Mercedes-Benz Mission Statement Analysis

Company: Mercedes-Benz Group AG
CEO: Ola Källenius
Year founded: 1926
Headquarters: Stuttgart, Germany
Number of Employees: 166,056
Type: Public
Ticker Symbol: MBG
Market Cap (Jan 2025): $54.78 Billion
Annual Revenue (2023): €153.2 Billion
Profit | Net income (2023): €14.53 Billion

Did you know? Mercedes-Benz is the original automaker. 21^st-century Mercedes traces its roots to the first automobile, constructed in 1886.

Mercedes-Benz is one of the world’s most successful automakers. The group offers high-end passenger cars and premium vans through Mercedes-Benz AG. Its Mercedes-Benz Mobility AG division provides financing, leasing, car subscription and car rental, fleet management, charging and payment services, and insurance brokerage. Both divisions adhere to Mercedes-Benz Group’s mission, principles, and sustainability goals, ensuring sustainable growth and profitability organization-wide. In 2023, the group sold around 2.5 million vehicles. [1]

Mercedes-Benz Group AG is a legendary luxury automaker offering iconic brands, including Mercedes-Benz, Mercedes-EQ, Mercedes-Maybach, and Mercedes-AMG. Its Mercedes-Benz Mobility division owns Mercedes-Benz Bank, Mercedes-Benz Financial Services, and Athlon. Mercedes-Benz was the world’s most valuable luxury automotive brand, according to a 2023 Interbrand study. In 2023, Mercedes-Benz Group’s annual revenue increased by 2.1% to €153.2 billion. The automaker generated €14.53 billion in profit. [2]

Check out: The Largest Global Auto Manufacturers Companies by Market Cap

To understand Mercedes-Benz’s secret to success and 98 years of auto dominance, here is an in-depth analysis of its mission statement, people, principles, values, and sustainability goals:

Mercedes-Benz’s Mission Statement

To build the world’s most desirable cars and shape the future of mobility safely and sustainably.

Mercedes-Benz Group states, “As a pioneer in automobile manufacturing, the Mercedes-Benz Group has set itself the objective of shaping the future of mobility in a safe and sustainable manner. In doing so, the company focuses on innovative and forward-looking technologies and safe, high-quality vehicles that fascinate and excite. Our Goal: We will build the world’s most desirable cars.” [3]

Here is our analysis of Mercedes-Benz’s mission statement:

1. Build the world’s most desirable cars

Mercedes-Benz strives to set the standard for innovative design in the luxury auto sector. The S-Class oozes ultra-luxury, the E-Class blends elegance and performance, the CLS-Class redefines style, and the AMG GT delivers the ultimate hyper-performance sports car. The GLS-Class full-sized luxury SUV is perfect for families, while the GLE-Class is known for its versatility. In 2024, the Mercedes-Benz GLC won the Acko Drive Awards in the Premium SUV of the Year category. This award recognizes the company’s commitment to crafting exceptional luxury SUVs. [4]

Mercedes-Benz refreshes its sleek, luxurious car designs, enhancing the driving experience. The company is solidifying its luxury auto leadership with new, innovative models. In Nov 2024, Mercedes-Benz CEO Ola Källenius revealed details on the next-generation CLA. This all-new model sets new standards in range, efficiency, and charging speed. It will premiere in 2025 with two options: an advanced electric drivetrain along with a high-tech electrified combustion engine. [5]

2. Shape the future of mobility

Mercedes-Benz is the original automaker and a luxury automotive pioneer. The company seeks to continue its leadership role as an innovator and trendsetter to shape the future of mobility. For example, the automaker’s VISION EQXX tech program previews efficiency in the forthcoming electric and digital age.

Mercedes-Benz constantly researches new technologies to shape the mobility of tomorrow. Its futurists developed future images of London, Los Angeles, and Shenzhen to show how digitalization and climate change could alter urban areas in 2040 and beyond. For example, London’s vision for 2040+ predicts centralized parking solutions and transport hubs linking electric cars, bicycles, buses, and robotaxis. This image inspires Mercedes-Benz designers and engineers to develop innovations for a new era of mobility. [6]

3. Develop safe cars

Mercedes-Benz aims to develop the world’s safest vehicles. Its cars have innovative safety features and excellent records with high ratings in crash tests. For example, the Mercedes E-Class was the best vehicle tested by the Euro New Car Assessment Program (NCAP) in 2024. This mid-sized sedan received a five-star overall safety rating, earning Euro NCAP’s “Best Performer of 2024” title. [7]

Mercedes outperforms rivals across safety ratings and crash tests. Its vehicles have features like autonomous emergency braking (AEB) systems that protect the driver and vulnerable road users, including pedestrians, cyclists, and motorcyclists. In Dec 2024, the Mercedes D-segment luxury sedan qualified for the coveted IIHS Top Safety Pick+. This accolade applies to 2024-2025 C-Class models. [8]

4. Manufacture cars sustainably

Mercedes seeks to deliver the modern, sustainable luxury vehicles of tomorrow. The auto giant believes luxury and sustainability belong together. For example, Mercedes-Benz developed the monosandwich to increase resource conservation in vehicle interiors. This future-oriented solution combines lightweight construction and a 100% recycled PET foam core, reducing the car’s weight by 40%. In Oct 2024, Mercedes-Benz’s Monosandwich won the 2024 Materialica Technology + Design Award in the CO2-Efficiency category. [9]

Check out: The Largest auto manufacturing companies in the world by market cap

Mercedes-Benz’s People Principles, and Values

Mercedes-Benz has eight people principles, which define how it operates, communicates, and interacts with individuals and other entities. They highlight the group’s core values and help employees deliver cultural and technical transformations. These people principles are agility, co-creation, empowerment, drive to win, customer orientation, purpose-driven, pioneering spirit, and learning. [10]

How does Mercedes-Benz live by its people principles and values?

1. Agility

Mercedes-Benz leverages agile models to adapt quickly to changing circumstances. This principle enhances flexibility and rapid innovation, allowing the automaker to develop and deliver new products and features faster. First, the company ensures the technology landscape and architecture can adapt to changing needs quickly and remain lean, secure, and efficient. Secondly, it manages skills and retains top talent. Then, “We establish an agile product delivery model to enable a customer-centric and productive delivery through cross-functional experts,” said Gülnaz Önes, CIO of Mercedes-Benz Mobility. [11]

2. Empowerment

Mercedes-Benz encourages employees to trust and inspire each other. The company establishes an inclusive, tech-driven culture that fosters innovation and ensures its teams embrace the change. It also empowers employees through tech networking within the Mercedes-Benz ecosystem. For example, Mercedes-Benz’s software engineers can access the latest technologies and resources to create scalable products for different functions and markets.

3. Co-Creation

Mercedes-Benz values creative collaboration and nurtures cross-functional teams. It creates an inclusive workplace to encourage employees with diverse expertise to collaborate on projects, promoting faster problem-solving and idea generation. Co-creation drives Mercedes-Benz’s transition to EVs. According to 2024 research, Mercedes-Benz uses a dual strategy to integrate new talents with specific EV competencies and upskill the existing workforce. This approach enables collaboration across skill levels and reflects on the company’s culture of inclusivity and proactive change management. [12]

4. Driven to Win

This principle describes Mercedes-Benz’s aspiration to strive for the best. It drives success organization-wide, including Mercedes-Benz Motorsport teams. For example, Mercedes F1 driver Lewis Hamilton achieved 6 driver’s championships, 8 constructors’ titles, 78 pole positions, 153 podium finishes, and 84 race wins. He accomplished more than any driver with a single team. [13]

5. Customer Orientation

Mercedes-Benz seeks to satisfy and inspire customers. Its customer-centric approach delivers tailor-made solutions by aligning offerings with client expectations. For example, clients financing or leasing vehicles from Mercedes-Benz Mobility expect fast and convenient services. The company combines online and offline sales processes (5 clicks to buy online and 3 clicks to finance or lease a Mercedes-Benz). Its online financial calculator only takes about 100 milliseconds to complete a leasing or financing calculation. [14]

6. Purpose-driven

Mercedes-Benz leads by creating meaning, delivers results based on shared beliefs, and acts with integrity. The company urges employees to adhere to these principles and empowers them to perform at their best. Its teambuilding programs include “Beat the Clock,” “4×4 Blindfold Driving,” and “Reverse Slalom.” Each activity nurtures teamwork and purpose-driven mindsets. Teammates can partner for a 4×4 Blindfold Driving event to reinforce their communication skills or take the Beat the Clock challenge to improve time management, efficiency, and quick decision-making. [15]

7. Pioneering Spirit

Mercedes-Benz leverages its creativity and ingenuity to shape mobility in the future. The company combines its pioneering spirit and research to explore new business opportunities and innovative alternatives. As of January 2025, Mercedes-Benz was researching a new solar paint that could be applied to the bodywork of EVs. A mid-sized SUV with this solar paint can produce energy for 12,000 kilometers yearly. “Our brand has been shaping automotive progress for almost 140 years with pioneering technologies,” said Markus Schäfer, CTO of Mercedes-Benz Group AG. [16]

8. Learning

Mercedes-Benz values continuous learning, asking for feedback, and sharing its accumulated knowledge and experience. The group invested €2 billion in the Turn2Learn initiative to train its global workforce until 2030. As of Jul 2023, Mercedes-Benz had trained over 600 data and AI specialists [17]

Image Source: Matheus Bardemaker

Mercedes-Benz’s Sustainability Goals

Mercedes-Benz’s sustainability strategy focuses on environmental compatibility, resource usage, social responsibility, corporate governance, sustainable innovation, and economic efficiency. The company set ambitious sustainability goals to protect the planet and create value for employees, customers, shareholders, and the market.

Here are Mercedes-Benz’s sustainability goals:

Transition all Mercedes-Benz production plants to 100% renewable energy with zero CO2 emissions by 2039.
Reduce the scope 17 and 28 CO2 emissions by 80% by 2030
Invest over €2 billion in employee training from 2022 to 2030.
Mercedes-Benz supports the EU’s Vision Zero, which aims to eliminate road fatalities by 2050 and halve them by 2030 compared to 2020. [18]

How is Mercedes-Benz progressing on its sustainability goals?

Mercedes-Benz implemented its Ambition2022 program and achieved its 2022 sustainability goals. Its vehicle production locations have been net carbon neutral since 2022. In 2022, the company added €2 billion in the Turn2Learn initiative to train its global workforce until 2030. [19]

Mercedes-Benz implements environmental protection initiatives through its Ambition 2039 program. The company seeks to create a new net carbon-neutral fleet by 2039 and reduce CO2 emissions per car by 50% by 2030. It plans to increase the proportion of electrified vehicles in the new fleet to 50%, electrify new vehicle architectures, and provide an electrified variant for every Mercedes-Benz model. As of 2024, Mercedes-Benz’s sustainability strategy and Ambition 2039 were going according to plan. For example, the company offers an electrified alternative for every Mercedes-Benz van model. [20]

References

Mercedes-Benz Group AG (2024, Feb 22). Mercedes-Benz Group 2023 Results: Cash Generation at Work. Business Wire
Carlier, M. (2024, Mar 15). Revenue of Mercedes-Benz Group 2020-2023. Statista
Mercedes-Benz Group (2024, Apr). Our Strategy: Objective. Mercedes-Benz.com
Team Acko Drive (2024, Mar 1). 2024 Acko Drive Awards: Mercedes-Benz GLC Wins Premium SUV of the Year. AckoDrive.com
Mercedes-Benz Team (2024, Nov 6). Design meets efficiency: A closer look at the upcoming CLA. Mercedes-Benz.com
AW Team (2024, Nov 23). The vision of urban futures: for London, Los Angeles, and Shenzhen in 2040+. Automotive World
Evans, B. (2025, Jan 24). The Mercedes-Benz E-Class Is The Best Car To Crash, Says Euro NCAP. Car Buzz
Panait, M. (2024, Dec 27). 2024 and 2025 Mercedes-Benz C-Class Qualify for IIHS Top Safety Pick+ Status. Auto Evolution
Emove360 (2024, Oct 26). Materialica Technology + Design Award 2024: Monosandwich from Mercedes Benz wins in the Co2-Efficiency category. emove360.com
Mercedes-Benz Group. Culture: Our People Principles. Mercedes-Benz.com
Önes, G. (2023, Jun 22). Creating value with technology. Mercedes-Benz Mobility
Achillas, C. (2024, Jul 10). Shift to Electric Vehicles: A Case Study of Mercedes-Benz from the Perspective of Cross-Functional Teams and Workforce Transformation. MDPI
Elshebiny, Y. (2024, Dec 8). How Lewis Hamilton and Mercedes Forged F1’s Most Successful Partnership. Forbes
Mercedes-Benz Mobility AG. We provide best-in-class customer orientation with tailor-made offers. Mercedes-Benz Mobility.com
Mercedes-Benz. Corporate: Activities and team building. Mercedes-BenzWorld.com
Mercedes-Benz Group (2025, Jan 15). Pioneering innovations: The vehicle as an electricity generator. Mercedes-Benz.com
Mercedes-Benz Group (2023, Jul 25). Mercedes-Benz will train more than 600 data and AI specialists worldwide in 2023. Mercedes-Benz.com
Rice, S. (2024, Nov 21). What are Mercedes-Benz’s Six Sustainability Focus Areas? Sustainability Magazine
Mercedes-Benz Mobility AG (2024, Jul 30). What we stand for: Sustainability at Mercedes-Benz Mobility. Mercedes-BenzMobility.com
Mercedes-Benz Group. MBG: Sustainability Report 2023. Mercedes-Benz.com
Logo image by Matheus Bardemaker
Featured image by Kevin Bhagat

Mercedes-Benz Mission Statement Analysis