Mercedes-Benz USA Strategy Series

Mercedes-Benz USA (MBUSA) is undergoing the largest transformation in the history of the brand – moving from engines to electric. OEMs around the globe have begun an ambitious goal of electrifying their fleet within this decade. By 2030, Mercedes-Benz will have invested almost $50 billion dollars to develop fully-electric vehicles. Mercedes-Benz will lead the luxury segment of that market with a singular focus: to be the world’s most desired electric luxury vehicle brand.

MBUSA’s Executive Management team introduced a robust transformation strategy, identifying key focus areas that will guide us toward this “North Star” vision. To educate employees on the new strategy, a video series was created to highlight strategic pillars and how they are connected to our overall mission.

The end-result was inspiring, and shed light on all of the incredible work our team members are doing across the country using the guide points set forth in this transformation strategy. I managed the entire project, from talent selection, vendor management and script writing, to stage director and distribution.

Each video testimonial was 1-2 minutes long, highlighting employee’s (confidential) contribution to our North Star vision. A compilation video was created to introduce the series…

MBUSA’s footprint extends beyond our corporate office located in Atlanta, so an additional 45 colleagues were selected to draft written testimonials where a video component was not available. Written testimonials were shared via weekly company-wide newsletters and predominantly displayed on digital screens around the office – 45 in total, through a 10-week campaign.

It's our time to shine and become the most desired electric luxury brand.