New Business Models and Digital Products Help Mercedes-Benz Aim to Become Digital Pioneer in Automobile Industry

At the Mobile World Congress in Barcelona, which runs from 26 February to 1 March, Mercedes-Benz is presenting innovations and initiatives from a variety of fields as part of its overarching digitisation strategy.

The focus at the 280 square metre trade show stand is on systems with artificial intelligence (AI), such as the new multimedia system Mercedes-Benz User Experience (MBUX). The new A‑Class with the intuitive, teachable MBUX is celebrating its show premiere in Barcelona.

“For a long time now, Daimler has made the digital transformation a core component of its corporate strategy. With the DigitalLife@Daimler initiative, not only are we implementing digitalisation projects, above all we are focusing on the cultural change being driven forward by our employees.

“From my point of view, this is the decisive success factor for digitalisation through which we can further strengthen our competitiveness. The use of artificial intelligence is a central future topic for the Group, be it in Development, Production or the use of vehicles and in mobility services,” said Wilko Stark, Head of Daimler and Mercedes-Benz Cars Strategy as well as Head of CASE.

The company, with its CASE strategy, is on the way to becoming the digital pioneer of the automobile industry with new business models and digital products. CASE comprises the four future areas of Connected, Autonomous, Shared & Services and Electric Drive.

Part of the company’s strategic approach is to invest in relevant start-ups, thus supporting them in their growth. Recent examples of this include the approximately 10% share in what3words, developer of the three-word address system, and an 11% share in the Israeli start-up Anagog. Based in Tel Aviv, the company was established in 2010 and uses artificial intelligence to analyse user’s movement behaviour with the aid of various sensors in smartphones.

A significant advantage of the Anagog software JedAI SDK is the high level of data protection which allows the user full control of his data.

The company made use of this Software Development Kit for the first time in the EQ Ready App: at the user’s request, it analyses their everyday mobility behaviour and compares it with numerous parameters of electric and hybrid vehicles. In addition, the app also recommends which alternatively powered model by smart or Mercedes-Benz best matches the user’s individual characteristics.

Mercedes-Benz was a two-time global winner of the World Branding Awards, in the Automotive category.


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