Daimler – Twimbit DX 2021 Rank 2

Outcome

Key Highlights

Introduction

Daimler was established in 1926 by the merger of two German auto companies founded by Karl Benz and Gottlieb Daimler. Back then, both individuals claimed to have invented the gasoline-powered internal combustible engine. After 100 years, the industry once again stands at the brink of a once-in-a-lifetime disruption. The arrival of digitally connected electric and autonomous vehicles is reshaping the fundamentals of mobility.

Transformation

The ex-CEO for Daimler, Deiter Zetsche, removed the tie and allowed people to wear what they want in 2016. What might appear a slight change from the outside was the first step in the process of laying down the bedrock for more shake-ups in the way Daimler operates, innovates and grows.

Today, the global luxury car giant has launched initiatives across a new mobility; electric car manufacturing, autonomous vehicles and networked fleets.

In its latest strategic update, Daimler revealed its ambitions to go all-electric and capture 50% of the xEV market share by 2030.

In 2020, Mercedes sold 160,000 hybrid electric vehicles, recording a Y-o-Y growth of c.230%.

The mobility arm at Daimler has ventured into multiple new initiatives, including ride-hailing, multimodal platforms, car-sharing, parking and charging. These initiatives came via a partnership with global auto giant BMW through a new JV called YOUR NOW and have received a tremendous response in a brief time.

At the end of fiscal 2019, YOUR NOW had 90 million customers cumulatively making 588 million transactions through its platform.