Are We Going Too Slow on the Product?

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In July of 2021, Mercedes-Benz announced plans for the company to be all-electric by 2030. Olas Elenius: "The only way forward for our business ... is to go CO2-free" It's a bold re-naking to do that, but it's not something you wake up one morning and say, this is what we have to do," he says.

How do you reinvent a world-renowned automaker for an all-electric future? At Mercedes-Benz, CEO Ola Källenius has set the jaw-dropping goal to put fossil-fuels in the rear-view mirror by 2030 — ahead of other competitors and well ahead of Paris Climate Accords recommendations. Pushing the company’s tech, customers, and workforce to operate in a new gear, Källenius says, is repositioning Mercedes for whatever challenges and opportunities are ahead. From strategizing for the luxury market — balancing volume with desirability — to grappling with the complications of economic disruption, Källenius takes us inside the epic transformation of an iconic brand.

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