Reviews How Daimler's board member Britta Seeger is supposed to convince Mercedes buyers of e-mobility - while making daring promises

11:25  20 february  2021
11:25  20 february  2021 Source:   businessinsider.de

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Britta Seeger has been on the Daimler - board member and is responsible for worldwide sales and marketing - she is first the third woman on the executive board in the history of the group. After the truck and bus division was split up as an independent company on the stock exchange, it is now the woman of the hour, as reported by “Wirtschaftswoche”.

As a result of the spin-off, Daimler is parting with 45 billion euros in sales and around 100,000 employees. The car manufacturer wants to become more flexible and, after the sleepy turnaround in mobility, is now catching up in the fields of

electromobility , autonomous driving and artificial intelligence . A new sales strategy is therefore required: Seeger has to serve the right channels and products in such a way that they meet the requirements of the various target groups.

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In addition to Daimler's passenger car, Seeger also has to market the new

electric model . Through a digital change, it should move sales to the Internet and introduce car subscriptions. Seeger should not only redefine the sales strategy, but also the brand. In addition, she wants to live up to her own claim: to inspire customers just as she is.

Born in Stuttgart, she started at the car manufacturer immediately after graduating from high school and quickly worked her way up to senior manager in customer loyalty and product management after completing her dual business studies. From 2013 to 2015 she headed the company's management in Korea and then moved to Turkey. The mother of triplets was always accompanied by her family on her stays abroad. Upon her return, she immediately took a seat on the board.

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In many ways the 51-year-old does not correspond to the “classic strict businessman” and can also be found in a casual leather jacket at public events. She is experienced, stands upright and underpins marketing slogans with technical details. Seeger wants a lot and she wants it fast. In doing so, they often do not pay attention to technical feasibility, according to their critics. Rather, she sees it as a mutual challenge to keep up.

She is enthusiastic about the “purely electric driver's life in the city center” and is pursuing the ambitious goal of creating a “fully electrified product portfolio” at Daimler by 2022. However, the electric fleet is still manageable: the electric EQC was the first car in the EQ series in 2018. This year, Daimler presented the SUV EQA in January and the luxury version EQS is to be launched in April. In order to ensure the success of the electrical series, Seeger now has to convince customers of its advantages.

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employees describe the sales manager as a focused, determined and competent woman. Within three years, which were characterized by discussions about exhaust emissions, delivery problems and an uncertain economy, she succeeded in increasing sales of

Mercedes cars by 8.5 percent. Daimler is also coping well with the Corona crisis year, not least thanks to Seeger, and makes more profits than expected .


  Wie Daimlers Vorständin Britta Seeger Mercedes-Käufer von der E-Mobilität überzeugen soll – und dabei gewagte Versprechen macht © Provided by Business Insider Germany GettyImages-866114214 (1) © TOSHIFUMI KITAMURA / AFP via Getty Images GettyImages-866114214 (1)

truck manufacturers Daimler and Volvo found fuel cell company .
Cellcentric is to test fuel cell trucks from 2023. The partners have also terminated series production. © Daimler The hydrogen truck ready for series production: That is the goal of the newly founded company Cellcentric. As early as November , the two heavyweights had agreed to take this step. Cellcentric emerged from the Daimler Group, in which it bundled all fuel cell activities - at that time under the name "Daimler Truck Fuel Cell".

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