Sustainable business strategy

Sustainability built into our strategy

SpurWechsel – we are changing lanes: We can and want to once again steer the history of mobility in a positive direction. We are the founders of the “good old days” of the automobile, but now it’s time to shape the “good new days” of sustainable mobility – through innovations rather than restrictions. At Daimler, sustainability means creating lasting economic value for our shareholders, employees, and partners, while always keeping in mind the environmental and societal impacts of our activities on our stakeholders along the entire value chain.

That is why we are forging ahead with electric mobility. That is why we are connecting our vehicles. That is why we are doing everything in our power to reconcile the growing need for mobility with climate protection and improving air quality, with resource conservation, livable cities, maximum traffic safety, systematic data responsibility, and the effective protection of human rights.

The transformation to self-determined and sustainable mobility is one of the biggest renewal projects of our time. But it is also one of the most important and most inspiring ones. This transformation goes far beyond our company, and even beyond the automotive industry. It requires new alliances between science, automakers, suppliers, the energy industry, politics, and society. It can be accomplished, however, and it must be done together, not in conflict with one another.

Group profile 2019

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Our brands

Daimler AG is one of the world’s most successful automotive companies. With its Mercedes-Benz Cars & Vans, Daimler Trucks & Buses and Daimler Mobility divisions, the Group is one of the leading global suppliers of premium cars and one of the world’s largest manufacturers of commercial vehicles. Daimler Mobility offers financing, leasing, fleet management, investments, credit card and insurance brokerage, as well as innovative mobility services.

Our strategy for the future

We firmly believe that individual mobility will likely be a basic human need in the coming decade as well. Demand for goods transport services remains a key pillar of the economy and our prosperity, and this demand can be expected to increase even further around the globe for years to come. The markets for financial services and the demand for fleet management services and digital mobility solutions are also likely to develop positively in the future. We are committed to the principles of sustainability and in particular of climate protection, and are therefore setting our course for CO2-neutral mobility.

Our strategy is helping us lay the groundwork for climate-neutral and sustainable mobility. The key to achieving this goal is innovation within the framework of a holistic approach along the entire value chain.

Ola Källenius Chairman of the Board of Management of Daimler AG and Mercedes-Benz AG

The basis of our strategy is our purpose – the spirit and purpose that guide all of our decisions and actions. What is our DNA, what makes us who we are, why are we as a company active in the market? We have answered these questions for all of our divisions. Mercedes-Benz Cars’ motto is “First Move the World.” Daimler Trucks & Buses is there “For All Who Keep the World Moving,” and Daimler Mobility makes it clear that “We Move You.” Daimler itself is the connecting element that holds these businesses together, as symbolized by the word “move.”

For us this means striving to achieve more than just the obvious – and to go beyond our immediate concerns, with regard to sustainability as well.

Our six sustainability themes

We have derived specific goals from our aspiration. Sustainability issues thus form an integral part of our business strategy. We know that we can only remain successful over the long term if we conduct our business operations responsibly. In doing so, we generate added value for all our stakeholders – for our customers, employees, investors, business partners, and society as a whole.

In order to achieve this, we plan to:

  • offer CO2-neutral mobility over the next 20 years,
  • decouple resource consumption from growth in our business volumes,
  • provide mobility and traffic management solutions that make cities more livable,
  • implement measures that increase safety on the road,
  • continue to utilize data responsibly,
  • assume responsibility for respecting human rights along the entire value chain.

With our central sustainability management we have set ambitious targets and ensure tracking them in our six strategic themes:

Climate protection &
air quality

Climate protection & air quality

Resource conservation

Resource conservation


Livable cities

Traffic safety

Traffic safety

Data responsibility

Data responsibility

Human rights

Human rights

Utilizing the potential of sustainability

Achieving success in our areas of action requires a clear commitment to a culture of integrity, as well as future-oriented cooperation with our workforce and our partners in industry, government, and society at large.

Our success thus depends on the following enablers:







In order to make sure that sustainability-related activities have a substantial effect, they have to be regularly monitored and adapted in keeping with the latest developments. We therefore work together with our stakeholders on the formulation of key issues and targets. International frameworks such as the Sustainable Development Goals of the United Nations and the ten principles of the UN Global Compact provide a fundamental guide for our activities in this regard.

Renata Jungo Brüngger and Markus Schäfer Co-Chairs of the Group Sustainability Board


Daimler AG Mercedesstraße 120
70372 Stuttgart
Tel.: +49 711 17 0

Represented by the Board of Management: Ola Källenius (Chairman), Martin Daum, Renata Jungo Brüngger, Wilfried Porth, Markus Schäfer, Britta Seeger, Hubertus Troska, Harald Wilhelm

Chairman of the Supervisory Board: Bernd Pischetsrieder

Commercial Register Stuttgart, No. HRB 19360
VAT registration number: DE 81 25 26 315