100. 对话奔驰全球CEO康林松：转型期CEO和转型之中的139岁奔驰

Summary

Podcast Summary: 张小珺Jùn｜商业访谈录 — Episode 100: 对话奔驰全球CEO康林松：转型期CEO和转型之中的139岁奔驰

Podcast Information:

• Title: 张小珺Jùn｜商业访谈录
• Host/Author: 张小珺
• Description: 努力做中国最优质的科技、商业访谈。
• Episode: 100. 对话奔驰全球CEO康林松：转型期CEO和转型之中的139岁奔驰
• Release Date: May 23, 2025

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Introduction

In the milestone 100th episode of 张小珺Jùn｜商业访谈录, renowned financial author and in-depth business reporter 张小珺 sits down with Ola Källenius, the Global CEO of Mercedes-Benz. This episode delves into the profound transformation Mercedes-Benz is undergoing as it navigates the complexities of a century-old brand in the rapidly evolving automotive industry. The conversation covers Mercedes-Benz's strategic pivot towards electric vehicles, the integral role of the Chinese market, technological innovations, maintaining luxury amidst change, and Ola Källenius's leadership philosophy.

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1. The Transformation of Mercedes-Benz

Ola Källenius begins by framing the current period as a "one in a hundred years transformation" for Mercedes-Benz. He emphasizes the necessity for the company to evolve to stay relevant in a market that is swiftly moving towards electrification and digitalization.

Ola Källenius [01:09]: "This is one in a hundred years transformation."

He reflects on the legacy of Mercedes-Benz, highlighting the balance between honoring tradition and embracing change. The CEO underscores the importance of maintaining the brand's core values while innovating to meet modern demands.

Ola Källenius [01:52]: "I view my job as a custodian of the Mercedes brand."

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2. The Role of China in Mercedes-Benz's Strategy

A significant portion of the discussion centers on the strategic importance of the Chinese market. Källenius points out that China operates at an unprecedented speed, often referred to as "China speed," where rapid decision-making and execution are the norms.

Ola Källenius [04:06]: "First of all it's speed. There is the expression China speed. In China nobody waits for anybody. It's go, go, go."

He elaborates on how Mercedes-Benz has expanded its R&D footprint in China, recognizing it as a pivotal hub for innovation and development. The CEO notes that more decision-making is being localized in China to better cater to both the Chinese market and global strategies.

Ola Källenius [13:19]: "The Chinese market at the moment is the one with the fastest. That is why building our R and D footprint. So now China plays a different role."

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3. Technology and Innovation

The conversation delves into the technological advancements Mercedes-Benz is pursuing, particularly in electric vehicles (EVs) and artificial intelligence (AI). Källenius discusses the company's commitment to electrification, stating that it is central to Mercedes-Benz's future.

Ola Källenius [10:58]: "Electrification is going to be the home turf of Mercedes to be something desirable."

He draws parallels between cooking a dish and developing technology, emphasizing that while Mercedes-Benz collaborates with various partners, it maintains control over critical aspects, such as software for battery management.

Ola Källenius [20:11]: "If you think of cooking a dish, you can get ingredients from different places, but you have to be the cook."

Källenius also touches upon the integration of AI in enhancing vehicle efficiency and customer experience, highlighting that AI will fundamentally change industries and lives within the next seven to eight years.

Ola Källenius [24:10]: "AI will change all industries and our lives."

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4. Maintaining Luxury and Brand Identity

A key topic is how Mercedes-Benz plans to sustain its reputation as a luxury car manufacturer amidst the transition to electric and technologically advanced vehicles. Källenius insists that Mercedes-Benz will always prioritize quality and exclusivity over volume production.

Ola Källenius [35:13]: "The secret of a luxury brand like Mercedes-Benz is it's not one dimensional but also desirability and timeless beauty."

He argues that luxury is about offering personalized and uniquely crafted products that resonate with customers on a deeper level, ensuring that the brand remains synonymous with prestige and elegance.

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5. Leadership and Vision for the Future

Källenius shares his perspective on leadership during times of profound change. He believes that the automotive industry is at a pivotal juncture, and Mercedes-Benz is only at the beginning of its transformation journey.

Ola Källenius [40:34]: "The whole auto industry is at the turning point and we have only seen the first chapter of a fundamental transformation."

He emphasizes the importance of entrepreneurial spirit, responsibility, and flexibility in leadership. Källenius highlights the need for continuous innovation and strategic partnerships to navigate the future successfully.

Ola Källenius [44:20]: "Responsibility and entrepreneurial spirit are key to driving transformation."

Furthermore, he discusses the company's commitment to achieving zero emissions, aligning with global sustainability goals.

Ola Källenius [56:15]: "We're on a journey to zero emissions."

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6. Conclusion

In conclusion, Ola Källenius articulates a clear vision for Mercedes-Benz as a brand that honors its storied past while boldly embracing the future. Through strategic innovation, a focus on luxury, and leveraging the dynamism of the Chinese market, Mercedes-Benz aims to navigate its century-old legacy into a sustainable and technologically advanced future.

Ola Källenius [53:37]: "Perfect blend, promise into the future. That is what we're focused on at Mercedes."

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Final Thoughts:

This episode provides invaluable insights into how a legacy brand like Mercedes-Benz is adapting to the rapidly changing landscape of the automotive industry. Ola Källenius offers a transparent and forward-thinking perspective on balancing tradition with innovation, underscoring the brand's dedication to maintaining its status as a leader in luxury and technology.

For listeners interested in the intersection of traditional manufacturing and modern technological advancements, as well as strategic market positioning in China, this episode is a must-listen.

Transcript

[Interviewer]

Is it fair to say that.

[Ola Källenius]

This is one in a hundred years transformation.

[Unknown Speaker]

You take.

[Ola Källenius]

By just using a smarter way of approaching a problem? I view my job as a custodian of the Mercedes brand.

[Unknown Speaker]

She made an excipient trip in Patachiehuren.

[Ola Källenius]

My better shape than when I took it.

[Interviewer]

Mr. Ola Kalinish.

[Ola Källenius]

Okay, fire away. I think there are two things. First of all it's speed. There is the expression China speed. In China nobody waits for anybody. It's go, go, go. That is one we have seen. But it's also.

[Unknown Speaker]

That there is a smartphone.

[Ola Källenius]

These are the two things that have impressed me most.

[Interviewer]

But as I know.

[Ola Källenius]

So if I look back at the last 50 years, electric vehicles.

[Unknown Speaker]

All right.

[Ola Källenius]

We will.

[Interviewer]

Let me show with you some nutrients.

[Ola Källenius]

Then maybe into the E class and so on at the same time. So I think.

[Interviewer]

Rather than electrification transition, is that right?

[Ola Källenius]

No, that's not right. Because electrification is going to so the home turf of Mercedes to be something desirable something.

[Unknown Speaker]

Segments.

[Interviewer]

I'm curious, do you like big refrigerator?

[Ola Källenius]

I think. But at the same time I think the Chinese market at the moment is the one with the fastest. That is why building our R and D footprint. So now China plays a different role. Power working together around the clock pretty much 24 hours a day.

[Unknown Speaker]

Do things.

[Ola Källenius]

So more and more decision making now is in China for China for sure. We had that before as well. But also in China for the world three years. You should never say never. We haven't done that yet. But you should never say never.

[Interviewer]

Next, let us move on to the topics about new technology.

[Ola Källenius]

If you look at efficiency of this vehicle here, this will have with cltc. But at the same time you get the Mercedes valuation. If we do that, we think that there is a very good portion of the market that will come to us.

[Interviewer]

So when it comes to technology, things that Mercedes will never do, we will.

[Ola Källenius]

Always definitely do what we think is the innovation that is going to improve our customers life. Absolutely. If you use the analogy of cooking a dish, you can get ingredients from different places, but you have to be the cook. We can also do things ourselves. If you take the software that controls the battery function of a car.

[Interviewer]

There is a topic that I really want to discuss with you. How can Mercedes still offer the truly luxurious car?

[Ola Källenius]

So with MBOs we have taken the cold. There is no one size that is an area in the intelligence where I think the automaker needs to be the.

[Unknown Speaker]

Architect.

[Ola Källenius]

But you need to be the director of the orchestra it. So I think that needs to be flexible. So next to the chemistry stuff. Yes we also have other future technologies in the pipeline two or three days we should not overemphasize Just one model is the E drive train so the reason why we're emphasizing the and we have to then take that technology and proliferate it into the whole portfolio so what is Mercedes? We're still going to be a physical product car company so we can use now AI it's the first version it's not yet complete still think there is I think it will change all industries and I think it will change our lives seven or eight years ago it's like have your own super and it's.

[Interviewer]

Changing our lives this year we have seen China's deep sea.

[Ola Källenius]

With actually not so much money it demonstrates models can be explored it can also be more affordable so this technology.

[Interviewer]

Even more to discuss do consumers still want a luxury car.

[Unknown Speaker]

That you need to recipe of.

[Ola Källenius]

The whole thing that makes a luxury product volume by humans by customers to find something else and that is what sets us apart so we're not we're never going to be a volume brand without very we can do this for you as well so there will always be a space the secret of a luxury brand like Mercedes Benz is it's not one dimensional but also if you look at cars over many years if you look at the history of Karl Benz and Gottlieb Daimler as well but also desirability and timeless beauty.

[Interviewer]

Next I would like to talk about your leadership at Mercedes.

[Ola Källenius]

I think the whole auto industry is at the turning point and we have only seen the first chapter of a fundamental transformation this is one in a hundred years transformation the other values of what makes a Mercedes Benz and Mercedes Benz let us.

[Interviewer]

Take a trip back to.

[Unknown Speaker]

Shit.

[Ola Källenius]

Responsibility because and sometimes the bug stops with you sometimes like so you have to of course keep their entrepreneurial spirit market make yourself into the factories into tooling into tech partnerships at the same time.

[Unknown Speaker]

Cheng Keng Jingjiang.

[Ola Källenius]

On the product side if you have a company that has 160 or 170,000 people it is exciting.

[Unknown Speaker]

You have to have good looking for.

[Ola Källenius]

Planning don't come to the auto industry never has there been I view my job as a custodian of the Mercedes brand Of course it is about technology but it's also financial success how the others do benchmarking I honestly don't know.

[Unknown Speaker]

Like.

[Ola Källenius]

And I think if you're in the in the car industry what you.

[Unknown Speaker]

Have to have must make.

[Ola Källenius]

So I know many of them are part of the original invention, the phenomenon of transformation history. If you're a company, perfect blend, promise into the future. That is what we're focused on at Mercedes. I think as a management team for company, with our history, with our brand dynamic, determined to deliver. I fundamentally believe that we're on a.

[Unknown Speaker]

Journey to zero emissions.

[Interviewer]

Bye. Bye.

[Unknown Speaker]

And I know it's hard, this is now.