Values and strategy
Daimler is committed to excellence and intends to excel in all its fields of activity by achieving exceptional results. The bar has been set high, but no higher than the expectations of the Group’s customers and other stakeholders. Day after day, the employees of Daimler do their best to meet these expectations.
In all these efforts, there are four fundamental values: Passion, Respect, Integrity and Discipline. They provide a frame of reference for the Group’s activities and for a corporate culture oriented toward peak performance. Daimler aims to create lasting value, and the management staff and all employees are working to achieve this goal with all their strength and passion.
Target system. Daimler’s strategic goal is to achieve sustainable profitable growth and thus to increase its enterprise value. Daimler intends to be one of the most successful automobile manufacturers in the world in the medium term. To achieve this goal, a strategic framework – the Daimler target system – has been defined; this is based on six strategic dimensions and the corporate values:
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superior products and customer experience
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leading Brands
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innovation and technology leadership
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global presence and network
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operational excellence
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high-performing, inspired people
Daimler ScoreCard. The Daimler ScoreCard supports the implementation of the company’s strategy. It is the link between its target system and the operational management of the divisions; with its help, the status of implementation and target achievement is tracked regularly and effectively. The ScoreCard serves as an additional management instrument that supplements the financial controlling instruments with the use of non-financial performance indicators. All dimensions are regularly measured and collated in the ScoreCard reports for discussion by the Board of Management. Deviations from the target path are thus recognized at an early stage and the required adjustments are initiated. www 3
A vision of sustainability. In order to safeguard long-term success and the future of the company, while enhancing social acceptance for its operations, Daimler has committed itself to a vision of sustainability. This vision encompasses three dimensions of responsibility:
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responsibility for the Group’s business performance and long-term economic success;
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responsibility for the sparing use of our planet’s resources and for maintaining an intact environment – for present and future generations;
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and responsibility for the people involved in or affected by the company’s business activities, and for society as a whole. Daimler therefore strives to play a proactive role in shaping society.
