Instead of assembly line workers, Kaellenius wants to hire “a lot of new software engineers, experts in battery chemistry, electrification.” Another vital goal is that Mercedes wants to make money in different ways. Instead of focusing on luxury physical features, it wants to tap into recurring revenues that come with software-based services. In other words, Mercedes wants to redefine the luxury experience where some types of hardware become less important. Digital services are key, such as over-the-air updates.
Sustainability and efficiency are increasingly being desired by customers over luxury. “There is no doubt in our minds that the footprint that this product leaves on this Earth needs to be smaller. That is part of the modern luxury promise,” Kaellenius added.