1. Leadership in technology and innovation
We set standards in the areas of technology and innovation – from green technologies to autonomously driving passenger cars and commercial vehicles. Here, we utilize the potential generated by our cross-divisional research activities and use shared systems and solutions if possible. With respect to the use of digital technologies, we want to lead the industry with our products as well as in our contacts with customers.
2. Delighted customers
We create value for our customers with leading brands in all divisions. We aim to finish at the top of all relevant customer satisfaction rankings and to continuously convince customers with the outstanding quality of our products. In addition to our vehicles, we aim to delight our customers with customized transport and mobility services.
3. Excellent teams
Our employees are proud to work for Daimler, and we are an employer of choice for job applicants. We work in teams, in which we assign great importance to diversity in gender, nationality and a good generational mix. The four corporate values – Passion, Respect, Integrity and Discipline – form the basis of our activities. Integrity is particularly important to our company. It guides our actions with respect to the company's employees, business partners and customers. We are firmly convinced that conducting business with integrity makes us more successful on a permanent basis and – at the same time – is good for society.
4. Profitable growth
We have set ourselves the goal of achieving an average return on sales of 9% (EBIT in relation to sales) for the automotive business, based on the target returns for the individual divisions, which we intend to achieve on a sustainable basis: 10 percent for Mercedes-Benz Cars, 8 percent for Daimler Trucks, 9 percent for Mercedes-Benz Vans and 6 percent for Daimler Buses. We have set ourselves a target return on equity of 17% for the Daimler Financial Services Division.