Solutions for Mobility in the
Century:
st
21
Ecological concerns vs. desire for mobility
January 13-14, 2003
DaimlerChrysler
MIT
Siemens AG
Martin Kobetz
Shihab Elborai
Margarita Marinova
Jennifer Topinka
Angela Won
Arne Freundt
Moritz Stellmes
Outline
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Challenge and Background
Goals
Strategies
Conclusion
Discussion
Challenge and Background
“Environmental aspects vs. the desire for improved mobility”
• Market inefficiency: lack of information causes a sub-optimal
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environmental solution
Relationship between the company, government, customer
Globalization and urbanization causes environmental and social costs
Natural resources are limited
High degree of mobility are necessary for high-developed industries
⇒New strategies are necessary for global players
Goals
Government
Shareholder
• Increase customer involvement
• Optimize production/environmental costs
• Meet and influence societal mobility
expectations
• Promote societal awareness of environmental
problems
• Clarify the link between health and
environment
Employees
Customers
⇒ Companies have to balance their “Square”
Strategies
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Increase customer involvement:
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Gathering information through surveys, statistics, customer behavior
Knowledge Management
Create volunteer programs and grass-roots-initiatives
Create feedback loops
Optimize production/environmental costs
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Create task force in order to cooperate with all involved parties to
identify inefficiencies
Assign costs in a standard and systematic way
Create means of pressure and rewards
New technology and efficient use of existing technology
Strategies
3)
Meet and influence societal mobility expectations
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4)
Efficiently finding out/ Monitor expectations
Set trends to create acceptance for new technologies to reduce pollution
Introduce new moblility concepts e.g. public transportation, car
pooling, car on tracks
More incentives for employees to change to an environmental behavior
Promote societal awareness of environmental problems
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Educate and inform children, customers and government through crossmedia strategy
Involve stakeholders in decision process
Create pressure and urgency for the environmental topic
Standardize and systemize discourse on the environment
Strategies
5)
Clarify the link between health and environment
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Gather facts through health monitoring and case studies
Educate about the implication of their action/ choices/ consequences
Create transparency
Standardize regulation and initiate international cooperations
Engineer an environmentally conscious consumer, an
environmental product, and accelerate positive change.
• Redefine popular trend
• Cooperative decision
making
• Quick turnover
of cars
• Visual
performance
indicators
Product
Changes
• Cost of „bad“ cars
sponsors „good“ cars
• Mobility
concepts
Customer
Changes
• Education
• Cost incentives
Solution: Engineer the product
and the consumer
• Risk of not
staying competitive
PROS
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Drive innovation
through
environmental
protection
Improve
company image
Win situation for
everyone through
involvement
Sustainable
accelerated rate
of change
• Lack of
consistency between
countries
• Uncertainty of
customer reaction
• New technology
and investments
needed
• Rate of product
and customer
change may differ
CONS
Faces of the Future
Current Situation
Future Vision
• Slow change
• Reaction instead of action
• Dependent on government to
• Leader in industry and drive
take first initiative  may
endanger environment
innovation
• Cooperation and contracts with
government
• Individual responsibility for
environmental protection
• Closer relationship with consumer
Conclusion
Government
Shareholder
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Customer Involvement
Optimization production/environmental costs
Meet and influence societal mobility
expectations
Societal awareness of environmental problems
Clarify the link between health and
environment
Employees
Customers
• Industry as a role model
• Engineer both customer and product
• Environment has to be seen in the context of the involved parties.
• The role of the players changes depending on economic and cultural
context
Discussion
Who has the main responsibility for the environment?
„Environmental protection is catalyst for innovation“
(Jürgen Weber, CEO Lufthansa)
⇒ Who should pay for the cost of environmental protection and the
cost of pollution?
⇒ Can protection of environment be a rational goal for companies?
Background slide for „GOALS“
Strategies
5)
Create a win-win-win-win situation
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Company to Government:
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Planing public
Involvement in law making
Cooperate freely (goodwill)
Company to employee
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Concern for health and life
Fitness
Costs reflected (e.g. Balance sheet -> company reacts to it)
Educate about mission/ identity (Relate to mission in everyday work)
Company to customer
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Trust
Loyalty
Quality assurance
Shareholder profit
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Profit
Growth
Engineer an environmentally conscious consumer, an
environmental product, and accelerate positive change.
Cooperative decision
making
Quick turnover
of cars
Visual
performance
indicators
Product
Changes
Cost of „bad“ cars
sponsors „good“ cars
Redefine popular trend
• More efficient vehicles
• Marketing & education
Customer
Changes
Mobility concepts
• Sharing cars (eg.
Zip car)
• Change rental
attitude
Education
Cost incentives
• Environmental
• Health
classes
• Tax
• Insurance
• decrease operation
costs (e.g. filters, fuel)