Future of Mobility

The Challenge

With the rise of electric vehicles and many countries rolling out new regulations/mandates in an effort to eliminate internal combustion engine vehicles, vehicle manufacturers must stay on top of their game. Mercedes-Benz is not a company to be left behind and recently announced to restructure itself internally based on the pillars of CASE (connected, autonomous, shared & services, electric). With this change, comes a possible change to the business model of the company.

Our challenge was to conduct primary and secondary research and make a recommendation for the future business model of Mercedes-Benz to allow the company to stay at the forefront of mobility. However, it was important to make sure the recommendation fit Mercedes-Benz and its history.

Question asked by Daimler

What should the business model for Mercedes-Benz be in the context of future transportation (2025+)?

You should include an analysis of the following characteristics as the basis of a recommendation including trend forecasts for the regions:

1. 1. Travel habits
   2. Used transportation system
   3. Mobility costs (today vs. tomorrow)