Rapid Response: Risking an iconic brand — and $40b — in a race to go all-electric, w/Mercedes-Benz CEO Ola Källenius
Masters of Scale
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Navigating Luxury in a Changing Automotive Landscape
This chapter explores the unique challenges and strategies of luxury automotive brands, focusing on the transition from Daimler to Mercedes-Benz. It draws parallels between leadership in football and automotive management, emphasizing the importance of adaptability and market alignment, especially in the face of changing consumer dynamics in China. The discussion further highlights the brand's commitment to sustainability and innovation while maintaining a distinctive luxury identity.
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