ProductionAndOperationsManagement‐MercedesBenz

1.Introduction:
Mercedes‐BenztracesitsoriginstoDaimler‐Motoren‐Geselschaft's1901MercedesandKarl
Benz's1886BenzPatent‐Motorwagen,whichiswidelyregardedasthefirstgasoline‐powered
automobile.Thesloganforthebrandis"thebestornothing".Mercedes‐BenzisaGerman
globalautomobilemarqueandadivisionofDaimlerAG.Thebrandisknownforluxuryvehicles,
buses,coaches,andtrucks.TheheadquartersisinStutgart,Baden‐Würtemberg.Thename
firstappearedin1926underDaimler‐Benz.In2018,Mercedes‐Benzwasthebiggestseling
premiumvehiclebrandintheworld,havingsold2.31milionpassengercars.

Mercedes‐BenztracesitsoriginstoKarlBenz'screationofthefirstpetrol‐poweredcar,the
BenzPatentMotorwagen,financedbyBerthaBenz[7]andpatentedinJanuary1886,[8]and
GotliebDaimlerandengineerWilhelmMaybach'sconversionofastagecoachbytheaddition
ofapetrolenginelaterthatyear.TheMercedesautomobilewasfirstmarketedin1901by Daimler‐
Motoren‐Geselschaft(DaimlerMotorsCorporation).

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History:

Mercedes‐BenztracesitsoriginstoKarlBenz'screationofthefirstpetrol‐poweredcar,the
BenzPatentMotorwagen,financedbyBerthaBenz[7]andpatentedinJanuary1886,[8]and
GotliebDaimlerandengineerWilhelmMaybach'sconversionofastagecoachbytheaddition
ofapetrolenginelaterthatyear.TheMercedesautomobilewasfirstmarketedin1901by Daimler‐
Motoren‐Geselschaft(DaimlerMotorsCorporation).

EmilJelinek,aEuropeanautomobileentrepreneurwhoworkedwithDMG,createdthe
trademarkin1902,namingthe1901Mercedes35hpafterhisdaughterMercedesJelinek.
Jelinekwasabusinessmanandmarketingstrategistwhopromoted"horseless"Daimler
automobilesamongthehighestcirclesofsocietyinhisadoptedhome,which,atthattime,was
ameetingplaceforthe"HauteVolée"ofFranceandEurope,especialyinwinter.

KarlBenz

HiscustomersincludedtheRothschildfamilyandotherwel‐knownpersonalities.ButJelinek's
planswentfurther:asearlyas1901,hewasselingMercedescarsintheNewWorldaswel,
includingUSbilionairesRockefeler,Astor,MorganandTaylor.AtaraceinNicein1899,
Jelinekdroveunderthepseudonym "MonsieurMercédès",awayofconcealingthe
competitor'srealnameaswasnormalandveryregularlydoneinthosedays.Theraceranksas
thehourofbirthoftheMercedes‐Benzbrand.In1901,thename"Mercedes"wasregisteredby Daimler‐
Motoren‐Geselschaft(DMG)worldwideasaprotectedtrademark.[9]Thefirst Mercedes‐
Benzbrandnamevehicleswereproducedin1926,folowingthemergerofKarl
Benz'sandGotliebDaimler'scompaniesintotheDaimler‐Benzcompanyon28Juneofthe sameyear.

Innovations:

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 ProductionAndOperationsManagement‐MercedesBenz

NumeroustechnologicalinnovationshavebeenintroducedonMercedes‐Benzautomobiles
throughoutthemanyyearsoftheirproduction,includingTheinternalcombustionengine
automobilewasdevelopedindependentlybyBenzandDaimler&Maybachin1886.Daimler
inventedthehoneycombradiatorofthetypestilusedonalwater‐cooledvehicles
today.Daimlerinventedthefloatcarburetorwhichwasuseduntilreplacedbyfuelinjection.The
"dropchassis"–thecaroriginalydesignatedthe"Mercedes"byDaimlerwasalsothefirstcar
withamodernconfiguration,havingthecarriageloweredandsetbetweenthefrontandrear
wheels,withafrontengineandpoweredrearwheels.Alearliercarswere"horselesscarriages",
whichhadhighcentresofgravityandvariousengine/drive‐trainconfigurations.Thefirst
passengerroadcartohavebrakesonalfourwheels(1924).

In1936,theMercedes‐Benz260Dwasthefirstdiesel‐poweredpassengercar.Mercedes‐Benz
werethefirsttooferdirectfuelinjectionontheMercedes‐Benz300SLGulwing.The"safety
cage"or"safetycel"constructionwithfrontandrearcrumplezoneswasfirstdevelopedby Mercedes‐
Benzin1951.Thisisconsideredbymanyasthemostimportantinnovationin
automobileconstructionfromasafetystandpoint.In1959,Mercedes‐Benzpatentedadevice
thatpreventsdrivewheelsfromspinningbyinterveningattheengine,transmission,orbrakes.
In1987,Mercedes‐Benzapplieditspatentbyintroducingatractioncontrolsystemthatworked
underbothbrakingandacceleration.

anAnti‐LockBrakesystem(ABS)wasfirstoferedontheW116450SEL6.9.Theybecame
standardontheW126S‐Classstartingproductionin1979andfirstsoldinmostmarketsin
1980.AirbagswerefirstintroducedintheEuropeanmarket,beginningwithmodelyear1981S‐
Class.Mercedes‐Benzwasthefirsttointroducepre‐tensionerstoseatbeltsonthe1981S‐Class.
Intheeventofacrash,apre‐tensionerwiltightenthebeltinstantaneously,removingany
'slack'inthebelt,whichpreventstheoccupantfromjerkingforwardinacrash.InSeptember
2003,Mercedes‐Benzintroducedtheworld'sfirstseven‐speedautomatictransmissioncaled '7G‐
Tronic'.

ElectronicStabilityProgramme(ESP),brakeassist,andmanyothertypesofsafetyequipment
werealdeveloped,tested,andimplementedintopassengercars–first–byMercedes‐Benz. Mercedes‐
Benzhasnotmadealargefussaboutitsinnovations,andhasevenlicensedthemfor usebycompetitors–
inthenameofimprovingautomobileandpassengersafety.Asaresult, crumplezonesandanti‐
lockbrakes(ABS)arenowstandardonalmostmarketsin1980.

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 ProductionAndOperationsManagement‐MercedesBenz

MercedesM156engine

The(W211)E320CDIwhichhasavariablegeometryturbocharger(VGT)3.0‐litreV6common
raildieselengine(producing224hpor167kW),setthreeworldendurancerecords.Itcovered
100,000miles(160,000km)inarecordtime,withanaveragespeedof224.823km/h(139.70
mph).Threeidenticalcarsdidtheendurancerun(onesetaboverecord)andtheothertwocars
setworldrecordsfortimetakentocover100,000kilometres(62,137mi)and50,000miles
(80,000km)respectively.Afteralthreecarshadcompletedtherun,theircombineddistance
was300,000miles(480,000km)(alrecordswereFIAapproved).[95][clarificationneeded]

Mercedes‐BenzpioneeredasystemcaledPre‐Safetodetectanimminentcrash–andprepares
thecar'ssafetysystemstorespondoptimaly.Italsocalculatestheoptimalbrakingforce
requiredtoavoidanaccidentinemergencysituations,andmakesitimmediatelyavailablefor
whenthedriverdepressesthebrakepedal.Occupantsarealsopreparedbytighteningtheseat
belt,closingthesunroofandwindows,andmovingtheseatsintotheoptimalposition.

At181horsepowerperlitre,theM133engineinstaledinMercedes‐BenzA45AMGisthemost
powerfulseriesproductionfour‐cylinderturbochargedmotor(asofJune2013)andhasoneof
thehighestpowerdensityforapassengervehicle.

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 ProductionAndOperationsManagement‐MercedesBenz

2.Typeofprocessused,AutomationandalsotheTypeofIndustry:

Typeofprocess:

MercedesBenzfolowsassemblylineofprocess.Mercedes‐Benzvehiclearenotawareofwhat
istakestoassembleandproducethesehigh‐endcars.Theprocessofbuildingsuchcarsis
complexanddetailed.Mercedes‐Benzhasearnedareputationforluxury,safetyandthelatest
technologicalfeatures.Thismeansthatalotofworkgoesintoproducingthediferent Mercedes‐
Benzmodelsthatblazethetrailandmeettheexpectationsofcustomers.

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 ProductionAndOperationsManagement‐MercedesBenz

Assemblylineproductionnotonlyinvolveshighlyskiledlaborbutisalsohighlymechanized.Al
thevehiclesthatcomeoutoftheproductionlinehavethesamespecificationsandareofthe
highestquality.

RawMaterialsandDesign

Thefirststeptoassemblinganautomobileistogetthenecessaryrawmaterials.Theraw
materialstobeusedwildependontheneedsthattheMercedes‐Benzmodelisintendedto
meet.Theatmosphereoftheinteriorwilalsoinfluencethechoiceofmaterialstobeused.

ThedesignisanotherimportantprocessinthemakingofaMercedes‐Benz.Ittakesanaverage
ofthreetofiveyearsfrominceptiontocompletionofassembly.Sinceitrequiresthatthe Mercedes‐
Benzdesignersanticipateacarthatbuyerswilwanttodriveinthenextfiveyears, thisisnosmalfeat.

Themanufacturingprocess
ThemanufacturingprocessisoneofthelaststepsintheproductionofanewmodelMercedes‐
Benz.However,theprocessinvolvesalotofwork,coordinationandcomplexsteps.Thisisthe
mostmechanizedpartofthemanufacturingprocess.

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 ProductionAndOperationsManagement‐MercedesBenz

Components

Thediferentcomponentsaresuppliedtotheassemblyplantbythevariouscontracted
supplierstoMercedes‐Benz.Duringthisprocess,itisestimatedthatover4000suppliersdeliver
theircomponentstotheautomakerandproductionfacility.Thecomponentsarebrought
together,withthosethatwilformthechassisinoneplaceandthosetobeusedonthebodyin anotherplace.

Chassis

AlMercedes‐Benzvehiclemodelsareassembledfromthegroundup.Thechassisformsthe
frameonwhichthebodyandaltheotherpartsofthecarwilrest.Oncetheframehasbeen
constructed,itisplacedontheassemblylineafterwhichitisfirmlyclampedtotheconveyor system.

Theconveyorsystemmovesthechassisthroughthediferentstagesofcomponentassembly.
Thesestageswilseetheinstalationofrearandfrontsuspensions,rearaxles,gastanks,drive
shafts,componentsofthesteeringwheel,gearboxes,brakingsystemsandwheeldrums.

Afterthelightercomponentshavebeenfixed,theautomobilewilmovetothenextstage.Here,
workerswiluseroboticarmstoinstalheavycomponentssuchastheengineandthe
transmissionsystem.Oncetheengineandtransmissionareinplace,theradiatorisinstaled
andboltedintoplace.

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 ProductionAndOperationsManagement‐MercedesBenz

Body

Thefloorpan,thelargestbodycomponentonwhichnumerouscomponentswilbeboltedor
weldedisplacednextontheassemblyline.Thefloorpanisheldinplacebyclampingfixtures
andismovedalongtheassemblyline,alowingtheouterbodyoftheautomobiletobebuilt.
Boththerightandleftpanelsareplacedonthefloorpanandarefirmlyweldedtogether.

Atthisstage,roboticarmsareusedtoassembleothercomponentssuchasdoorpilars,theside
panels,andtheroof.Theroboticarmscanfittheheavypartswithprecisionandcanwithstand
thegasses,smokeandweldflashesresultingfromtheintensiveprocess.Theshelisthen
movedfurtherdownthelinewherefulyassembleddoors,bumpers,decklidsandhoodpanels
areinstaled.

Paint

Beforetheshelcanbepainted,ithastobetakenthrougharigorousinspectionprocess.The
inspectionprocessalowstheworkerstocorrectanydefectsinthebodyoftheautomobile.
Oncethedefectshavebeenrepaired,thesheliscleaned,takenthroughadryingboothafter
whichthefirstcoatofpaintisappliedusingrobots.Therobotsareprogrammedtoapplythe
sameamountofpaintoveraspecificperiod.Thepaintedbodyisthentakenthroughbaking
ovenssothatthepaintcanbetreated.

Interiorassembly

Oncethebodyhasbeenpainted,theinteriorassemblybegins.Carpeting,radios,speakers,
seats,interiorlights,wiringsystems,brakeandgaspedals,headliners,vinyltops,thesteering
columnandwheelsaswelasotherinteriorfeaturesareassembled.Theroboticarmsthenlift
thewindshieldandseatsfromtheircontainersandfitthemintothebody.Thebodythengoes
throughawatertesttoascertainproperfitbeforeitisreadytomatewiththechassis.

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 ProductionAndOperationsManagement‐MercedesBenz

Automation:

Mercedes‐BenzCars'automobileproductionissustainableandenergyeficient.Characteristic
fortheautomobileproductionofthefutureandthusalsoforthesecondplantatthe
Kecskemétsitearemodularbuildingstructureswithadesignthatisbothenergyeficientand
green,soenvironmentalyfriendly.Furthermore,theavoidanceofwasteandthereductionof
waterconsumptionareaguidelinethatisappliedthroughouttheentireoperationofthesite.
Finaly,thesecondplantattheKecskemétsiteusesrenewableenergiesandwilthereforehave aCO2‐
neutralenergysupply.

SomeAutomationSystemswhichareusedinmanufacturing:

Oferingavastrangeofautomationandprocessingtechnologies,includingcontrolers,drive
products,powerdistributionandcontrolproducts,electricaldischargemachines,electron
beammachines,laserprocessingmachines,computerisednumericalcontrolersandindustrial
robots,MitsubishiElectrichelpsbringhigherproductivity—andquality—tothefactoryfloor.In
addition,ourextensiveservicenetworksaroundtheglobeprovidedirectcommunicationand
comprehensivesupporttocustomers.

Development

Thecarswilbeevaluatedontheirperformance,durability,andabilityinMercedes‐Benz's
provinggroundsandonracingcircuits.TheHeadofMercedes‐AMG,TobiasMoersalsostates
thatwhen"thetimeisright",Mercedes‐AMGPetronasF1teamdriverLewisHamilton,whohas

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 ProductionAndOperationsManagement‐MercedesBenz

workedonthedevelopmentofthecar,wiltesttheprototypes.

Transmission

Thetransmissionwilbeasingle‐clutchautomatedmanualvariant,anddeliversthebulkofthe
enginepowertotherearwheels.Theuseofasingle‐clutchoveradual‐clutchtransmissionwas
duetoAMG'sengineerswantingtokeepthecarlightandduetoconcernsoverthedual‐
clutch'sabilitytohandlethehigh‐revvingV6ICE.

ProgrammableControlers—MELSEC:

TheQSeriesPLCsareequippedwithamultipleCPUfunctionthatalowsmultipleCPUstobe
mountedsimultaneously.Thiscapabilityalowsforsystemconfigurationsthatmatchthescale
andobjectivesoftheproductionsite.

DriveProducts‐ACServos—MELSERVOMELSERVO:

systemscombineaservomotorandamp,andareidealforcontrolingthemovingpartsof
variousmachinesandequipment(speed,torque,alignment,locusetc.).Theycontributetothe
developmentofcompetitivedevices,asadrivingsourceforindustrialmachines.

Human‐MachineInterfaces(HMIs)

GOTHuman‐MachineInterfaces(HMIs)— GOTTheGOTSeriesHMIshavebeendesignedto
delivermaximumusability.Theycontributetoourcustomers'needstoimproveeficiency,
increaseproductivityandcreateadded‐value,byalowingthemtomonitorinformationfrom
PLCs,CNCsandotherFAproducts.

IndustrialRobots

MELFASmaler,lighterandfasterrobotsthatarecapableofmanagingheavierloads,bothin
termsofweightandfunctionality.AdvanceddevelopmentsatMitsubishiElectricincludethe
additionofadedicatedmotorandcontrolerfitedwithaT64‐bitRICSchipset.

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 ProductionAndOperationsManagement‐MercedesBenz

Typeofindustry:

MercedesBenzisanautomotivetypeofindustry.Inthe1930stheGermanautomotiveindustry
onceagaingotbackonitsfeet–andexudedrenewedself‐confidenceinParis.Thenewspaper
BremerNachrichtenpublishedanarticleonthe1934ParisMotorShowwhichranwiththe
headline:“SuperiorityofGermanpassengercars”,andtheRheinisch‐WestfälischeZeitung
focuseditsreportingon“theinfluenceofGermandesignsonFrenchstruckmanufacture.”The
automotiveindustrycomprisesawiderangeofcompaniesandorganizationsinvolvedinthe
design,development,manufacturing,marketing,andselingofmotorvehicles.Itisoneofthe
world'slargesteconomicsectorsbyrevenue.Theautomotiveindustrycomprisesawiderange
ofcompaniesandorganizationsinvolvedinthedesign,development,manufacturing,marketing,
andselingofmotorvehicles.Itisoneoftheworld'slargesteconomicsectorsbyrevenue.The
automotiveindustryisthetechnologicaltrendseteramongmanufacturingindustries.Itkeeps
evolvingonafastpaceandisadriveroftheneweraofdigitalization.Digitalizationhelpsthe
automotiveindustrytoturntheirideasintosuccessfulvehiclesfasterandmoreeficiently.

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 ProductionAndOperationsManagement‐MercedesBenz

3.Plantlocation‐Designprocess,TypesofBuilding:

Plantlocation:

DaimlerAGholds15percentsharesofKamaz.The50‐50jointventuresMercedes‐BenzTrucks
VostokandFusoKamazTrucksRusweremergedin2015andnowoperateunderthenameof
DAIMLERKAMAZRUS(DKRUS).Inaddition,in2012DaimlerandKamazsignedalicense
agreementforAxorcabs,aswelascontractsforthesupplyofMercedes‐Benzenginesand
axlestoKamaz.AspartofthetechnologypartnershipbetweenDaimlerandKamaz,thetwo
companiesarejointlybuildingalocalcabproductionfacilityandformingaprocurement
partnershipwithinthejointventureDKRUS.

DaimlerAGholds15percentsharesofKamaz.The50‐50jointventuresMercedes‐BenzTrucks
VostokandFusoKamazTrucksRusweremergedin2015andnowoperateunderthenameof
DAIMLERKAMAZRUS(DKRUS).Inaddition,in2012DaimlerandKamazsignedalicense
agreementforAxorcabs,aswelascontractsforthesupplyofMercedes‐Benzenginesand
axlestoKamaz.AspartofthetechnologypartnershipbetweenDaimlerandKamaz,thetwo
companiesarejointlybuildingalocalcabproductionfacilityandformingaprocurement
partnershipwithinthejointventureDKRUS.Axlesandaxlecomponents,componentsfore‐
mobility,steeringcolumns,exhaustcomponents,lightweightstructuralparts.

•TheMercedes‐BenzplantinHamburgisanimportantpartofthepowertrainproduction
network,andahigh‐techlocationfore‐mobilitydrivecomponents.Itwilsupplyelectrified

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 ProductionAndOperationsManagement‐MercedesBenz

axlesfortheEQC1totheMercedes‐BenzplantinBremen,forexample.

•Therearealsothetraditionalproductareasrangingfrom axlesandaxlecomponentsto steering

columnsand lightweightstructuralparts,rightuptocomponentsforexhaust technology.

•AtleastoneproductfromtheHamburgplantcanbefoundineveryMercedes‐Benzcar.

•AspectsofenvironmentalmanagementhavebeenfirmlyestablishedattheMercedes‐Benz
plantinHamburgformanyyears,andaregivengreatimportance.

•Foundedin1935asVidal&SohnTempowerkGmbH,theHamburgplantbecameaDaimler‐ Benz AG
location in1978.heMercedes‐BenzplantinRastatisthe leadplantinthe
worldwideproductionnetworkforcompactvehicles.ThisalsoincludestheHungarianplant
inKecskemét,theChineseproductionlocationBBACinBeijingandthecontractorValmet
AutomotiveinUusikaupunki,Finland.In2018,thesewerejoinedbythejointventure
productionplantCOMPASinMexicoandtheHambachplantinFrance.

•In2018,thelocationproducedtheA‐andB‐ClassplustheGLA.•ThefirstMercedes‐BenzA‐
Classlefttheproductionlinetherein1997,startingthesuccessstoryofcompactcarsfrom
Mercedes‐Benz.

•In2018,productionofthenewA‐andB‐ClasscommencedinRastat.•Theplantisthe
largestindustrialemployerintheregion.

•InthefuturethelocationisalsotoproducecompactelectricvehiclesundertheEQproduct
andtechnologybrand.

•TheMercedes‐BenzCustomerCentre Rastatdirectlyadjoinstheplant.Around200
vehiclesarecolectedthereeachday.

•Customersareabletotesttheof‐roadcapabilitiesandassistancesystemsoftheir
Mercedes‐Benzcaronthe“A‐Rock”drivingcircuitwithaneventareadirectlynexttothe
plant.Thesitealsohasspaceforopen‐aireventswithupto7,000visitors.

•TheMercedes‐BenzplantinSindelfingenhasahistorygoingbackoveronehundredyears,
andhasthelongesttraditionsofanyDaimlerAGplant.Itisthecentreof

excelencefortheproductionofvehicles,infuturealsoelectricvehicles,intheexecutiveand
luxuryclasswithintheworldwideproductionnetwork.

•SindelfingeniswheretheMercedes‐Benzflagshipmodel,theS‐Class,isproduced.The successfulE‐
ClassSaloon,Estateandtheof‐roadvariantAlTerrainaswelastheMercedes‐

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 ProductionAndOperationsManagement‐MercedesBenz

AMGGTfamilyarealsoproducedhere.

•Thecentralfunctionsofproductionplanning, TECFACTORY,logistics and quality

managementfortheproductionorganisationofMercedes‐BenzCarsarealsositedinthe
directvicinity,aswelastheheadquartersoftheMBCprocurementorganisation.This
proximitytothecentralfunctionsmakestheSindelfingenlocationunique.

•Sindelfingenisalsothehomeofgroupresearchanddevelopment,andtheDaimlerAG
designdepartment.“Factory56”,oneoftheworld’smostcuting‐edgeautomobileproduction
facilities,isunderconstructioninSindelfingen:Underthemoto“digital,flexible,green”,
thefacilityissystematicalyandcomprehensivelydedicatedtoinnovativetechnologiesand
processesinvehicleproduction.“Factory56”istheblueprintforalfuturevehicleproduction
operationsatMercedes‐BenzCarsworldwide.ThismakesSindelfingenoneoftheworld’s
leadingcentresofexcelenceforsafety,innovationanddesigninautomobileengineering.The
locationhasatotalworkforceofaround25,000.

•Inthefuturethelocationwilalsoproducebateriesforelectricvehicles.Thiswilmake
SindelfingenpartoftheglobalbateryproductionnetworkofMercedes‐BenzCars,which
haslocationsonthreecontinents.

•DirectadjoiningtheplantistheMercedes‐BenzCustomerCentreSindelfingen, where
around250vehiclesarehandedovereachday.

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 ProductionAndOperationsManagement‐MercedesBenz

Designprocess:

Drawing/rendering:

Thedesignprocessalwaysbeginswithanidea,whichgivesrisetoadrawing.Onasketchpad
oracomputerscreen,ideaswhichpreviouslyonlyexistedinthedesigner’sheadbecomevisible.
Thebestandmostpromisingsketchesarechosenfromtheinitialdiverseofering.

Package:

Theessentialbasisforeverydesignistheso‐caled“package”‐thesumtotalofalgeometrical
specifications.Onthebasisofthispackage,thesketchesaredevelopedsuchthatproportions,
dimensionsandlinesproduceacoherentwhole.

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 ProductionAndOperationsManagement‐MercedesBenz

Virtualmodel:

Inordertoassesstheactualthree‐dimensionalefect,selecteddesignsareproducedas
authenticdetailed1:4claymodelsandasvirtualdatamodels.Thesevirtualmodelsare
visualisedusingthePowerWal–ahugemultimediaprojectionscreenonwhichthedesigners
canviewandanalysetheirdesignsfromvariousperspectives.Thecarcanbeenvisionedinthe
correctsizeandfeaturessuchasgeometry,colourandtexturecanbealteredataclick.While
bothclaymodelsanddatamodelshavetheirownrespectiveadvantages,tothisdaythevirtual
worldisnosubstituteforrealmodelsproducedtoscale.

claymodels:

Noteverythingcanbesimulatedtoperfectiononacomputer.AtMercedesBenz,claymodels
ofeveryvariantofanewautomobilearethusproducedalongsidevirtualmodelsinthe
subsequentcourseofthedevelopmentprocess.Onlythenarethedesignersabletojudge
whethertheirdesignsalsoproducethedesiredefectinthreedimensions.

model:

Althedetailsofthenewmodelarehand‐craftedtoproduceadeceptivelyreal‐lookingmodel.
Althecharacteristicfeaturesofthenewcarbecomeapparent.Opticalmeasuringtoolsand
milingmachinesareappliedtoproducethefirstful‐scaleprototype.

Modelselection:
Themostpromisingoptionsarechosenfromnumerousvariantsandmodeledonascaleof1:1

Interiorsketches:
Thefirststepintheinteriordesignprocessalsoinvolvesproducingdrawingsandrenderings.
Thevariousequipmentpackagesorlinesarecreatedhere–theinteriorinwhichthefuture
driveristofeelathome.

Interiorclaymodel:

Thedevelopmentofthedesignisbestrevealedtothedesigneronthe1:1claymodel,whichis
createdfromtheinsideout,asitwere.Althedetailsaremodeleduntilanaestheticaly
accomplishedsenseofspaceisachieved.Severalalternativeinteriorsaremodeledasarule,in
ordertodecidewhichconceptistobepursued.

Colour&trim/controlanduserinterfaceconcepts :

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 ProductionAndOperationsManagement‐MercedesBenz

Materialsandcoloursarechosenfortheinterior.Thetrimlinesforthefutureautomobileare definedfrom
hundredsoffabricandleathersamplesandcolours.Alcontrolanddisplay
elementsandtelematicsinterfacesaredesignedandcoordinatedtoproduceafulyintegrated
interiorwithaseamlessappearance.

Equipmentmodels:

Almaterialsandcoloursarepresentedonanintricate1:1interiormodelinstandard
productiongeometry,enablinganal‐embracingassessmentoftheinteriorwithregardto
geometryandsurfaces.

Finalmodel:

Theexteriorandinteriorandtheirrespectivefeaturesarecombinedbyhandtoproducea
deceptivelyreal‐lookingfinalmodel.Althecharacteristicfeaturesofthenewcarbecome
apparent.Theexteriorform ofthefutureMercedesBenzmodelbecomestangibleforal
associateddisciplines.

Seriesproductiondata:Inthelaststageoftheprocess,thefinaldesignmodelwhichhasbeen
approvedbythemanagementboardisdescribedin3Ddata,theso‐caled“classAdata”.Althe
toolsrequiredtomanufacturethevehiclecansubsequentlybeproducedbyreferencetothese
data.Greatimportanceisatachedheretopreciselydesignedjoints,harmonioussurfacesand
idealmirrorlines.

Datacontrolmodel:

InordertoevaluatetheclassAdatainareal‐lifescenarioandtodefinetheforminmore
preciseterms,theyareprecision‐cutonadatacontrolmodel.Thedataaresubsequently
revisedtotakeintoaccountanymodificationswhichprovetobenecessaryonaestheticand
technicalgrounds.Intermsofsurfacequality,theresultantmodelessentialyconstitutesthe
firstproductionvehicleandservesasthebasisforseriesproduction.

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 ProductionAndOperationsManagement‐MercedesBenz

Typesofbuildings:

Elegantappearancewithauniquestructure.
Atoncetheworld’smostcuting‐edgemuseumandarepositoryofthemostdeep‐rooted
traditions,theMercedes‐BenzMuseum combinesanelegantappearancewithaunique
structurebasedonadoublehelix.Alaspectsofthisarchitectureareinflow,withnoclosed
roomsorstraightwals.Ceilingsspan33metreswithoutanysupportswhatsoeverandeachof
the1800triangularwindowpanesisunique.

Threearchitecturefirmshavebeeninstrumentalindefiningthecharacterofthe museum:

BenvanBerkelandCarolineBos’sUNStudiocreatedthebuilding’sexcitingdesign.HGMerz
evolvedtheconceptinclosecooperationwiththethenDaimlerChryslerAG,fromtheinitial
invitationfortenderstodetailedplanningofthemuseum’spresentation.Theformercompany

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 ProductionAndOperationsManagement‐MercedesBenz

DaimlerChryslerImmobilien GmbH assumed overalresponsibility forthe museum’s

constructionasthegeneralcontractor.

UNStudio’sinitialoutlinesketchdepictedanapparentlysimplegeometricfigureconsistingof
threeloopsturningendlesslybackintothemselves.Theroutesthroughthebuildingintertwine
onninelevelsalongatimeaxisextendingfromtheinventionoftheautomobiletothepresent
dayinthefoyer,wherevisitorsarefurthermoreprovidedwithaninsightintothefutureofthe automobile.

SituateddirectlyoutsidethefactorygatesattheparentplantinStutgart‐Untertürkheim,the
museumformsalinkbetweentheplantandtheMercedes‐Benzsalesandserviceoutlet.Rising
asaverticallandmarkonahilofsixmetresinheight,thebuildingraisesthesiteaboveits
surroundings,itsroundformsatthesametimeharmonisingwiththehilsandcurvesofthe
NeckarValey.Thebuildingactsasaportal,withmotoriststurningoffederalhighwayB14into
theNeckarvaleypassingbythebuildingasakeyhubontheirwayintotown.BenvanBerkel
usedthesetopographicconditionsasthestartingpointforhisplanning.Theaimwasfor
motoriststoperceivethemuseumasawelcomingpresence.Inthetwilightespecialy,the
110,000tonbuildingappearstohoverweightlesslyovertheground.

Themuseum’sshelconsistsofmaterialswhicharealsousedintheautomotiveindustry– aluminium
andglass.Thebrightpolishedaluminium panelinghastheappearanceof
intertwiningbands,whilethedarker‐lookingwindowstripsbeckonmysteriouslyinside.

Thisimpressionisreversedatnight‐time,theexternalshelblendingintothedarknesswhilean
enigmaticlightglowswithin.

HGMerzwasinvolvedfromtheoutsetindevelopingtheconceptforthemuseum.Heisan
architect.Hisworkisconcernedlesswiththedesignofnewbuildings,however,drawingrather
onthegivenhistoricalcontext–Merz’sspecialitiesaredesigningmuseumsandincorporating
newdesignsintoexistingbuildings.MerzhasbeenassociatedwiththeMercedes‐Benzbrand
forover25yearsnow.Thedoublehelixdepictsthemorethan125‐yearevolutionaryprocessof
theautomobile,takinginthehistoryoftheMercedes‐Benzbrandanditspredecessors.The
DNAthathasdriventheevolutionoftheautomobilesinceitsinventionin1886istobefoundin
thehistoryoftheMercedes‐Benzbrand.ThearchitecturaldesignoftheMercedes‐Benz
Museumembodiesthisinseparablelinkbetweentraditionandinnovation.Thejourneythrough
timeculminatesinthefinal“Legend”room,whichendsbothtoursandleadsbacktothe
present.Dozensofracingcarsdatingfrom1900tothepresentdaybringthe

essenceoftheMercedeslegendtolifehere.Thehigh‐bankcurveinwhichthelegendaryhigh‐
performancevehiclesarepresentedtakesupthecomplexgeometryofthebuildingwhilealso
aludingtorenownedracetracks.

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 ProductionAndOperationsManagement‐MercedesBenz

Therearenoright‐anglesintheMercedes‐BenzMuseum.Alwalsandceilings,rampsand
columnsarearchedorturninonthemselves,gentlyflowingintooneanother.Inreality,there
isnostrictdivisionintodiferentstoreys.TheLegendroomsarealmosttwiceashighasthe
Colectionrooms.Andthereisadiferenceoflevelbetweenthetwoofmorethanametre.

Itisnotevenpossibletoestablishastrictdistinctionbetweenhorizontaland
verticalsurfaces:

theso‐caledTwists,–asthenamesuggests,buildingelementsincorporatingtwotwists–are
themostspectacularinnovationinthebuilding.Theyemergefromtheliftshaftsasavertical
walandthenspiralupwardsinagentlesweep,supportedbythenextshaft.Finaly,behindthe
lightwindowstripsofthefacadetheysupportaflatstairwaythatconnectsoneColectionroom
withthenext.

Thiscomplexgeometryiscontinuedintherampsrunningalongtheoutsideofthebuilding
whichconnecttheLegendrooms.Inturn,theserampsrestoninclinedpilarswhichperform
theirstaticfunctioniningeniousfashionwhilealsolendingthelargewindowareasofthe
Colectionroomsastructuredappearance.Thepilarsthemselvesgradualyevolvefrom a
triangulargroundplanintoahexagon,beforeendingupasareversedtriangle.

NumerousprizesandawardsatesttotheuniquearchitectureoftheMercedesBenz
museum.themuseummostrecentlywonthe2009HugoHaringeyprizeforexemplarybuildings
inBadenwurtemberg.theMercedesBenzmuseumofersguidedarchitecturalandarttourson request.

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 ProductionAndOperationsManagement‐MercedesBenz

4.Materialmanagement:

TheRightMaterialInTheRightPlace‐MercedesLightweightAluminiumBodyIn White

TheprocessbehindtheMercedesS‐Classaluminiumbodyinwhitewasunveiledduringthe
keynotepresentationatGALM UK2014.ProjectleaderMathiasHoeferdiscussedthe
technologies,processandtheresultsofMercedes'workwithaluminiuminthe2014S‐Class.
JackFowlerreports.

TheMercedesS‐Classhasbeenintroducingnewtechnologiestotheglobalautomotivemarket
sinceitsinceptionin1972.TheS‐classintroducedthefirstturbo‐diesel,thefirstairbagandthe firstbody‐
in‐whitetechnologiesinthe1970sandlaterinthe1990salaserweldedC‐pilarand
hybridaluminiumandsteelcomponents.

AtGALM UK2014inLondon,MathiasHoeferexplainedthedrivingprinciplesbehindthe

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 ProductionAndOperationsManagement‐MercedesBenz

developmentofthe2014S‐ClassnewlightweightBIW.Hesaid"highsafetyandlightweight
designinsupportofmaximum comfort"werethemainpilarsbehindthedesignofthe
car.Hoeferadded"Toproducethismeansrobustprocessesandperfectquality.Wetriedto
buildthebestBIWforthebestluxurysedanintheworld."

SimulationandOptimisation
ThroughMercedesoptimisationandsimulationprocesses,theS‐Classdesignteamwereableto
achievehighqualityCADdatainthefirstroundofsimulation.Hoefersaidthatwhen
lightweightingthevehicleandintroducinglighteraluminiumandhighstrengthsteels,extensive
amountsofsimulationwascarriedout.Forexample,3pilarismadeofacombinationofhigh
strengthsteelsandductilesteelstoprovide"optimisedautoformationinkinematicsinside impact."

Hoefersaid:"Altheseoptimisationshavebeenverifiedwithabout6,500simulations.Thehigh
qualityoftheCADdata,particularlyforthejoiningtechnology,resultedinhighmaturityinthe
firststageofsimulations."

Inadditiontothesimulationsavarietyofrealworldcrashteststookplacetoprovidea
fulfilmentoftheglobalcrashrequirementsoffrontal,side,rearimpactandrooftop.Hoefersaid:
"Thisshowedanexcelentfitfortherealworld."Toaddresstheissueofcomfort,NVHwasone
ofthemainareasofimprovement.Hoefersaid:"Highlocalstifnessatthedischargepoints
suchastheengine,powertrainandsuspensionwereessential,wethereforeusedcast
aluminiumdamperstruts."

Hoeferadded:"Thestaticregionalstilnesshasbeenimprovedbyanarbitrary47%with40,000 KNM
perdegree.Wehavereachedthelimitwhereanyfurtherimprovementwilnotbe
noticedbyourcustomers."

LightweightDesign
AccordingtoHoefer,lightweightdesignplaysacrucialrolethankstoa"holisticdesignconcept".
TheS‐Classis95kglighterthanitspredecessor."Theupwardweighttrend,duetohigher
requirementshasbeeninverted,"headded.

Thealuminiumispreparedinapre‐treatmentareawheretheoxidelayerisremoved.Hoefer
said:"Wehaveotheroptionswhereweusepre‐coatedaluminiumbutweadjusttheworksto
reducetheadditionalhandlingstep."Therigidityofthedoorswasimprovedthroughthe
introductionofaone‐piecemetalshelsolution.Hoefersaid"Despiteaflowmoduluselasticity
ofaluminiumthedoorframestifnessobtainedhasthesamepeakvaluesasthebeststeel doors."

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 ProductionAndOperationsManagement‐MercedesBenz

Therewasalsoa5.5kgweightsavingonthealuminiumroof.Hoefersaid:"Thechalengewas
theintegrationofaluminium inasteelstructureduetothediferentthermalexpansion
coeficient".Otherareasoflightweightincludethealuminium hybridenginecompartment,
aluminiumroof,andaluminiumdamperstrutconsole.

Theuseofaluminium increasedby60%comparedtothepreviousmodel.Hoeferadded:
"Aluminiumisusedinthefrontandroofintensivelywithapositiveefectonweightdistribution.
Wealsouseexpandablestructurefoamstocontributetogoodbodystifness.Weusetheright
materialsintherightplace."

Hoeferadded:"Intermsofsteelselectionwehaveshiftedtomodernhighstrengthsteels,ultra
highstrengthsteelsandhotformedsteels.Alonetheshareofhighstrengthsteelincreasedby
over170%comparedtoitspredecessor."

JoiningTechnologies

Thesematerialchangeshaveaabigmaterialimpactonthecomplexityofthejoining
technology.Hoefersaid:"Wesetupjoiningtechnologyexpertgroupwithspecialistsinproduct
development,processdevelopment,prototypingandseriesproduction.Inthesolitairematerial
zoneslotsofthermaljoiningtechnologieswereusedsuchaslaserbrazingweldinginthetrunk
litoraluminiumrubscanforthefirsttimeattherearapron.Therewasalsoahugeamountof
MIGweldingintheenginecompartment."

ToavoidthecrackproblemswithlaserweldingHoefersaid:"Weuselaserfiletweldingwhere
weaddthewiretotheweld,butthisisaslowprocess.FortheRubscanwehavethewire
annealedtotheouterpartofthesheetsowhenitcomestothefactorithasthewireannealed
totheouterpartofthesheet,andthathelpsyouavoidhotcracks."

InthemultimaterialzonesMercedesusedmechanicaljoiningtechnologysuchasflowdril
screws,toxing,andself‐piercingrivets.Therearealso271metresofadhesivesseamsthat
completethejoiningtechnologysetfromhighstrengthstructuraladhesivestoanti‐fluter adhesives.

Hoefersaid:"Ifyouusetheexampleofthedoor,thereareavarietyoflaserwelding,tox,anda
varietyofSPRsandadhesives.Thisiscomplexvehiclewithlotsofchalengesforproduction."

Theadhesiveworksintheovenat125degreesandrunsfor15minutes.Theadhesiveisatwo
levelcuringcompositionandat125degreesitgetsaskinthatpreventswashout.Afterthe
adhesiveiscuredat180degreestoavoidwashout.Hoefersaid:"Weexperiencedinthefirsta‐
classalotofglueofourpaintworksoweaddedthisadditionalstep."Despitetheseadded
complexitiesbodyshopeficiency,environmentalsustainabilityandproductionprocesseswere

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 ProductionAndOperationsManagement‐MercedesBenz

alsosimplifiedandoveralcostsreduced.Daimlerincreasestransparencyintherawmaterial
supplychainbyjoiningtheResponsibleCobaltInitiative,theResponsibleMineralInitiative,the
ResponsibleSteelInitiativeandtheAluminiumStewardshipInitiative.

RenataJungoBrüngger,MemberoftheBoardofManagementofDaimlerAGforIntegrityand
LegalAfairs:"Joininginitiativesisanimportantadditiontoourownactivitiessuchasthe
HumanRightsRespectSystem."

SabineAngermann,HeadofPurchasingandSupplierQualityforRawMaterialsandStrategyat
Mercedes‐BenzCars:"Weareawareofourresponsibilityintheprocurementofrawmaterials
andarepoolingourstrengthsintheseinitiativesthroughcooperationwithotherbusiness enterprises."

Stutgart–Aspartoftheofensiveforasustainablerawmaterialsupplychain,DaimlerAGjoins
forceswithassociations,organizationsandcompetitorsinanumberofinitiatives.Thecommon
goalsareclear:certifiablestandards,safeoriginsandtransparencyintheprocurementofhigh‐
riskrawmaterialsandatangibleimprovementintheworkingandlivingconditionsofpeople
localy.Byjoining,DaimlerAGisexpandingitsbroadcommitmenttoinitiativesandisactively
promotinggreatertransparencyinglobalrawmaterialsupplychains.Thecompanyisthus
takinganotherimportantsteptowardsshapingsustainablemobility.

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 ProductionAndOperationsManagement‐MercedesBenz

5.QualityControlwithISOChart:

Qualitymanagement:

TheMercedes‐BenzQualitySystem isbeingrealignedinordertoaddresstheupcoming
chalengesrelatedtotheexpansionoftheproductionnetworkandtheproductrange.Thekey
wordhereis"Q3.0".PleaseseebelowforfurtherinformationaboutQ3.0aswelasadocument
withkeycontactsforcommodities(accessforregisteredusersonly).

Thecrucialdiference:seamlessquality.

Body‐in‐white:strippeddowntothebareessentials.

Paintwork:individualcoloursappliedwithgreatcare.

Assembly:custom‐madebusesonfourlines

Finishing:meticulousinspectionpriortoextensivetestdrive

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 ProductionAndOperationsManagement‐MercedesBenz

Exhaustivequalitycontrolextendsbeyonddelivery;topqualifiedstaf,highstandardoftraining

totalqualitymanagementatMercedes‐Benz.Outlinesthethreefieldsofresponsibilitywhicha
TQMsystemmustincorporateinordertoplan,monitorandpromotethequalityofproducts
andprocessesinaldepartmentsofthecompany,i.e.qualityplanning,qualitycontrolingand
qualitypromotion.Topreventtheinfiltrationofmaterialthatmightcontributetoconflict,the
companyisalsoactivelyinvolvedintheResponsibleMineralsInitiative.RMIusesaself‐
developed,independentvalidationschemeforrefineriesandsmelterstodemonstratethat
theyhavesystemsinplacetoensuretheresponsiblesourcingofminerals.Inadditiontothis,
theResponsibleMineralsInitiativeprovidescompanieswithawealthoftoolsandinformation
sourcesforresponsibleprocurementofso‐caledconflictmaterials.Inthisway,thesustainable
procurementofconflictmineralsispromotedandmoretransparencyiscreatedinthesupply
chain.Aluminiumisplayinganincreasinglyimportantroleasalightweight‐designmaterialfor
electriccarsasitismuchlighterthansteel.Daimlerhasalsojoinedthenon‐profitAluminium
StewardshipInitiativetosupporttheimplementationofanindependentcertificationscheme
fortheentirealuminium addedvaluechain.Theaim istointensifydialoguewithal
stakeholdersinthealuminiumsupplychaintoachievecontinualymeasurableimprovementsin
theareasofsocialafairs,theenvironmentandresponsiblebusinessmanagement–from
aluminiumproductionandusagetorecycling.Steelisthemostcommonlyusedmaterialincars
andalsorepresentstheworld'slargestrawmaterialindustry.Steelproductionishighlyenergy‐
intensiveandthereforeaccountsforalargeshareoftheCO²emissionsintheproductionphase.
TheResponsibleSteelInitiativeispursuinggreatertransparencyinthesupplychain,from
minestosteelproduct,andbydevelopingacertificationschemewilprovidewithnewlevelsof
reassuranceagainstsocialandenvironmentalstandards.Italsoadvocatesthedevelopmentand
understandingofCO²levelsinproduction.

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 ProductionAndOperationsManagement‐MercedesBenz

ISO(InternationalStandardsforOrganization):

TheInternationalOrganizationforStandardization(ISO)isaninternationalstandard‐seting
bodycomposedofrepresentativesfromvariousnationalstandardsorganizations.International
StandardsOrganization(ISO)makesstandardsandguidelinesforvarietyofbusinessesand
purposesandpublishestechnicalreports.

ISOSymbolforMercedesBenz:

RoleofISOinqualitycontrol:

TheInternationalOrganizationforStandardization(ISO)isaninternationalstandard‐seting
bodycomposedofrepresentativesfromvariousnationalstandardsorganizations.International
StandardsOrganization(ISO)makesstandardsandguidelinesforvarietyofbusinessesand
purposesandpublishestechnicalreports.

Ramaiahcolegeofarts,scienceandcommerce. 27
 ProductionAndOperationsManagement‐MercedesBenz

ISOCERTIFICATEforMercedesBenz:

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 ProductionAndOperationsManagement‐MercedesBenz

6.Wastemanagementandmaintenance:

DublinheadquarteredwastemanagementserviceprovidersKeywastehasfurtherexpandedits
Mercedes‐BenzrefusecolectionfleetwiththepurchaseoffournewEconic2630L6×2models.

WithrobustPowerlinkrefusecolectionbodysuppliedbyLogicFleetandfinishedinthe
company’sdistinctvividgreenlivery,thenewEconicisatruckthatMercedes‐BenzCommercial
VehiclesSalesManager,FergusConheadydescribedas“idealysuitedtowastecolectionin built‐
upareasduetoitslowcabandal‐roundgoodvisibility.”

Keywasteselected20cubicmetrebodiestominimisetheoveralvehiclelengthforbuiltup
areas.Withitssuperiorpackingperformance,thePowerlink20cubicmetrebodypackssimilar
payloadsoftraditionalylargerbodies.ThePowerlink’sareequippedwithUTLtradelifts
designedforheavydutytradewasteapplications.

WiththeseunitsenteringserviceinDublincitythis,bringsthetotalnumberofMercedes‐Benz
vehiclestoeightintheKeywastefleet.

WalshWaste&Recycling,theGalwaybasedwastemanagementproviders,hascompleteda
significantinvestmentinitsrefusecolectionservicethroughitspurchaseofanewMercedes‐
BenzAntos,2535L6×2modelwitha2.3mClassicSpaceCabandrefusecolectionbody.

Soontobeseenonthestreetsofthecity,thetruckcomesfitedwithfeaturesthatplaceit
amongstthemostmoderninthecountry.Specificationincludes;velour‐coveredseats,
adjustableairdeflector,comfortcabanddriverseatsuspension.SafetyfeaturesincludeLane
KeepingAssist,AtentionAssistandActiveBrakeAssist.Bodyworkisatractivelyfinishedto

Ramaiahcolegeofarts,scienceandcommerce. 29
 ProductionAndOperationsManagement‐MercedesBenz

WalshWastespecificationinfactory‐paintedmetalicpaint.

OneofIreland’slongestestablishedandmostexperiencedwastemanagementcompanies,
WalshWaste&RecyclinghassetsomethingofatrendbybeingthefirstinIrelandtochoose
theBigBiteJnrRefuseColectionBody.WithaproventrackrecordintheUK,theBigBiteJnr
carriesoutmultipleoperationsincluding5,000kgsskipemptyingalongwiththefulrangeof
domesticandtradecontainercolections.The25cubicmetrebodyprovidesamplecarrying
capacity,whilstbeingverymanoeuvrablewhenfitedtotheAntos6×2rearsteerchassis.

ThenewvehiclecomescompletewithatradeapprovedMobahighaccuracyunderbody
weighingsystem.ThecompletedvehicleisbeingsuppliedbyLogicFleet,whodistributetheful
rangeofPowerlink,BigBiteandFaridRefuseVehicles,alongwithdistributionofMobaVehicle
WeighingSolutions.

Mercedes‐Benzhascontinuedtobuildonitspresenceinthecommercialwastecolection
marketwiththesaleofyetanotherEconic2630Lmodel,thistimetoGreyhoundWaste,oneof
thelargestcommercialwasteoperatorsinIreland.

SuppliedtoGreyhoundbyWalkerVehicleRentals,thenewEconic2630L6×2isthelatestinthe
currentgenerationofMercedes‐Benzwastecolectionvehicles.Amongstahostofspecial
featuresthatmakeitidealfor‐street‐to‐streetoperationareLaneKeepingAssist,Atention
AssistandActiveBrakeAssist.

DescribedbyFergusConheadyas:“an‘Econic’combinationbestsuitedtoworkinginaheavily‐
congested,multi‐pickupurbanenvironment”.Itsvariousotherfeaturesincludefulair
suspensionandalowentrycabthatmakeitergonomicalycomfortableforworkinglongshifts
ontheroad.BodyworkisfitedbyFaunMunicipalVehiclesinGermanyandfinishedinthe
Greyhound’srecognisable,high‐profilelivery.

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 ProductionAndOperationsManagement‐MercedesBenz

7.MarketsandModeofTransportation:

Markets:
ThetargetmarketfortheMercedesBenzismiddleagedpeopleofmiddletohighincomes.(25‐
44yearoldage) Mercedes‐BenzCartargetcustomersaremostlyrich. MercedesBenzdoes
notproducelowpricesvehiclesbecauseMercedesBenztargetsrichpeople.ForAmericans,
“creative”maynotbethefirstwordthatcomestomindwhentheythinkofMercedes‐Benz.
Instead,they’reprobablythinking“statussymbol,”“luxurycar”and“precisionengineering.”Or
maybe“whoa.”

Awel‐articulatedversionofthelateriswhatthenewMercedes‐Benzishopingtoinspire.But
deeper.Andfromeveryconsumer,aroundtheworld.Andthatabsolutelyinvolvescreative
thinkingbytheexactingGermanautomotivebrand.

MarketingStrategyofMercedesBenz:

Mercedes‐BenzispartoftheGermanautomakerDaimlerInc.andisoperatingworldwide
throughtheparentcompany’ssubsidiariesorstandalone.Highperformance&high‐quality
carsproducedbyMercedeshashelpedthecompanyinseling18,80,100Vehiclesworldwide
intheyear2015.TheGermanautomakerisoneofthelargest(volume)selingautomakerinthe
world.IthasawidepresencefromsedantoSUVtoSportsracingcars.

Segmentation,targeting,positioningintheMarketingstrategyofMercedesBenz–

Mercedessegmentsitsluxury&stateofartcarsonamixofdemographics,Psychographics&
Behaviouralfactors.Ittargetscustomersfromtheupper‐classsocialgroup,Professionals&
Executiveswhohaveaninclinationtowardsthemoderntechnologyequippedvehicles,more
safety,morestyling&moreeficiency.DiferentiationtargetingstrategyisusedbyMercedesto
atractthecustomersandsatisfytheirwants.

Ittargetsyoungbuyerswhoarepassionatetodriveandcarsresonateofwhattheyare,what
theirfashionstatement&styleis.

Positioningitselfthroughemotionalappealandcreatingtopofmindawarenesshashelpedthe
companyinbecomingthebestluxurycarmakersintheworld.

Marketingmix–HereistheMarketingmixofMercedesBenz.

SWOTanalysis–HereistheSWOTanalysisofMercedes.

Mission–“LeadintheInnovationandDeliveryoftheBrand’sCustomerExperiencethrough

Ramaiahcolegeofarts,scienceandcommerce. 31
 ProductionAndOperationsManagement‐MercedesBenz

AmazingPeopleandAmazingService.”

Vision‐“Ourvisionissimple,yetambitious.Wewanttobethefirst‐choiceprovideroffinancial
servicesforourcustomersanddealersinpartnershipwithourautomotivebrands”.

Tagline–“Thebestornothing”.

MarketingStrategyofMercedesBenz‐1

CompetitiveadvantageintheMarketingstrategyofMercedesBenz–

StrongparentcompanyDaimlerInc.whichhasseveralotherproductlines(E.g.Publicutility
buses,trucks&Vans)andbusinessunitslikeDaimlerFinancialserviceshavehelpedMercedes
invariousmarketstoestablishitselfandgetsupportfromtheseintermsoftechnological
support,Dealershipfinancing& management.Mercedeshasstartedaligningitssales&
marketingplanswithcustomerrequirementsi.e.theyareevolvingthemselvesfromproduct
centrictocustomercentricorganisationmeantfordeliveringtailoredproductstoindividuals
representingtheirlifestyle.Mercedeshaveatotalof38plantsofwhich23plants(9Vehicle
plants,9powertrainplants,5carassemblyplants)worldwidearecompany‐ownedplants.Al
plantsaresituatedinstrategiclocationswhicharehelpingthemintargetingthedeveloping
nationsandatthesametimewilkeeptheiroperationalcostsundercontrol.

BCGMatrixintheMarketingstrategyofMercedesBenz–

MercedesA‐class,B‐class,C‐class,SUV’s,Sportscarsandsmartcars(introducedinsome
markets)arestarsinBCGmarkets.Sincethesemodelsarehelpingthecompanyinbecominga
leaderinamajorityofthemarkets.

MercedesE‐classandS‐classarenotsopopularandthereforearethequestionmarkintheBCG matrix.

DistributionstrategyintheMarketingstrategyofMercedesBenz–

ItusesmultichannelapproachlinkingdiferentformatsofchanneldeliverynetworksMercedes
dealerships,showroomsandMercedes“Mercedesme”,thenewchainofstoresopenedatfew
selectedlocationsaroundtheworldishelpingtheminmakingitsoferingavailabletothe customers.

MarketingStrategyofMercedesBenz‐2

BrandequityintheMarketingstrategyofMercedesBenz–

StrategicpartnershipwithvariouscompanieslikeBaidu,Formula‐one,Nissanandmanyothers

Ramaiahcolegeofarts,scienceandcommerce. 32
 ProductionAndOperationsManagement‐MercedesBenz

hashelpedthecompanyincreatingtopofmindawareness.Mercedesthroughits
advertisementsatdiferentchannelshavecreatedpositivewordofmouthwhichhashelped
Mercedesinincreasingtheshareofwalet.

CompetitiveanalysisintheMarketingstrategyofMercedesBenz–

AUDI,Volvo,BMWwhoaregivinghead‐oncompetitiontoMercedesinmostofthemarketsis
resultingintoeitherfurtherpenetratingthemarketorinthestagnantmarketlikethatof
developednationscompetitorsareeatingupeachother’smarketshare.

MarketanalysisintheMarketingstrategyofMercedesBenz–

RisingdemandforluxurycarsinAsianmarkets,changinglifestyle&growthrateof33%inthe
luxurysegmentindevelopingnationlikeIndiaissomethingduetowhichmore&moreplayers
areforayingintothissegment.Largenumbersofplayersarenowfightingtoeateachother’s
marketshare.IndevelopingnationMercedesisplayingaggressivelywhileacompanylikeBMW
isnotabletosustaininthesemarkets.

CustomeranalysisintheMarketingstrategyofMercedesBenz–

Upper‐middle‐classorupper‐classsocialgroupwhoareinmidstoftheircareer&maybeinthe
agegroupof30‐50yearsarethepotentialcustomersofMercedes.Itaimstokeepimproving
thesefactorsandsteadilyenhancetheirhigh‐quality,innovativeproductportfolioinorderto
delightcustomersandtiethememotionalytotheMercedesbrand.

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 ProductionAndOperationsManagement‐MercedesBenz

Modeoftransportation:

ThenewMercedes‐BenzAntos‐Flexible,profitable,practical,safe:thefirstspecialisedtruck forheavy‐
dutydistributio

ThenewMercedes‐BenzAtego:Thenewstandardinlight‐dutyandmedium‐dutydistribution
transportwithtopperformanceand

ThenewMercedes‐BenzEconic:Thehighlyspecialisedtruckfromthemodularsystemforal
specialcolectionanddistribut

Distributiontransport:variedanddemandingrequirements

Atego:al‐rounderinlight‐dutydistributiontransport

Antos:oneforalinheavy‐dutydistributiontransport

Econic:specialistforcolectionanddistributiontransport

Distributionvehicles–legendarytrucksfrommanydecades

Distributiontrucksarethebackboneoftheregionalandlocaleconomy.Theydeliverthefuelto

Ramaiahcolegeofarts,scienceandcommerce. 34
 ProductionAndOperationsManagement‐MercedesBenz

thefilingstationandtheheatingoiltothesingle‐familyhome.Theysupplysupermarkets,
retailersandrestaurants,theybringthenewfurnituretothedoorandtheymoveour
belongingstoournewhomes.Theycarryplatforms,boxbodiesandspecial‐purposebodiesof
alkinds.Thedutiesofdistributiontrucksareextremelyvaried.ForalofthemMercedes‐Benz
ofersacomprehensiveandunparaleledline‐upoflight‐dutyandheavy‐dutydistribution
truckscomprisingbothgeneralistandspecialistvehicles.

Distributiontransport:variedanddemandingrequirements

Aparticularlygreatmanythingsaredemandedofdistributiontrucks.Inpopulationcentresitis
aboutquietandcleanengines,aboutmanoeuvrabilityandfast,easyentryandexit.Distribution
trucksshouldalsoseem friendly,aspedestriansappreciateanappealingappearance.But
distributiontrucksalsotravelbetweencities,drivemanymilesonthemotorwayandsome
driversoccasionalyspendthenightintheirtruck.Mercedes‐BenzAtego:al‐rounderinlight‐
dutydistributiontransport

ThenewMercedes‐BenzAtegoanditsgrossvehicleweightbetween6.5and16tformsthe coreofthelight‐
dutyandmedium‐dutydistributiontransportsegment.Itepitomisesquality,
eficiencyanddedication.Itisanal‐rounderwhoseheavy‐dutyvariantsevenserveas
truck/trailercombinations.ThelooksandtheatractivecockpitreflectthefactthattheAtego
carriesthegenesoftheheavy‐dutyMercedestrucks.Atthesametimeitslowentryheightand
theequalycompact,lightandpowerfulfour‐cylinderenginesaretailoredpreciselytousein
distributiontransport.AnothertypicaltraitoftheAtegoisthatalmodelsinGermanyare
equippedasstandardwiththefulyautomatedMercedesPowerShift3transmission–this
makesthedriver'sworkeasierandimprovestheoperator'sprofitability.

Specialversionsfeaturingacrewcab,al‐wheeldriveoramanualtransmissionwithcrawlergear
alsoextendtheAtego'sappealtorelatedfieldssuchasmunicipalandof‐roadapplications.

Mercedes‐BenzAntos:oneforalinheavy‐dutydistributiontransport

Theal‐rounderinheavy‐dutydistributiontransportgoesbythenameMercedes‐BenzAntos.It
epitomiseseficiencyandhandling.ItisavailableasasolotruckwithaGVWof18/19tand26t, and
asamedium‐dutyto heavy‐dutytruck/trailercombination ortractor/semitrailer
combinationwithaGVWofupto40t.Itrepresentsanewclassforthebrandbearingthethree ‐
pointedstar:theAntosisnotacompromiseofcomponentsfromthelight‐dutyandheavy‐duty
models.Ratheritwasdevelopedspecificalyandpreciselyfortherequirementsofheavy‐duty
distributiontransport.Andthoseareveryvaried,whichiswhytheAntoscomeswithvarious
cabs,four(OM936,470,471and473)six‐cylinderin‐lineengineswithatotalof16power
outputlevelsandoptionalywiththewholerangeofavailablesafetyandassistancesystems.
SpecialmodelssuchastheLoaderandtheVolumeraretailoredtopayload‐criticaloperations

Ramaiahcolegeofarts,scienceandcommerce. 35
ProductionAndOperationsManagement‐MercedesBenz
andvolumetransportapplications.

Mercedes‐BenzEconic:specialistforcolectionanddistributiontransport

Ramaiahcolegeofarts,scienceandcommerce. 36
 ProductionAndOperationsManagement‐MercedesBenz

8.conclusion:
MercedesBenzisabrandthathasfirmlypoistioneditselfinthemarketandwithitsnew
designs,ispositionedtobeayearofgrowthforMercedesBenz.withyeartodatesalesincrease
of6.7%comparedtothesameperiodin2014(UBMplc,2015).themarketseemstocontinueto
growofMercedesBenz.thehopeofexpandingitsmarketbaseinAmericaisnotonlypossiblein
2015,butfortheforeseeablefuture.MercedeshasfulyadoptedthemarketingmixinAmerica
andtheproductitofers,togetherwiththepricerange,it'svastdistributionchannelandits
rejuvenatedpromotionalstyleinAmerica,it'smixisaguaranteedformulaforsuccessin2015
andbeyond.thebrandawarenessandbrandloyaltythatMercedeshasacquiredoverthepast
threeyearsisadmirableandonethatwilmostcertainlycontributetoMercedesmarket
growthinAmerica.TheonslaughtsuferedbyMercedesfromrivalbrandssuchasAudiand
BMWhasaglobalholdwithMercedescomingthirdin2014(Boston,2015),howeverduetothe
renasceneexperiencebytheMercedes‐Benz,2014ussalesplacedtheminsecondposition
betweenBMW aheadofAudi(vijayenthiran,2005).itisevidentlyfrom thegrowthtrend
experiencedbetween2011‐2014thatMercedesislikelytotakethecrowninthenotsodistinct
future.withonly2.2%oftheUSmarket(statistsinclude,2005),theUSseemstodominateother
marketstoremaintheoveralsaleschampionforMercedes.butstiltheyoutharelikelytobe
inspiredbyitandthecrazefortheMercedesBenzisonflameonandlikelytoatractthe
customerswithitisdesigned.

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 ProductionAndOperationsManagement‐MercedesBenz

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 ProductionAndOperationsManagement‐MercedesBenz

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