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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
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Daimler | We ! | 001
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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
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Daimler | We . | 001
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
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We are Daimler.
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Our brands.
Mercedes-Benz Cars
Daimler Trucks
Mercedes-Benz Vans
Daimler Buses
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We are Daimler.
We move people.
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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
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Innovative.
Innovating drives us forward. Our aim is to shape the mobility of tomorrow, both actively and responsibly.
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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.
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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.
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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.
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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.
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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.
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Global.
Operating globally means, for us, making the most of expertise, ideas and stimulus from every corner of the globe.
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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.
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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.
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Europe 2.8%
Europe excluding Russia Market growth*
USA 2.1%
Market growth*
Russia 3.6%
Market growth* Market volume*
275,000 employees
Market volume* Market growth*
14 million vehicles
Market volume*
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
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We are Daimler.
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We are Daimler.
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
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Clean.
Clean mobility requires an intelligent combination of internal combustion engine, hybrid and pure electric drive.
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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.
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Better fuel consumption Greater torque Lighter engines Improved direct injection
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
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Petrol
Reduction in fuel consumption C-Class*
19902012 19902012
Diesel
Reduction in fuel consumption C-Class*
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- 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
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S
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* Figures are based on the most fuel-efficient comparable model (NEDC)
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Driving with internal combustion engine and full battery. 1
Internal combustion engine
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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%
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Udo Dreesmann
Less CO2
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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
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Safe.
Comprehensive protection in all situations is the objective of our integral safety philosophy.
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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.
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Prevent
React
Integral safety
Protect
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High-volume production passenger car with independent wheel suspension and hydraulic braking system.
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Safety body with crumple zones and interior appointments designed so as to reduce injury hazards.
1964 1967
Safety steering system with telescopic steering column and impact absorber.
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1987 1995
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Intelligent Light System, ABA (Active Brake Assist) 1 in trucks and PRE-SAFE braking in passenger cars.
ABA (Active Brake Assist) 2 in trucks. Active Lane Keeping Assist and active Blind Spot Assist.
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Intelligent interconnectivity between sensors and assistants in passenger cars: Intelligent Drive.
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Warning indicator
A warning signal sounds if drivers vehicle is too close to the vehicle in front.
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Illustration not to scale
500m
Stereo multi-purpose camera
200m
Long-range radar with mid-range scan
160m
60m
Long-range radar
30m
Short-range radar
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
Road-Sign Assist
Now also identifies No overtaking and No entry signs.
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Networked.
Networked mobility requires innovative ideas that bring together groundbreaking technologies and customer needs.
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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.
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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
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6,100
vehicles in total*
Stuttgart
Ulm/Neu-Ulm
* As at: January 2013 Registered car2go customers at the end of 2010: 60,000
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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.
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Proximity warning
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We are Daimler.
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We are Daimler.
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
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Diversity.
Diversity is a natural feature of corporate life at Daimler and makes us more successful.
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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.
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w www.career.daimler.com/nursery
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Ethnic/cultural networks
such as the Daimler Trk-Treff Employee Resource Group.
Motivation
Relationships
Company
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Integrity.
Acting with integrity means, for us, doing the right thing out of conviction.
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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.
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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.
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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.
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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
Bearing responsibility for regions and the people that live there.
Works council member, production, Germany
Our customers and business partners see us as the model of a fair company.
Manager, Germany
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Responsibility.
Acting responsibly means, for us, committing to the future of our society and our environment.
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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.
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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
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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
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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.
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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
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