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Daimler SWOT & PESTLE Analysis

ID : 52155153| Jul 2019| 15 pages


Business Sector :Automotive

Operating Geography :Europe, Germany, Global

About Daimler :

Daimler is a German multinational automotive engineering company. It has its headquarters located in Stuttgart, Baden-Württemberg, Germany. The company was founded by Gottlieb Daimler and Carl Benz in 1886. The founders of Daimler are notable as they are the inventors of the automobile and the pioneers of automotive engineering. Daimler is one of the biggest developers and producers of premium cars as well as the world's biggest manufacturer of commercial vehicles like trucks and vans. The biggest segments of the company are Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses and Daimler Financial Services. The company is thus able to provide financing, leasing, fleet management, insurance and innovative mobility services. The company has a global reach with production facilities in over 20 countries and over 8,500 sales centers spread out across the globe. In 2018 Daimler ranked #17 on the Fortune 500 top 100 companies list.
Gottlieb Daimler’s slogan “Das Beste oder nichts” or “The Best or Nothing” is used by Mercedes Benz even today. The Daimler vision statement reads ““At Daimler we are committed to excellence. To facilitate, enable and sustain this commitment, we want to create and live a culture of excellence. This culture is characterized by values the board of management discussed and agreed upon: Passion, Respect, Integrity and Discipline.” Daimler’s mission is “to shape the future of mobility in a safe and sustainable manner.” It has employee strength of more than 298,683 people as per early 2019 records.

Daimler Revenue :

€39,698 million – Q1 ending March 31st 2019 (year-on-year growth of 0%)
€167,362 million – FY ending December 31st 2018 (year-on-year growth of 2%)
€164,154 million– FY ending December 31st 2017 (year-on-year growth of 7%)

Competitive Analysis of Daimler

The SWOT analysis for Daimler is presented below:
1. High investment in Research and Development
2. Innovation is a core value
3. Marketing and Advertising
4. Brand Equity
1. Weak performance of buses and trucks division
2. Investigation into process of certifying exhaust emissions
1. Hybrid and electric vehicles
2. Higher market shares in Asian region
3. Autonomous driving cars
1. NAFTA restructuring after President Donald Trump swears in
2. Impact of BREXIT
3. Increasing fuel prices
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Detailed SWOT Analysis of Daimler



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1. Hybrid and electric vehicles: Industry experts believe that 20% vehicles sold around the world are expected to be powered by a hybrid source in 2020. The volume of the global hybrid vehicles market is expected to double from 2014 to 2020. The Mercedes-Benz E 350 e launched at the end of 2016 with two technological world debuts – a strong combination of the 9G-TRONIC plug-in-hybrid transmission and the latest generation of highly efficient electric motors. Further, the German automaker self-confessed that it fell behind in the electric vehicle segment, but it hopes to make up for the lag and has invested heavily so that it comes out on top by 2025 with 25% of its production being electric. The company is planning an $11 billion investment in electric vehicles production.

2. Higher market share in Asian region: Indian truck market had suffered a slump in 2014, but now with so many Government initiatives towards manufacturing, demand for truck and transportation is going to go up and Daimler should look for a double digit market share in the next five years. In case of LUVs and passenger vehicles, China and India have a high growth potential in the automobile industry. A small segment of a middle class with high growth rate is reliant on rapid economic growth for wealth gathering which leads to luxury expenditures like automobiles.

3. Autonomous driving cars: Taxi aggregation apps like Moovel, car2go, have been relatively a success according to Daimler. Daimler’s association with Uber has brought the best of both worlds. Uber, a technological platform company and Daimler, an automobile manufacturing company can bring the expertise from both the areas and develop a system which could be the market leader in the coming years.


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Check Out Analysis of Other Relevant Companies

References used in Daimler Analysis Report

1. Daimler Annual Report 2018 -

2. Daimler Annual Report 2017 -

3. Daimler Q1 Revenue Report 2019 -

4. Daimler Company Website -

5. Daimler Company Profile -

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Daimler SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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