Dear readers, This report describes what Daimler means by ...

Daimler 360 GRAD - FAKTEN zur Nachhaltigkeit 2008
Daimler Nachhaltigkeitsbericht 2008 / Environmental protection, innovation, and safety / External statement
In 2007 the Institute for Applied Ecology suggested that Daimler should target an fleet average of 130 – 140 g
CO 2 /km by 2012 for Mercedes-Benz and smart combined. According to independent studies, on the basis of the
current EU draft directive Daimler’s target should be 136 g/km by 2012, which is 25 percent lower than today’s
average. We welcome the fact that Daimler plans to achieve this EU fleet target in spite of uncertainties
regarding the specifics of how this should be done. Still, it is difficult to believe that average fleet consumption
for Mercedes Benz and smart can be reduced by more than 25 percent over the next few years, when only two of
13 engine variants of a new model series are offered as BlueEFFICIENCY versions, as is the case with the new C-
Class sedan. This is particularly the case in view of the fact that the 11 other more powerful engine variants in
the C-Class have emissions up to 80 percent higher than those of the C 200 CDI BlueEFFICIENCY.
It will not be possible to lower fleet consumption without the successful marketing of BlueEFFICIENCY models.
Such successful marketing in turn requires the Group to focus its business model more strongly on fuel-efficient
high-volume model series. The responsible and successful marketing of fuel-efficient vehicles will also require
clearer advertising messages. In 2007, for example, Daimler promoted the E 320 BlueTEC in Germany with the
slogan “climate protection as standard.” This highlighted the model’s contribution to climate protection, despite
the fact that BLUETEC technology primarily aims to lower nitrogen oxide emissions. While we are very pleased by
the successful transfer of BLUETEC technology from commercial vehicles to passenger cars, as this is an
important contribution to improving air quality, we must nevertheless point out that marketing campaigns such
as the one used for the E 320 BlueTEC can mislead customers.
We know very well that an automaker’s model policy is a sensitive issue that is frequently considered
“untouchable.” However, the possibility of an approaching tipping point of the global climate leaves little room
for taboos. Whether or not it will be possible in the future to continue defining premium-segment comfort and
luxury solely in terms of engine output and vehicle size is a question Daimler also has to answer for itself as it
seeks to develop a business model that will keep the Group successful over the long term.
Christian Hochfeld
Berlin, May 2008
Christian Hochfeld is Deputy Director, Öko-Institut e.V.
Öko-Institut e.V. is one of Europe’s leading independent research and consultancy institutes for a sustainable future.