Mercedes Benz has a long history dating back to Carl Benz's Patent-Motorwagen in the late 19th century. The document discusses Masao Kozu's lifelong fascination and artwork focused on Mercedes Benz vehicles starting from seeing a 1937 320 Cabriolet B as a teenager. It then analyzes Mercedes Benz's strengths as a global luxury brand with strong design, safety patents and global manufacturing presence. Potential weaknesses around high maintenance costs and opportunities in electric vehicles are mentioned. Finally, threats from government policies, fuel prices, and intense global competition are reviewed.

1. Mercedes Benz
SWOT ANALYSES

2. History
Masao Kozu has been drawing mercedes-benz vehicles for over fifty-five years. One
brief moment radically changed Masao Kozu’s life: in 1947, aged sixteen, he saw an
extraordinary car on the streets of Tokyo which fascinated him immediately: "The
spirit and style," he recalled, enthralled him, as well as the harmonious design – and
of course the impressive star at the front!
"I was really excited," he said. It was not until much later that he found out: "That's
a Mercedes", or a Mercedes-Benz 320 Cabriolet B from 1937, to be precise. "Up
until then I had only been interested in American cars," said Masao Kozu, laughing
sheepishly as if he were admitting a youthful sin. In 1956 Masao Kozu finally began
to do drawings of the vehicles – and since then he has not tired of putting cars,
racing cars and utility vehicles down on paper. He has now created more than 5000
black-and-white and colour drawings, from Carl Benz's Patent-Motorwagen to the
newer concept vehicles. The vehicles from the 1930s to the 1950s are the ones
which he loves the most. His particular favourites are the 500 and 540 K, Roadster
and Coupé. And of course the 320 Cabriolet B, which set everything off 65 years ago;
but also the 170 V, the 300 Saloon and the Cabriolet D, the 220 Cabriolet A, and so
on and so forth. This self-declared "crazy man" is also interested in current models:
"For me Mercedes-Benz will always be the best and most beautiful car in the
world," said Kozu full of conviction. And you can believe him instantly.

3. Strentghs
•AT THE ADVANCED DESIGN STUDIOS, MERCEDES-BENZ TRACKS DOWN THE TRENDS OF THE
FUTURE.
“WE TRACK DOWN TRENDS
RATHER THAN CHASING AFTER FADS. “
MERCEDES HAS ITS PERSONAL TV FOR ITS CUSTOMERS IN ITS WEBSITE
MERCEDES BENZ HAS A STRONG BRAND VALUE AND GLOBAL LEADER IN PREMIUM CARS
LACK OF CAPITAL CONSTRAINTS
MERCEDES HOLDS PATENTS ON THE MAJORITY OF SAFETY FEATURES
MANUFACTURED AND ASSEMBLED IN OVER 20 COUNTRIES ACROSS THE WORLD

4. Weakness
HIGH MAINTENANCE COST OF MERCEDES BENZ CARS
AS MERCEDES COMPANY IS A LARGE
COMPANY, THEREFORE IT'S QUITE OBVIOUS THE BUSINESS HAS THE DEFICIENCY OF
COMMUNICATION IN THE ORGANIZATIONS.

5. Oportunuties
 MERCEDES-BENZ DOES NOT ONLY STAND FOR THE HISTORY OF THE AUTOMOBILE, BUT ALSO FOR ITS
FUTURE
FUTURE CONSIDERED CAR DOES NOT CONSUME ANY FOSSIL FUELS, AND DOES NOT EMIT ANY
HARMFUL EXHAUST EMISSIONS
AFTER A COMPANY HISTORY OF 125 YEARS, THE VERTICAL MERCEDES RADIATOR GRILLE HAS
UNDERGONE A RADICAL REINTERPRETATION
IN THE F125! RESEARCH VEHICLE, THE TRADITIONAL GRILLE IS REPLACED BY SIX AIR VENTS
INTEGRATED INTO THE BODY
MERCEDES-BENZ S-CLASS WILL ALSO BE ENTIRELY ELECTRICALLY POWERED IN 2025
THERE'S NO NEED TO WORRY ABOUT HEAVY BATTERIES, LENGTHY RECHARGING TIMES AND LIMITED
OPERATING RANGES: THE F125! DRAWS ITS ENERGY FROM A HIGH-PERFORMANCE ON-BOARD
HYDROGEN FUEL CELL WHICH DRIVES THE CAR AND RECHARGES THE NEWLY DESIGNED, SLIM-LINE
LITHIUM-SULPHUR BATTERY LOCATED BEHIND THE REAR SEATS
PRODUCING A TOTAL OF 10 KWH AT 350 WH PER KILOGRAM, ITS CAPACITY IS AN IMPRESSIVE 100
PERCENT IMPROVEMENT ON TODAY'S LITHIUM-ION BATTERIES

6. Threats
 Government policies for the automobile
sector across the world
 Ever increasing fuel prices
 Intense competition from global
automobile brands
 A tax increase for importing vehicles
 Less educated employees in China, but
also very
 expensive to hire employees in Europe
 Lincoln (Ford)-Attract satisfied customers
with improved products
 Lexus (Toyota)- Sticker prices considerably
below other luxury cars
 Competition is increasing, as new and
dominating Asian car markets move
towards the global stage

7. The Best or Nothing!