibility to avoid emissions, increase energy efficiency and press ahead with the development of environmentally friendly drive systems and fuels. However, at Daimler, environmental protection begins much

earlier than that and includes the entire product life-cycle: development, production, product use, disposal and recycling. Daimler is involved in both small and large aid projects around the globe. Our sense of responsibility and common desire to open up and support opportunities that need our contribution and assistance is translated into a vast number of initiatives. One example is the Donate a smile initiative. Every year since 2008, Daimler employees in Stuttgart and Berlin have been wrapping up Christmas presents for children from socially disadvantaged families. Another example is the ProCent development fund: every cent of net salary donated by the work-

force in Germany is doubled by Daimler. As you would expect of a global enterprise, we are also involved in worldwide aid projects. This may involve emergency aid following natural disasters, such as the one in Japan, but can be of a more long-term nature on the basis of helping people to help themselves. The future belongs to creative minds. In the genius education initiative, we help to get children and young people interested as early as possible in issues such as mobility, environmental protection and technology. The MobileKids initiative is aimed at children around the world to raise awareness of road safety and traffic issues.

094 | We . | Daimler

Daimler | We . | 095

060

Our production processes are environmentally friendly.


We set standards including for environmental protection. We include the entire development and production process, together with the product life-cycle, i.e. the complete process from development to recycling, in our environmental management system. Environmental protection at Daimler takes many different forms, including climate-friendly heat generation, new paint-spraying technologies and the use of renewable energies. And each one pays dividends.

061

We donate growth.
There are many different ways in which we can make a difference. Often great things can be achieved with small gestures, as demonstrated by the example of the ProCent initiative. This development fund initiated by the general works council provides employees in Germany with the opportunity to donate cent amounts from their net salary to be used for not-for-profit purposes. For every cent donated by employees, the company then donates a further cent, i.e. the amount is doubled.

w www.daimler.com/environmental-protection

w www.daimler.com/procent/en

more daimler.com

more daimler.com

096 | We . | Daimler

Daimler | We . | 097

062

We provide road safety training.


Safety is a matter for everybody! Children are actively involved in the traffic environment so it is all the more important that we ensure primary school children can deal with the dangers presented by road traffic. Together with international traffic experts, we therefore launched the international MobileKids initiative. We have been teaching children about the various aspects of road safety using materials appropriate to the age of the children concerned since 2001.

063

We generate enthusiasm.
The genius education initiative was set up by us to get young people enthusiastic about science and technology. The initiative focuses on generating interest in future-related topics based on fun and curiosity. Example topics include climate and environmental protection. In this way, we are helping to make sure there is a new generation of talent available for the benefit of our company and the wider community.

w www.mobilekids.net

w www.genius-community.com

more daimler.com

more daimler.com

098 | We . | Daimler

Daimler | We . | 099

Join us on the Daimler Blog and mobilise the future.


w www.blog.daimler.de/tag/english-posts

more daimler.com

We are Daimler. Experience the future of mobility together.

100 | We . | Daimler

Daimler | We . | 101

more daimler.com

See our video: Daimler on YouTube.


w www.youtube.com/daimler

more daimler.com

We are Daimler.

DaimlerAG is one of the worlds most successful automotive companies. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial Services, the Daimler Group is one of the biggest producers of premium cars and the worlds biggest manufacturer of commercial vehicles with a global reach. Daimler Financial Services provides financing, leasing, fleet management, insurance and innovative mobility services. The companys founders, Gottlieb Daimler and Carl Benz, made history with the invention of the automobile in the year 1886. As a pioneer of automotive engineering, Daimler continues to shape the future of mobility today: The Groups focus is on innovative and green technologies as well as on safe and superior automobiles that appeal to and fascinate its customers. For many years now, Daimler has been investing continually in the development of alternative drive systems with the goal of making emission-free driving possible in the long term. So in addition to vehicles with hybrid drive, Daimler now has the broadest range of locally emission-free electric vehicles powered by batteries and fuel cells. This is just one example of how Daimler willingly accepts the challenge of meeting its responsibility towards society and the environment. Daimler sells its vehicles and services in nearly all the countries of the world and has production facilities on five continents. Its current brand portfolio includes, in addition to the worlds most valuable premium automotive brand, Mercedes-Benz, the brands smart, Freightliner, Western Star, BharatBenz, Fuso, Setra and Thomas Built Buses. The company is listed on the stock exchanges of Frankfurt and Stuttgart (stock exchange symbol DAI). In 2012, the Group sold 2.2 million vehicles and employed a workforce of 275,000 people; revenue totaled EUR 114.3 billion and EBIT amounted to EUR 8.6 billion.

102 | We . | Daimler

more daimler.com

We are Daimler.

Ten facts.

DaimlerAG is one of the worlds most successful automotive companies. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial Services, the Daimler Group is one of the biggest producers of premium cars and the worlds biggest manufacturer of commercial vehicles with a global reach. Daimler Financial Services provides financing, leasing, fleet management, insurance and innovative mobility services. The companys founders, Gottlieb Daimler and Carl Benz, made history with the invention of the automobile in the year 1886. As a pioneer of automotive engineering, Daimler continues to shape the future of mobility today: The Groups focus is on innovative and green technologies as well as on safe and superior automobiles that appeal to and fascinate its customers. For many years now, Daimler has been investing continually in the development of alternative drive systems with the goal of making emission-free driving possible in the long term. So in addition to vehicles with hybrid drive, Daimler now has the broadest range of locally emission-free electric vehicles powered by batteries and fuel cells. This is just one example of how Daimler willingly accepts the challenge of meeting its responsibility towards society and the environment. Daimler sells its vehicles and services in nearly all the countries of the world and has production facilities on five continents. Its current brand portfolio includes, in addition to the worlds most valuable premium automotive brand, Mercedes-Benz, the brands smart, Freightliner, Western Star, BharatBenz, Fuso, Setra and Thomas Built Buses. The company is listed on the stock exchanges of Frankfurt and Stuttgart (stock exchange symbol DAI). In 2012, the Group sold 2.2 million vehicles and employed a workforce of 275,000 people; revenue totaled EUR 114.3 billion and EBIT amounted to EUR 8.6 billion.

1886 Carl Benz constructs the worlds first automobile. 1889 The first truck with an internal combustion engine appears. 1936 Daimler-Benz uses diesel engines in production passenger cars for the first time. 1954 Mercedes-Benz 300 SL is launched, the first production vehicle with direct petrol injection. 1959 Safety body developed by Daimler-Benz goes into full production. 1978 ABS anti-lock braking system offered in production vehicles for the first time. 1981 Daimler-Benz supplies the first production passenger cars equipped with airbags. 1995 ESP, the worlds first active driving safety system, goes into full production. 2005 BLUETEC diesel technology is offered in numerous passenger cars and trucks. 2012 smart fortwo electric drive and Mercedes-Benz E300 BLUETEC HYBRID enter into full production.

w www.daimler.com/history
104 | We . | Daimler

DaimlerAG Stuttgart, Germany www.daimler.com www.daimler.mobi

DaimlerAG, COM/M 5836/1642/02/0313