1. The automotive sector saw modest growth in 2015 led by recovery in mature markets. The document profiles three major automakers - PSA, Daimler, and Volkswagen - and describes their leadership and culture. 2. Current leaders like Carlos Tavares of PSA and Dieter Zetsche of Daimler have diverse backgrounds and emphasize performance through team-based approaches. Martin Winterkorn previously led a hierarchical Volkswagen culture. 3. The Volkswagen emissions scandal of 2015 revealed a need to transform its culture. PSA also aims to change its culture under new leadership to focus on short-term performance through sportsmanship and committed teams. Leadership influences organizational culture and

1. AUTOMOTIVE SECTOR
« INFLUENCE OF A LEADER’S BACKGROUND
AND MANAGEMENT APPROACH
ON ORGANIZATIONAL CULTURE »

2. SUMMARY
1. INDUSTRY OVERVIEW & COMPANY PROFILES
2. CURRENT LEADERS & MANAGEMENT STYLE
3. INFLUENCE ON ORGANISATIONAL CULTURE & BEHAVIOR

3. 1.1. INDUSTRY OVERVIEW – 3. QUARTER 2015
- Demand growth of 0.9%
- Recovery of the mature markets
- 10.4 million passenger cars sold (+8,8%)
Low oil prices
Monetary policy
Weak €

4. 1.1. COMPANY PROFILES
2014 PSA DAIMLER VW
SHAREHOLDER
STRUCTURE
14% state owned
14% Dongfeng
14% PEUGEOT Family
74,1% Institutional investors 31,5% Porsche automobile
holding
12,4% State of lower
Saxony
15,4% Quatar holding
REVENUE IN BILLION € 54,36 129,87 202
NET INCOME 4,35 7,29 10,85
EMPLOYEES 202,108 279,972 592,586
VALUES  Tradition
 Passion
 Technology
 Innovation
 Sustainability
 Integrity
 Customer focus
 Top performance
 Respect
 Responsability
 Sustainability
ORGANIZATIONAL
CULTURE (ROBBINS)
 Outcome oriented
 Team oriented
 Outcome oriented
 Team oriented
 Outcome oriented
 Team oriented

5. Volkswagen
AG
Automobile
Motorcicle Ducati
Cars Volkswagen Audi Skoda SEAT Bentley Lamborghini Bugatti Porsche
Utility
Vehicles
Volkswagen
utility vehicles
Scania MANFinance
EXAMPLE OF VW
DIVISIONAL BUREAUCRACY
• DIFFERENT AUTONOMOUS ENTITIES
• HEADQUATERS DISTANT FROM DIVISIONS
• DECENTRALIZED OPERATIONAL DECISIONS

6. Personal information
Born: 1958 in Lisbon Graduation: Ecole Centrale Paris (Engineering)
Career: Renault from test driver in 1981 to senior executive in 2013. Since 2014 Chairman of Management Board of PSA.
Management Style
International, Ambitious, Team based, Performance driven
Quote
« We are trying to become a highly professional company that is extremely demanding on itself and everything it does! You
could call it a Latin mindset with German vigour. »
Personal information
Born: 1953 in Istanbul Graduation: University Karlsruhe (Engineering)
Career: Daimler-Benz AG from research development in 1976 to CEO of Chrysler Group (2000-2005). Since 2006 Chairman of
Daimler AG.
Management Style
Spontaneous, friendly, direct, reactiveness
Quote
« Management has to be where the action is. »
Personal information
Born: 1953 in Chemnitz Graduation: Munich University of Applied Sciences (Engineering)
Career: Volkswagen AG from apprentice as toolmaker to CEO of Porsche AG between 2010 to 2014. Since sept. 2015 CEO of
Volkswagen.
Management Style
Performance driven, International, Team based
Quote
“I describe myself as an approachable team player but I do not like it when things get talked to death.”

7. Change of company culture
Martin Winterkorn:
Former CEO of Volkwagen AG
01/2007 – 09/2015
Joined VW in 1993
CEO Audi brand Group Jan 2002
(Audi, Seat, Lamborghini)
Strong hierarchy
Strategy: Strategie 2018
Matthias Muller:
Current CEO of Volkwagen AG
09/2015 -
Started apprenticeship at Audi in 1977
2010 CEO of Porsche AG
Wants to implement a flatter structure
Strategy: Damage control, company culture transformation
3.2. CASE STUDY VW – DIESELGATE

8. • Volkswagen: Dieselgate / VW Scandal
• Modification of the whole Industry
17th of September 2015
2nd of October 2015
3.2. CASE STUDY VW - DIESELGATE

9. • Positive Operating Free Cash-
Flow in 2016
• 2 Billion € total Group Operating
Free Cash-Flow by 2016 to 2018
• 2% operatin margin by 2018,
target of 5% during next medium
term for 2019-2023
-> former test driver and racer
Tavares strives for short-term
performance
-> spirit of sportmanship, high
expectations & committed teams
are key performance drivers
3.1. CASE STUDY PSA – BACK IN THE RACE

10. 3.3. CASE STUDY DAIMLER – Y.E.S. INITIATIVE