Daimler Seeks a More Nimble Management Structure

Daimler AG is launching a six-month internal review in January to create a more agile management structure that can accelerate innovation.

Called Leadership 2020, the plan will tap 150 of the company's executives worldwide to brainstorm over current management structure and policies. The goal is to prepare Daimler for the auto industry’s shift from making cars to providing connected mobility.

In a letter to employees reported by Bloomberg News, CEO Dieter Zetsche says the effort has no predetermined outcome. But he says the company will “re-evaluate, and if necessary, redefine the way we lead our employees, our business and ourselves.”

Zetsche has helped deliver huge profit and sales gains for the company. But like other carmakers, Daimler faces challenges from newcomers such as Apple, Google and Tesla as consumers increasingly expect their vehicles to be smartphones on wheels.