Mercedes-Benz Cars at a Glance. Edition 2013.


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Mercedes-Benz Cars at a Glance. Edition 2013.

  1. 1. Mercedes-Benz Cars at a Glance.Edition 2013.
  2. 2. at a Glance Daimler Management team and key figuresContents. 2013 is… Brand variety ... the year of the S-Class. No other Mercedes has contributed more to establishing our brand’s reputation than the S-Class. You can talk about a “claim to leadership”Daimler at a Glance 2 as much as you want — this car makes it a reality. We will put the new sedan model on the road in 2013, and follow it up with four additionalManagement team of Mercedes-Benz Cars 4 variants. of the futureKey figures of Mercedes-Benz Cars 5 … the year of the E-Class. Mobility We have thoroughly updated the E-Class, equipping it with efficient newThe brands of Mercedes-Benz Cars 6 engines and 11 new assistance systems. We have also given it a new design idiom. From the sedan and estate to the coupé and cabriolet,Sustainable, safe and fascinating mobility of the future 15 we expect all versions of the vehicle to give our sales a major boost. » Road map to sustainable mobility 17 » Intelligent Drive of Mercedes-Benz 21 … the year of the CLA. Production » Connected Car 24 locations The new CLA will establish a completely new vehicle segment. We have given the automobile a sporty design to win over new customerProduction locations of Mercedes-Benz Cars 25 groups for the Mercedes-Benz brand. The CLA is based on the Con- cept Style Coupé, which met with an overwhelming response. TheProduct range of Mercedes-Benz Cars most frequent remark we heard was “please mass produce this car.” » Mercedes-Benz 40 And that’s exactly what we’re doing. Mercedes-Benz Product range » smart 65 … an important year for Mercedes-Benz.Media contacts of Mercedes-Benz Cars 69 In 2013, our model offensive is continuing to propel us at top speed toward 2020. By then, we also want to be the Number One automakerDaimler Brand Portfolio 76 when it comes to sales in the premium segment. Were making good progress, and demand is steadily increasing. Our plants are also ope- rating at near full capacity. For these reasons, we are continuing to Product range invest in our global production network. As a result, we will be able to manufacture our vehicles closer to our markets and customers — smart particularly in the high-growth regions. But why not take a look at what’s going on for yourself? Pleasant reading! Sincerely, Media contacts Dieter Zetsche Chairman of the Board of Management of Daimler AG and Head of Mercedes-Benz Cars |1As of March 31, 2013 | Errors excepted and subject to change
  3. 3. Daimler at a Glance. at a Glance Amounts in millions of EUR Daimler 2012 2011 EBIT 8,615 8,755 Value Added 4,185 3,726 Net profit 6,495 6,029 Earnings per share (in EUR) 5.71 5.32 Investment in property, plant and equipment 4,827 4,158 Research and development expenditure 5,644 5,634Daimler AG is one of the world’s most successful automotive companies.With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-BenzVans, Daimler Buses and Daimler Financial Services, the Daimler Group Amounts in millions of EURis one of the biggest producers of premium cars and the world’s biggest 2012 2011manufacturer of commercial vehicles with a global reach. DaimlerFinancial Services provides financing, leasing, fleet management, insur- Revenue 114,297 106,540ance and innovative mobility services. Western Europe 39,377 39,387 thereof Germany 19,722 19,753The company’s founders, Gottlieb Daimler and Carl Benz, made history NAFTA 31,914 26,026with the invention of the automobile in the year 1886. As a pioneer thereof United States 27,233 22,222of automotive engineering, Daimler continues to shape the future of Asia 25,126 22,643mobility today: The Group’s focus is on innovative and green techno- thereof China 10,782 11,093logies as well as on safe and superior automobiles that appeal and Other markets 17,880 18,484fascinate. For many years now, Daimler has been investing continuallyin the development of alternative drive systems with the goal of making By divisionsemission-free driving possible in the long term. So in addition to vehicles Mercedes-Benz Cars 61,660 57,410with hybrid drive, Daimler now has the broadest range of locally emission- Daimler Trucks 31,389 28,751free electric vehicles powered by batteries and fuel cells. This is just Mercedes-Benz Vans 9,070 9,179one example of how Daimler willingly accepts the challenge of meeting Daimler Buses 3,929 4,418its responsibility towards society and the environment. Daimler Financial Services 13,550 12,080Daimler sells its vehicles and services in nearly all the countries of theworld and has production facilities on five continents. Its current brand Employees (Dec. 31)portfolio includes, in addition to the world’s most valuable premium 2012 2011automotive brand, Mercedes-Benz, the brands smart, Freightliner, WesternStar, BharatBenz, Fuso, Setra and Thomas Built Buses. The company Total 275,087 271,370is listed on the stock exchanges of Frankfurt and Stuttgart, Germany Germany 166,363 167,684(stock exchange symbol DAI). In 2012, the Group sold 2.2 million vehicles United States 21,720 20,702and employed a workforce of around 275,000 people; revenue totaled Rest of World 87,004 82,984€114.3 billion and EBIT amounted to €8.6 billion. By divisions Mercedes-Benz Cars 98,020 99,091 Daimler Trucks 80,519 77,295 Mercedes-Benz Vans 14,916 14,889 Daimler Buses 16,901 17,495 Sales Organization 50,683 49,699 Daimler Financial Services 7,779 7,0652| |3
  4. 4. Management team of Key figures of Mercedes-Benz Cars.Mercedes-Benz Cars. Amounts in millions of EUR Management team 2012 2011 and key figures Frank Lindenberg EBIT 4,389 5,192 Executive Vice President Revenue 61,660 57,410 Finance & Controlling Investment in property, plant and equipment 3,495 2,724 Mercedes-Benz Cars, Vans & Corporate Research and development expenditure 3,863 3,733 Employees (Dec. 31) Andreas Renschler 2012 2011 Member of the Board of Management of Daimler AG, Manufacturing and Total 98,020 99,091 Procurement Mercedes-Benz Cars & Germany 84,346 86,670 Mercedes-Benz Vans United States 3,258 3,083 Rest of World 10,416 9,338 Sales (units) 1 2012 2011 Dr. Joachim Schmidt Executive Vice President Mercedes-Benz 1,345,800 1,279,100 Sales and Marketing A-Class, B-Class 231,100 192,300 Mercedes-Benz Cars C-Class, CLK-Class, SLK-Class 425,000 411,800 E-Class, CLS-Class 313,600 340,100 S-Class, CL-Class, SL-Class, SLR, SLS, Maybach 80,700 80,700 M-Class, R-Class, G-Class, GL-Class, GLK-Class 295,400 254,300 smart 105,700 99,700 Prof. Dr. Thomas Weber Mercedes-Benz Cars 1 1,451,600 1,381,400 Member of the Board of Management Western Europe 631,400 625,200 of Daimler AG, Group Research & thereof Germany 289,900 290,700 Mercedes-Benz Cars Development NAFTA 342,100 288,400 thereof United States 299,700 250,400 Asia/Pacific 358,300 353,300 thereof China 208,500 223,100 Japan 44,600 32,500 1 Including Mitsubishi vehicles manufactured and/or sold in South Africa Dr. Dieter Zetsche Chairman of the Board of Management of Daimler AG/Head of Mercedes-Benz Cars4| |5
  5. 5. The brands.Mercedes-Benz Cars. Following record sales in the prior year, Mercedes-Benz Cars also achieved a record annual result in 2012. More than 1.4 million custo- mers opted for a Mercedes-Benz or a smart vehicle last year. Through its two car brands, Daimler boasts the most new vehicle registra- Brand variety tions of any premium manufacturer in Germany for the past 20 years. We also posted record sales in two other core markets: China and the U.S. Throughout the world, demand was particularly high for the new models. While the B-Class, the GLK, the M-Class, and the G-Class achieved record sales, the SL also saw sales rise sharply. The S-Class Sedan, the C-Class Coupé, the SLK, the CLS, and the M-Class are the world’s best-selling vehicles in their comparative segments. The new A-Class also performed well in its segment, receiving more than 90,000 orders within a short time of going on sale. Another product highlight of 2012 was the CLS Shooting Brake, with which Merce- des-Benz opened up a new segment and impressively demonstrated its design expertise and leadership role when it comes to innovation. The brand expects this positive development to continue in 2013. Dr. Dieter Zetsche expressed his optimism as follows: “In 2013, with our product offensive in the premium and luxury segments, we will continue our Mercedes-Benz 2020 growth strategy — and give our endeavors an additional boost.” Customers can look forward to a whole series of fascinating product highlights in 2013. The new E-Class, for example, was unveiled at the beginning of the year, when it was presented at the International Auto Show in Detroit. Following total sales of more than 13 million units, the E-Class’ sedan, estate, cabriolet and coupé models were completely revamped and now feature highly efficient engines, new assistance systems, and a new design idiom. The new E-Class family not only boasts numerous tech- nical innovations but is also much more efficient, environmentally friendly, and dynamic than its predecessor. All models of the E-Class family are being equipped with new or optimized assistance systems from the upcoming S-Class. Under the heading “Mercedes-Benz Intelligent Drive,” the systems combine comfort with safety. The new features include systems that for the first time can prevent collisions with pedestrians and crossing ve- hicles, a Lane Keeping Assist system that can also prevent accidents Contact:, Tel. +49 (0)711 17-76876 | 7
  6. 6. with oncoming vehicles, and a permanent high-beam headlight system that is glare-free (Adaptive Highbeam Assist Plus). With these systems, Mercedes-Benz is emphasizing its leading role as a safety pioneer. The new E-Class has kicked off a comprehensive model offensive in the premium and luxury car segments. For example, the new S-Class will celebrate its world premiere in mid-2013. This offensive is being supplemented by the new four-door CLA Coupé, which boasts the world’s best aerodynamics and an avant-garde design that makes the brand even more attractive for young buyers. As far as the further development of automobiles is concerned, one of the key trends is comprehensive onboard connectivity, which links mobility with consumer electronics. Innovative telematic and infotain- Brand variety ment systems can now be found in most Mercedes-Benz models as a digital communication. Mercedes-Benz is responding to the trend matter of course. Under the heading “Drive Kit Plus,” Mercedes-Benz toward an increasingly mobile lifestyle by offering a large number of is integrating iPhones in cars with its proprietary Digital DriveStyle informative and entertaining smartphone apps, which enable users app. The system was launched on the market in the fall of 2012, when to directly access attractive content. This approach is making it it was introduced in the new A-Class. It enables motorists to operate possible for the company to attract diverse customers — especially the navigation system and other features safely and conveniently while younger ones — and get them enthusiastic about the brand. More driving. The controller is located in the center armrest and can be used than 9.3 million fans on Facebook bear witness to this fact. In to access services such as real-time traffic information, Internet radio addition, the brand has more than two million friends who receive stations, Twitter, Facebook, and Glympse. However, this development the latest information on Mercedes-Benz at Google+. Moreover, a is still far from over. This spring, Mercedes-Benz will begin installing completely new communication service went online last year at the Siri system in its vehicles. As a result, drivers will be able to use all Mercedes-Benz Social iPhone features conveniently via voice control. Publish is a service for bloggers and online journalists, who do not restrict themselves to traditional media sites when looking for A completely revamped Mercedes-Benz vehicle configurator was inspiration concerning automobiles and their technology and design. put online late last year in order to make putting together one’s very The Social Publish site offers information on a wide variety of topics own Mercedes-Benz dream car an even more fascinating experience. related to Mercedes-Benz’ product range and brand experience. Visitors can experience the new configurator’s emotional scope in This information can serve as raw material for users’ own stories in a variety of dimensions. A 360-degree view of the car depicts the independent blogs and portals. The platform intentionally focuses effect created by the various designs, paintjobs, and wheels. The on networking content with published articles on external websites configurator comes with a zoom function and allows users to view and in digital magazines as well as with tweets on Twitter. Bloggers’ cars under simulated daytime or nighttime conditions. HD views responses to this new service have been overwhelmingly positive. provide detailed depictions of a wide variety of interiors. This allows the images to depict even the tiny nuances and irregularities that are The Avant/Garde Diaries digital interview magazine has been typically found in masterwork leather seams, and which make a car successfully reaching out to young people since 2011. As part of its interior distinctive and special. In addition to providing a fantastic communication measures for the new generation of compact cars, visual experience, the new vehicle configurator is extremely user- Mercedes-Benz is using the site at as friendly. Navigation, for example, is incredibly easy, as visitors have a creative platform for addressing current and socially relevant topics complete freedom and are not forced to take specific steps. To assist that are related to art, fashion, music, innovation, trends, culture, and customers in making decisions, the integrated TechCenter can now automobiles — and that young people find interesting. show videos that provide easy-to-understand in-depth explanations of the technical details of various equipment features. Mercedes-Benz’ unique design characteristically sets standards and generates innovations. The designers at Mercedes-Benz also The Stuttgart-based star brand is also blazing new trails and setting successfully create non-automotive products. For example, the first international standards when it comes to using social networks and EC 145 Mercedes-Benz Style helicopters were delivered to customers8 | Contact:, Tel. +49 (0)711 17-76876 Contact:, Tel. +49 (0)711 17-76876 | 9
  7. 7. in 2012. The Mercedes-Benz Style team also worked together with Silver Arrows Marine to create the designs for the first Silver Arrow yacht, which will be celebrating its world premiere this year. Additional highlights include the brand’s first range of designer furniture, which was created in cooperation with the Formitalia Luxury Group. At the beginning of 2013, Rodenstock and Mercedes-Benz Style presented a new range of eyeglasses, which were unveiled at the opti optics trade show in Munich. The Mercedes-Benz designers are currently working on a line of bag and luggage products that will be introduced this year. Mercedes-Benz is also underscoring its commitment to a distinctive style and trend-setting design through its involvement in fashion activities worldwide, which it steadily expanded in 2012. For example, the brand helped launch the Mercedes-Benz Fashion Weeks Australia, Brand variety Cape Town, Joburg, and Africa, as well as the Mercedes-Benz Fashion Mercedes-AMG Days Zurich. In total, the star brand presented itself at major fashion AMG — these three letters are a symbol around the globe for exclu- events in more than 35 countries on all continents. sive high-performance automobiles that deliver a dynamic driving experience. The company, which was founded in 1967 by Hans Sports sponsorship forms an important part of Mercedes-Benz’ Werner Aufrecht and Erhard Melcher, celebrated its 45th anniversary activities in the area of social responsibility. An example of this is the in 2012. Impressive results in motor sports and unique vehicles Laureus Sport for Good Foundation, through which over 1.5 million underscore AMG’s image as Mercedes-Benz’ high-performance disadvantaged children and teenagers receive support in more brand. As a wholly-owned subsidiary of Daimler AG, AMG serves as than 140 social sports projects worldwide. In addition, the Laureus the Group’s technological trendsetter in the high-performance auto- Academy honors the world’s best athletes each year with its renow- mobile segment. AMG’s brand claim of “Driving Performance” stands ned Laureus World Sports Awards. In 2013 and 2014, the awards for cutting-edge technology and the pure fascination of driving. will be presented in the southern hemisphere for the first time. The ceremony will be held in Rio de Janeiro, which will be one of the cities As part of its AMG Performance 50 growth strategy, the company hosting the 2014 soccer World Cup. is continuing to signal dynamic growth with an unparalleled model offensive that aims to increase the brand’s vehicle lineup to around In 2012, Mercedes-Benz was once again extensively involved in 30 models by the time the performance brand celebrates its 50th an- German sports activities as well. “The Pulse of a New Generation” niversary. AMG is also planning to penetrate new, dynamic markets. was the slogan of a campaign supporting the soccer team coached Because the AMG performance centers are playing a key role in this by Joachim Löw at last year’s European Football Championship in endeavor, their number will be increased from 270 in 24 countries to Poland and Ukraine. The claim perfectly summarizes the attributes of around 350 over the next five years. Germany’s national team and the new Mercedes-Benz A-Class. The brand has been a partner of the German Football Federation since The company now has a larger and more diverse model range than 1972 and its general sponsor since 1990. In 2011 the partnership ever before, encompassing a total of 26 AMG high-performance was extended for another seven years. vehicles. The models range from sedans, coupés, and SUVs to roadsters and the SLS AMG. The SLS family is continuing to grow, Mercedes-Benz is also very active in the area of golf, where it served thanks to the addition of the SLS AMG coupé Electric Drive and the as the exclusive automotive partner for three of the four major tour- SLS AMG coupé Black Series. This year, AMG will also be launching naments and for the Ryder Cup 2012. In the area of amateur sports, its first four-cylinder automobiles: the all-wheel-drive A 45 AMG and the MercedesTrophy premium golf tournament will be held in 2013 the CLA 45 AMG. Meanwhile, the E 63 AMG and the CLS 63 AMG are for the 24th time and involve more than 65,000 players worldwide. now available as especially powerful S-models, featuring the new, In addition, Mercedes-Benz is involved in tennis and equestrian performance-oriented AMG 4MATIC all-wheel-drive system. The sports and has been supporting the Stiftung Deutsche Sporthilfe introduction of these new model variants enables Mercedes-AMG to foundation in Germany for many years. Mercedes-Benz has been the offer its customers more scope for individualizing vehicles than ever foundation’s national sponsor since 2008. before.10 | Contact:, Tel. +49 (0)711 17-76876 Contact:, Tel. +49 (0)711 17-76876 | 11
  8. 8. Customers looking for something special will also be able to find For many years now, smart has exemplified innovation, functionality, what they are looking for at Mercedes-AMG. After all, the AMG Per- and the zest for life like no other brand. Thanks to its unconventional formance Studio develops and produces limited edition AMG vehicles design and high technological standards, the smart is the perfect as well as one-of-a-kind automobiles. vehicle for city driving — whether it’s a conventional smart or an elec- Brand variety Moreover, the AMG Driving Academy offers unique driver training tric car. In its quest to create the best urban mobility solutions, smart courses for motor sports enthusiasts. Course participants can calls the status quo into question and is thus the world’s smallest train their driving skills on legendary racetracks or, for example, in automotive think tank. The brand has been very successful in this Lapland. endeavor, and sales of around 105,700 units worldwide in 2012 (an increase of 2 % on the figure for 2011) demonstrate that smart’s con- cept of combining environmentally compatible mobility with driving pleasure has been a success. At the very start of 2012, the smart for-us concept showed what Past & present an urban pick-up should look like. And at the Paris Motor Show, the 1886 Carl Benz and Gottlieb Daimler invent the automobile. smart forstars concept car humorously demonstrated the possibi- 1900 The first modern automobile: the Mercedes 35 HP. lities that electric mobility already offers. The car’s hood contained 1936 First series-produced car with a diesel engine: the Mercedes-Benz 260 D. a projector that can instantly turn any wall into a movie screen. The 1954 First series-produced car with gasoline direct-injection: the 300 SL “Gull-wing.” smart fortwo was thoroughly updated in 2012, and the sharpred 1959 First series-produced car with a crumple zone: the 220 S/SE “Fintail.” and iceshine limited edition models brought new colors to cities. 1978 Introduction of the anti-lock braking system (ABS) in the S-Class. The year came to a close with the world premiere of the one-of-a- 1981 Introduction of the driver-side airbag in the S-Class. kind smart forjeremy show car. The vehicle was created by fashion 1990 Electric test car equipped with a ZEBRA high-temperature battery. designer Jeremy Scott and was unveiled in Los Angeles in November. 1994 First vehicle with a fuel cell drive: the NECAR 1. 1995 Introduction of the ESP® safety system in the S-Class. smart focused on electric drive systems last year. As a result, three 1997 First series-produced car with a CDI diesel engine: the C 220 CDI. electric models (the new smart fortwo electric drive, the smart 2002 Introduction of the PRE-SAFE® safety system in the S-Class. BRABUS electric drive, and the smart ebike) are now rolling off the 2006 First series-produced car with BlueTEC diesel technology. production line and meeting with a great customer response. 2009 Introduction of the S 400 HYBRID as the world’s first series-produced hybrid car with a lithium-ion battery. The car has the lowest CO2 emissions in the The brand is continuing its success story in 2013. At the beginning luxury segment. of the year, smart introduced another limited edition model: the 2010 Presentation of the F 800 Style research vehicle for use as a technology platform. The vehicle is a multi-drive system platform (fuel cells or batteries). cityflame. Meanwhile, the design teams from smart and BoConcept 2011 With the F 125! research vehicle, Mercedes-Benz offers a vision of tomorrow’s have joined forces to create a range of furniture and accessories, zero-emission mobility in large and luxurious automobiles. as well as the smart fortwo BoConcept signature style. A special 2012 Introduction of the new A-Class as an attractive entry-level model for the edition model of the smart forjeremy show car will be launched on Mercedes family; 45th anniversary of the Mercedes-AMG brand. the market later this year. 2013 The new E-Class kicks off a comprehensive model offensive in the upper- range and luxury car segments. The CLA impresses customers with the world’s smart is also expanding its extensive range of urban mobility services best aerodynamics and an avant-garde design that make the brand even more attractive to young customers. in a program called “smart add-on.” Through the brand’s cooperation12 | Contact:, Tel. +49 (0)711 17-76876 Contact:, Tel. +49 (0)711 17-76876 | 13
  9. 9. with car2go, Europcar, and APCOA, smart drivers can now travel faster, more cheaply, and more flexibly than ever before. The car2go mobility concept is also becoming increasingly popular. The service is now available in 18 cities throughout the world. Since the service was introduced, around 275,000 customers have driven the over 6,100 car2go vehicles more than six million times. By the end of the year, Sustainable, safe and car2go plans to expand its fleet to more than 10,000 vehicles worldwide. fascinating mobility of the car2go is already being successfully offered in Ulm, Hamburg, Düssel- dorf, Cologne, Berlin, Stuttgart (Germany), Austin, San Diego, Washing- future. ton D.C., Portland, Miami, Seattle (U.S.), Vancouver, Calgary, Toronto (Canada), Vienna (Austria), Amsterdam (Netherlands), and London (UK). Highlights » After San Diego and Amsterdam, car2go also began to operate an all-electric fleet (300 vehicles) in Stuttgart last year. » Electric mobility for everyone: Since 2012, smart has been offering electric mobility on two wheels or four in the form of the smart fortwo electric drive, the smart BRABUS electric drive, and the smart ebike. » Following a successful history in Austria stretching back over ten years, the world’s largest smart enthusiast meeting — smart times of the future — took place in another European country in 2011 for the first time. Mobility In 2012, the smart enthusiasts gathered in Antwerp, Belgium, where they formed the world’s longest smart parade, which consisted of 1,114 vehicles. » In November 2012, smart and the fashion designer Jeremy Scott together presented a sensational show car in Los Angeles. The corresponding special edition model will be launched on the market in 2013. Past & present 1998 Delivery of the first smart fortwo. 2007 Introduction of the second-generation smart. 2008 Production of the one millionth smart fortwo coincides with the brand’s 10th anniversary. 2009 Series production of the smart fortwo electric drive begins. 2010 The market launch of the updated smart fortwo. 2011 The smart forvision concept vehicle features impressive, pioneering technologies. 2012 The smart for-us, smart forstars, and smart forjeremy concepts create a stir. 2013 smart launches new special edition models on the market.14 | Contact:, Tel. +49 (0)711 17-76876
  10. 10. Our mission Road map to sustainable mobility. We invented the automobile, and are continuing to reinvent it time and again. That’s because our mission is to shape the future of private transport. Focal points of our research and development activities To ensure future mobility, we are primarily focusing on the following issues: » Environmental compatibility and sustainability » Safety The challenges » Networked driving In the future, private transport will have to meet increasingly diver- » Comfort sified and complex requirements, including those associated with » Quality growing urbanization and increased networking. » Design. By doing so, we anticipate global trends and social developments. Strategy for sustainable mobility Our strategy encompasses all activities related to the vehicle and drive system that are designed to conserve resources and minimize emissions throughout the entire value creation process. Mercedes’ characteristic levels of comfort and safety remain unchanged. of the future We are exploiting all of the possibilities for achieving these Mobility goals in our vehicles and drive systems » We are tapping the potential harbored in all development areas, from lightweight construction and optimized aerodynamics to the electrification of ancillary components. » Our 3D Body Engineering program pools all of the measures we implement in order to provide our vehicles with maximum safety while also making them light and aerodynamic, and thus more efficient. » Daimler also is committed to the use of clean and alternative fuels. Our goals A broad mix of drive systems for creating tailored customer » We are making mobility safe and sustainable. To this end, we are solutions launching products that are tailored to our customers’ needs. » Optimization of the vehicles with state-of-the-art, high-tech combus- » In this context, we equally consider all of the key aspects of an tion engines. automobile’s overall system. » A further increase in efficiency by means of tailored hybridization » As we pursue our goal of accident-free driving, we are continuing measures with various output ratings and for different applications. to network our assistance systems and boosting their capabilities » Driving with zero local emissions using fuel cell or battery techno- in order to reduce driver stress and even enable vehicles to drive logy. on their own. » We are working to cut our vehicles’ fuel consumption and emissions, These technologies have already been an integral part of our drive which we want to reduce to zero in the long-run. system strategy for years. Depending on their respective areas of » Another long-term goal is to network automobiles with all of their application and customer profiles, they make an optimal contribu- surroundings. tion to sustainable mobility. We consistently transfer these techno- » We develop economical, environmentally friendly premium logies to our series-produced products. vehicles without sacrificing safety, comfort, or cultivated sportiness.16 | Contact:, Tel. +49 (0)711 17-92311 Contact:, Tel. +49 (0)711 17-92311 | 17
  11. 11. Hybridization of vehicles with efficient combustion engines » We have developed a modular hybrid system to meet customer requirements with tailored solutions: Hybrid modules associated with various output ratings and a variety of batteries can be combined with our most commonly produced gasoline and diesel engines. Features here range from the user-friendly start-stop function to energy boosting/recovery and purely electric driving. Another option is the plug-in HYBRID, in which batteries can be recharged at normal power outlets in order to increase a vehicles’ range on electric power. The next generation S-Class will include a plug-in HYBRID model, which will be the first car in this segment to consume only three liters of fuel per 100 km. » In 2012, we introduced our latest hybrid models: the E 300 BlueTEC HYBRID (the world’s most fuel-efficient upper-range auto- mobile with a fuel consumption of 4.1 liters per 100 km and CO2 emissions of 107 g/km) and the E 400 HYBRID, which was laun- ched on the U.S. market and will later be offered in other countries such as Japan and China. » In addition, we are rolling out hybrid technology in all of our other core production series. of the future Mobility Optimization of vehicles with state-of-the-art, high-tech combu- stion engines » The new generations of gasoline and diesel engines clearly demon- strate that combustion engines remain attractive as a drive system if they are consistently further developed. In other words, they must become even more fuel efficient while at the same time boasting better performance and smoother operation. » The new BlueDIRECT four-cylinder gasoline engines already comply with the EU6 standard, which will go into effect in 2015. The engines are also the first in the world to use the stratified lean-burn process in combination with turbocharging and external high-pressure exhaust gas recirculation. As a result, the E 250 is the only gasoline- powered car in its segment to achieve Efficiency Class A. The vehicle consumes 5.8 liters of fuel per 100 km and emits only 135 g of CO2/km. » Some of the diesel-powered E-Class cars are BlueTEC models equip- ped with SCR (Selective Catalytic Reduction) technology. As a result, they comply with the EU6 emissions standard before it comes into effect. » Mercedes-AMG’s all-new AMG Cylinder Management system sub- stantially increases the efficiency of the SLK 55 AMG. Under partial load conditions, the system switches four of the cylinders off, leading to a significant decrease in fuel consumption. » The BlueEFFICIENCY version of the A 180 CDI also achieves outstan- ding results: emissions of only 92 g of CO2/km and a fuel consump- tion of 3.6 liters per 100 km.18 | Contact:, Tel. +49 (0)711 17-92311 Contact:, Tel. +49 (0)711 17-92311 | 19
  12. 12. Local zero emission driving: Electric vehicles with fuel cells or Mercedes-Benz’ Intelligent Drive batteries » Electric vehicles are powered by an electric motor. The electricity is Program Opens Up a New Dimension either supplied by a rechargeable battery or directly by an onboard fuel cell. in Driving. The Merging of Comfort » Both fuel cell and battery electric vehicles are quiet, highly efficient, and produce no local emissions. and Safety. » With a total of nine models, we offer a range of locally emission-free vehicles that is unique in the automotive industry. These models include passenger cars, vans, light trucks, an ebike, and a bus. As a result, we can meet almost every road mobility requirement. The The program aims to provide all-round protection to vehicle models are the: occupants and other road users » smart fortwo electric drive – including the BRABUS variant In pursuing its goal of accident-free driving, Mercedes-Benz is con- » smart ebike tinually improving the performance of its driver assistance systems. » Mercedes-Benz B-Class F-CELL Numerous systems with new and expanded features are now serving » Mercedes-Benz A-Class E-CELL as active partners that can assist drivers in an increasing number » Mercedes-Benz SLS AMG coupé Electric Drive of situations. Through the intelligent combination of various sensors, » Mercedes-Benz Vito E-CELL panel van and crewbus these assistance systems can continually monitor the area around » Mercedes-Benz Citaro FuelCELL HYBRID the vehicle and, if necessary, support drivers in line with the given » Fuso Canter E-CELL traffic situation. » Freightliner Custom Chassis MT E-CELL All-Electric of the future » Other battery powered Mercedes-Benz Cars are ready for launch. The The new systems set the standard for safety in the auto- Mobility smart BRABUS ebike will be introduced in 2013, while the B-Class motive industry and represent a new milestone in relation to Electric Drive and the smart scooter will be launched a year later. Mercedes-Benz’ holistic approach to safety » Prototypes of the DENZA electric car from our joint venture with BYD What began ten years ago with PRE-SAFE® and continued with are already being successfully driven on China’s roads. The brand DISTRONIC PLUS is now leading to a new dimension in driving at will once again present itself to the general public at this year’s Auto Mercedes-Benz. Mercedes-Benz uses the term “Intelligent Drive” Shanghai. to refer to the possibilities that are opening up as a result of new » The F 125! research vehicle provides a visionary glimpse of the assistance systems. The basis of many new functions is a stereo automobile of the far future, which has been conceived as a fuel cell camera and an algorithm developed by Mercedes-Benz. The camera sedan with a range of 1,000 kilometers. detects moving objects such as pedestrians and other vehicles, and also records complex traffic situations. The networking of the sensors and systems not only lends the vehicle “eyes” but also gives it 360-degree vision. This technology was nominated for the German Future Prize in 2011, and also received the 2012 Karl Heinz Beckurts Award. Along with other innovative safety, assistance, and lighting systems from Mercedes-Benz, this technology will become standard equipment in the future S-Class. Several of these innovations are already being used in the new E-Class.20 | Contact:, Tel. +49 (0)711 17-92311 Contact:, Tel. +49 (0)711 17-92311 | 21
  13. 13. Intelligent Drive – all-round protection: Assistance systems now with markedly enhanced performance Assistance systems for noticeably enhanced comfort and safety capabilities Our range of driver-support features begins with systems for redu- cing stress and enhancing comfort and extends to visual, acoustic, and tactile alarms, as well as systems that improve drivers’ reac- tions. Some of these systems can even intervene independently to correct driver mistakes if necessary. » DISTRONIC PLUS with Steering Assist helps keep drivers in their lane and can automatically follow a vehicle in front in slow-moving traffic. » For the first time, BAS PLUS Brake Assist with Cross-Traffic Assist of the future is now able to detect crossing traffic and pedestrians. If necessary, Mobility the system can boost the braking force applied by the driver. » The PRE-SAFE® Brake can detect pedestrians and independently initiate a braking maneuver in order to prevent a collision at speeds of up to 50 km/h. Mercedes-Benz has augmented its assistance systems with new » For the first time, PRE-SAFE® PLUS can now recognize an im- functions which are now able to support the driver in a substantially minent rear-end collision and subsequently trigger PRE-SAFE® broader range of situations. Using cutting-edge sensor technology, occupant protection measures. they are able to monitor the area around the vehicle, providing the » PRE-SAFE® Impulse can reduce the risk and severity of injuries to driver with warnings and support and reducing his workload as an drivers and front-seat passengers in a frontal collision. intelligent on-board partner. “Intelligent Drive” is the intelligent » Active Lane Keeping Assist detects oncoming traffic and automo- combination of sensors and systems to establish a new dimension biles in the adjacent lane, and can prevent the vehicle from leaving of driving. A crucial aspect is the networking of all the systems in- its lane unintentionally. volved – referred to by safety experts as “sensor fusion”. » Adaptive Highbeam Assist PLUS makes it possible to keep high- Mercedes-Benz is continually enhancing the capabilities of its assis- beams on permanently without blinding the drivers of oncoming tance systems. The aim is to achieve allround protection not only for vehicles. the occupants of a Mercedes-Benz model, but for other road users » Night View Assist PLUS can warn drivers of the presence of as well. pedestrians or animals in unlit areas. The system can also flash a spotlight at the pedestrians it detects. » ATTENTION ASSIST can alert drivers to their own inattentiveness and drowsiness in an extended speed range of 60–200 km/h. For the first time, the system’s level of sensitivity can now be adjusted in line with the driver’s condition. » Traffic Sign Assist can detect and identify “Do Not Enter” signs and warn the driver accordingly. In such cases, the system emits three loud warning signals and shows a red “Do Not Enter” symbol in the display to notify drivers of the danger.22 | Contact:, Tel. +49 (0)711 17-92311 Contact:, Tel. +49 (0)711 17-92311 | 23
  14. 14. Connected Car. Production locations. Mercedes-Benz Cars. The networked world is leading to greater flexibility and freedom. In its role as an automotive pioneer, Daimler is harnessing the tremendous innovation potential of the interfaces between com- munication and mobility Automobiles are increasingly being transformed into intelligent digital companions that not only assist motorists and think ahead, but also link drivers with their social networks and immediate surroundings. This “digital drivestyle” is made possible through the linking of the Internet and mobile terminals with innovative telematics systems and Mercedes-Benz apps. Just as a smartphone can be far more than a communication device, a smart car can be much more than just a means of transportation. Indeed, Mercedes-Benz apps allow drivers to safely and conveniently access multimedia content such as music, news, weather reports, stock prices, and Facebook and Google services while on the move. The telematics systems from Mercedes-Benz make all the associated data available. Mercedes-Benz vehicles are connected to the digital Production locations world by the COMAND Online multimedia system, which includes an Internet browser and provides real-time traffic information, as well as audio, telephone, and navigation functions. Mercedes-Benz puts the iPhone on wheels With the Digital DriveStyle app and the Drive Kit Plus system, Merce- des-Benz has become the world’s first automaker to consistently inte- grate iPhones into its vehicles. This innovation celebrated its premiere in the new Mercedes-Benz A-Class and will be gradually introducing the digital lifestyle to all of our other vehicles. The system gives drivers access to all of the key iPhone content as well as to additional online services.24 | Contact:, Tel. +49 (0)711 17-92311 Contact:, Tel. +49 (0)711 17-92311
  15. 15. Tuscaloosa/USA Beijing/China Pune/India 6th of Ho Chi Minh City/Vietnam October/ Samutprakan/Thailand Egypt Pekan/Malaysia Wanaherang/Indonesia East London/South Africa Main production location Production plant Powertrain plant (powertrain production network) Affalterbach CKD/SKD plant (completely/semi knocked down: complete kits supplied from other plants are Germany assembled locally) Equity interest Beijing Benz Automotive Co., Ltd., Beijing: Joint Venture with BAIC Motor Plant founded 1976 Production Plant area in m2 78,231 AMG engine plant, External partner the AMG Performance Studio Magna Steyr, Graz: production Built-on plant area in m2 34,829 and assembly on behalf of Number of employees 2012 1,156 Managing director Daimler AG On site 2011 1,036 Ola Källenius AMG engine plant 2010 917 Website As of December 31, 2012 » Mercedes-AMG GmbH has been a wholly owned subsidiary of Daimler AG since 2005. AMG is the performance brand of Mercedes-Benz. Main Production » The Affalterbach plant houses the management and administrative and sales departments of Mercedes-AMG GmbH plus the engine facility and locations the development and design departments for AMG vehicles. » The powerful AMG engines are built according to the “one man, one en- gine” principle — i.e. each engine is produced by one assembly worker. » The brand’s focus on driving performance results in innovations that can be directly experienced in every high-performance AMG vehicle. Hamburg » Other facility units include the AMG Performance Studio for vehicle cus- Bremen tomization, the Sport Packages & Models unit, and the Driving Academy Berlin & Motorsports department. Kölleda (MDC Power GmbH, wholly owned subsidiary) Past & present 1967 Founded as the “engineering studio and design and testing center for the development of racing engines.” 1976 AMG moves from Burgstall to Affalterbach. Hambach/France Affalterbach (Mercedes-AMG GmbH, wholly owned subsidiary) 1990 AMG begins to officially cooperate with Mercedes-Benz. Rastatt Stuttgart-Untertürkheim Sindelfingen 2005 Mercedes-AMG GmbH becomes a wholly owned Daimler subsidiary. Mercedes-Benz had already acquired 51 % of AMG in 1999. 2008 AMG opens 175 new AMG Performance Centers in 15 countries. Graz/Austria 2010 For the first time in its history, AMG designs and develops a completely new Kecskemét/Hungary vehicle all on its own: the SLS AMG. 2012 The company is poised for further growth as it celebrates its 45th anniversary. AMG plans to expand its model range to around 30 vehicles by the time it celebrates its 50th anniversary.26 | Contact:, Tel. +49 (0)7144 302581 | 27
  16. 16. Main production location Main production location Berlin Bremen Germany GermanyPlant founded 1902 Production Plant founded 1938 ProductionPlant area in m2 501,502 Engines, components, Plant area in m2 1,514,794 Mercedes-Benz C-Class transmission parts and (Sedan, Estate, Coupé),Built-on plant area in m2 235,975 fuel systems Built-on plant area in m2 597,532 E-Class (Coupé and Cabriolet),Number of employees 2012 2,585/2,295 Number of employees 2012 12,678/10,6171 SLK, SL, GLKOn site/from MBC 2011 2,628/2,516 Plant director On site/from MBC 2011 12,843/10,9531 2010 2,707/2,599 Dr. Hansgeorg Niefer 2010 12,416/10,5851 Plant directorAnnual production 2012 151.592 Annual production 2012 316,621 Andreas KellermannEngines 2011 169,365 2011 313,026 2010 165,837 2010 257,861 Website As of December 31, 2012 Website As of December 31, 2012 Main Production 1 Excl. production of body panels» The Daimler location in Berlin has existed for more than 100 years. locations » As the area’s biggest private-sector employer, the plant is deeply roo-» The Mercedes-Benz plant in Berlin was established in 1902, making it ted in the region. More than 6 million Mercedes-Benz cars have been the Group’s oldest production facility in operation. The facility produced in Bremen since 1978. focuses on developing and producing cutting-edge components and » The Bremen plant flexibly manufactures the C-Class Sedan, the Estate, parts with the help of environmentally friendly manufacturing techno- the Coupé, and the GLK on one production line. logies. » The plant serves as the competence center for the new C-Class and» The Berlin plant manufactures BlueEFFICIENCY and BlueTEC variants manages the global ramp-up of this mass-produced model series. of the V6 diesel engine, which is one of the world’s cleanest and most innovative drive systems. Past & present 1938 The Carl F.W. Borgward Automobile and Engine Plant opens. 1971 Complete takeover by Daimler-Benz AG. Past & present 1978 The plant begins to produce Mercedes-Benz passenger cars. 1902 Takeover of Motorfahrzeug- und Motorenfabrik Berlin AG (MMB) by Daimler-Motoren-Gesellschaft (DMG). 1996 Production launch of the first generation of the SLK. 1936 Production of large engines for ships and airplanes, as well as of off-road trucks. 2007 The new C-Class is manufactured as a Sedan and a Estate. 2005 Production launch of the new generation of V6/V8 diesel engines. 2008 Production launch of the new GLK compact SUV. 2010 The one millionth new-generation V6 diesel engine rolls off the assembly line. 2009 The new E-Class Coupé is manufactured in Bremen. 2011 Opening of a 600 m2 healthcare center for the plant’s employees and their 2010 The new E-Class Cabriolet is launched on the market. families. 2011 World premiere of the C-Class Coupé and the new SLK. 2012 Production launch of the CAMTRONIC, a new generation of fully variable valve New generation of the C-Class Sedan and Estate is launched. adjustment systems that substantially reduce the amount of CO2 emitted by 2012 The new SL features an innovative aluminum body. the new generation of 4-cylinder engines. 2013 Launch of the new E-Class Coupé and Cabriolet. 28 | Contact:, Tel. +49 (0)711 17-49899 Contact:, Tel. +49 (0)711 17-40217 | 29
  17. 17. Main production location Main production location East London Hambach South Africa France Plant founded 1948 Production Plant founded 1997 Production Plant area in m2 603,600 Mercedes-Benz Plant area in m2 695,000 smart fortwo, C-Class Sedan smart fortwo electric drive Built-on plant area in m2 265,075 (right- and left-hand drive) Built-on plant area in m2 150,749 Number of employees 2012 2,525 Number of employees 2012 795 Plant director 2011 2,376 Plant director 2011 777 Dr. Joachim Betker 2010 2,324 Arno van der Merwe 2010 788 Annual production 2012 60,030 Annual production 2012 104,155 Vehicles 2011 54,312 2011 103,635 2010 52,101 2010 97,435 Website As of December 31, 2012 Website As of December 31, 2012 Main Production» C-Class for right-hand drive markets: The current C-Class is already » “smartville”: The smart fortwo is produced in Hambach, France, where locations the third generation to be produced in South Africa’s Eastern Cape dis- the plant’s cross-shaped assembly line is optimally suited to the trict. The plant has been exporting sedans to right-hand drive markets needs of logistics and assembly operations and provides an efficient since 2000. arrangement for production processes.» Since the production launch of the current C-Class in 2007, the facility » The plant’s green production process is in keeping with the product. has also been exporting left-hand drive vehicles to the U.S. The plant has an organic water treatment facility and a heat recovery system.» Starting in 2014, the East London plant also will produce the successor » Series production of the new smart fortwo electric drive com- generation of the C-Class. menced in June 2012. Like the models with combustion engines the electric smart is now produced completely in accordance with a Past & present standard manufacturing process. 1958 Car Distributors Assembly Ltd. begins producing vehicles under contract to » More than €200 million has been invested to expand the facility, thereby Mercedes-Benz. ensuring its future viability. 1984 Daimler-Benz AG acquires a 50.1 % share in United Cars and Diesel Distributors (UCDD). The company is registered as Mercedes-Benz of South Past & present Africa (Pty) Ltd (MBSA). 1997 Inauguration of the smart plant in Hambach. 2000 Expansion of the plant: first right-hand drive models of the Mercedes-Benz 1998 Production of the first smart fortwo. C-Class. 2003 The 500,000th smart fortwo rolls off the assembly line. 2003 The 100,000th C-Class rolls off the assembly line. 2007 Production launch of the second-generation smart fortwo. 2007 Production launch of the current C-Class. 2008 One millionth smart fortwo marks the tenth anniversary of the start of production. 2010 Investment decision for the production of the successor generation of the 2009 Production of the first series of smart fortwo electric drive vehicles begins. C-Class. 2011 The 500,000th second-generation smart fortwo is produced. 2012 More than 60,000 cars produced for the first time. 2012 Fully integrated series production of the new smart fortwo electric drive begins. 30 | Contact:, Tel. +49 (0)711 17-41264 Contact:, Tel. +49 (0)711 17-41264 | 31
  18. 18. Main production location Main production location Hamburg Kecskemét Germany HungaryPlant founded 1935 Production Plant founded 2008 ProductionPlant area in m2 331,000 Axles and axle components, Plant area in m2 1,420,000 Mercedes-Benz B-Class, CLA steering columns, componentsBuilt-on plant area in m2 138,000 for exhaust emission technology Built-on plant area in m2 250,315 Plant directorNumber of employees 2012 2,600/2,187 and lightweight structural parts Number of employees 2012 3,416 Frank KleinOn site/from MBC 2011 2,609/2,314 Annual production 2012 41,035 2010 2,569/2,277 Plant directorAnnual production 2012 Werner Schalow 438,817/551,727 Website As of December 31, 2012Rear axles/front axles 2011 574,616/494,302 2010 453,100/431,781Website As of December 31, 2012 » The Kecskemét and Rastatt plants together form a production net- Main Production work for the new generation of Mercedes-Benz compact cars. The» The Hamburg plant develops and produces the following products: network contributes substantially to the overall profitability of compact locations axles, axle components, steering columns, exhaust emission techno- car production and makes it possible to flexibly and optimally manage logy components, and lightweight structural parts. capacity utilization at both plants.» The facility also develops pioneering technologies to the series-pro- » The plant was opened in March 2012, less than four years after the duction stage. Examples include advanced welding techniques and a site was selected in the summer of 2008. Production is carried out system that combines hydroforming with plastic injection molding. with state-of-the-art, environmentally compatible technology.» All of the plant’s four product areas contributed to the successful » Since operations commenced, the facility has been manufacturing the launch of the new A-Class in 2012. B-Class, which also runs off the assembly line in Rastatt. » In January 2013, the plant started to produce the new, four-door CLA Past & present compact Coupé, which is the first model series to be manufactured 1935 Founding of Vidal & Sohn Tempowerk GmbH; production of a three-wheeled light truck. exclusively in Kecskemét. 1969 The company is absorbed by Hanomag-Henschel-Fahrzeugwerke GmbH, 51 % of which is owned by Daimler-Benz. 1978 The Hamburg plant is taken over by Daimler-Benz AG. 1993 Creation of a separate development department in order to create complex Past & present components adapted to production at the site. 2008 The plant site is selected. 2007 The award-winning Montage 21 assembly concept with 45 robots further 2009 Cornerstone laid and start of construction. increases production flexibility. 2010 Roof-topping ceremony and start of machinery installation. 2011 Completion of a new 10,000 m² hall for the production of lightweight 2011 Trial operations and production tests. components. 2012 Plant opened and launch of B-Class production in March. 2013 All four of the plant’s product areas make extensive preparations for the next- generation C-Class. 2013 Production launch of the CLA. 32 | Contact:, Tel. +49 (0)711 17-49899 Contact:, Tel. +49 (0)711 17-41264 | 33
  19. 19. Main production location Main production location Kölleda Peking Germany ChinaPlant founded 2002 Production Start of production 2006 ProductionPlant area in m2 178,652 Engines Plant area in m2 1,983,626 Mercedes-Benz C-Class, E-Class (long version for the ChineseBuilt-on plant area in m2 93,032 Plant manager Built-on plant area in m2 569,100 market), GLKNumber of employees 2012 778 Dr. Sven Breitschwerdt Number of employees 2012 9,048 2011 530 2011 7,204 Plant director 2010 399 2010 5,556 Frank DeißAnnual production 2012 638,067 Annual production 2012 96,499Engines 2011 474,010 2011 80,356 2010 351,421 2010 39,690Website As of December 31, 2012 Website As of December 31, 2012 Main Production» The engine factory in Kölleda, Thuringia, has been manufacturing three » In 2006, Beijing Benz Automotive Co., Ltd. (BBAC), a joint venture locations and four-cylinder engines since 2003. between Daimler and its Chinese partner BAIC, commenced local» The plant has been continuously expanded over the past few years. production of Mercedes-Benz passenger cars in Beijing.» To date, more than two million engines have rolled off the production » Production of the C-Class Sedan began in spring 2008. Since May line in Kölleda. 2010, BBAC has been manufacturing the current E-Class in a long» MDC Power GmbH celebrated its 10th anniversary in 2012. version that is especially adapted to the needs of the Chinese market.» In 2013 the plant began producing an AMG engine for the first time. In December 2011, the facility began producing a third model, the GLK. The new 2.0-liter four-cylinder turbo engine is handcrafted in ac- » In September 2012, the cornerstone was laid for the future produc- cordance with AMG’s traditional “one man, one engine” principle. tion of compact cars. » In 2013 a new engine plant will begin to produce the engines for the Mercedes-Benz cars and vans that are manufactured in China. In addi- tion, a new R&D center will focus on testing and adapting vehicles. It Past & present will also conduct R&D activities in cooperation with suppliers. 2003 Two years after the start of construction at MDC Power GmbH, the first series-produced engine rolls off the assembly line. 2006 MDC Power GmbH becomes a wholly owned subsidiary of DaimlerChrysler AG. 2007 Construction of an 18,000 m2 hall for final assembly of the new Past & present Mercedes-Benz four-cylinder diesel engine. 2006 The plant begins to produce Mercedes-Benz vehicles. 2010 A hall extension adds 14,000 m² to the production area. 2008 C-Class production begins. 2011 Production launch of the new gasoline engine for the new compact cars. 2010 Production launch of the long version of the E-Class for the Chinese market. 2012 The business magazine “Produktion” names MDC Power GmbH “Factory of 2011 Production launch of the GLK. the Year.” 2012 Cornerstone laid for the future production of compact cars. 34 | Contact:, Tel. +49 (0)711 17-49899 Contact:, Tel. +49 (0)711 17-41264 | 35