Digital Transformation and Strategic Evolution of Mercedes-Benz: A Case Study on Innovation, Challenges, and Global Competitiveness

Tianyibo Wu ()
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Tianyibo Wu: University of Leeds, School of Philosophy, Religion and History of Science

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 362-371 from Springer

Abstract: Abstract Recently, digital transformation has established itself as a primary impetus behind the evolution and competitive edge of companies. With the ongoing development of innovations such as autonomous driving, connected vehicles, and big data, automotive manufacturers are now confronted with the crucial task of using digital technologies to remain highly competitive. This paper takes the globally leading luxury automotive brand, Mercedes-Benz, as an example. Through case analysis and SWOT analysis, this paper identifies the digital strategic deployment of Mercedes-Benz in terms of digital platforms, intelligent manufacturing, and user services. The results indicate that the, success of Mercedes-Benz lies in its integration of digital technology R&D customer-centric innovation, the support of policies from various countries. However, challenges such as insufficient patent reserves and limited market expansion constrain the development of Mercedes-Benz. Therefore, this paper suggests that Mercedes-Benz should increase investment in core technologies and formulate localized strategies for key markets such as China. These findings provide a reference for automotive firms seeking to enhance sustainable growth and competitiveness through digital transformation.

Keywords: Mercedes-Benz; Digital transformation; Automotive (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-2-38476-585-0_42

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