Mercedes-Benz

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If you are a blend of luxury and tech, like Mercedes-Benz, desirability is important. You'd rather have not enough product in the market than too much to be able to reinforce that desirability. In a transformation of any business, I think everything sets stake. There is everything to play for. We can be in a stronger, even stronger position 10 years from now than we are today. Put on the entrepreneur hat, roll up your sleeves and get going.

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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