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MERCEDES-BENZ:        Growing a
                     global icon
                                    In 2007, Daimler set up a team of senior executives to develop new

10 MONTHS, 3 NEW                    brand as one of the most important assets to leverage, the Business
BUSINESSES                          Innovation team approached Wolff Olins to help develop appropriate

                                    putting one of the world’s most iconic brands at risk.

                     From ideas     Wolff Olins developed a brand-led innovation framework that ensures
                       to reality   that each venture protects the Mercedes-Benz brand, leverages
                                    what is tangibly special about it (e.g. German engineering), gives the
                                    brand new relevance in the world (for example attracting younger
                                    customers and building new sustainability credentials) and makes
                                    money (with a return on sales of 20% or more). Working with Daimler’s
                                    Business Innovation team and the leaders of the business in UK,
                                    US, China and Japan, we developed 10 new businesses to pilot.
                                    In January 2009 (10 months after the start of the project), Daimler
                                    launched Kinderclass - elegant solutions for family mobility - at
                                    Mercedes-Benz World in Surrey UK. June 2009 marked the launch

                                    kind in the world. Later in 2009, an exclusive travel service will be
                                    launched in China.

                     A platform
                     for growth     child safety accessories and continues to attract younger families
                                    to the Mercedes-Benz brand. The Mercedes-Benz Driving Academy
                                    was received enthusiastically, gaining over 500 customers within
                                    eight weeks. The Times credited the brand for ‘highlighting a huge
Wolff Olins                         and long ignored problem.’ The Academy aims to have 1,000
                                    franchises by 2015 and by August 2009 has already received 200
+44 20 7713 7733                    franchise applicants.
+1 212 505 7337
+9 7144 01 9581
www.wolffolins.com                  © 2009 Wolff Olins Limited. All rights reserved.

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Mercedes-Benz Case Study

  • 1. MERCEDES-BENZ: Growing a global icon In 2007, Daimler set up a team of senior executives to develop new 10 MONTHS, 3 NEW brand as one of the most important assets to leverage, the Business BUSINESSES Innovation team approached Wolff Olins to help develop appropriate putting one of the world’s most iconic brands at risk. From ideas Wolff Olins developed a brand-led innovation framework that ensures to reality that each venture protects the Mercedes-Benz brand, leverages what is tangibly special about it (e.g. German engineering), gives the brand new relevance in the world (for example attracting younger customers and building new sustainability credentials) and makes money (with a return on sales of 20% or more). Working with Daimler’s Business Innovation team and the leaders of the business in UK, US, China and Japan, we developed 10 new businesses to pilot. In January 2009 (10 months after the start of the project), Daimler launched Kinderclass - elegant solutions for family mobility - at Mercedes-Benz World in Surrey UK. June 2009 marked the launch kind in the world. Later in 2009, an exclusive travel service will be launched in China. A platform for growth child safety accessories and continues to attract younger families to the Mercedes-Benz brand. The Mercedes-Benz Driving Academy was received enthusiastically, gaining over 500 customers within eight weeks. The Times credited the brand for ‘highlighting a huge Wolff Olins and long ignored problem.’ The Academy aims to have 1,000 franchises by 2015 and by August 2009 has already received 200 +44 20 7713 7733 franchise applicants. +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.