The automotive industry is on the verge of a fundamental change. Electric mobility, digitisation, automated driving and sharing are completely changing the mobility of the future. In this dynamic and unpredictable environment, it is more important than ever to be aware of our strengths and our role in the world. This is why Mercedes-Benz Cars has defined an all-encompassing Purpose.
We define “Purpose” as the reason or inner meaning behind what we do. Organisational scientists take it to mean the reason why a company or an organisation exists – an all-embracing statement that gives employees, customers and stockholders orientation in equal measure. While Purpose is about commercial success, it is also about added value for society as a whole.
The Purpose of Mercedes-Benz Cars has been there since Gottlieb Daimler and Carl Benz invented the automobile – but it was only officially formulated in spring 2018. To this end, several hundred interviews were conducted worldwide from summer 2017, over 200 historical and current documents were evaluated and more than 23,000 employees from different regions, functions and hierarchical levels were surveyed.