Pr

oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

1.
Int
roduc
ti
on:
Me rc
ede s
‐Benzt r
acesitsor i
gi
nstoDa imler‐
Motoren‐Gesel
l
s c
ha ft
's1901Me r
cede sandKa r
l
Benz'
s1886Be nzPatent‐
Mot orwa
ge n,whichiswidelyregar
de da sthefirs
tg asol
ine‐powered
automobile.Thes l
oganf orthebrandi s"thebestornot hi
ng ".
Me r
cedes‐
Be nz isaGe r
ma n
gl
oba la
utomobi l
ema rquea ndadi
visionofDa i
mlerAG. T
hebr andisk nownforl uxuryvehi
cles
,
buses,coaches,andtrucks.Theheadqua rt
ersisi
nS tutt
gart
,Ba de n‐Württ
embe r
g .Thename
fi
rs
ta ppearedi n1926unde rDai
mle r‐
Benz.In2018,Me rcedes‐Benzwa st hebig gestse
ll
ing
premiumv ehicl
ebrandint heworl
d,ha vi
ngsold2.
31mi ll
i
onpa sseng erca
rs.

Me r
cedes‐
Benztrac
esitsori
ginstoKar
lBenz'
screati
onoft hefi
rs
tpetrol‐
poweredcar,the
BenzPatentMotorwagen,fi
nance
dbyBe r
thaBenz[7]andpa t
ent
edinJ anuar
y1886,[
8]a nd
Gottl
i
ebDa i
mlerandeng i
neerWil
hel
mMa ybach'
sconversi
onofastage
coa chbytheaddit
ion
ofape tr
olengi
nelaterthatyear
.TheMercedesautomobil
ewa sfi
rs
tma r
ketedin1901by
Daimler
‐Motor
en‐Gese
ll
schaf
t(Dai
mlerMot
orsCorporat
ion)
.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 1
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Hi
st
ory
:

Me r
cedes‐
Benztrac
esitsori
ginstoKar
lBenz'
screati
onoft hefi
rs
tpetrol‐
poweredcar,the
BenzPatentMotorwagen,fi
nance
dbyBe r
thaBenz[7]andpa t
ent
edinJ anuar
y1886,[
8]a nd
Gottl
i
ebDa i
mlerandeng i
neerWil
hel
mMa ybach'
sconversi
onofastage
coa chbytheaddit
ion
ofape tr
olengi
nelaterthatyear
.TheMercedesautomobil
ewa sfi
rs
tma r
ketedin1901by
Daimler
‐Motor
en‐Gese
ll
schaf
t(Dai
mlerMot
orsCorporat
ion)
.

EmilJell
i
nek,aE ur
opeana ut
omobileentrepre
ne urwhowor ke
dwi t
hDMG,c re
atedthe
t
radema r
kin1902,namingthe1901Me rcedes35hpa fte
rhisda ughte
rMe rcedesJel
l
inek
.
J
e l
l
inekwa sabus i
ness
ma na ndma r
ket
ings trat
e g
istwhopr omot ed"horse
less"Daiml
er
automobil
esamongthehi
ghestci
rcl
esofs
oc i
etyinhisa doptedhome ,whic
h,atthatti
me,was
ame et
ingpla
cefort
he"HauteVol
ée"ofFranceandE urope,especi
al
lyinwinte
r.

Ka
rlBe
nz

Hisc ust
ome rsinclude dtheRot hschi
ldfa milyandot herwe l
l
‐knownpe rs
ona l
it
ies.ButJell
inek'
s
planswe ntf urt
he r:a searlyas1901,hewa ssell
i
ngMe r
cedescarsi ntheNe wWor lda swe l
l,
i
ncludingUSbi lli
ona ire
sRoc ke
fell
er,As tor,Morga na ndT ayl
or.Atar a
cei nNi cein1899,
Jel
linek drov e unde rthe ps eudony m " MonsieurMe rcédès",a wa y ofc onc eal
ing the
compe ti
tor'srealna mea swa snorma landv eryregula
rlydonei nthoseda ys.Ther a
cer anksas
thehourofbi r
thoft heMe r
cedes‐
Be nzbra nd.I
n1901, thena me"Me rc
ede s
"wa sr e
gist
e redby
Daiml e
r‐Mot oren‐Ge sel
lschaf
t( DMG)wor l
dwide a sa pr otect
e dt radema rk
.[9]T he f i
rs
t
Me rcedes‐Benzbr a ndna mev ehi
c l
eswe reproduc edin1926,f ollowingt heme r
gerofKa rl
Benz '
sa ndGot tli
ebDa imler'
sc ompa ni
e sintotheDa i
ml er
‐Benzc ompa nyon28J uneoft he
samey ea r
.

I
nnov
ati
ons
:

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 2
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Nume roust e
chnologicalinnovati
onsha vebe enintroduc edonMe rcedes‐Be nza utomobiles
throughoutt hema nyy earsoft heirproducti
on,includingT heinternalcombus tione ngine
automobi lewa sde v
elopedi ndependentl
ybyBe nzandDa imler&Ma ybachi n1886. Daimler
i
nv entedt he hone ycomb r a
diat
oroft he t y
pe s t
il
lus ed on allwa ter‐coole dv ehic
les
today.Daimlerinventedthef l
oatcarburet
orwhi chwasus edunt i
lrepl
ace dbyf uelinject
ion.The
"dropc hassis
"–t hec arorigi
nall
yde s
ignate
dt he"Me rcedes"byDa imlerwa sa ls
ot hef i
rstcar
withamode rnconfi
gurati
on,ha vi
ngt hecarri
agelowe reda ndsetbetwe ent hefronta ndr ear
whe el
s, withafronteng i
nea ndpowe redrearwhe e
ls.Allearl
ierca
rswe re"hor sel
es scarri
ages",
whichha dhi ghc entresofg ra
vit
ya ndv ar
iouse ngine/dri
ve‐t
rainc onfi
gur at
ions .
Thef i
r s
t
passenge rroadcartoha vebr a
kesona llf
ourwhe el
s(1924) .

I
n1936,t heMe r
cedes‐
Benz260Dwa st hefi
rstdiesel
‐powe r
edpa sseng
e rcar.
Me r
cedes‐Benz
weret hefir
sttoofferdi
rectfuelinj
ectionont heMe rcede
s ‐
Benz300S LGullwing .
The" s
a f
ety
cage"or"s a
fetycell
"constr
ucti
onwi thf rontandr earcrumplez oneswa sfir
stde velopedby
Me rc
edes‐Benzin1951.T hisisc onsi
de redbyma nya st hemos timportanti nnovati
oni n
automobil
ec onstr
ucti
onfrom as afet
ys tandpoint.
In1959,Me r
cede s
‐Benzpa t
e ntedade v
ice
thatpreve
ntsdrivewhe e
lsfr
oms pinningbyi nterv
eninga tt
hee ngine,tr
ansmission,orbra k
e s
.
I
n1987, Me rce
de s
‐Benzappl
ieditspatentbyi nt
roducingatracti
onc ontr
ol s
ystemt hatwor ked
underbothbr a
kingandaccel
erat
ion.

anAnt i
‐LockBrakesystem( ABS )wasfirstoff
eredont heW116450S EL6.9.Theybe came
st
andardont heW126S ‐
Classstar
ti
ngpr oducti
onin1979a ndf ir
s ts
oldinmos tma r
ketsin
1980.
Airba g
swe r
efir
stint
roduc edi
nt heEuropeanma r
k et
,be gi
nningwi t
hmode l
year1981S ‐
Cla
ss.
Me rcedes‐
Benzwa sthefirs
ttointr
oducepre‐t
ensionerstose atbelt
sont he1981S ‐
Class
.
I
nt hee ventofac ras
h,apr e ‐t
ensi
onerwi l
lti
ghtenthebe l
tins t
antaneousl
y,remov i
nga ny
'
slac
k'int hebelt
,whichpr e
ve ntst
heoc cupantfr
om jerki
ngf orwa rdi
nac r
ash.I
nS ept
embe r
2003,Me rcedes
‐Benzintr
oduc edthewor ld'
sfi
rstsev
en‐speeda utomati
ct r
ansmissi
onc al
led
'
7G‐Tronic'
.

El
ectr
onicS t
abil
ityProgr
amme( ESP),br
akea s
sis
t,andma nyothertypesofsafetyequipme nt
wereallde v
eloped,tes
ted,andimplementedintopass
engercars–first–byMe rc
e des
‐Benz.
Mercedes‐Benzhasnotma dealargefus
saboutitsi
nnovati
ons
,a ndhase v
enlicensedthemf or
us
ebyc ompe ti
tors–inthenameofi mprovi
nga ut
omobi l
eandpa s
se nge
rs a
fety.Asar es
ul t
,
cr
umplez onesanda nti
‐l
ockbra
kes(ABS)arenows t
andardonal
l mostma rk
etsin1980.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 3
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Me
rce
desM156e
ngi
ne

The( W211)E 320CDIwhi chhasav ari

ablegeome t
ryturbocharge r(VGT )3.0‐litr
eV6c ommon
rai
l di
eselengine(producing224hpor167k W),setthreewor l
de ndurancer ec ords.Itcovered
100,000mi l
es( 160,
000k m)i narecordtime,withana veragespe edof224. 823k m/ h(139.70
mph) .Threei
de nti
calcarsdidtheendurancerun(ones etabovere cord)andt heot hertwoc a r
s
setwor ldrec
or dsfort i
met akent ocover100,000k i
lome tr
es( 62,137mi )a nd50, 000mi l
es
(80,000k m)r
e specti
vel
y .Aft
erallthr
eec ar
sha dcompl etedther un,the i
rc ombi neddistance
wa s300,000mi l
es(480,000km)( al
lre
cordswe r
eF I
Aa pproved).
[95][cl
arifi
cationne eded]

Me rc
ede s
‐Be
nzpi one er
edas ys
temc al
l
e dPre
‐Sa f
et odetectanimmi nentc
rash–a ndprepar
es
thec ar'
ssaf
e t
ys ys
temst or e
spondopt i
mall
y .Ita l
soc al
cul
a t
est heopti
ma lbra k
ingfor
ce
requi
redt oavoida na c
cide
ntine mergenc
ys i
tuati
ons ,andma kesitimmediatel
ya vai
la
blef
or
whe nthedri
v erdepressesthebrakepedal
.Occupa ntsareals
opr eparedbytig
hteningthese
at
belt
,closi
ngthes unroofandwindows,andmov ingthes e
a t
sintotheoptimalposi
ti
on.

At181hors
epowe rperl
itr
e,theM133eng i
neinst
all
edi
nMe r
cedes‐
BenzA45AMGist
hemost
powerf
ulser
iesproduct
ionfour
‐cy
li
nderturbocha
rgedmot
or(asofJune2013)a
ndha
soneof
thehi
ghes
tpowe rdensi
tyforapass
eng
e rvehic
le.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 4
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

2.
Typeofpr
oce
ssus
ed,
Aut
oma
tiona
nda
lsot
heT
ypeofI
ndus
try
:

T
ypeofpr
oce
ss:

MercedesBenzfol
lowsassemblyli
neofproce s
s.Mer
cedes
‐Benzvehiclearenotawareofwhat
i
stakestoa ss
embl eandpr oducethes
ehi g
h‐endcars.Theproce s
sofbui l
di
ngs uc
hc ar
sis
c
omple xanddetai
led.
Me r
cede s
‐Benzhasearnedareputa
tionforluxury
,safet
yandthelates
t
t
echnologi
calfeat
ures
.T hisme ansthatal otofwor kg oesintopr oduci
ngt hedif
fer
ent
Mercedes‐
Benzmode l
sthatblazet
hetrai
landme ett
hee x
pe c
tati
onsofc us
tomers
.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 5
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Assembl
ylineproduct
ionnotonl
yinv
olve
shighl
yski
l
ledl
aborbuti
sal
sohig
hlymecha
nize
d.Al
l
thevehi
cle
st hatcomeoutoftheproduct
ionli
nehavet
hesamespeci
fi
cat
ionsa
nda r
eofthe
hig
hestquali
ty.

Ra
wMa
ter
ial
sandDe
sig
n
Thefi
rstst
eptoassembl
ingana utomobi
l
ei stog e
tt henecess
aryraw mater
ial
s.Thera
w
mate
rial
stobeuse
dwi l
ldependont heneedsthattheMe r
cedes‐
Benzmode li
sinte
ndedto
meet.
Theatmos
phereofthei
nter
iorwil
lal
soinf
lue
ncethechoiceofmater
ial
stobeused.

Thedesig
nisanotherimport
antproces
sinthemaki
ngofaMe r
cedes
‐Benz.Itt
a k
esana v
erag
e
ofthreetofiv
ey earsfrom i
ncepti
ontoc ompl
eti
onofass
embly.Si
ncei trequi
resthatt
he
Mercedes‐
Benzdesi
gne r
santi
ci
pa t
eac art
hatbuyer
swi
llwanttodr
iveinthene xtf
iv
ey ea
rs,
thi
sisnosmallf
eat.

T
hema
nuf
act
uri
ngpr
oce
ss
Themanufa
c t
uri
ngprocessisoneofthelasts
tepsintheproduct
ionofane
wmode lMerc
edes‐
Benz
.Howev er
,theproce
s sinv
olve
sal otofwork,coordi
nati
ona ndc
omplexs
teps
.Thi
sist
he
mostmechani
zedpartofthema nuf
acturi
ngprocess
.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 6
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Compone
nts
T
hedi f
ferentc ompone ntsares uppl
i
edtot heassemblyplantbyt hevar
iouscont
racted
s
uppli
erstoMe rcede
s‐Be nz.
Duringthi
spr
ocess,
iti
sest
imatedthatov
er4000suppl
i
ersdeli
ver
t
hei
rc ompone ntstot hea utoma k
erandproduct
ionfaci
li
ty.Thecomponentsar
ebr ought
t
ogether
,withthosetha twil
lfor
mt hecha
ssi
sinoneplac
ea ndthoset
obeusedonthebodyi n
a
notherplace
.

Cha
ssi
s
AllMe r
cedes‐
Benzvehi
clemodel
sa r
ea s
sembledfr
om thegroundup.Thechas
sisf
ormsthe
fr
a meonwhi chthebodyandal
ltheotherpar
tsofthecarwil
lres
t.Oncet
heframehasbeen
constr
ucted,i
tispl
acedontheasse
mblylineaf
terwhic
hi ti
sfi
rmlycl
ampedtotheconv
eyor
syste
m.

T
heconvey
orsy
stem movesthechas
sisthr
oughthediff
erentst
agesofcomponentass
e mbl
y.
T
hesest
ageswi
l
lseetheinst
all
ati
onofrearandfronts
uspensi
ons,r
earaxl
es,gasta
nks,dri
ve
s
haf
ts,
compone
ntsofthest
eeri
ngwhee l
,gearbox
e s
,br
akingsy
stemsandwhe e
ldrums.

Aft
ertheli
ghterc
omponent
shav
ebe enfix
ed,
theautomobi
lewil
lmovetot
henex tst
age .
He r
e,
workerswilluserobot
icar
mst oinst
a l
lheav
yc omponent
ss uc
ha stheeng inea ndthe
tr
ansmissi
onsyst
em.Oncetheengi
nea ndtr
ansmi
ssionar
einplace,t
heradi
atorisinstal
l
ed
andbolte
dintopla
ce.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 7
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Body
Thefl
oorpa n,thel
arges
tbodyc ompone ntonwhi c
hnume r
ousc omponentswil
lbebol
tedor
weldedispl
a c
edne x
tont heass
e mblyl
ine.Thefloorpa
nishe l
dinpl a
cebyclampi
ngfi
xtur
es
andismov edalongtheassembl
yl i
ne,a
llowingtheouterbodyoft heaut
omobilet
obebuilt
.
Bot
ht heri
ghtandlef
tpane l
sar
eplacedont hefl
oorpananda r
efirmlywel
dedtoget
her.

Atthisstage,
roboti
ca rmsareusedtoassembleothe
rcompone ntss
uchasdoorpi l
l
a r
s,t
hes i
de
panels,andtheroof.Theroboti
ca r
msc anfi
ttheheavypart
swi t
hpreci
si
ona ndc anwiths
tand
theg ass
e s
,smok ea ndwe l
df l
ashesresul
ti
ngf r
om theintensi
veproces
s.T hes hel
listhen
mov edfurtherdownt hel
inewhe r
ef ul
l
ya s
sembleddoors
,bumpe rs
,deckl
idsa ndhoodpa nel
s
areinsta
lle
d.

Pa
int
Bef
oret hes
he llcanbepaint
ed,ithastobet ake nthroughar i
gorousinspec
ti
onpr oc
ess
.The
i
nspect
ionproc essall
owsthewor ker
st ocor
re ctanyde fect
sinthebodyoft hea utomobi
le
.
Oncethedefec tshavebeenrepai
red,theshelliscl
e a
ne d,ta
kenthroug hadryingboothaft
er
whichthefi
rstc oatofpai
nti
sa ppl
iedus i
ngrobot s
.Ther obotsar
epr ogramme dt oappl
ythe
sa
mea mountofpa i
ntoveraspecif
icperi
od.T hepa i
nte dbodyisthent ak
ent hroughbaki
ng
ovenss
ot ha
tt hepa i
ntca
nbet rea
ted.

I
nte
riora
sse
mbl
y
Oncet hebodyha sbe e
npa i
nted,t heinter
iora ssemblybegins.Carpet
ing,r adi
os,speakers
,
seat
s,int
eri
orli
ghts,wiri
ngs y
ste ms,brakea ndg a
spe dals
,hea dl
iner
s,vinyltops,thestee
ring
col
umna ndwhe el
sa swe l
lasot herinte
riorfe a
turesareassembled.Ther oboti
ca rmsthenlif
t
thewindshi
el
da nds e
atsfromt he i
rcontaine
r sandfitt
he mintothebody .Thebodyt he
ng oes
thr
oughawa te
rt e
sttoa sc
e r
tai
npr operfitbeforeiti
sreadytoma tewit
ht hecha s
sis.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 8
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Aut
oma
tion:

Me rcedes ‐BenzCa r
s'automobi l
epr oduc ti
oni ssust
ainableande ner
g ye f
fi
c i
ent.Charac
teris
ti
c
fort hea utomobilepr oductionoft hef uturea ndt husa l
sofort hes ec ondpl anta tthe
Ke c
skemé tsitearemodul arbuildi
ngs tructureswithade si
gnthatisbot he nergye f
fi
cientand
green,soe nvironmentall
yfriendly
.F urthermore,thea voi
danceofwa stea ndt her e
duc ti
onof
wa tercons umpt i
ona reag uidel
inetha tisa ppl
ie
dt hroughouttheentireope rati
onoft hes i
te.
Final
ly,thes econdpl a
nta ttheKe cs
ke mé tsiteusesre
ne wableenerg
iesa ndwi llt
he r
eforehave
aCO2‐ ne utralenergysupply.

S
omeAut
oma
tionS
yst
emswhi
cha
reus
edi
nma
nuf
act
uri
ng:
Offer
ingav astrangeofa utoma t
iona ndpr oces
singtechnologies
,incl
udingcontrol
lers,dri
ve
products,powerdi s
tri
buti
ona ndc ontrolproducts
,e lec
tri
ca ldi
schargema chi
ne s
,e lect
ron
beam ma chi
nes,las
erpr oc
essingma chines,computeri
sednume ri
calcont
roll
ersandi ndust
ria
l
robots,Mits
ubis
hi E
lectr
ichelpsbringhigherproducti
vi
ty—a ndqua li
ty—tothefactoryfloor
.In
addit
ion,oure x
tensi
ves er
vicenetwor ksaroundtheg lobepr ovi
dedirectcommuni cati
ona nd
compr ehens
ivesupporttocustome rs
.

De
vel
opme
nt
Thec a
rswillbee v
alua
tedont heirperfor
mance,dur
abil
it
y,andabi
li
tyinMer
cedes‐
Benz'
s
provi
nggroundsandonr a
cingc
ircuit
s.TheHeadofMe rc
edes‐
AMG,Tobia
sMoersal
sostat
es
thatwhen"theti
meisri
ght",Merc
e des‐
AMGPe t
ronasF1teamdri
verL
ewisHa
mil
ton,
whoha s

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 9
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

wor
kedont
hede
vel
opme
ntoft
hec
ar,
wil
lte
stt
hepr
otot
ype
s.

T
rans
mis
sion
Thetr
ansmi
ssi
onwillbeasingle‐
cl
utchautomat
edma nualv
ari
ant
,anddeli
versthebulkoft
he
engi
nepowertotherearwhe e
ls.Theuseofasi
ngl
e‐c
lutc
hov e
radual
‐cl
utc
ht ra
nsmissi
onwas
duetoAMG'se ngi
neerswa nti
ngt okeepthecarli
ghtandduet oconcer
nsov erthedual‐
cl
utc
h'sa
bil
i
tytohandlethehigh‐
revvi
ngV6ICE.

Pr
ogr
amma
bleCont
rol
l
ers
—ME
LSE
C:
TheQS er
iesPLCsareequippedwithamult
ipl
eCPUfunct
iontha tal
lowsmult
ipl
eCPUst
obe
mounte
ds i
multaneous
ly.Thisca
pabil
i
tya
ll
owsfors
ystemc onf
igura
tionst
hatmatcht
hesc
ale
andobj
ecti
vesoftheproducti
onsit
e.

Dr
ivePr
oduc
ts‐ACS
erv
os— ME
LSE
RVOME
LSE
RVO:
sy
stemscombineas e
rvomotoranda mp,a ndareide
a lf
orcontrol
li
ngthemovi
ngpar
tsof
var
iousmachi
nesandequi
pment(spe
e d,t
orque,al
ig
nme nt
,loc
usetc.)
.Theyc
ont
ri
but
etothe
devel
opmentofcompet
it
ivede
vic
es,asadriv
ingsour
cefori
ndustr
ialmachi
nes
.

Huma
n‐Ma
chi
neI
nte
rfa
ces(
HMI
s)
GOTHuma n‐
MachineInt
erface
s( HMI s
)— GOTT heGOTSeri
esHMIsha
vebee ndes
ignedto
del
i
verma xi
mum us a
bil
i
ty.Theyc ont
ri
butetoourcus
tomer
s'nee
dstoimproveeffi
ci
ency,
i
ncrea
seproduc
ti
v i
tyandc r
eatea dded‐v
alue
,byal
lowi
ngthe
mt omoni
tori
nforma
tionfrom
PL
Cs,CNCsandotherFAproducts
.

I
ndus
tri
alRobot
s
MELFASmal
ler
,li
ght
era ndfas
terrobotst
hata r
ecapabl
eofma nagi
nghea
vierloa
ds,bothin
t
ermsofwe i
ghtandfunct
ional
it
y.Advanceddevel
opmentsatMits
ubis
hiEl
ectr
icinc
ludethe
a
ddit
ionofadedi
cat
edmot orandcontr
oll
erfi
tt
edwithaT64‐
bitRI
CSchi
pset
.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 10
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

T
ypeofi
ndus
try
:

Me rcedesBe nzisa naut omot i

v etypeofi ndus t
ry.
Inthe1930st heGe r
ma nautomot i
vei ndust
ry
oncea gai
ng otbac koni tsfe et–a nde xude drenewe dself
‐confidenceinPa r
is.Thene wspaper
Breme rNachrichtenpubl ishe da na rt
icl
eont he1934Pa ri
sMot orS howwhi chr anwi ththe
headline:“ S
upe ri
or i
tyofGe rma npa s
s e
ng ercars”,andt heRhe ini
s c
h‐ Westfäl
is
cheZ ei
tung
focuse dit
sre porti
ngon“ thei nfl
ue nceofGe rmande si
gnsonF renchst ruckma nufact
ur e.
”The
automot iveindustryc ompr isesawi der angeofc ompa ni
esa ndor gani
z at
ionsinvolvedi nthe
design,de ve
lopme nt,ma nuf acturi
ng ,ma rketi
ng,ands ell
i
ngofmot orve hic
les.I
tisoneoft he
wor l
d'slargeste c
onomi cs e ctorsbyr evenue .
Thea utomoti
vei ndus t
ryc ompr i
sesawi der ange
ofcompa ni
esa ndor ganizationsi nvolvedint hedesign,devel
opme nt,ma nufactur
ing,ma rket
ing,
ands e l
li
ngofmot orve hicl
e s.Itisoneoft heworld'slar
geste conomics e ct
orsbyr evenue .
The
automot iveindustryist het echnol ogicaltrendset
tera mongma nufacturingindustri
es.Itkeeps
evolvingonaf astpa c
ea ndi sadr iveroft hene we raofdigit
a l
izat
ion.Di gi
tali
zati
onhe l
psthe
automot ivei
ndus trytot urnt he i
ride asintosuccessf
ul v
ehicl
esfa st
era ndmor eeffi
ci
ently.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 11
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

3.
Pla
ntl
oca
tion‐
Des
ignpr
oce
ss,
Type
sofBui
l
ding
:

Pl
antl
oca
tion:

Dai
mlerAGhol ds15pe rcents haresofKamaz.The50‐50jointventuresMercedes‐
BenzT r
ucks
Vost
oka ndFusoKa mazT ruck sRuswe remerge
din2015a ndnowope ra
teunde rt
hena meof
DAIMLERKAMAZRUS( DKRUS )
.Ina ddi
ti
on,in2012Da imlerandKa ma zsig
nedal i
cense
agr
eeme ntforAxorc a
bs ,a swe l
la scont
rac
tsforthes upplyofMe r
cedes‐
Benze ngi
nesa nd
axl
estoKa maz.Aspa r
toft het echnol
ogypart
ners
hipbe twe e
nDa i
mlerandKa maz,thetwo
compani
e sarejointl
ybui ldingal oc
alcabproducti
onf acil
it
ya ndf ormi
ngapr ocure
me nt
part
ners
hipwithi
nt hejoi
ntv e nt
ureDKRUS .

Dai
mlerAGhol ds15pe r
cents haresofKa maz.The50‐50jointventuresMe rcedes‐
BenzT rucks
Vost
oka ndFusoKa ma zTruck sRuswe reme rge
di n2015a ndnowope rateunde rt
hena meof
DAIMLERKAMAZRUS( DKRUS )
.Ina ddi
ti
on,in2012Da imlerandKa ma zsig
nedal i
ce nse
agr
eeme ntforAx orc abs,a swe l
la sc ont
rac
tsforthes upplyofMe r
c e
de s‐
Benze ngi
nesa nd
axl
estoKa maz.Aspa rtoft het echnologypart
ne r
shi
pbe twe e
nDa i
mlera ndKa maz,thet wo
compani
e sarej ointlybuildingal ocalcabproducti
onf acil
it
ya ndf ormingapr ocure
me nt
part
ners
hipwi thi
nt hej ointv entureDKRUS .
Axlesanda xl
ec ompone nts,compone ntsfore ‐
mobil
it
y,steer
ingc olumns, exhaustc omponents,l
i
ghtweightstr
ucturalpart
s.

•T heMerce
des
‐Benzpla
ntinHamburgi
sanimport
antpar
tofthepowertr
ainproduct
ion
ne
twork,a
ndahi g
h‐te
chl oc
ati
on f
ore‐
mobi
l
itydr
ivec
ompone
nts
.Itwil
lsupplye
lectr
if
ied

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 12
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

a
xle
sfort
heE
QC1t
otheMe
rce
des
‐Be
nzpl
anti
nBr
eme
n,f
ore
xampl
e.

•Therear
ea l
sothetr
adi
ti
onalproduc
ta r
easra
ngingf
rom ax
lesandax
lecomponentsto
st
eeri
ng c
olumns a
nd li
ght
weight st
ruc
tura
lpar
ts,ri
ghtuptocomponent
sfor e
x haus
t
t
echnol
ogy
.

•Atl
eas
tonepr
oduc
tfr
omt
heHa
mbur
gpl
antc
anbef
oundi
nev
eryMe
rce
des
‐Be
nzc
ar.

•Aspect
sofe nvi
ronme
nta
lma nage
me nthav
ebeenf
ir
mlyes
tabl
i
she
datt
heMe
rce
des
‐Be
nz
pl
anti
nHa mburgf
ormanyyea
rs,a
nda r
egiv
engre
ati
mport
anc
e.

•F oundedin1935a sVidal&S ohnT e mpowe rkGmbH,t heHa mbur gpl

antbecameaDa i
mle r
‐
Benz AG l oc a
tion i n1978.heMe rcedes‐BenzplantinRa stattisthe le
adpl antint he
worldwideproduc t
ionne tworkf orc ompa ctv ehi
cl
es.T hisalsoincl
udest
heHung ari
anplant
i
nKe c
skemét,theChi ne s
epr oduc t
ionl ocationBBACi nBe i
j
inga ndthecontrac
torVa l
me t
Automot i
vein Uus ika
upunk i
,F inl
and.I n 2018,thesewe rej oi
ned bythej oi
ntv enture
product
ionplantCOMPASi nMe xicoa ndtheHa mbac
hpla ntinFrance.

•In2018,
thel
ocati
onproduc
edtheA‐andB‐
Cla
sspl
ustheGLA.•Thef
ir
stMerc
edes‐
BenzA‐
Cl
assl
eftt
heproduct
ionli
nethe
rein1997,s
tar
ti
ngthesucc
essst
oryofcompactc
arsfr
om
Merce
des‐
Benz
.

•In2018,produc
ti
onofthenewA‐andB‐
Cla
ssc
omme
nce
dinRa
sta
tt.•T
hepl
anti
sthe
l
arg
esti
ndus
tria
lempl
oye
rinther
egi
on.

•Int
hefutur
etheloc
ati
oni
sal
sot
opr
oduc
ecompa
cte
lec
tri
cve
hic
lesunde
rtheE
Qpr
oduc
t
andt
echnol
ogybr
and.

•TheMerc
edes‐
Benz Cus
tomer Ce
ntr
e Ra
sta
tt di
rec
tl
yadj
oi
ns t
hepl
ant
.Ar
ound200
v
ehi
cl
esa
recol
l
ectedt
hereeac
hday.

•Customer
sa r
ea bletot estthe off‐
roadc apabi
l
iti
esa nd ass
ist
ancesys
temsofthei
r
Merc
edes‐
Benzcaront he “
A‐Rock”dr i
vi
ng cir
cuitwi
tha neventarea di
rec
tl
ynexttothe
pl
ant
.Thesi
teal
soha ss
paceforopen‐
airevent
swithupto7,000vis
it
ors.

•TheMe r
cedes
‐Benzpl
anti
nS i
ndel
fi
ngenhasahis
torygoingbackov
eronehundr
edy
ear
s,
andha
sthelong
esttr
adi
ti
onsofanyDai
mlerAGpl
ant
.Itist
hec ent
reof

ex
cel
lenc
ef ort
heproduc
ti
onofve
hicl
es,
infut
ureal
soel
ect
ri
cve
hic
les
,int
hee
xec
uti
vea
nd
l
uxur
yc l
asswit
hint
hewor l
dwi
deproduc
tionnet
work.

•Si
ndel
fi
nge
niswheretheMe r
cede
s‐Be
nzf l
ags
hipmodel
,theS ‐
Cla
ss,isproduc
ed.The
s
ucc
ess
fulE‐
Cla
ssS
aloon,E
sta
teandtheoff
‐r
oadvari
antAl
lTe
rra
inaswella
stheMe rc
edes
‐

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 13
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

AMGGTf
ami
l
yar
eal
sopr
oduc
edhe
re.

•T he ce
ntralfunct
ionsofpr oducti
on pl
anning , TECFACTORY,logis
ti
cs a nd qua l
it
y
managementf orthe product
ion organi
sat
ionofMe r
cedes‐
BenzCa r
sa real
sosit
e di
nthe
di
rectv
ici
nit
y,aswe l
last he headquart
ersoft he MBC procurementor ga
nisa
tion.Thi
s
pr
oximi
tytot hec e
ntralf
unct
ionsma kestheS indel
fi
ngenlocati
onunique.

•S indelf
ing enisals
ot hehomeofg r
oup r esear
cha nd de velopme nt,andtheDa i
mlerAG
designde partment.“Factory56” ,oneoft hewor l
d’smostcut t
ing‐edgea ut
omobi leproduct
ion
faci
liti
es,isunde rc ons t
ructi
on i nS i
nde lfi
ngen:Unde rthemot to“ di
git
al,flexibl
e,gree
n”,
thef aci
li
tyi ssyst
ema ti
call
ya ndc ompre hensive
lyde di
cat
edt oi nnov at
ivet echnologi
esa nd
proc es
sesi nv e
hicl
epr oduction.“Factory56”istheblueprintfora llf
uturevehicleproduct
ion
ope rat
ionsa tMe rcedes‐BenzCa rswor ldwide.Thisma ke sSinde l
fi
ngenoneoft hewor ld’
s
l
e adingc entresofexcell
encef orsa f
ety,innovati
ona nddesigni na ut
omobi l
ee ngineeri
ng.The
l
oc ati
onha satotalworkforc
eofa round25, 000.

•Inthefutur
etheloca
tionwil
lal
soproducebatt
eri
esfore
lec
tri
cvehi
cl
es.Thi
swil
lmake
Si
nde
lfi
ngenpartoftheg l
obalbat
ter
ypr oduc
ti
onne t
workofMe r
cedes
‐Be
nzCar
s,whi
ch
hasl
ocati
onsonthr
e econti
nent
s.

•Dire
ctadj
oi
ningthepl
antistheMer
cedes
‐BenzCus
tome
rCe
ntr
eSi
nde
lfi
nge
n, whe
re
a
round250vehic
lesa
rehandedove
reachday.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 14
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

De
sig
npr
oce
ss:

Dr
awi
ng/
rende
ring
:
Thedesi
gnpr
ocessal
waysbegi
nswit
ha ni
dea,whi
chgiv
esris
etoadr awi
ng.Onas k
etc
hpa d
oracomput
ersc
reen,i
deaswhi
chprev
ious
lyonl
yexi
st
edinthedes
igner
’sheadbec
omev i
si
bl
e.
Thebes
tandmostpromis
ings
ketc
hesarec
hosenfr
omtheini
ti
aldi
vers
eoffe
ring
.

Pa
cka
ge:
Theessenti
albas
isfore
verydesi
gni
stheso‐ca
ll
ed“pac
kag
e”‐thesumtot
alofal
lgeomet
ri
cal
spec
ifi
cati
ons.Onthebasi
softhi
spackag
e,theske
tche
sarede
v e
lope
dsuchtha
tpropor
ti
ons,
dimensi
onsandli
nesproduceacohe
rentwhole.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 15
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Vi
rt
ual
mode
l:
I
nor dertoa ss
esst hea ct
ualt hree‐
dime nsionaleffect
,s el
ect
edde sig
nsa reproducedas
authenticdeta
il
ed1: 4c l
aymode lsa nda sv i
rtua
lda tamode ls.Thesevirt
ualmode l
sa r
e
vi
sualise
dusingthePowe rWa ll–ahug emul ti
me di
apr oj
ecti
onscreenonwhi cht
hede si
gner
s
canv i
ewa ndanalys
et hei
rde s
ignsfromv a
r i
ouspe r
spec t
ive
s.Thec a
rcanbee nvi
si
onedinthe
cor
r e
c tsi
zeandfeaturessucha sgeome try,colourandt ext
urecanbea lt
ere
da tacli
ck.Whil
e
bothc l
aymode l
sandda tamode lshavet heirownr espect
iveadvantage
s,tothi
sdaythevir
tual
worldisnosubsti
tut
ef orrea
lmode l
sproduc edt oscal
e.

c
laymode
ls:

Notevery
thi
ngcanbesi
mulat
edt operf
ect
iononac omputer
.AtMe r
cedesBenz
,cl
aymode l
s
ofeveryvar
iantofane wautomobil
ea r
et husproduce
da longs
idev i
rt
ualmodelsi
nt he
subs
equentcours
eofthedevelopmentpr
oce s
s.Onlythenarethede si
gner
sa bl
etojudge
whethe
rthei
rdesi
gnsa
lsopr
oduc et
hedesi
redeffe
cti
nthreedi
me nsi
ons.

mode
l:

Al
lthedet
ail
softhenewmodelar
ehand‐
cra
ftedtoproduceade ce
pti
velyr
eal
‐l
ooki
ngmodel
.
Al
lthechar
acte
ris
ti
cfeat
ure
softhenewcarbe comea ppar
ent.Opti
calmeas
uri
ngtool
sand
mi
ll
ingmachi
nesareappl
i
edtopr
oduc
ethefi
rstful
l‐
sca
leprotot
ype.

Mode
lse
lec
ti
on:
T
hemos
tpr
omi
si
ngopt
ionsa
rec
hos
enf
romnume
rousv
ari
ant
sandmode
ll
edonas
cal
eof1:
1

I
nte
riors
ket
che
s:

Thefir
stst
epintheint
eri
ordesi
gnpr
oces
sa l
soinvol
vespr
oduc
ingdra
wingsandre
nde
rings.
Thevari
ousequi
pmentpackag
esorli
nesarecre
a t
edhere–theint
eri
orinwhic
hthef
ut ur
e
dri
veri
stofee
lathome.

I
nte
riorc
laymode
l:

Thede ve
lopmentofthedesig
ni sbestrev
eal
e dtot
hede si
gneronthe1:1c
laymodel
,whic
hi s
creat
edf r
om theinsi
deout ,a sitwere.Allthedetai
l
sa remode l
le
duntila
na es
the
tic
a l
l
y
accompli
shedsens
eofs pa
ceisa chi
eved.Sev
e r
alal
ter
nati
veinte
rior
saremodel
leda
sarule,i
n
ordertodeci
dewhichconceptistobepursued.

Col
our&t
ri
m/c
ont
rol
andus
eri
nte
rfa
cec
onc
ept
s:

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 16
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Materi
al
sa ndcol
our
sa rechose
nf orthei
nter
ior
.Thetri
mline
sf ort
hef ut
ureautomobil
ea r
e
def
inedfrom hundr
edsoff abricandlea
thersamplesandcolours
.Al lcont
rolanddispl
ay
el
eme nt
sa ndt
e l
emat
icsint
erf
acesaredesi
gnedandcoordi
nat
edt oproduceaful
lyint
egrat
ed
i
nteri
orwithaseaml
essappearance.

E
qui
pme
ntmode
ls:

Allmat
e r
ial
sa ndcolour
sa repre
sentedona ni
ntr
ica
te1:1int
eri
ormode lins
tanda
rd
pr
oduc
ti
ong eome t
ry,enabl
i
nga nall
‐embr
aci
ngas
sess
me ntoft
heinte
riorwit
hre
gardto
ge
ometryandsurf
aces.

F
ina
lmode
l:

Thee xter
iorandi nter
iorandtheirrespect
ivefeat
uresarec
ombinedbyha
ndt oproducea
decepti
vel
yr eal‐
looki
ngfinalmode l
.Allthec ha
ract
eri
st
icfe
atur
esofthenewc a
rbe come
apparent
.T hee xter
iorform ofthef utur
eMe r
cedesBenzmodelbec
omestangi
bl
ef oral
l
ass
oc i
ate
ddi s
cipl
ines.

Seri
esproducti
ondata:I
nt helas
tsta
geoft hepr oc
e s
s,thefi
naldesi
gnmodelwhichhasbe en
approvedbythemanag e
me ntboardi
sde s
cribedin3Dda ta,t
heso‐c
all
ed“cl
assAda t
a”.All
the
tool
sr e
quire
dtoma nufact
urethevehi
clecans ubsequentl
ybeproducedbyrefe
rencetothese
data.Greati
mporta
nceisa tt
achedheretopr e
c i
sel
yde si
gnedjoi
nts
,harmoni
ouss ur
fac
e sand
i
de a
l mir
rorl
ines
.

Da
tac
ont
rol
mode
l:

Inordertoe va
luatethec l
assAda t
ai nareal‐
li
fes c
enari
oa ndtode f
inethef ormi nmor e
prec
iseter
ms ,theyarepr eci
si
on‐cutonada tac ontr
olmode l.Theda t
aa res ubsequentl
y
rev
isedtotakeintoaccountanymodi f
ic
ati
onswhic hprovetobene ces
saryona e st
heticand
tec
hnica
lgrounds.Intermsofs urf
acequa l
i
ty,ther es
ult
antmode less
ential
l
yc onsti
tutesthe
fi
rs
tproduct
ionvehicl
ea ndser
ve sasthebasi
sforseri
esproducti
on.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 17
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

T
ype
sofbui
l
ding
s:

E
leg
anta
ppe
ara
ncewi
thauni
ques
truc
tur
e.
Atonc etheworld’
smos tc ut
ti
ng‐edgemus eum andar eposit
oryofthemos tde e
p‐r
ooted
tradi
ti
ons,theMe rc
e des
‐BenzMus eum combinesa ne l
egantappea
r a
ncewi thauni que
str
uctur
eba se
donadoubl eheli
x.Alla s
pect
softhisarc
hitec
turear
einf l
ow,withnoc l
osed
roomsors t
rai
ghtwal
ls.Cei
li
ngsspan33me tre
swithoutanysupport
swha t
soe
ve randeachof
the1800tri
angul
arwindowpa nesi
suni que.

Thr
eea r
chi
tec
tur
efi
rmsha
vebe
eni
nst
rume
nta
linde
fini
ngt
hec
har
act
eroft
he
museum:
BenvanBe r
kelandCa r
oli
neBos ’
sUNS tudi
ocre
ate
dt hebui
ldi
ng ’
sexci
tingdes
ign.HGMe rz
ev
olv
edt heconceptinclos
ec ooperat
ionwitht
hethenDa i
mlerChry
sle
rAG,f r
om theini
tia
l
i
nvi
tat
ionfortender
stode t
ail
edplanni
ngofthemuseum’spr
e s
entati
on.Thefor
me rcompany

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 18
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Daiml
e r
Chrys
lerImmobi
li
en GmbH as
sume
d ov
era
llr
espons
ibi
l
ityf
or t
he mus
eum’
s
const
ruct
ionastheg
ener
alc
ont
rac
tor
.

UNStudio’
sini
ti
a lout
li
nesketchdepict
edana ppa
rentlysi
mplege ome t
ricf
igureconsi
sti
ngof
thr
eeloopsturningendl
essl
yba c
kintothe
ms e
lves
.T heroute
sthrought hebuildi
ngint
ert
wine
onninelevel
salongat i
mea xi
sextendi
ngfr
omt heinventi
onofthea utomobiletotheprese
nt
dayinthefoyer,wherevis
it
orsarefurt
her
moreprov i
dedwithaninsightint
ot hefutur
eofthe
aut
omobi l
e.

Sit
ua t
e ddirect
lyoutsi
det hefactor
yg a t
esa tthepare ntplantinS tuttg a
rt‐Untert
ürkhei
m,t he
mus eumf ormsal i
nkbe tweenthepla nta ndt heMe rcede s
‐Benzs a
le sa nds ervi
ceoutl
et.Ris
ing
asav ert
icalla
ndma rkonahi l
lofsixme t
resi nheight,thebui l
dingr ai
se sthesiteabovei t
s
surr
oundi ngs,it
sroundf ormsa tthes amet imeha rmoni si
ngwi tht hehi llsandc ur
vesoft he
Necka rVa l
le
y.Thebuildinga ct
sa sapor t
a l,withmotor is
tsturningofff ede ral
highwayB14i nto
theNe c
ka rval
leypassingbyt hebuildinga sak eyhubont heirwa yi ntot own.Be nvanBe r
k e
l
usedt hes etopographicc ondit
ionsa st hes ta
rti
ngpoi ntf orhispl a nning.T hea i
m wa sfor
motor i
stst opercei
vet hemus eum a sawe l
comingpr esence.Int het wi l
ig
hte speci
al
ly,the
110,000t onbuil
dinga ppe ar
stohov erwe ightlessl
yove rtheg r
ound.

T
hemus eum’sshel
lconsi
st
sofma t
e r
ial
swhi
cha r
ea l
sousedinthea utomot
iveindus
try–
a
lumini
um a nd g
las
s.The br
ightpolis
hedalumini
um panel
li
ng hast he a
ppearanc
e of
i
nte
rtwi
ningbands
,whil
etheda
rker‐
looki
ngwi
ndows t
ri
psbe
c k
onmy st
erious
lyi
nsi
de.

T
hisi
mpres
sioni
sre
ver
sedatni
ght
‐t
ime
,thee
xte
rna
lshe
llbl
endi
ngi
ntot
heda
rkne
sswhi
l
ean
e
nigmat
icl
i
ghtgl
owswi
thi
n.

HGMe rzwa sinv ol

ve dfrom theout se tinde vel
opingt hec onceptfort hemus e
um.Hei sa n
archit
ect.Hisworki sconcernedl esswi tht hedesig
nofne wbui l
dings,howe v er,drawi ngr ather
ont heg iv
enhistoricalcontext–Me rz’sspe c
ial
i
tiesa r
ede signi
ngmus eumsa ndi nc orporating
newde sig
nsintoe xist
ingbui l
dings.Me rzha sbeena ssociatedwitht heMe rcede s‐Benzbr a nd
forover25y earsnow. Thedoubl ehe li
xde pictst
hemor etha n125‐yeare voluti
ona rypr ocessof
thea utomobile
,t akingint hehi storyoft heMe rcedes‐Benzbr anda ndi tspre dec essors.T he
DNAt ha thasdri
ve nthee volut
ionoft hea utomobilesinceitsinve
nt i
oni n1886i stobef oundi n
thehi storyoft heMe rc
ede s
‐Be nzbr and.T hea rchit
e c
turalde si
gnoft heMe rcede s‐
Be nz
Mus eume mbodiesthisinseparablel i
nkbe t weentraditi
ona ndinnovation.T hejour ne ythroug h
ti
mec ulminat
esi nt hef i
na l“Lege nd”r oom,whi c he ndsbot ht oursa ndl ea dsba cktot he
present.Dozensofr acingcarsda t
ingf rom1900t othepr esentdaybr i
ngt he

es
senceoftheMe r
cedesl
egendtoli
feher
e.T
hehigh‐
bankc
urvei
nwhicht
hel
egendar
yhi
gh‐
per
formanc
ev ehi
cl
esarepres
entedtak
esupthec
omplexgeomet
ryoft
hebui
l
dingwhi
lea
lso
al
l
udingtorenownedra
cetra
cks.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 19
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Ther
ea r
enor i
g ht‐
anglesintheMe rce
des‐BenzMus eum.Al lwall
sandcei
lings
,rampsa nd
col
umnsa rearchedort ur
ninont hemsel
ves,gentl
yflowingintooneanot
her.Inrea
li
ty,t
here
i
snos tr
ictdiv
isionint
odi f
ferentst
orey
s.TheL egendroomsa r
ea l
mostt
wicea shighasthe
Col
lec
ti
onr ooms .Andthereisadif
fer
enceofle
v el
be t
we e
nt hetwoofmoretha nametre.

I
tisnotevenposs
ibl
etoe
sta
bli
shas
tri
ctdi
st
inc
ti
onbe
twe
enhor
iz
ont
ala
nd
v
ert
ic
alsur
fac
es:
t
heso‐cal
l
e dTwi
s t
s,–asthena mes ugge
sts,buildingel
eme ntsincor
porati
ngtwotwi st
s–a re
t
hemos tspec
tacul
arinnovat
ioninthebuilding.T heyemergef rom t
helif
tshaft
sasav er
ti
c a
l
wal
landthenspi
ralupwardsi
nag e
nt l
eswee p,
s upportedbyt henextshaf
t.Fi
nal
ly,behi
ndt he
l
ig
htwindowstri
psofthefacadetheysupportaf l
a tst
air
wayt hatconnect
soneColle
c t
ionroom
wi
ththenext.

Thiscomplexg e
ome tr
yi sc onti
nue dint herampsr unninga l
ongtheoutsideofthebuil
di
ng
whichconnec tt
heL e
ge ndr ooms .Inturn,the
s era
mpsr estonincl
inedpil
lar
swhichperf
orm
thei
rs t
ati
cf unc
tionini ngeniousf as
hionwhilea l
sol endingthelarg
ewi ndow ar
easofthe
Coll
ecti
onroomsas truc t
ureda ppe arance
.T hepil
larst hemsel
vesg r
aduall
yevolv
efrom a
tri
angul
argroundplanintoahe xa
g on,befor
eendingupa sarever
sedtri
angl
e .

Numerouspriz
esa nd awardsa t
tes
tt ot he uni
que ar
chit
ectur
e ofthe Mercede
sBe nz
muse
um. themuse
ummos tr
e c
entl
ywont he2009HugoHa ri
ngeypri
zef
orexempla
rybuil
di
ngs
i
nBadenwur t
temberg
.theMe r
cedesBenzmuseumof f
ersgui
deda r
chi
tec
tur
alandartt
ourson
re
quest.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 20
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

4.
Mat
eri
alma
nag
eme
nt:

TheRi
ghtMa
ter
ialI
nTheRi
ghtPl
ace‐Me
rce
desL
ight
wei
ghtAl
umi
ni
umBodyI
n
Whit
e
T
hepr ocessbehindt heMer
cede
sS ‐Cl
assa
lumini
um bodyinwhit
ewa sunvei
le
dduringthe
k
eynotepr esentat
ion atGALM UK 2014.Proje
c tl
eade
rMa tt
hiasHoefe
rdi sc
uss
edt he
t
echnolog
ies,processandt
heresul
tsofMercedes'wor
kwithal
umini
um i
nt he2014S‐Cl
ass
.
J
ackFowlerreports
.

TheMe rcedesS ‐
Cla
sshasbe eni
ntr
oduci
ngnewte
chnolog
iestothegl
obalautomoti
vema r
ket
si
nceitsi
nc e
ptionin1972.TheS‐
cla
ssint
roduc
edt
hefir
sttur
bo‐di
ese
l,t
hefirs
tairbagandthe
fi
rstbody‐
in‐whitetec
hnologi
esi
nthe1970sandl
ate
rinthe1990salaserweldedC‐pi
l
larand
hybri
da l
uminiuma ndstee
l c
omponents.

AtGAL
M UK2014i
nLondon,Ma
tthi
asHoe
fere
xpl
ai
nedt
hedr
ivi
ngpr
inc
ipl
esbe
hindt
he

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 21
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

de
velopme
ntofthe2014S
‐Cl
assnewli
ght
wei
ghtBIW.Hesa
id"hi
ghsaf
etyandl
ight
wei
ght
de
sig
ni nsuppor
tofmaxi
mum comfor
t"wer
et hemainpi
l
lar
sbehi
ndt hedes
ignofthe
car
.Hoeferadded"Toproduc
ethi
sme a
nsrobus
tproc
ess
esa
ndpe
rfe
ctqua
li
ty.Wet
ri
edt
o
bui
ldthebes
tBIWfort
hebestl
uxur
yse
daninthewor
ld.
"

S
imul
ati
ona
ndOpt
imi
sat
ion
T
hroughMe rcedesopti
misati
onands i
mulati
onpr ocess
es,theS ‐
Classdesi
gnteamwe r
ea bl
eto
a
chiev
ehi ghqua li
tyCAD da tai nthef ir
str oundofs i
mul a
tion.Hoe f
ers ai
dt hatwhe n
l
i
ghtweight
ingtheve hi
cl
ea ndi
ntroduci
nglighteral
uminiuma ndhi ghstr
engthstee
ls,ext
ensi
ve
a
mount sofsi
mula t
ionwa scar
rie
dout .Fore x
ampl e
,3pi l
l
a risma deofac ombinati
onofhigh
s
tre
ngths t
eelsandduc ti
l
es te
elstopr ovi
de" opti
misedaut oforma t
ionink i
nematic
sins i
de
i
mpact.
"

Hoefe
rsaid:"All
theseoptimis
ati
onshav
ebeenver
if
iedwit
habout6,
500si
mula
tions.Thehi
gh
qual
it
yoft heCADda t
a,part
ic
ula
rlyf
orthej
oi
ni
ngtechnol
ogy
,res
ult
edinhi
ghma turi
tyi
nthe
fi
rs
tstag
eofs imula
tions.
"

I
na dditi
ont othes i
mul at
ionsav ari
etyofr ealworl
dc ra
s htest
st ookpl acetopr ovi
dea
fulf
il
me ntoftheglobalcras
hr equir
eme ntsoff
rontal
,si
de,re
a ri
mpacta ndr oof
top.Hoefe
rs ai
d:
"Thisshowe dane xcel
lentf
itfortherea l
wor l
d."
Toaddresstheis
sueofc omfort
,NVHwa sone
ofthema inareasofi mproveme nt.Hoefersai
d:"Highlocalst
if
fnessa tthedischar
gepoi nt
s
sucha st hee ngi
ne ,powe rtr
a i
na nds uspensi
onwe ree ssent
ial
,wet here
foreus edc as
t
aluminiumda mpers t
ruts.
"

Hoef
eradde
d:"Thest
ati
creg
iona
l s
ti
ll
nes
shasbee
nimpr
ove
dbya na
rbi
tr
ary47%wit
h40,
000
KNM pe
rde gr
ee.Weha vereachedtheli
mitwher
eanyfur
the
rimpr
oveme ntwi
l
lnotbe
not
ic
edbyourcust
omers.
"

L
ight
wei
ghtDe
sig
n
Accor
dingtoHoefe
r,l
ightweightdesi
gnplay
sac r
uci
alr
olet
hankst
oa"hol
i
sti
cdesig
nconc
ept".
TheS ‐
Clas
sis95kglighterthani t
spredeces
sor."
Theupwa r
dwe i
ghtt
rend,duetohighe
r
requi
rementsha
sbe e
ni nver
ted,"headded.

Thea l
uminium isprepar
edinapre‐
tr
e atmentareawheretheoxi
dela
ye ri
sremoved.Hoefer
sai
d:"Weha v
eot heropti
onswher
eweus epre‐
coat
eda l
umini
umbutwea djus
tthewor k
sto
reducethea dditi
onalhandl
ingst
ep."T
her igi
di
tyoft hedoorswasimprovedthroughthe
i
ntroducti
onofaone ‐
pie
ceme t
als
hellsol
uti
on.Hoefe
rs a
id"Des
pit
eaflowmoduluse l
ast
ic
it
y
ofa l
umini
um t hedoorframesti
ff
nessobtaine
dha sthesamepe a
kvaluesasthebe s
tsteel
doors.
"

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 22
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

T
herewa salsoa5.
5kgwe ightsa
vingonthea l
umi ni
umr oof
.Hoef
ersai
d:"T hechal
l
engewa s
t
heintegra
tionofaluminium inas tee
ls tr
uctureduet othediff
erentthermalexpans
ion
c
oeff
ici
ent"
.Otherar
ea sofl i
ght
we i
ghtincl
udet hea l
umini
um hybri
de ng
inec ompart
me nt
,
a
lumini
umr oof,
andaluminiumdampe rs
trutconsole
.

Theuseofa l
umini
um incr
easedby60% c ompa r
edt otheprev
iousmode l
.Hoe f
era dded:
"Al
umini
umisusedint
hefrontandroofi
nte
nsiv
elywithaposi
ti
veeff
ectonweightdi
str
ibuti
on.
Wea l
souseexpa
ndabl
es t
ruct
urefoamstocontr
ibutetog
oodbodys t
if
fnes
s.Weus etherig
ht
mater
ial
sint
herig
htpl
ace."

Hoef
eradde
d:"
Inter
msofst
e els
elec
tionweha v
es hi
ft
edtomoder
nhighst
rengt
hste
els
,ult
ra
hi
ghstr
engt
hst
eel
sandhotformeds t
e e
ls.Al
onetheshar
eofhi
ghstr
engt
hs t
eeli
ncr
easedby
ove
r170%compar
edtoi
tspr
e deces
sor."

J
oini
ngT
echnol
ogi
es
Thesema teri
alchangesha veaabi gma teri
alimpa c
tont hec omplexi
tyoft hej oi
ning
technolog y.Hoefers
a i
d:"Wes e
tupj oini
ngtechnologyexpertgroupwiths pec
iali
st
sinproduct
developme nt,
processde v
e l
opme nt,prot
oty
pinga ndseri
esproduc ti
on.Inthesoli
tai
rema t
eria
l
zoneslot softhermaljoini
ngt echnologi
eswereus edsucha sla
se rbraz
ingwe l
dinginthetrunk
l
itora l
umi ni
umr ubscanf orthefirs
ttimeatther earapron.The r
ewa sa l
soahug eamountof
MIGwe ldingintheeng i
nec ompa rt
me nt.
"

Toa v
oidthec r
ackprobl
emswi thl
aserweldi
ngHoefe
rsaid:"Weus ela
serf
il
l
e twe
ldi
ngwhere
wea ddthewi retothewe l
d,butt hi
sisaslowproces
s.Fort heRubscanweha v
ethewire
anneal
edtot heouterpar
toftheshe e
tsowhe ni
tcomestot hefac
tori
thasthewi
reanne
ale
d
t
ot heouterpartoft
hesheet,
a ndthathel
psyouavoi
dhotc r
a c
ks.
"

I
nthemultima t
eria
lzonesMe rc
edesusedme c
hani
caljoi
ni
ngt echnol
ogysuchasfl
ow dr
il
l
s
cre
ws,toxing
,ands el
f‐
pierc
ingri
vet
s.Therear
ea l
so271me tr
esofa dhesi
vess
eamsthat
c
omplet
et hejoi
ningtechnol
ogysetfrom hi
ghstr
engthstruc
turaladhesi
vestoant
i‐
fl
utt
er
a
dhesi
ves
.

Hoefe
rsai
d:"I
fyouusetheexa
mpleofthedoor
,ther
eareavar
iet
yofla
serwel
di
ng,t
ox,anda
var
iet
yofSPRsandadhe
sive
s.Thi
sisc
omplexve
hicl
ewit
hlot
sofchal
l
engesf
orpr
oduct
ion.
"

T
hea dhesiv
ewor ksintheovenat125de g
ree sandrunsfor15mi nutes.Theadhe s
iveisatwo
l
evelcuri
ngc ompos i
ti
onanda t125degreesitg e
tsas ki
ntha tprev
e ntswa s
hout .Afte
rt he
a
dhe s
iveiscuredat180degreestoav
oidwa shout.Hoefersa
id:" Weex per
iencedinthefi
rsta‐
c
las
sal otofg lueofourpa int
worksowea ddedthi
sa ddi
tionalst
e p."
Despit
et heseadde d
c
omple x
it
iesbodys hopeff
ic
iency
,envi
ronme ntals
ustai
nabi
li
tya ndproducti
onpr ocess
eswe re

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 23
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

als
os i
mplif
iedandov er
allc
ostsre
duc e
d.Dai
mlerincr
easest
ransparencyi
ntherawma ter
ial
suppl
ychainbyjoi
ningtheRespons
ibleCobal
tIni
ti
ati
ve,t
heResponsibleMi
nera
lIni
ti
ati
ve,t
he
Responsi
bl
eS te
elI
niti
ati
veandtheAlumini
umS te
wa r
dshi
pIni
ti
ati
v e
.

Renat
aJ ungoBrüngger
,Me mberoft
heBoa
rdofMana
geme
ntofDa
iml
erAGforI
nte
gri
tya
nd
Lega
lAffairs
:" J
oini
ngini
ti
ati
vesi
sanimport
anta
ddi
ti
ont
oourowna c
ti
vi
ti
essuchasthe
Huma nRightsRespe
ctSys
tem."

Sabi
neAngermann,He
adofPurcha
singandSuppli
erQua l
i
tyf
orRawMa t
eri
alsandStr
ate
gyat
Me r
cedes
‐BenzCar
s:"
Wea reawar
eofourr es
ponsibi
l
ityint
heprocur
eme ntofrawma t
eri
al
s
anda r
epoolingourst
reng
thsintheseini
ti
ati
vesthroughcoope
rati
onwi t
hot herbus
ines
s
enter
pri
ses
."

Stutt
g ar
t–Aspa r
toftheof fe
ns iveforas ust
ainablerawma teri
a l
suppl ychain,Da i
ml erAGjoins
forceswithassoci
ati
ons ,organizati
onsa ndcompe t
it
orsinanumbe rofini
ti
a ti
ve s
.T hecommon
goalsareclear:cer
ti
fi
abl estandards,sa f
eoriginsandtransparencyi ntheproc ureme ntofhigh‐
ris
kr awma t
e r
ial
sandat angibleimpr ovementi nthewor ki
nga ndl i
vi
ngc ondi t
ionsofpe ople
l
oc al
ly.Byjoini
ng,Daiml erAGi se xpandingitsbroadc ommi t
me ntt oinit
iativ
e sa ndisact
ively
promot i
ngg reatertr
ans parencyi ng lobalraw ma ter
ialsupplyc ha i
ns.Thec ompa nyist hus
taki
nga notherimport
a ntstept owa rdsshapi
ngs ustai
nablemobi l
it
y .

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 24
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

5.
Qua
li
tyCont
rol
wit
hIS
OCha
rt:

Qua
li
tyma
nag
eme
nt:

TheMe r
cedes‐
Be nzQuali
tyS y
stemisbe ingr e
alig
nedinor dertoa ddres
st heupcomi
ng
cha
ll
engesre
lat
edt otheexpansi
onofthepr oduc
tionne
twor ka ndtheproductr
a ng
e.T
hekey
wordher
eis"Q3.0".Pl
eas
es e
ebe l
owforfurtheri
nformat
iona boutQ3.0aswe l
lasadocume
nt
wit
hkeycontac
tsforcommoditi
es(ac
cessforregi
ster
edusersonl y
).

T
hec
ruc
ial
dif
fer
enc
e:s
eaml
essqua
li
ty.

Body
‐i
n‐whi
te:
str
ippe
ddownt
otheba
ree
sse
nti
al
s.

Pa
int
wor
k:i
ndi
vi
dua
lcol
our
sappl
i
edwi
thg
rea
tca
re.

As
sembl
y:c
ust
om‐
madebus
esonf
ourl
i
nes

F
ini
shi
ng:
met
ic
ulousi
nspe
cti
onpr
iort
oex
tens
ivet
estdr
ive

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 25
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

E
xha
ust
ivequa
li
tyc
ont
rol
ext
endsbe
yondde
li
ver
y;t
opqua
li
fi
eds
taf
f,hi
ghs
tanda
rdoft
rai
ni
ng

tota lqua li
tyma na ge me nta tMe rce des ‐Be nz.Out l
inest het hr eef i
e ldsofr e spons ibil
itywhi cha
TQM s yste m mus tinc orpor atei nor dert opl an,moni t
ora ndpr omot et hequa lityofpr oduc t
s
andpr oc essesi na llde pa r
tme ntsoft hec ompa ny,i.e.qua litypla nni ng ,qua lityc ontrol l
inga nd
qua lit
ypr omot ion.T opr e v
e ntt hei nf i
ltra t
ionofma terialtha tmi g htc ont r
ibut et oc onf li
ct,the
compa nyi sa l
soa ctivelyi nv ol
v edi nt heRe spons i
bleMi ne r
alsI ni tiativ
e .RMIus e sas elf
‐
de ve l
ope d,i nde pende ntv alidations che mef orr ef i
ne ri
esa nds me l
te rst ode mons tra t
et hat
the yha ves ystemsi npl acet oe nsur et her esponsibles ourc ingofmi ne ra l
s.Ina dditiont ot his,
theRe s pons ibleMi ne ral
sI niti
a t
ivepr ov idesc ompa ni
e swi thawe a l
t hoft ool sa ndi nfor ma t
ion
sour cesf orr espons iblepr oc ureme ntofs o‐ c
a l
ledconf li
c tma teri
als.I nt hiswa y,t hes us t
a i
nable
proc ure me ntofc onf l
ictmi ne ralsispr omot eda ndmor et rans pare nc yi sc r
e atedi nt hes upply
cha in.Alumi nium ispl ayinga ninc rea s
ing lyimpor t
a ntr olea sal i
g htwe ight‐de si
g nma teri
alfor
elect r
icc arsa si tismuc hl ight ertha ns t ee l
.Da i
ml erha salsoj oine dt henon‐ pr ofitAl uminium
Ste wa rds hipI niti
ativ et osuppor tt hei mpl eme ntationofa ni nde pe nde ntc ertifi
c ati
ons cheme
fort hee nt i
rea l
umi nium a dde dv al
uec ha i
n.T hea imi st oi nt e nsif
ydi a l
og uewi tha ll
stak ehol de rsint hea l
umi niums uppl yc ha i
nt oa chi
e vec ontinua ll
yme a sur a
bl eimpr ove me ntsin
thea re asofs oc i
ala f
fairs,t hee nv ir
onme nta ndr espons iblebus ine s sma na ge me nt–f rom
alumi ni umpr oductiona ndus a g
et or ecy cli
ng.Steel i
st hemos tcommonl yus edma terialinca r
s
anda lsor epre sentst hewor ld'slarg estr a wma teri
al i
ndus t
ry .Stee lpr oduc tioni shi ghlye ne r
g y
‐
i
nt ens ivea ndt he r
ef orea ccount sf oral a rg esha r
eoft heCO²e mis si
onsi nt hepr oduc tionpha se.
TheRe s pons ibleS te elInitiativei spur s uingg r
eate rt ranspa renc yi nt hes uppl yc ha in,from
mi ne st os tee lproduc t, andbyde ve lopingac e rt
ifi
ca t
ions che mewi l
l pr ov i
dewi thne wl evelsof
rea ssura nc ea gainsts oc i
ala nde nv ironme ntalstanda r
ds .Ita l
s oadv oc a testhede velopme nta nd
unde rstandi ngofCO²l e vel
si npr oduc ti
on.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 26
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

I
SO(
Int
erna
tiona
lSt
anda
rdsf
orOr
gani
zat
ion)
:

TheI nter
nat
ionalOrgani
zati
onforS t
andar
dizat
ion( IS
O)isa nint
erna
tiona
ls t
a ndard‐s
etti
ng
bodyc omposedofrepres
entati
vesfr
omv ar
iousna t
ionals
tandar
dsorga
nizat
ions.Inte
r nat
iona
l
Sta
nda rdsOrgani
zati
on(ISO)ma kesst
andardsa ndg ui
deli
nesforvar
ietyofbus inesse
sa nd
purposesandpubli
shestec
hnicalr
eport
s.

I
SOS
ymbol
forMe
rce
desBe
nz:

Rol
eofI
SOi
nqua
li
tyc
ont
rol
:
TheI nter
nat
ionalOrgani
zati
onforS t
andar
dizat
ion( IS
O)isa nint
erna
tiona
ls t
a ndard‐s
etti
ng
bodyc omposedofrepres
entati
vesfr
omv ar
iousna t
ionals
tandar
dsorga
nizat
ions.Inte
r nat
iona
l
Sta
nda rdsOrgani
zati
on(ISO)ma kesst
andardsa ndg ui
deli
nesforvar
ietyofbus inesse
sa nd
purposesandpubli
shestec
hnicalr
eport
s.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 27
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

I
SOCE
RTI
FI
CAT
EforMe
rce
desBe
nz:

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 28
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

6.
Was
tema
nag
eme
nta
ndma
int
ena
nce
:

Dubl
i
nheadquar
tere
dwa s
tema na
gements
erv
iceprovi
der
sKe y
wast
eha sf
urt
herexpa
nde
dits
Merc
ede
s‐Benzr
efusec
oll
ect
ionfl
eetwi
tht
hepurchas
eoffournewEconi
c2630L6×
2models
.

WithrobustPowe r
li
nkr ef
usec ol
lec
tionbodys uppli
edbyL ogi
cF l
eetandf i
nis
hedint he
company’
sdist
inctv
ivi
dg r
eenliv
e r
y,thene wE
c oni
cisatruc
kthatMe r
cede
s‐BenzComme r
cia
l
Vehi
cle
sS a
lesMa nager
,FergusConhe adydescri
beda s“i
deal
l
ys ui
tedtowa s
tecoll
ect
ionin
bui
lt
‐upareasduetoit
slowc a
ba ndall‐
roundgoodvis
ibil
i
ty.
”

Key
wa st
es el
ect
ed20c ubi
cme tr
ebodiestomi ni
misetheov e
ral
lvehi
cl
elengt
hforbui
ltup
ar
eas.Withit
ssuperiorpacki
ngperf
ormance,thePowerl
ink20cubi
cme t
rebodypac
kssi
mil
ar
pay
loadsoft r
adit
ionall
ylargerbodi
es.ThePowe rl
ink
’sa r
ee qui
ppedwithUTLtradeli
ft
s
des
ignedforheav
ydut ytra
dewa st
eappli
cat
ions.

Witht
heseunit
se nt
eri
ngser
vic
einDubl
i
nci
tyt
his
,br
ing
sthet
ota
lnumbe
rofMe
rce
des
‐Be
nz
ve
hicl
est
oe i
ghtintheKey
wastefl
eet
.

Wa l
shWa ste&Re c
ycl
i
ng,
theGa l
wa ybasedwa s
tema nag
ementprov
ider
s,hascompl
eteda
si
gni
fic
antinvestmenti
nit
srefusecol
lect
ionser
vic
et hr
oughi
tspur
chaseofanewMe r
cedes
‐
BenzAntos
, 2535L6×2model
wi t
ha2. 3mClas
sic
SpaceCabandre
fus
ecoll
ect
ionbody
.

Soontobeseenont hestr
eetsofthec i
ty,t
het ruc
kc ome sf
itt
edwithf
ea t
uresthatpla
ceit
amongstthe mostmode r
ni nthe c ountr
y.S peci
fi
cati
on incl
ude
s;velour‐
cover
e dseats
,
adj
ust
ableai
rdefl
ector
,comfortc
aba nddr i
verseatsuspensi
on.Saf
etyf
ea t
uresinc
ludeLane
Keepi
ngAssi
st
,Attenti
onAssi
standAc ti
veBr a
keAs si
st.Bodyworkisat
tract
ivel
yfini
shedto

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 29
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Wa
lshWa
stes
pec
if
ic
ati
oni
nfa
ctor
y‐pa
int
edme
tal
l
icpa
int
.

OneofI rela
nd’slongestestabli
sheda ndmos texpe r
iencedwa s
tema nagementcompanies
,
Wa l
shWa s
te&Re cycli
ngha ssetsome thi
ngofat r
e ndbybe i
ngt hefi
rsti
nIrel
andtochoose
theBigBiteJnrRefus
eCol l
ectionBody .Wi t
hapr ovent ra
ckrecordintheUK,theBigBit
eJnr
carr
iesoutmul t
ipl
eope rat
ionsincluding5,000kg
ss kipe mptyi
nga l
ongwiththeful
lrangeof
dome st
icandt r
adec onta
inerc oll
ecti
ons .The25c ubicme tr
ebodypr ovi
desa mpl
ec ar
ryi
ng
capaci
ty,whil
stbei
ngv er
yma noe uvrablewhe nf
it
tedt otheAntos6×2rearst
eerchas
sis
.

Thene wv ehi
clec ome scomple
tewithat r
adea pprovedMobahighacc
urac
yunderbody
we i
ghi
ngsyste
m.T hec omple
tedvehi
cl
eisbei
ngsuppli
edbyLogi
cFl
eet
,whodis
tri
but
etheful
l
r
a ngeofPowerli
nk,BigBit
ea ndFar
idRef
useVehi
cl
e s
,a l
ongwi
thdi
st
ri
but
ionofMobaVehic
le
We i
ghi
ngS ol
uti
ons.

Mer
cedes
‐Benzhascont
inuedt obuil
doni tspr
esenc
ei nthec
ommerci
alwast
ecoll
ect
ion
mar
ketwit
hthesa
leofyetanotherEconic2630Lmodel
,thi
sti
metoGr
eyhoundWast
e,oneof
t
helar
ges
tcommerci
alwasteoperat
orsinIrel
and.

Suppli
edtoGreyhoundbyWa lk
erVe hi
cleRent
als
,thenewEconi
c2630L6×
2ist
helate
stint
he
curr
entg ene
rat
ionofMe rcedes‐
Benzwa s
tecoll
ect
ionve
hicle
s.Amongstahostofspec
ial
feat
uresthatma keiti
dealfor‐
str
ee t
‐t
o‐st
ree
tope r
ati
onareL a
neKeepi
ngAssi
st
,Atte
nti
on
Assi
standActi
veBrakeAss
ist
.

Descri
bedbyF ergusConhe a
dya s:“ a
n‘ Ec
onic’combina
tionbestsui
tedtoworki
ngi naheavi
ly
‐
congest
ed,mul ti
‐pic
kup ur bane nvi
ronme nt”
.I t
sv ar
iousot herfeatur
esinclude f
ullai
r
suspensi
ona ndalowe nt
ryc a
bt hatma keitergonomical
lycomfort
ableforwor
kinglongshi
ft
s
ont heroad.Body workisfitt
edbyF a
unMuni ci
palVehicl
esinGe r
ma nyandfi
ni s
hedinthe
Greyhound’srec
og ni
sable
,high‐profi
leli
very
.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 30
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

7.
Mar
ket
sandModeofT
rans
por
tat
ion:

Ma
rke
ts:

Thetar
getmarketfortheMe r
cedesBenzismiddleagedpeopl
eofmiddletohi
ghincome s.(
25‐
44yearoldag
e) Me rcedes ‐
BenzCartar
getcustomersaremostl
yri
ch. Me rc
edesBenzdoe s
notproducel
ow pr i
cesv ehicl
esbecaus
eMe rcede
sBe nztarge
tsri
chpe opl
e.
ForAme r
ica
ns,
“cr
eati
ve”maynotbet hef i
rstwordthatcome stomindwhe ntheythi
nkofMe rcedes‐
Benz.
I
nstea
d, t
hey’
reprobablythinki
ng“sta
tussymbol,”“l
uxurycar
”and“preci
si
onengi
ne er
ing.
”Or
maybe“whoa.”

Awe l
l
‐ar
ti
cula
tedver
si
onofthela
tteri
swhatthenewMe rc
edes‐
Benzishopingtoinspi
re.But
deepe
r.Andfrom ev
eryconsumer
,a r
oundthewor l
d.Andtha
ta bs
olutel
yi nv
olv
e scre
a t
ive
thi
nki
ngbytheexa
cti
ngGermanautomoti
vebrand.

Ma
rke
tingS
tra
teg
yofMe
rce
desBe
nz:

Mercedes‐Benzispa rtoftheGe r
ma na utomakerDaimlerInc.andisoper
ati
ngwor ldwi
de
t
hrought hepa r
e ntcompany’
ssubs i
diar
iesorstandal
one.Hi ghperf
ormanc
e&hi gh‐qual
it
y
ca
rsproduc edbyMe r
cedeshashelpedthec ompanyinsel
li
ng18,80,100Vehic
lesworldwi
de
i
nthey ear2015.T heGermanautoma k
erisoneofthelarg
est(vol
ume)sel
li
ngaut
oma k
eri nt
he
worl
d.Itha sawidepresenc
efroms edantoS UVtoSport
sraci
ngc a
rs.

S
egme
nta
tion,
tar
get
ing
,pos
it
ioni
ngi
ntheMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

Me r
cede sseg
me ntsit
sluxury&s ta
teofa r
tca r
sonamixofde mogra
phics,Psy
chographi
cs&
Behavioura
lfactor
s.Ittar
g e
tsc ust
ome r
sfrom theupper
‐classsoci
algroup,Profe
ssi
ona l
s&
Exec
ut i
veswhoha vea nincl
inati
ont owar
dst hemoder
ntec hnolog
ye qui
ppe dvehi
cle
s ,more
sa
fety,mores t
yli
ng&mor ee ff
ici
ency.Di
ff
erenti
ati
ont
arge
tings t
rat
egyisusedbyMe rcedesto
at
tractthecust
ome rsandsati
sfythei
rwants.

I
tta
rget
sy oungbuy
erswhoarepas
siona
tet
odr
ivea
ndc
arsr
esona
teofwha
tthe
yar
e,wha
t
t
hei
rfa
shionstat
ement&st
ylei
s.

Posi
ti
oni
ngit
sel
fthroug
he moti
onal
appeal
andcr
eati
ngt
opofmi
nda
war
ene
ssha
she
lpe
dthe
companyi
nbecomingthebestl
uxur
ycarmake
rsi
ntheworl
d.

Ma
rke
tingmi
x–He
rei
stheMa
rke
tingmi
xofMe
rce
desBe
nz.

S
WOTa
nal
ysi
s–He
rei
stheS
WOTa
nal
ysi
sofMe
rce
des
.

Mi
ssi
on–“
Lea
dint
heI
nnov
ati
ona
ndDe
li
ver
yoft
heBr
and’
sCus
tome
rEx
per
ienc
ethr
oug
h

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 31
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Ama
zingPe
opl
eandAma
zingS
erv
ice
.”

Vi
sion‐“Ourvi
si
onissi
mple
,y e
tambit
ious
.Wewa ntt
obet hefi
rst
‐choi
cepr
ovi
deroff
ina
nci
al
se
rv i
cesf
orourcus
tomersanddea
ler
sinpart
ner
shi
pwithourautomotiv
ebra
nds”.

T
agl
i
ne–“
Thebe
stornot
hing
”.

Ma
rke
tingS
tra
teg
yofMe
rce
desBe
nz‐1

Compe
tit
ivea
dva
nta
gei
ntheMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

Strongpa r
entc ompa nyDa i
ml erInc.whi chha sseveralotherproduc tli
ne s(E.g.Publi
cut il
i
ty
bus es
,truck
s&Va ns)a ndbus i
ne ssunitsli
keDa i
ml erFi
na nci
alservi
cesha vehe lpedMe rcedes
i
nv ari
ousma rke
tst oe stabli
shi t
s el
fa ndg etsupportf r
om t heseint ermsoft e c
hnological
suppor t
,De alers
hipf i
nancing& ma na g
e ment.
Me r
cedesha sstarteda l
i
g ni
ngi t
ss al
es&
ma rketi
ngplanswi t
hc ustome rr equi
reme ntsi.e
.t heyaree volvi
ngt hems elvesfrom product
centrictocustome rc entr
icor ganisat
ionme a
ntf orde l
iveri
ngt a
il
oredpr oduc tstoindivi
dua l
s
representi
ngt heirlif
e s
tyl
e.Me r
c edesha veat otalof38pl antsofwhi ch23pl ant
s( 9Ve hicl
e
plants,9powe r
trainplants,5c ara ss
e mblyplants)worldwidea recompa ny‐ownedpl ants.All
plantsaresituatedi ns t
rategi
cl ocati
onswhi cha rehe l
pingt hemi nt a
rge t
ingt hede v
e l
oping
nationsandatt hes amet i
mewi l
l keeptheiroperati
onalcos t
sunde rcontrol.

BCGMa
tri
xint
heMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

Merc
e desA‐c
las
s,B‐
cla
ss,C‐
cla
ss,S UV’
s,Spor
tsc
arsands
martcar
s( i
ntr
oducedi
nsome
mark
e ts
)ar
estar
sinBCGma r
kets
.Sincethe
semodel
sar
ehel
pi
ngthecompanyinbec
omi
nga
l
eaderinamajor
it
yoft
hema r
kets.

Mer
cedesE
‐cl
assa
ndS
‐cl
assa
renots
opopul
ara
ndt
her
efor
ear
etheque
sti
onma
rki
ntheBCG
ma
tri
x.

Di
st
ri
but
ions
tra
teg
yint
heMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

I
tusesmul t
ic
ha nnelappr
oachli
nki
ngdiff
ere
ntf or
matsofcha
nne l
de l
iv
erynet
worksMe r
cedes
deal
ers
hips,showroomsa ndMercedes“Mercedesme”,t
henewc hainofst
ore
sopeneda tf
e w
sel
ect
edl oca
t i
onsaroundt heworldishel
pingthemi nmakingitsoff
eri
ngava
il
a bl
etot he
cus
tomers.

Ma
rke
tingS
tra
teg
yofMe
rce
desBe
nz‐2

Br
ande
qui
tyi
ntheMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

S
tra
teg
icpa
rtne
rshi
pwi
thv
ari
ousc
ompa
nie
sli
keBa
idu,F
ormul
a‐one
,Ni
ssa
nandma
nyot
her
s

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 32
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

has hel
pedt he company i
nc r
eat
ing t
op ofmind awa
rene
ss.Merc
ede
st hr
oughits
adv
erti
sementsatdif
fer
entchannel
shavecre
ate
dposi
ti
vewordofmout
hwhichhashe
lpe
d
Mercedesi
nincr
easi
ngtheshar
eofwa l
le
t.

Compe
tit
ivea
nal
ysi
sint
heMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

AUDI,Vol
vo,BMW whoa regi
vinghead‐
oncompeti
ti
ontoMer
cedesinmostofthemar
ket
sis
re
sult
ingint
oe i
the
rf ur
therpenetr
ati
ngthema r
ketorint
hes t
agnantmarke
tl i
ket
hatof
deve
lopednati
onscompeti
tor
sa r
eeati
ngupeac
hother’
smark
etshare.

Ma
rke
tana
lys
isi
ntheMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

Ri
si
ngdema ndforluxur
yc arsi
nAs i
anma r
kets,c
hangingli
fes
tyl
e&g r
owthrat
eof33%int he
l
uxur
ysegme nti
nde vel
opingnati
onlik
eIndiaissomethi
ngduetowhichmore&morepla y
e r
s
ar
eforay
ingintothissegment.Lar
genumbe rsofplay
e r
sarenowfig
htingt
oeateac
hot her’
s
mark
etshar
e .I
nde vel
opingnati
onMe rc
edesispl
a y
ingaggr
essi
vel
ywhil
eacompanyl
ikeBMW
i
snotabl
etos ust
aininthesemarket
s.

Cus
tome
rana
lys
isi
ntheMa
rke
tings
tra
teg
yofMe
rce
desBe
nz–

Upper‐middle‐
clas
sorupper
‐cl
asssoci
alg
roupwhoa r
einmidstoft
he i
rcare
er&ma ybeinthe
ageg r
oupof30‐ 50yearsar
ethepot e
nti
alcustomersofMercedes
.Itaimstok e
epimprov
ing
thes
ef act
or sandste
adi
lyenhancethei
rhigh‐
qua l
i
ty,i
nnovat
iveproductport
fol
ioi
norderto
del
ightcustome r
sandti
etheme moti
onal
lytotheMe rce
desbrand.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 33
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Modeoft
rans
por
tat
ion:

T
henewMe r
cedes‐
BenzAnt
os‐F
lex
ibl
e,pr
ofi
tabl
e,pr
act
ic
al,s
afe
:thef
ir
sts
pec
ial
i
sedt
ruc
k
f
orhe
avy
‐dut
ydis
tri
buti
o

T
hene wMerce
des
‐BenzAt
ego:Thene
wst
anda
rdi
nli
ght
‐dut
yandme
dium‐
dut
ydi
st
ri
but
ion
t
rans
portwi
tht
opper
forma
nceand

T
henewMe r
cede
s ‐
BenzEconi
c:T
hehi
ghl
yspe
cia
li
sedt
ruc
kfr
om t
hemodul
ars
yst
emf
ora
ll
s
pec
ial
col
l
ect
ionanddis
tri
but

Di
st
ri
but
iont
rans
por
t:v
ari
eda
ndde
mandi
ngr
equi
reme
nts

At
ego:
all
‐r
ounde
rinl
i
ght
‐dut
ydi
st
ri
but
iont
rans
por
t

Ant
os:
onef
ora
lli
nhe
avy
‐dut
ydi
st
ri
but
iont
rans
por
t

E
coni
c:s
pec
ial
i
stf
orc
oll
ect
iona
nddi
st
ri
but
iont
rans
por
t

Di
st
ri
but
ionv
ehi
cl
es–l
ege
nda
ryt
ruc
ksf
romma
nyde
cade
s

Di
st
ri
but
iont
ruc
ksa
ret
heba
ckboneoft
her
egi
ona
landl
oca
lec
onomy
.The
yde
li
vert
hef
uel
to

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 34
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

thef i
ll
i
ngs t
ati
ona ndtheheati
ngoi ltothes i
ngl
e‐fa
milyhome .Theysupplysupermar
kets
,
retai
ler
sa ndrestaur
ants
,theybr i
ngt hene wf urni
tur
et ot hedoora ndt heymov eour
be l
ongi
ngstoourne whome s
.Theyc arr
yplatforms,boxbodiesa ndspeci
al‐
purposebodi
esof
allki
nds.Thedutie
sofdis
tri
buti
ontruc k
saree xtr
eme l
yva r
ied.Foralloft
hemMe rce
des‐
Benz
offer
sac omprehens
iveandunpa r
allel
edl i
ne ‐
upofl ight
‐dutya ndhe a
v y
‐dutydist
ri
but
ion
truckscompri
si
ngbothgenera
li
stands peci
al
istvehic
les.

Di
st
ri
but
iont
rans
por
t:v
ari
eda
ndde
mandi
ngr
equi
reme
nts

Apa r
ti
cula rl
yg r
eatma nythingsaredemandedofdistri
buti
ontrucks.Inpopulat
ioncent
resitis
aboutquie tandcleane ng
ines,aboutmanoeuvr
abil
ityandfast
,ea s
ye ntr
yande xit
.Di
str
ibution
tr
uckss houlda l
sos eemf riendl
y,aspedestr
iansa pprec
iat
ea na ppeal
inga ppea
rance.But
dis
tri
butiont rucksal
s otrav
e lbetweenci
ti
es,drivema nymilesont hemot orwayands ome
dri
versoc casi
onall
ys pendtheni ghti
nthei
rtruck.Me rc
edes‐
Be nzAt eg
o:a l
l
‐rounderi
nl i
ght‐
dutydis
tributiontra
ns por
t

Thene wMe r
ce des‐
Be nzAt egoa nditsgrossv ehic
lewe ightbe t
we en6.5a nd16tf ormsthe
coreoft hel i
ght‐dut
ya ndme di
um‐ dutydist
ributi
ont r
ans por tsegment.Ite pit
omisesquali
ty,
effi
ci
e ncya ndde di
cation.I tisa nall
‐r
ounde rwhos ehe av y‐
dutyv a
riantse vens erv
ea s
truck/tr
ail
ercombi nations.Thel ooksandt hea tt
racti
vec ockpi tref
lec
tthef actthattheAtego
carr
ie st
heg ene softhehe avy
‐dutyMe rcedest r
ucks.Atthes amet i
mei t
slowe ntr
yhe i
ghtand
thee quall
yc ompa ct
,l i
g htandpowe rf
ulfour‐cyl
indereng inesa retai
lore
dpr eci
sel
yt ousein
dist
ributi
ont ransport.Anot hert ypi
caltr
a i
toft heAt egoi stha tal
lmode l
si nGe r
ma nya r
e
equippe dass tandardwi ththef ull
ya ut
oma tedMe rcedesPowe r
Shif
t3t r
a nsmis
sion–t hi
s
ma kesthedr i
ver'sworke as
ierandi mprovestheope rat
or'spr ofit
abil
i
ty.

S
pe c
ial
ve r
si
onsfe
atur
ingac
rewca
b,all
‐wheeldri
veoramanual
trans
missi
onwit
hcrawl
ergea
r
a
lsoextendtheAt
ego'
sappe
altor
ela
tedfie
ldssuchasmuni
ci
palandoff
‐r
oadappl
ic
ati
ons.

Me
rce
des
‐Be
nzAnt
os:
onef
ora
lli
nhe
avy
‐dut
ydi
st
ri
but
iont
rans
por
t

Thea l
l‐
rounde rinhe avy‐
dutydist
ri
buti
ontransportgoesbyt hena meMe rcedes‐
Be nzAntos.I
t
epit
omi s
e seff
ici
e ncyandhandli
ng .
Iti
savai
lableasas ol
ot ruckwi thaGVW of18/ 19ta nd26t,
and a s a me dium‐dutyt o heavy‐
dutyt ruck/t
rai
lerc ombi nati
on ort ract
or/semitra
il
er
combinationwi t
haGVW ofupt o40t.I
trepresentsane wc lassforthebr a
ndbe ar
ingthethree
‐poi
nteds ta
r:theAnt osisnotacompromiseofc ompone ntsf r
omt heli
ght‐dutyandhe avy‐
duty
mode l
s.Ra t
he ritwa sdevel
opeds pec
if
ical
l
ya ndpr eci
selyf orther equi
reme ntsofhe avy‐
duty
dist
ri
butiont r
ans port
.Andt hoseareveryvaried,whichi swhyt heAntosc ome swi thvari
ous
cabs,four(OM 936,470,471a nd473)s i
x‐cyl
inderin‐l
inee ngi
ne swithat otalof16powe r
outputlevelsandopt i
onal
lywiththewholer angeofa va i
lables afe
tyanda ss
ist
anc esyst
ems.
Specia
lmode l
ss ucha stheLoaderandtheVol ume rareta i
loredt opayload‐cri
ti
calope r
ati
ons

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 35
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

a
ndv
olumet
rans
por
tappl
i
cat
ions
.

Me
rce
des
‐Be
nzE
coni
c:s
pec
ial
i
stf
orc
oll
ect
iona
nddi
st
ri
but
iont
rans
por
t

Whe nthejobc allsf

oralowf ramea ndal ow‐ent
rycab,thea utoma ti
ca ns
we ristheMe r
ce des
‐
BenzEconic.Thene wE coni
cbe nefi
tsf r
om theframea nda x
lec ompone ntsoft heActros:i
t
nowhol dstheroa devenbe tt
er.Youdonotc li
mbi nt
ot heE c
onic ,
y ouwa l
kintoitoverasingle
,
l
ows tep.Thel owpos it
ionoft hecabc reate
spe rf
ectsightli
ne sallarounda ndisa v
ail
ablein
tworoofhe ig
hts .Al
so,f
romt heout sidethedriv
erisclearl
yv i
sibl
ea nda l
mos tatthee y
el evel
ofthepe de
s t
ri
a ns,aposi
tionthathelpstobuil
dt r
ust.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 36
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

8.
conc
lus
ion:
Me r
c ede sBe nzi sabr andt hatha sfir
ml ypoi sti
one di ts
elfint hema r
ke ta ndwi thi t
sne w
des i
g ns,i
spos itione dtobeay earofgrowt hf orMe rcede sBenz.wi thy eartoda tesalesincrease
of6. 7%c ompa redt ot hesa mepe ri
odi n2014( UBM pl c,
2015).t
hema rk etse emstoc ontinuet o
growofMe rcede sBe nz .
thehopeofe xpandi ngitsma rketbasei nAme ri
caisnotonl ypos s
iblein
2015, butf ort hef ores eeablefuture.
Me rce desha sfullyadopt edt hema rk
e ti
ngmi xinAme ri
ca
andt hepr oduc ti toffers,
tog et
herwi tht hepr i
c er ange,i
t'
sv a stdi stri
but i
onc hanne la ndi t
s
rejuve nate dpr omot iona lstyl
einAme ri
c a,
it'smi xisag uarantee df ormul af orsuccessi n2015
andbe yond.thebr anda wa renessandbr andl oya l
tyt hatMe rce de sha sa cquiredov erthepa s
t
threey e arsisa dmi r
a bl
ea ndonet hatwi llmos tc ert
a i
nlyc ont ri
but et oMe rcedesma r
ket
growt hinAme rica.T heons l
aughtsufferedbyMe r c
e desfrom r i
valbr andss ucha sAudia nd
BMW ha sag l
oba lholdwi thMe rc
edesc omi ngt hirdi n2014( Bos ton,2015) ,howe v
e rduet ot he
rena scenee xpe riencebyt heMe rcedes ‐
Be nz,2014uss alespl ace dt hemi ns econdpos it
ion
bet we enBMW a he adofAudi( vij
aye nthiran,2005) .i
ti se vi
de nt l
yf r
om t heg rowtht rend
expe rienc edbe twe en2011‐ 2014thatMe rcede sislikelytotak et hec rowni nthenots odi sti
nct
future .
wi thonl y2. 2%oft heUSma rket(statist
si nclude ,
2005),t
heUSs eemst odomi nateot her
ma rke tst orema intheov erallsal
escha mpi onf orMe r
cedes.buts t
il
lt hey out harelikel
yt obe
i
ns piredbyi ta ndt hec raz
ef ortheMe r
c ede sBe nzi sonf lameona ndl ikel
yt oa tt
rac tthe
custome rswi thi tisde si
gned.

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 37
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 38
 Pr
oduc
ti
onAndOpe
rat
ionsMa
nag
eme
nt‐
Mer
cede
sBe
nz

Ra
mai
ahc
oll
egeofa
rts
,sc
ienc
eandc
omme
rce
. 39