Daimler Digital Transformation

Daimler Digital Transformation

Digitalization is changing people's everyday lives as well as the economic environment in which companies operate. The digital transformation will describe the evolutionary process by which - in this case - companies adapt to this digital change. In the following Daimler's Digital Transformation will be described in detail.


Company name:Daimler AG
Logo:Logo Daimler
Description:Inventor of the car
Chief Digital Officer (CDO):Sabine Scheunert

Social Media Daimler


Further Social Media

Snapchat: Snap4Mercedes
Description:Snapchat account, which is managed by trainees at Daimler and gives interested students an insight into their future tasks and training elements.

Chief Digital Officer (CDO)

Name:Sabine Scheunert

Social Media Chief Digital Officer (CDO)


External Digitalization

Digitalization is changing the demands that customers and suppliers, but also the market itself, place on the company. External digitalization is about how the company presents itself to the outside world and how it deals with these new requirements in order to be able to continue to operate successfully in the market.

This is about answering the questions:

  • How can I design my product range to inspire the customer? (Raise Net Promoter Score)
  • How can I bring my products to market as quickly as possible? (Go-to-Market strategy)

Digital Unit external

Describes own companies, which deal intensively with the topic digitization and promote this topic. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.


Digital Business Model (Value Proposition)

A business model describes how a company creates value, communicates that value and records it as revenue. Digitalization creates entirely new ways in which a company can create value that can be integrated into existing business models. Value proposition is the core of the business model, as it determines the benefits a company can offer its customers. Existing companies must therefore review their business models (in particular value proposition) and determine whether a new approach created by digitization should be used to increase the benefits for the customer.

More about digital business model can be found here in the glossary: Business Model.


Company name:REACH NOW (Own Company)
Description:An urban mobility company that makes cities smarter.
All this through one platform. It offers customers a networked ecosystem that combines car sharing, ride-hailing, parking, charging and multimodality from a single source.
and on-demand is available.
Competitors’ websites: https://www.linkedin.com/company/uber-com/?originalSubdomain=en (Website n.a.)

Company name:Momenta (Own Startup)
Description:Momenta is building the “brains” for autonomous vehicles. Its deep-learning based software in perception, HD semantic mapping, and data-driven path planning enables the realization of full autonomy.
Competitors:Waymo (Subsidiary of Alphabet Inc.)
Apple Cars
Competitors’ websiteshttps://waymo.com/

Apple has not yet established an official presence in this area (e.g. through a website). However, there are many signs that Apple is working on a project (“Titan”) that deals with autonomous driving systems.

Digital Accelerators

Accelerators are institutions which support companies, e.g. through consulting, training or personnel, so that they can develop as quickly as possible. Normally these are startups that are helped by Accelerators. In this cooperation, a company already established on the market is supported, which faces new challenges or has to grow into the digital transformation.
More about Accelerators can be found here in the glossary: Accelerator.

Name:Startup Autobahn
Description:Innovation platform that connects startups of all development stages with industry-leading corporate partners to pilot their technology. All this with the aim to reach a successful production-ready implementation.

Digital Incubators

Incubators are facilities that create optimal conditions for a company to develop fully. Incubators are also usually associated with startups. In this context, incubators create optimal conditions for successfully integrating the changes associated with digitization into an existing company.
You can find out more about incubators here in the glossary: Incubator.

Name:Lab 1886
Description:Lab 1886 is an independent innovation lab within Daimler AG. It is where new business ideas, including those outside the core business, are identified, incubated and brought to market maturity. The aim is to proceed faster from the idea to the product or business model. By putting together a portfolio of innovations, Lab1886 helps Daimler AG to secure a sustainable and profitable future. Lab1886 combines the best of the start-up and corporate worlds.

Digital Startups

Digital startups of the corporate.
More about Startups can be found here in the glossary: Startup.


Digital Hubs

Digital Hubs are outsourced premises of a company in which innovations are dedicated to the topic of digitization. By means of other work processes and unfastened corporate structures, the networking of internal and external expertise is intended to create digital innovations that drive the company forward.
You can find out more about Digital Hub here in the glossary: Digital Hub.

Name: Mercedes-Benz Digital Hub
Description:Focus: Digitalization and mobility

Digital Transformation presents new challenges, particulary for automotive industry. In future, simply building the best cars will no longer be enough. That is why Mercedes-Benz wishes to drive its future digital transformation from premium automobile manufacturer to premium mobility service provider.
With the newly created agile unit, Mercedes-Benz will launch new digital business models on the market in line with the CASE strategy, which comprises the four pillars Connected, Autonomous, Shared & Services and Electric Drive.

Related Links:https://media.daimler.com/marsMediaSite/en/instance/ko.xhtml?oid=30312526


Apps of the corporate.
More about Apps can be found here in the glossary: App.

Google App Store:https://play.google.com/store/apps/developer?id=Daimler+AG&hl=en

Further Apps

App name:Mercedes Me
Description:Anytime, anywhere. With the smartphone and the Mercedes me App, the user always has direct access to his vehicle and to the world of Mercedes-Benz.
They receive information about the vehicle in real time, can control various vehicle functions with the app, navigate to the desired destination and always receive all new information through the news offer on the Mercedes-Benz brand.
Google App Store:https://play.google.com/store/apps/details?id=com.daimler.mm.android

App name:Daimler Experience
Description:With this app you can experience the world of Daimler with Augmented Reality. This app supplements the Daimler corporate media with videos, images, infographics and 3D models.
With this app, Daimler also offers the opportunity to acquire knowledge in the four areas of Daimler’s CASE strategy – connectivity, autonomous driving, sharing and electric mobility.
Google App Store:https://play.google.com/store/apps/details?id=com.daimler.daimlerexperience.android&hl=gsw

Internal Digitalization

Refers to the digitization of internal company structures and processes. Here, the digitization of the company's own product and service chain is at the forefront.

This is about answering the questions:

  • How can I increase my productivity through even more digital processes?
  • How can I increase my productivity through even more digital processes?
  • How can I achieve faster results through even more digitalisation in the company?

Digital Unit internal

Describes internal company departments or even a direct subsidiary that deals intensively with the topic of digitization and drives it forward. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.

Description:In spite of all the enthusiasm about new technologies, it was clear early on that what every change needs most of all is people who support it and drive it forward. DigitalLife@Daimler is an initiative that was launched in 2011 for exactly that reason. It brings together all the aspects of the digital transformation. Its objective is to enable everyone to experience the new changes — and thus strengthen the Group as a whole.

Digital Strategy

Describes the strategy, i.e. the long-term behavioural plan, of how a company wants to implement digitalization within the company.

5C-Strategy:Daimler aims to achieve profitable growth, increase enterprise value and shape the future of mobility by implementing appropriate measures in five closely related areas.

The divisions are:

CORE: Strengthening the global core business (all vehicle segments)
CASE: Consists of the four pillars: Connected, Autonomous, Shared & Services, Electric. By linking these four pillars of the future, the company aims to develop from a pure automobile manufacturer into a mobility service provider.
CULTURE: Adapting the corporate culture to the new challenges. New challenges are, for example, dynamic processes and a high speed of innovation.
COMPANY: Moving towards a dicisional corporate structure: As of November 1, 2019, subdivision into Mercedes-Benz AG, Daimler Truck AG and Daimler Mobility AG (since July 2019).
CUSTOMER: Orientation towards the customer.
Translated with www.DeepL.com/Translator
Related Links:https://www.daimler.com/company/strategy/

Digital Governance

Digital Governance ensures that the digital strategy is properly implemented. And - vice versa - governance should serve to support the alignment of the digital architecture. It refers to the management and interaction with employees in connection with the implementation of digitalization in the company.

Leadership 2020:With Leadership 2020, the company wants to integrate a leadership style that is up to today’s challenges in the context of global change. Leadership, for example, must allow a high degree of flexibility.
With appropriate programs, managers are actively trained in this type of leadership.
Related Links:https://www.daimler.com/career/about-us/insights/organisation-law-communication/jana-schlinsog.html

Digital Architecture

Digital Architecture describes the structure of corporate structures and areas that the company uses to implement digitalization in the best possible way.


Digital Processes

Digital processes refer to processes that the company uses to implement digitalization. Based on this, it is used for the internal digitalization. Usually they are implemented based on a business process map on different levels (e.g. level 1-5). Processes designed on level 1 are End-to-End (E2E) processes. Business Process Management (BPM) is the methodology to design and manage digital processes.

Industry 4.0:Industry 4.0 has also ushered in a new era of production, which has been triggered by digital change and will continue to be driven forward. Daimler is also taking its production to the next level.
Related Links:https://www.daimler.com/innovation/case/connectivity/industry-4-0.html

Digital Organization

Type of control of the business units that the company chooses to implement digitalization.


Digital Platform

Describes platforms that the company uses for implementation or as part of its digital strategy.

Digital Platform for Daimler Trucks North America:Daimler Trucks North America (DTNA) launched a new digital platform for its contracted freight carriers in the United States to match them with the company’s spot loads using a customized version of an app developed by Loadsmart.
Related Links:https://daimler-trucksnorthamerica.com/company/press-releases/pressdetail/daimler-trucks-north-america-goes-digital-2018-01-26

Digital Tools

Describes tools (e.g. programs) that the company uses to implement or within the framework of the digital strategy.


Posts regarding Daimler:

Youtube videos about Daimler

Youtube: Blockchain Factory at Daimler

Posts regarding automotive sector

See also

See also (glossary External Digitalization):

See also (glossary Internal Digitalization):

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