Strategy Update: Mercedes Benz Operating System

01:50:11
https://www.youtube.com/watch?v=IcNy2_8JWec

Resumo

TLDRTijdens de presentatie wordt een diepgaande blik gegeven op het Mercedes-Benz Operating System (MBOS). Mercedes-Benz positioneert zich als de architect van dit systeem, waarin zij zowel hardware als software integreren om een digitale markt te beheren die luxe en innovatie combineert. Het systeem maakt gebruik van continue updates en stelt Mercedes in staat om direct in contact te staan met klanten via een unieke ID. Veiligheid en privacy krijgen een centrale rol binnen de architectuur. Belangrijke partners, zoals Nvidia en Google, zijn betrokken bij respectievelijk geavanceerde rijtechnologieën en navigatiediensten, wat zorgt voor een uitgebreid en vernieuwend autotechnologisch ecosysteem. Daarnaast biedt MBOS functies zoals over-the-air updates waardoor voertuigen blijven evolueren en verbeteren in de tijd. Het doel is om niet alleen auto's te verkopen, maar een geïntegreerde digitale ervaring te leveren die past bij het merk Mercedes-Benz.

Conclusões

  • 🚗 MBOS is essentiëel voor de digitale toekomst van Mercedes-Benz.
  • 🤝 Partnerschappen met Nvidia en Google versterken innovatie.
  • 🔒 Privacy by Design is van cruciaal belang in MBOS.
  • 🌐 Een service-georiënteerde chip-tot-cloud architectuur.
  • 📱 Over-the-air updates houden auto's vernieuwd.
  • 🖥 Mercedes-Benz blijft in contact met klanten via unieke ID's.
  • 🎮 Een verbeterde rijervaring door geavanceerde technologieën.
  • 🌍 Globale rol van Google Maps binnen het systeem.
  • 🔧 Integratie van hardware en software voor maximale efficiëntie.
  • 📈 Toekomstgericht voor economische groei en klantgerichtheid.

Linha do tempo

  • 00:00:00 - 00:05:00

    Introductie van het Mercedes-Benz-operatiesysteem (mbos) en de rol van Mercedes-Benz in het bouwen van 's werelds meest begeerde auto's. Het merk streeft naar een symbiose van innovatie en technologie, samen met moderne luxe.

  • 00:05:00 - 00:10:00

    Bespreking van de gekozen rol van Mercedes-Benz als 'The Architects' voor mbos, inclusief specificatie, ontwerp en ontwikkeling van het operatiesysteem. Samenwerking met partners om het systeem te bouwen en te integreren in voertuigen.

  • 00:10:00 - 00:15:00

    Principes van mbos besproken: doelgericht ontwerpen, open voor partners, focus op unieke klantidentificatie voor gepersonaliseerde diensten, en privacy vanaf het ontwerp.

  • 00:15:00 - 00:20:00

    Concept van 'Privacy by Design', waarbij dataprivacy en beveiliging van klanten voorop staan. Bespreking van OTA (over-the-air) upgrade mogelijkheden om producten met de tijd te verbeteren.

  • 00:20:00 - 00:25:00

    Inleiding van een 'service-oriented chip to Cloud'-architectuur, met gedetailleerde technische uitleg door experts over hoe dit wordt geïmplementeerd en de rol van verschillende toepassingsdomeinen zoals infotainment en geautomatiseerd rijden.

  • 00:25:00 - 00:30:00

    Focus op klantgerichtheid en hoe mbos economische waarden creëren voor het bedrijf en aandeelhouders. Voorbeelden van hoe premium hardware-ervaringen worden verbeterd door digitale innovaties.

  • 00:30:00 - 00:35:00

    Bespreking van samenwerkingen met Nvidia en andere partners voor technologie-integratie in voertuigen. Introductie van nieuwe geautomatiseerde rijfuncties die Mercedes-Benz naar het volgende niveau tillen.

  • 00:35:00 - 00:40:00

    Het gebruik van AI en geavanceerde sensoren in voertuigen, met een gezamenlijke inspanning met Nvidia om voertuigprestaties te optimaliseren. Omniverse wordt gebruikt voor digitale transformatie van de productie.

  • 00:40:00 - 00:45:00

    Strategisch partnerschap met Google aangekondigd om de rijervaring te verbeteren door gebruik te maken van de meest actuele navigatietechnologieën en AI-mogelijkheden om wagenprestaties te verbeteren.

  • 00:45:00 - 00:50:00

    Presentatie van de nieuwe Mercedes E-Class, die elementen van de mbos-architectuur bevat. Uitgebreide entertainmentopties en de mogelijkheid tot personalisatie benadrukt.

  • 00:50:00 - 00:55:00

    Bespreking van ruime entertainmentopties en partnerschappen om de digitale ervaring in auto's te verbeteren. Het implementeren van een platform voor snelle app-integratie.

  • 00:55:00 - 01:00:00

    Het belang van geautomatiseerd rijden, de lange geschiedenis van Mercedes-Benz in het verbeteren van veiligheid en gemak in voertuigen, en de introductie van nieuwe systeeminitiatieven.

  • 01:00:00 - 01:05:00

    Technologische ontwikkeling benadrukt met partners zoals Luminar voor verbeterde sensortechnologieën en focus op het implementeren van geautomatiseerd rijden in brede voertuigseries.

  • 01:05:00 - 01:10:00

    Discussie over geavanceerde sensoren en AI-gestuurde functies voor verbeterd automatisch rijden en parkeren. Verdere uitleg over het verzamelen en gebruik van voertuigdata voor verbeterde rijervaringen.

  • 01:10:00 - 01:15:00

    Bespreking van rij- en oplaadfuncties binnen auto's, en de rol van mbos bij het creëren van een naadloze gebruikerservaring en verbeterde laadmogelijkheden door geavanceerde data-integratie.

  • 01:15:00 - 01:20:00

    Overzicht van de financiële vooruitzichten en economisch modellen achter mbos, inclusief hoe samenwerking met Nvidia inkomsten genereert en financiële voordelen biedt.

  • 01:20:00 - 01:25:00

    Samenvatting van de investeringen en strategische focus op EV's (elektrische voertuigen) en software-ontwikkeling om Mercedes-Benz klaar te maken voor toekomstige uitdagingen.

  • 01:25:00 - 01:30:00

    Belang van digitale extra's zoals het Mercedes me-platform voor het bieden van een verbeterde klantervaring en het verhogen van de omzet via geavanceerde digitale diensten.

  • 01:30:00 - 01:35:00

    Marktuitbreiding en gebruik van bedrijfsmodellen voor directe verkoop om de klantinteractie en innovatieve betrokkenheid verder te verbeteren.

  • 01:35:00 - 01:50:11

    Concluderende opmerkingen die de focus op software als kerncompetentie benadrukken, samen met de noodzaak van sterke partnerschappen en toekomstige ontwikkelingsdoelen voor de mbos 1.0-fase.

Mostrar mais

Mapa mental

Mind Map

Perguntas frequentes

  • Wat is MBOS?

    MBOS staat voor het Mercedes-Benz Operating System, een softwareplatform dat in hun auto's gebruikt wordt.

  • Wat is het doel van MBOS?

    Het doel is om een platform te creëren dat innovatie en modern luxe biedt door middel van voortdurende updates en partnerschappen.

  • Wie zijn de partners van Mercedes-Benz voor MBOS?

    Mercedes-Benz werkt samen met Nvidia en Google voor de ontwikkeling van MBOS.

  • Wat is de rol van Nvidia in MBOS?

    Nvidia levert technologie voor geavanceerde rijfuncties en supercomputerachtige prestaties in elke Mercedes.

  • Welke rol speelt Google in MBOS?

    Google biedt navigatiediensten die geïntegreerd worden in het Mercedes-Benz systeem.

  • Wat is het voordeel van over-the-air updates bij MBOS?

    Over-the-air updates zorgen ervoor dat het product over de tijd verbetert en steeds actueel blijft.

  • Hoe zorgt MBOS voor privacy en veiligheid?

    MBOS is ontworpen met privacy by design, wat inhoudt dat het transparant is over datagebruik en hoge beveiligingsstandaarden biedt.

  • Wat voor technologieën ondersteunt MBOS?

    MBOS ondersteunt diensten zoals automatisering, ontspanning en gepersonaliseerde klantenervaringen. Het integreert ook geavanceerde rijhulpmiddelen.

  • Hoe profiteert de klant van MBOS?

    Klanten profiteren van een gepersonaliseerde en verbonden ervaring met hun voertuig, inclusief constante innovaties en up-to-date functies.

  • Wat is de opzet van MBOS architectuur?

    Het is een servicegerichte chip-tot-cloudarchitectuur die hardware en software cycli decoupleert.

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  • 00:01:52
    thank you
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    [Music]
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    thank you
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    good morning good morning everybody and
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    welcome to our Mercedes-Benz tech center
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    here in Sunnyvale California and also a
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    warm welcome to all of you that are
  • 00:02:42
    joining us virtually from around the
  • 00:02:45
    world today we are going to talk about
  • 00:02:48
    the Mercedes-Benz operating system
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    mbos and lift the veil and look behind
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    what is behind these four letters mbos
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    but it really it really starts with our
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    strategy we have set us the mission in
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    our strategy we will build the world's
  • 00:03:08
    most desirable cars
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    if you think about the Mercedes brand
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    promise for a second what is Mercedes
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    all about it's always been this Perfect
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    Blend symbiosis between Innovation and
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    Technology on the one hand but also
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    Modern Luxury on the other hand we want
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    to use mbos to fulfill this brand
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    promise take it to the next level as far
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    as digital experience is concerned in
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    our products but also in our whole
  • 00:03:37
    company
  • 00:03:38
    so when I say we will build how does
  • 00:03:43
    that fit into mbos well we're a car
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    company we make things both in the
  • 00:03:49
    physical world but also increasingly in
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    the digital world so if you're a builder
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    and you start on on this endeavor to
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    develop an operating system from the
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    ground up you got to choose your role
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    and the role that we have chosen for
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    ourselves is that we are The Architects
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    We Are The Architects what does that
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    mean to be the architect of mbos well it
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    means we specify we design of course we
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    develop what this whole operating system
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    is going to be all about but we also
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    procure and partner if you're an
  • 00:04:21
    architect partial Builder you don't have
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    to lay every tile yourself you select
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    the best Partners around the world and
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    you work with the best to build this
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    software house this operating house we
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    integrate it into the vehicle the
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    sophisticated high-tech cars that we
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    build and of course we keep it fresh
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    with constant upgrades
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    let's talk for a few minutes about what
  • 00:04:47
    are the principles that we set out for
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    ourselves when we made the first
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    architect drawing of mbos
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    let's start with the first principle yes
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    it is purpose-built yes it is Mercedes
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    that controls the digital Marketplace in
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    the car it is we that have the
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    one-to-one relationship with the
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    customer but as I said uh we work with
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    the best I see we have some of our old
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    friends here in the in the audience
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    today with uh Jensen and Sarah from
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    Nvidia and Austin and everybody is here
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    we're gonna have uh some new guests as
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    well but we're also going to announce a
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    new partnership uh that is new to the
  • 00:05:25
    team on mbos and that is Google and uh
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    Marcus Schaefer who runs our r d
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    Department he's going to talk more about
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    that together with Thomas curion later
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    in the presentation so first principle
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    purpose built but open to Partners it's
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    really important
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    second principle and I talked about the
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    one-to-one relationship with the
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    customer it all centers around a unique
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    customer ID
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    so we are the product is directly in
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    contact with the person it gets
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    personalized Services the car knows you
  • 00:06:01
    you know who you are I mean uh already
  • 00:06:04
    today if you take the Mercedes me up I
  • 00:06:07
    can open up here and I see my car I'm
  • 00:06:10
    driving an eqs 580. the car knows who I
  • 00:06:13
    am I'm in my profile is stored in the
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    cloud when I step into my car it
  • 00:06:17
    recognizes me it puts the seat in the
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    right position it chooses the radio
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    station that I like to listen to it puts
  • 00:06:22
    the heating into the right spot all of
  • 00:06:25
    those different things so uh this
  • 00:06:28
    Digital Universe really centers around
  • 00:06:31
    the customer and to be able to serve the
  • 00:06:33
    customer you have to have a relationship
  • 00:06:34
    with the customer through a unique
  • 00:06:36
    Mercedes ID not just for the car also
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    for the enterprise we will hear
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    breakdown the marketing and sales side
  • 00:06:42
    talk about what this means in The Wider
  • 00:06:45
    context of the Mercedes-Benz universe
  • 00:06:48
    third principle privacy by Design from
  • 00:06:52
    the very beginning we take data privacy
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    data security very seriously that is why
  • 00:06:57
    we are transparent vis-a-visor customers
  • 00:06:59
    with regard to this in the Mercedes-Benz
  • 00:07:02
    privacy Center you can you can choose
  • 00:07:04
    your settings and decide what you want
  • 00:07:07
    to share and we have as I would say a
  • 00:07:11
    basic philosophy
  • 00:07:12
    um
  • 00:07:13
    always work in the interest of the
  • 00:07:15
    customer so when you receive data what
  • 00:07:17
    are you going to do with that data you
  • 00:07:18
    use that data to improve the experience
  • 00:07:20
    for the customer to improve the lives of
  • 00:07:22
    the customers so privately by Design is
  • 00:07:25
    very very important and I think it goes
  • 00:07:27
    without saying that in terms of
  • 00:07:29
    cyber security encryption and so on we
  • 00:07:32
    use the highest standards that are
  • 00:07:33
    available uh state of the art in the
  • 00:07:35
    market today
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    uh fourth and last principle
  • 00:07:41
    if you buy Mercedes
  • 00:07:43
    sometimes it could be like I don't know
  • 00:07:45
    buying a very good french wine it
  • 00:07:48
    ages with Grace and it gets better over
  • 00:07:51
    the years but imagine now in the
  • 00:07:54
    software space
  • 00:07:55
    that you know the master winemaker and
  • 00:07:59
    for every Year's New Harvest he comes
  • 00:08:02
    with a couple of new bottles and puts it
  • 00:08:04
    into your seller that is what OTA
  • 00:08:06
    over-the-air upgradability is all about
  • 00:08:09
    the product doesn't get old it actually
  • 00:08:12
    gets better over time and we will talk
  • 00:08:15
    extensively about this especially when
  • 00:08:17
    we talk about automated driving later on
  • 00:08:20
    how you can decouple Hardware from
  • 00:08:23
    software and make sure that the product
  • 00:08:25
    product is alive over the whole
  • 00:08:29
    lifespan of the car
  • 00:08:32
    so if I then put that together and say
  • 00:08:35
    we let's try to sum up what is this
  • 00:08:38
    architect strong what is this building
  • 00:08:39
    it is what we call a service oriented
  • 00:08:42
    chip to Cloud architecture sounds
  • 00:08:44
    complicated uh but I have two uh very
  • 00:08:47
    qualified people Marco Shaffer and
  • 00:08:49
    Magnus osberg who is here today our
  • 00:08:50
    chief strategy officer they will go into
  • 00:08:52
    all the nuts and bolts of what that
  • 00:08:54
    means and how we have done this from a
  • 00:08:57
    technical point of view
  • 00:08:59
    for the customers the domains and these
  • 00:09:02
    are the application domains that's
  • 00:09:03
    usually what you see when you use the
  • 00:09:05
    product you have infotainment the
  • 00:09:07
    obvious thing is what most people think
  • 00:09:08
    about when they think about the digital
  • 00:09:10
    car but it's only one of four domains of
  • 00:09:12
    course automated driving maybe the most
  • 00:09:14
    exciting domain where there's so much
  • 00:09:15
    going on and we want to take it to the
  • 00:09:17
    next level body and comfort it is a
  • 00:09:19
    physical product we are physical beings
  • 00:09:21
    how do you create a well-being for the
  • 00:09:24
    humans in the car and then the obvious
  • 00:09:26
    thing for a car driving charging the
  • 00:09:29
    battery management software everything
  • 00:09:30
    that's going on there and it is a
  • 00:09:33
    proprietary operating system but it's
  • 00:09:35
    open it's open to partner with the best
  • 00:09:40
    now have we done mbos uh are we doing
  • 00:09:45
    technology here for the sake of
  • 00:09:47
    Technology no we're not
  • 00:09:49
    it's all about the customer and to
  • 00:09:52
    deliver a superior product experience
  • 00:09:54
    for the customer
  • 00:09:57
    and if we do that successfully we build
  • 00:09:59
    economic value for the company and
  • 00:10:01
    ultimately our shareholders so if you
  • 00:10:04
    take that approach you put the customer
  • 00:10:05
    at the center of all things you're also
  • 00:10:08
    going to have economical benefits from
  • 00:10:09
    it let me just give you a few glimpses
  • 00:10:12
    of what I'm talking about and then the
  • 00:10:14
    other guys are going to go into more
  • 00:10:15
    details later
  • 00:10:17
    well at Mercedes if we now peek into
  • 00:10:21
    this building here what's what's inside
  • 00:10:22
    the house
  • 00:10:24
    for Mercedes and for a car company of
  • 00:10:27
    course the hardware is crucially
  • 00:10:28
    important desirable Hardware think about
  • 00:10:31
    the interior of your cars maybe as your
  • 00:10:34
    living room you have now just gone out
  • 00:10:36
    and bought the most expensive TV set
  • 00:10:38
    that is in the market but that TV set is
  • 00:10:43
    not just sitting there alone in a naked
  • 00:10:45
    living room you you put the right
  • 00:10:46
    designer Furniture to go with it
  • 00:10:49
    when we launched uh now A couple of
  • 00:10:51
    years ago a year and a half ago what we
  • 00:10:53
    call the hyper screen in the eqs and in
  • 00:10:55
    the EQ and eqs family many customers
  • 00:10:59
    told us you know that's insane what are
  • 00:11:01
    you doing here it just blew them away
  • 00:11:03
    and it opens up you know so much more
  • 00:11:05
    that you can do in the front
  • 00:11:08
    and uh we thought to ourselves hmm
  • 00:11:11
    there's a hint there why don't we create
  • 00:11:15
    a full dashboard screen pillar to pillar
  • 00:11:19
    in the future
  • 00:11:20
    for every single Mercedes
  • 00:11:23
    so that every single Mercedes can have
  • 00:11:24
    the option of going pillar to pillar
  • 00:11:28
    said and almost done so starting with
  • 00:11:31
    the first generation uh car that has
  • 00:11:34
    mbos and already in the sneak that we're
  • 00:11:36
    going to see later you will get access
  • 00:11:38
    to hyper screens I see some people
  • 00:11:40
    nodding here that provide content to
  • 00:11:41
    that and and they're smiling and I I
  • 00:11:44
    think that's the point uh you can buy
  • 00:11:46
    the most expensive TV set but if there's
  • 00:11:48
    nothing going on on the TV if you're
  • 00:11:51
    just looking at a black screen it kind
  • 00:11:52
    of defeats the purpose of the whole
  • 00:11:54
    exercise so yes we will put a world of
  • 00:11:58
    entertainment into this and uh it will
  • 00:12:01
    be also specific for the different
  • 00:12:03
    regions I mean if you live in uh if you
  • 00:12:05
    live in China maybe you're looking at a
  • 00:12:07
    different soap operating if you live in
  • 00:12:09
    my home country Sweden or in the United
  • 00:12:11
    States so you got to go around the world
  • 00:12:13
    and provide the infotainment content
  • 00:12:16
    that people want and we're making some
  • 00:12:18
    good progress on that but because we're
  • 00:12:21
    a car we also need to talk about driving
  • 00:12:23
    how do you marry automated driving with
  • 00:12:25
    navigation can can you even can you get
  • 00:12:27
    into a few in here and make something
  • 00:12:29
    that is even safer even more intuitive
  • 00:12:31
    even better even smarter we think you
  • 00:12:33
    can so I think this canvas it can it can
  • 00:12:37
    be so many things it is a window into a
  • 00:12:40
    world of opportunity and experience for
  • 00:12:43
    our customers
  • 00:12:45
    and yes uh for the people in the room uh
  • 00:12:49
    one of the one more thing moments of
  • 00:12:52
    today we're going to give you a sneak
  • 00:12:54
    preview of the new E-class so you can
  • 00:12:57
    look at the interior of the new E-class
  • 00:13:00
    and the big screen and everything what's
  • 00:13:02
    going on here
  • 00:13:03
    that in itself is big news but even
  • 00:13:06
    bigger news that some people might not
  • 00:13:08
    know is that actually this is the
  • 00:13:11
    precursor of mbos in the infotainment
  • 00:13:14
    domain
  • 00:13:15
    our team our R D team has programmed the
  • 00:13:18
    complete software for this infotainment
  • 00:13:20
    domain for the first time in our
  • 00:13:22
    company's history to take on that big of
  • 00:13:24
    a software task and do it
  • 00:13:27
    comprehensively so yes Magnus markers
  • 00:13:30
    the pressure is on you guys now to kind
  • 00:13:32
    of do the finishing touches here we're
  • 00:13:33
    going to launch the E-class later this
  • 00:13:36
    year and um and Marcus is going to give
  • 00:13:38
    us some glimpses of what what's behind
  • 00:13:40
    that what are we going to offer
  • 00:13:44
    um as I said uh maybe even more exciting
  • 00:13:46
    the autonomous Drive domain yeah we have
  • 00:13:49
    been working for
  • 00:13:51
    working on assisted driving and
  • 00:13:53
    assistant driving system for more than
  • 00:13:55
    20 years almost 25 years we've always
  • 00:13:58
    been looking at this you know how can we
  • 00:14:00
    how can we make driving safer how can we
  • 00:14:03
    make it more convenient how can we put
  • 00:14:04
    all these little angels in the
  • 00:14:06
    background and if you get into a
  • 00:14:07
    situation the car helps you negotiate
  • 00:14:09
    the situation and in a conversation that
  • 00:14:13
    I had had with you Jensen some uh some a
  • 00:14:16
    few years ago we sat and talked about
  • 00:14:19
    the philosophy of where are we going to
  • 00:14:21
    take this next
  • 00:14:23
    and here comes a big change to the
  • 00:14:26
    technological strategy and the business
  • 00:14:28
    model that we have had previously
  • 00:14:30
    from mbos 1.0 forward we're literally
  • 00:14:34
    going to put super computer-like
  • 00:14:36
    performance in every single Mercedes
  • 00:14:39
    and for those of you who don't know the
  • 00:14:41
    MMA architecture there's an internal
  • 00:14:43
    code that we use it's actually the Next
  • 00:14:46
    Generation entry-luxury vehicles in the
  • 00:14:48
    Mercedes portfolio so it's it it's like
  • 00:14:51
    where you get into the Mercedes brand
  • 00:14:52
    and then you graduate up and eventually
  • 00:14:54
    maybe you end up with an S-Class or
  • 00:14:56
    something like that so every single
  • 00:14:58
    Mercedes from that point forward will
  • 00:15:00
    have a super computer in it number one
  • 00:15:02
    number two
  • 00:15:04
    every single Mercedes will have a very
  • 00:15:07
    comprehensive set of sensors the eyes
  • 00:15:10
    and ears of the car to figure out what's
  • 00:15:13
    going on to be able to deliver deliver
  • 00:15:15
    assisted driving and automated driving
  • 00:15:18
    and that sensor set the base sensor set
  • 00:15:21
    in future cars even in the entry vehicle
  • 00:15:24
    will be significantly more comprehensive
  • 00:15:27
    than the most expensive sensor set that
  • 00:15:30
    you can buy in the f-plus today bar may
  • 00:15:33
    be the level 3 vehicle which is which is
  • 00:15:36
    in a little bit of a special category
  • 00:15:38
    and the third thing of the business
  • 00:15:40
    model is when you have separated
  • 00:15:42
    Hardware from software over-the-air
  • 00:15:45
    upgradeability the product never gets
  • 00:15:47
    old so we can just keep on developing
  • 00:15:50
    developing developing and make sure that
  • 00:15:52
    the customer gets a a better product and
  • 00:15:54
    this is something that we're doing with
  • 00:15:56
    Nvidia let's just have a quick look at
  • 00:15:58
    this video here
  • 00:16:01
    [Music]
  • 00:16:26
    thank you
  • 00:16:43
    thank you
  • 00:16:54
    [Music]
  • 00:17:09
    with this I would like to invite I would
  • 00:17:12
    like to invite our business partner good
  • 00:17:14
    friend Jensen Wang founder and CEO of
  • 00:17:17
    Nvidia to the stage Jensen good to see
  • 00:17:19
    you hello how was your how was your trip
  • 00:17:22
    over here this morning well first of all
  • 00:17:25
    I came in an eqs my own eqs I have two
  • 00:17:29
    eqs's the first two in the United States
  • 00:17:31
    I understand one for my dad and one for
  • 00:17:34
    myself and if I could just tell one
  • 00:17:36
    short story real quick real quickly when
  • 00:17:39
    Nvidia went public
  • 00:17:41
    the the thing I wanted to get for my
  • 00:17:43
    parents more than anything was a
  • 00:17:45
    Mercedes
  • 00:17:46
    and I I bought them a Mercedes
  • 00:17:49
    s 500
  • 00:17:51
    when nvidia's stock price was 13 dollars
  • 00:17:56
    and my mom to this day tells me it is
  • 00:17:58
    the single most expensive car any human
  • 00:18:01
    has ever purchased and so so
  • 00:18:06
    I should have given you stock you should
  • 00:18:08
    have received stock instead of money and
  • 00:18:11
    anyways it was a two it's a 200 million
  • 00:18:12
    dollar Mercedes my father still has it
  • 00:18:15
    well there you go uh maybe even more
  • 00:18:18
    expensive than the French wine uh well
  • 00:18:20
    Jensen when we sat down and talked about
  • 00:18:22
    this and we decided let's go into a
  • 00:18:24
    strategic partnership yeah what what was
  • 00:18:26
    your vision for uh us working together
  • 00:18:29
    in this space and taking automated
  • 00:18:31
    driving to the next level how do you see
  • 00:18:32
    this playing out
  • 00:18:34
    well first of all you
  • 00:18:35
    um what you're doing with Mercedes is
  • 00:18:37
    really incredible this is a luxury
  • 00:18:39
    company now being infused with software
  • 00:18:42
    through and through
  • 00:18:43
    and the thing that that is really
  • 00:18:46
    amazing about about the decision that
  • 00:18:48
    you made to put AI supercomputers in
  • 00:18:50
    every single car and to enrich it with a
  • 00:18:53
    cocoon of safety sensors around it so
  • 00:18:56
    that every single car becomes part of
  • 00:18:58
    the Mercedes Fleet for the rest of time
  • 00:19:01
    uh you're gonna you're building up and a
  • 00:19:04
    fleet a giant fleet of upgradable cars
  • 00:19:08
    uh that as you said never gets old now
  • 00:19:11
    this this endeavor is really quite
  • 00:19:13
    amazing the first thing is we start from
  • 00:19:15
    building the most ambitious safe
  • 00:19:18
    computer the world's ever known
  • 00:19:20
    from the ground up from the chip
  • 00:19:22
    to the system to the operating system
  • 00:19:25
    mbos to all of the applications on top
  • 00:19:28
    even the artificial intelligence AI
  • 00:19:30
    models are designed to be functional
  • 00:19:33
    safe safety principles from the bottom
  • 00:19:36
    all the way to the top second I just
  • 00:19:38
    mentioned this the the Cocoon of sensors
  • 00:19:40
    third this entire car is completely
  • 00:19:43
    programmable and we're building the car
  • 00:19:46
    computer and the cloud computer together
  • 00:19:49
    trip to Cloud so for the rest of the
  • 00:19:52
    time this Fleet will be upgradable that
  • 00:19:54
    is very exciting when I visited you on
  • 00:19:57
    on Monday you let me peek into some of
  • 00:20:00
    the stuff that you guys are working on
  • 00:20:01
    Beyond this relationship here with
  • 00:20:03
    autonomous drive and we have a couple of
  • 00:20:06
    Pilots going now for Omniverse you know
  • 00:20:09
    building the virtual Factory before we
  • 00:20:11
    even build a factory uh tell us a little
  • 00:20:14
    bit about Omniverse well what's that all
  • 00:20:16
    about and how can this help us and
  • 00:20:18
    others leverage their business well
  • 00:20:21
    you're you're Reinventing Mercedes the
  • 00:20:23
    automotive industry from the beginning
  • 00:20:24
    to
  • 00:20:25
    the delivery of the car to the support
  • 00:20:27
    and the updates of the car from end to
  • 00:20:31
    end from styling to design to
  • 00:20:34
    engineering manufacturing the digital
  • 00:20:37
    smart factories the robots in the
  • 00:20:40
    factories that build the cars that are
  • 00:20:43
    robotic that will be updated with
  • 00:20:45
    software this entire your entire company
  • 00:20:48
    is going to be
  • 00:20:50
    software defined from end to end and
  • 00:20:53
    artificial intelligence powered from end
  • 00:20:56
    to end
  • 00:20:56
    and this is one of the things that's
  • 00:20:58
    really really quite amazing about the
  • 00:21:00
    digitalization strategy that online the
  • 00:21:03
    management team of Mercedes has for
  • 00:21:04
    Mercedes is going to reinvent the
  • 00:21:06
    company to become a luxury
  • 00:21:09
    focused technology driven
  • 00:21:12
    software-driven company and I I think
  • 00:21:14
    it's it's just really great pleasure to
  • 00:21:16
    be part of it and for us the way we the
  • 00:21:19
    way we participate is creating a system
  • 00:21:21
    called Omniverse that understands
  • 00:21:24
    physical things that of course Mercedes
  • 00:21:27
    builds and the software world and the
  • 00:21:31
    artificial intelligence world that we
  • 00:21:32
    are in Omniverse allows us to bridge
  • 00:21:34
    that to fuse those two worlds from end
  • 00:21:37
    to end from beginning to the end
  • 00:21:39
    sounds great again Jensen good to see
  • 00:21:42
    you thank you
  • 00:21:43
    congratulations again soon all right
  • 00:21:46
    have a great day thank you guys give it
  • 00:21:48
    up again
  • 00:21:48
    [Applause]
  • 00:21:53
    on that note
  • 00:21:55
    uh I was talking about
  • 00:21:58
    um
  • 00:21:59
    mus being all about delivering a
  • 00:22:01
    superior customer experience
  • 00:22:04
    but as this one example here with the
  • 00:22:07
    Omniverse illustrates it actually is
  • 00:22:10
    more than that it is a platform that
  • 00:22:12
    connects all parts of our business
  • 00:22:15
    so if we go from the architect's drawing
  • 00:22:18
    of this one house and look a little bit
  • 00:22:21
    at what the neighborhood is is looking
  • 00:22:25
    like uh in a simplified way you could
  • 00:22:29
    say that this is your neighborhood you
  • 00:22:31
    have mbos at the center of things as we
  • 00:22:34
    said it's a chip to Cloud architecture
  • 00:22:36
    so our so-called Mercedes intelligent
  • 00:22:39
    cloud is what hold the holds the
  • 00:22:41
    profiles of the customer and so much
  • 00:22:43
    information and intelligence sits there
  • 00:22:45
    and it's available uh around the clock
  • 00:22:48
    and then when we have upgrade features
  • 00:22:49
    over the air and of course it is the
  • 00:22:52
    device you can control your car via the
  • 00:22:54
    device or you can hook up your car to
  • 00:22:56
    your smart home and do all sorts of
  • 00:22:58
    different things with different devices
  • 00:23:00
    but it also has connection into the
  • 00:23:02
    Enterprise so if we talk about product
  • 00:23:04
    creation operations and commerce the
  • 00:23:07
    whole point of using Omniverse to create
  • 00:23:10
    a digital twin for manufacturing is
  • 00:23:13
    before you pour the first concrete the
  • 00:23:15
    slab you have actually built the whole
  • 00:23:18
    Factory digitally and you have tested
  • 00:23:20
    every process
  • 00:23:21
    when you look at it on a screen if you
  • 00:23:23
    would take a photo of the factory and
  • 00:23:25
    you look at the digital representation
  • 00:23:27
    of it and you take away the label which
  • 00:23:29
    is which you really have trouble to
  • 00:23:31
    distinguish which is which that idea is
  • 00:23:34
    something that we have been working on
  • 00:23:35
    Marcus in engineering for many many many
  • 00:23:37
    years moving the boundary of what
  • 00:23:40
    simulation can do and go into Hardware
  • 00:23:42
    later then we can be faster in
  • 00:23:45
    development cycles and we can also
  • 00:23:47
    reduce cost in the product creation
  • 00:23:49
    process
  • 00:23:51
    and Britta will touch upon Commerce Omni
  • 00:23:54
    Channel you know how does this link I
  • 00:23:56
    mean it is obvious right that if you
  • 00:23:59
    have this unique Mercedes ID you don't
  • 00:24:00
    don't just use it for the car and for
  • 00:24:03
    the for for the app you use it in your
  • 00:24:06
    CRM systems and and in every touch point
  • 00:24:08
    in the Mercedes Universe if you can but
  • 00:24:11
    enough for me now I know you're excited
  • 00:24:14
    but about seeing the details of the
  • 00:24:17
    technology
  • 00:24:18
    Marcus Magnus the stage is yours
  • 00:24:25
    [Music]
  • 00:24:28
    a Mercedes-Benz running on mbos is a
  • 00:24:31
    completely new approach it opens up
  • 00:24:34
    entirely New Dimensions through software
  • 00:24:36
    Nei it's your digital u a mirror of
  • 00:24:40
    yourself and what you want to be it's
  • 00:24:42
    not a means of transfer it's not an
  • 00:24:45
    assistant or a companion it's you it
  • 00:24:48
    will be a place of entertainment and
  • 00:24:50
    gaming somewhere to be productive a
  • 00:24:52
    private Spa all made possible through
  • 00:24:55
    the gift of time courtesy of automated
  • 00:24:57
    driving your Mercedes-Benz will even be
  • 00:25:01
    part of a server farm and the energy
  • 00:25:03
    grid through mbos we aim to deepen and
  • 00:25:07
    intensify the relationship our customers
  • 00:25:09
    already have with their Mercedes we will
  • 00:25:12
    make it part of their life fully
  • 00:25:15
    connected with friends and family as
  • 00:25:17
    well as home work and devices
  • 00:25:20
    [Music]
  • 00:25:27
    thank you
  • 00:25:29
    so thank you Ola and welcome ladies and
  • 00:25:32
    gentlemen so our house is built to last
  • 00:25:36
    which means it must be fit for purpose
  • 00:25:39
    not just for now but also for the future
  • 00:25:42
    and that is the vision that we had when
  • 00:25:46
    we set up how to develop mbus
  • 00:25:49
    we knew that to achieve something like
  • 00:25:51
    this scale and depth the only way is to
  • 00:25:54
    be in control of all levels to take a
  • 00:25:58
    completely new approach and as always
  • 00:26:00
    said to be architects of our own house
  • 00:26:04
    I are going to talk about the details
  • 00:26:08
    what it means to set up mbus we will
  • 00:26:12
    explain exactly what mbus is and show
  • 00:26:14
    you how it will help us to take our
  • 00:26:17
    customer experience into a new dimension
  • 00:26:20
    so let's start with the what
  • 00:26:23
    technically mbos is a trip to Cloud
  • 00:26:27
    architecture that's because we software
  • 00:26:30
    we see software and Hardware as two
  • 00:26:32
    sides of the same coin at the same time
  • 00:26:35
    as the architects of mbos we are able to
  • 00:26:39
    decouple them this gives us great
  • 00:26:42
    flexibility actually in two aspects the
  • 00:26:45
    first relates to time
  • 00:26:47
    we are able to separate the software and
  • 00:26:51
    Hardware Innovation cycles and the
  • 00:26:53
    second relates to scope
  • 00:26:55
    we can use one platform across our
  • 00:26:59
    entire portfolio from small cars to
  • 00:27:02
    large vehicles
  • 00:27:04
    in our house mbos has a technical
  • 00:27:07
    foundation on the one hand and the
  • 00:27:10
    luxury living space or like you
  • 00:27:11
    explained that on the other so let's
  • 00:27:13
    start with the technical foundations and
  • 00:27:17
    what they are made up of so our chip to
  • 00:27:19
    Cloud architecture our scalable
  • 00:27:22
    proprietary platform it enables us to
  • 00:27:26
    decouple hardware and software and it's
  • 00:27:29
    designed to ensure safety and privacy
  • 00:27:33
    although you said that and to talk about
  • 00:27:35
    this in detail I would like to introduce
  • 00:27:37
    my dear colleague Magnus the chief
  • 00:27:40
    software officer and Magnus you joined
  • 00:27:44
    us in September 2021 and Magnus brings
  • 00:27:49
    nearly 25 years of know-how in
  • 00:27:52
    automotive software from infotainment
  • 00:27:54
    telematics satellite architecture
  • 00:27:57
    automatic driving and I think way more
  • 00:28:00
    than that and I think you have already
  • 00:28:03
    made your marks the designing and being
  • 00:28:05
    The Architects of mbus so Magnus over to
  • 00:28:09
    you and to the foundations right
  • 00:28:13
    thank you Marcus all right
  • 00:28:16
    so MBs is an entirely new approach for
  • 00:28:19
    us here at Mercedes-Benz uh it will
  • 00:28:22
    speed up software and Hardware
  • 00:28:23
    development and allow constant flow of
  • 00:28:26
    Innovations into our vehicles
  • 00:28:28
    and that means a better product for our
  • 00:28:31
    customers
  • 00:28:32
    so starting with our MMA platform we
  • 00:28:35
    will have our own standardized software
  • 00:28:37
    and Hardware based layers
  • 00:28:39
    so let's start with the hardware based
  • 00:28:42
    layer which is designed on a blank sheet
  • 00:28:44
    of paper so its architecture is service
  • 00:28:48
    oriented and it contains the domain
  • 00:28:50
    computers and the connectivity module
  • 00:28:54
    and they host all of the intelligent
  • 00:28:57
    functions in the vehicle
  • 00:28:59
    the specification of each domain
  • 00:29:01
    computer is precisely tailored to its
  • 00:29:04
    functions and performance requirements
  • 00:29:06
    where the services are abstracted to The
  • 00:29:09
    Domain computers
  • 00:29:10
    the GPU of our infotainment computer can
  • 00:29:13
    power more than three high-end gaming
  • 00:29:16
    monitors
  • 00:29:17
    and the hardware architecture of our
  • 00:29:19
    automated driving computer is capable of
  • 00:29:21
    aceld
  • 00:29:23
    so that failure rate is close to the
  • 00:29:25
    flight control system of a commercial
  • 00:29:27
    airplane
  • 00:29:29
    so beside these high-end computers our
  • 00:29:32
    architecture designs includes the
  • 00:29:34
    controllers for exterior and interior
  • 00:29:37
    driving and charging functions as well
  • 00:29:39
    as the connectivity module to the
  • 00:29:42
    Mercedes-Benz intelligent cloud
  • 00:29:44
    so with this architecture it gives us a
  • 00:29:47
    deep integration of the vehicles and the
  • 00:29:50
    central control of every sensor and
  • 00:29:52
    actuator
  • 00:29:54
    so due to the standardization it's
  • 00:29:57
    scalable right it scales from compact
  • 00:30:01
    cars to full-size cars like Marcus just
  • 00:30:04
    said and at the same times it decouples
  • 00:30:07
    the Innovation cycles of the mbus from
  • 00:30:10
    the vehicle platforms
  • 00:30:13
    and of course our Hardware
  • 00:30:16
    approach goes hand in hand with
  • 00:30:18
    semiconductors so as The Architects of
  • 00:30:21
    the mbus we are deeply involved in all
  • 00:30:24
    aspects of the ship strategy
  • 00:30:26
    it's completely different to the
  • 00:30:29
    historical model of naom
  • 00:30:31
    so our infotainment and automated
  • 00:30:33
    driving computers they do have
  • 00:30:35
    state-of-the-art high performance SOC
  • 00:30:37
    like Jensen's Enola just said
  • 00:30:40
    but also in the microcontroller space we
  • 00:30:42
    are maximizing standardizations while
  • 00:30:45
    driving performance and efficiency so
  • 00:30:47
    we're able to cover more than 90 percent
  • 00:30:50
    of our ee architecture with ship
  • 00:30:52
    families from a very very small number
  • 00:30:54
    of suppliers
  • 00:30:56
    so with that we have categorized all the
  • 00:30:59
    chips
  • 00:31:01
    and derive Taylor strategies
  • 00:31:04
    so these strategies consider a few
  • 00:31:06
    replications of the requirements as well
  • 00:31:09
    as the learnings from the ship crisis
  • 00:31:11
    key elements are direct sourcing
  • 00:31:14
    long-term sourcing and increased
  • 00:31:16
    in-house development
  • 00:31:18
    so the in the high-end Computing cluster
  • 00:31:21
    we are driving even further engagement
  • 00:31:23
    into this into the shiplet technology
  • 00:31:27
    so we see the potential of shiplets
  • 00:31:29
    primarily in the Energy Efficiency
  • 00:31:32
    latency bandwidth and flexibility
  • 00:31:36
    and to maintain economics of scale we
  • 00:31:39
    have recently became the first OEM to
  • 00:31:42
    join the ucie Consortium that is in
  • 00:31:45
    order to push standardization for
  • 00:31:47
    shiplet interconnects
  • 00:31:50
    this will be instrumental in setting
  • 00:31:52
    industry standards for automotive for us
  • 00:31:55
    in particular those used in automated
  • 00:31:57
    driving technology
  • 00:32:00
    so that was all about the base layer
  • 00:32:03
    let's then take a look at the software
  • 00:32:05
    base layer
  • 00:32:06
    here MBS also marks a radical step
  • 00:32:09
    change so we are leading its design and
  • 00:32:12
    construction
  • 00:32:13
    maintaining overall control but using
  • 00:32:17
    proven standards
  • 00:32:18
    so between the domain computers and the
  • 00:32:21
    connectivity module we use an automotive
  • 00:32:24
    ethernet connection
  • 00:32:25
    so this is a high performance up to 10
  • 00:32:28
    gigabits per second it enables full
  • 00:32:31
    updatability of the entire mbus platform
  • 00:32:33
    within minutes
  • 00:32:35
    so communication is based on vehicle
  • 00:32:37
    apis that are independent from our car
  • 00:32:40
    lines as I said and it contributes to
  • 00:32:43
    the scalability of mbus
  • 00:32:46
    so together
  • 00:32:49
    the building blocks of our software
  • 00:32:50
    based layer enable service oriented
  • 00:32:53
    communication for our applications
  • 00:32:55
    Diagnostics over there updates security
  • 00:32:58
    functions and across the entire mbus
  • 00:33:00
    platform
  • 00:33:02
    so let me now guide you through the key
  • 00:33:05
    principles of our software base layer
  • 00:33:08
    and I'm going to use our infotainment
  • 00:33:10
    computer as an example here so starting
  • 00:33:13
    at the bottom
  • 00:33:14
    the first sub layer contains the driver
  • 00:33:17
    and security functions these enable
  • 00:33:20
    Ethernet Communications as well as
  • 00:33:22
    firmware and hypervisor that all sits on
  • 00:33:25
    top of the socs
  • 00:33:27
    on top of that we're starting the
  • 00:33:29
    operating system components here we're
  • 00:33:32
    using open source Linux and it gives us
  • 00:33:34
    the development speed for new functions
  • 00:33:36
    with a very robust rollout and
  • 00:33:38
    capability options
  • 00:33:41
    on q and x we run the safety critical
  • 00:33:44
    functions for the driver displays
  • 00:33:46
    and then we have autosar Classics which
  • 00:33:49
    we jointly adapt with our partner vector
  • 00:33:53
    so on top of that we have the middleware
  • 00:33:55
    layer it's designed to enable flexible
  • 00:33:59
    integration of features developed
  • 00:34:01
    in-house as well as third-party content
  • 00:34:03
    including Regional Heroes
  • 00:34:06
    to integrate apps then seamlessly on top
  • 00:34:09
    we are using Android container
  • 00:34:12
    interfaces it is especially relevant in
  • 00:34:15
    markets where Android apps are
  • 00:34:17
    increasingly popular such as China
  • 00:34:20
    so I'm going to zoom out now for a
  • 00:34:23
    moment and look at another building this
  • 00:34:24
    is the Mercedes-Benz intelligent Cloud
  • 00:34:26
    that all are talked about
  • 00:34:28
    it is really the game changer with this
  • 00:34:30
    new approach the Mercedes-Benz Intel
  • 00:34:33
    cloud is a modular connected service
  • 00:34:35
    platform that opens up a world of new
  • 00:34:38
    possibilities
  • 00:34:39
    and it's also the backbone of our
  • 00:34:42
    software tool chain right along the
  • 00:34:45
    entire vehicle life cycle we're using
  • 00:34:47
    this tool chain so let's look at our
  • 00:34:49
    Cloud infrastructure starting from the
  • 00:34:51
    bottom today we host our worldwide Cloud
  • 00:34:54
    solutions from hyperscalers such as
  • 00:34:56
    Microsoft Azure and Amazon AWS
  • 00:34:59
    in the future our multi-cloud strategy
  • 00:35:02
    will be complemented by partnership with
  • 00:35:04
    Google gcp for the west and tencent for
  • 00:35:07
    China
  • 00:35:08
    so on top of these hyper scales we build
  • 00:35:10
    a container-based microservices mesh
  • 00:35:13
    platform using zero trust Concepts it is
  • 00:35:16
    made up of four layers each with its own
  • 00:35:18
    functions which I'm not going to go into
  • 00:35:20
    detail now
  • 00:35:21
    so but what we do though we develop more
  • 00:35:24
    than 80 percent of the software for the
  • 00:35:27
    Mercedes-Benz and Celtic Cloud stack
  • 00:35:29
    in-house
  • 00:35:30
    this gives us short release times for
  • 00:35:33
    new features and an endless learning
  • 00:35:35
    opportunity based on customers usage
  • 00:35:37
    so owning the Mercedes-Benz of telton
  • 00:35:40
    cloud gives us the data and this data
  • 00:35:43
    gives us many many benefits one of them
  • 00:35:46
    is the ability to perform targeted data
  • 00:35:49
    Collections and analytics to improve our
  • 00:35:51
    products and services
  • 00:35:53
    it is how we leverage this data that is
  • 00:35:55
    key to digital luxury so by 2025 we will
  • 00:36:00
    have access to data for more than 16
  • 00:36:03
    million cars up from the 10 million that
  • 00:36:06
    we're already hosting in the Mercedes
  • 00:36:08
    intelligent Cloud today
  • 00:36:10
    and because we own the system we also
  • 00:36:14
    have full transparency over the use of
  • 00:36:16
    customers relevant data so with the
  • 00:36:18
    Mercedes-Benz privacy Center the
  • 00:36:21
    customer has full control of all the
  • 00:36:23
    data be it personalized or anonymized so
  • 00:36:27
    that is is how we leverage data now
  • 00:36:30
    where and how are we doing all of this
  • 00:36:32
    well at the center of our development
  • 00:36:35
    network is our electronic software Hub
  • 00:36:37
    in sindelfingen this is where we do all
  • 00:36:40
    the integration validation and testing
  • 00:36:43
    so the electronics software Hub was
  • 00:36:45
    built to facilitate workflow and
  • 00:36:47
    communication super close to r d as well
  • 00:36:50
    as our Edge headquarter production
  • 00:36:52
    experts
  • 00:36:53
    so from top to bottom the process starts
  • 00:36:55
    with the integration of software code
  • 00:36:57
    right
  • 00:36:58
    so the next level down
  • 00:37:01
    we interact directly in a virtual world
  • 00:37:04
    before the physical Hardware components
  • 00:37:07
    are added
  • 00:37:08
    the lower floors then is where we then
  • 00:37:11
    carry out complete mock-ups and vehicle
  • 00:37:13
    testing
  • 00:37:15
    so the electronics Hub software Hub is a
  • 00:37:18
    highly efficient integration machine it
  • 00:37:20
    brings cost savings as well as help us
  • 00:37:22
    leverage our Global team
  • 00:37:24
    So speaking of global
  • 00:37:27
    we are maximizing our software and
  • 00:37:29
    Hardware competence within non-ranked
  • 00:37:31
    works of hubs all over the world
  • 00:37:34
    here in California we emphasize on
  • 00:37:36
    autonomous driving software as well as
  • 00:37:38
    UI ux design and telematics Tel Aviv we
  • 00:37:42
    have the expertise in cyber security and
  • 00:37:44
    in Asia we really focus on Regional
  • 00:37:46
    Heroes and local content
  • 00:37:49
    so that runs up the foundation of the
  • 00:37:52
    mbos house so as The Architects of the
  • 00:37:55
    mbus we
  • 00:37:57
    control our service oriented ship to
  • 00:38:01
    Cloud architecture
  • 00:38:03
    or scalable it's decoupled it gives
  • 00:38:07
    Hardware the flexibility to live it
  • 00:38:09
    separate life from software so mbus is a
  • 00:38:12
    proprietary platform built on standard
  • 00:38:15
    at the same time we retain the
  • 00:38:18
    sovereignty of all aspects of strategic
  • 00:38:20
    importance
  • 00:38:21
    this includes management of our own data
  • 00:38:24
    tree as I said as well as safety and
  • 00:38:26
    privacy and finally we have the freedom
  • 00:38:29
    to work with our partners of choice
  • 00:38:31
    so I'm going to hand back to Marcus soon
  • 00:38:34
    to explain what this means to the living
  • 00:38:36
    space but first to wake you up after my
  • 00:38:39
    long speech here let me give you a taste
  • 00:38:41
    of what this great things have in store
  • 00:38:43
    with this video enjoy
  • 00:38:46
    I'm on my journey a bright gleam not a
  • 00:38:50
    dream echoing in the streets my mind is
  • 00:38:53
    a dam that Stills the Raging River of
  • 00:38:56
    the world no my mind is a raging river
  • 00:38:58
    that bursts every Dam the world builds
  • 00:39:01
    to stop it my microphone is a blank page
  • 00:39:03
    my voice full of optimism set the stage
  • 00:39:08
    I'm in a movie in one two three four D
  • 00:39:11
    feels like Batman is sitting next to me
  • 00:39:13
    strong ideas have a supernatural thing
  • 00:39:16
    wear it like a second skin sometimes it
  • 00:39:19
    needs a light bulb to switch up the plan
  • 00:39:21
    in blue or green
  • 00:39:22
    [Music]
  • 00:39:28
    quiet is mighty
  • 00:39:32
    on my journey I'm in my car I feel
  • 00:39:34
    protected
  • 00:39:35
    360. safe never felt so powerful I feel
  • 00:39:39
    seen
  • 00:39:40
    I lift my eyes for a fine future we'll
  • 00:39:44
    watch birds fly high and yet stay
  • 00:39:47
    grounded and teach trees about our roots
  • 00:39:50
    on my journey Things become talks and
  • 00:39:52
    talks become music and dreams Never Fade
  • 00:39:55
    only accumulate I'll make a post to my
  • 00:39:58
    mama with a letter and I'll let her know
  • 00:40:00
    Mama never have I been better I'll live
  • 00:40:03
    life like a mastermind a Creator
  • 00:40:05
    distance won't stop me I'll let the road
  • 00:40:08
    navigate far away follow fate in my car
  • 00:40:11
    on my journey to my future by itself
  • 00:40:13
    it'll update Pioneers are found I shake
  • 00:40:16
    the ground less obsolete more absolute
  • 00:40:19
    people have potential to be powerful in
  • 00:40:23
    my car on my journey to my future I'll
  • 00:40:26
    meet with Brilliance talk to Millions
  • 00:40:28
    I'll rise and never stop trying find the
  • 00:40:31
    prospect far too ignitive
  • 00:40:35
    go to infinity and beyond as they say
  • 00:40:40
    future and I'll reinvent it
  • 00:40:44
    mama
  • 00:40:47
    every single day
  • 00:40:55
    [Applause]
  • 00:40:59
    so all of this will make our house the
  • 00:41:02
    most desirable in town because the
  • 00:41:05
    living space is where our customers can
  • 00:41:08
    really feel the benefits of our vehicle
  • 00:41:10
    functions across our four domains so let
  • 00:41:14
    me start with body and comfort where we
  • 00:41:17
    are creating a truly personalized luxury
  • 00:41:20
    experience
  • 00:41:21
    to do that we need control of all
  • 00:41:24
    actuators and sensors every single one
  • 00:41:28
    mbos gives us that to I assure you this
  • 00:41:32
    would not be possible with a third-party
  • 00:41:35
    provider with mbos we are able to create
  • 00:41:38
    a true multi-sensory experience by
  • 00:41:41
    orchestrating all vehicle functions from
  • 00:41:44
    video motion light climate control and
  • 00:41:48
    even fragrance
  • 00:41:50
    the result can be a stunning immersive
  • 00:41:52
    entertainment experience and those of
  • 00:41:55
    you here with us today in Sunnyvale will
  • 00:41:58
    have the chance to find out what that
  • 00:42:00
    feels like in our demo vehicle outside
  • 00:42:03
    and I promise you it will blow your mind
  • 00:42:07
    another area where this overall control
  • 00:42:10
    via mbus can benefit our customers is
  • 00:42:13
    our energizing comfort and energizing
  • 00:42:16
    coach
  • 00:42:17
    we are taking them to the next level by
  • 00:42:20
    enabling connection to variables
  • 00:42:22
    our energizing app uses data such as
  • 00:42:25
    heart rate stress level and Sleep
  • 00:42:28
    Quality to recommend a personalized
  • 00:42:31
    Comfort program
  • 00:42:32
    likewise we can bring together Comfort
  • 00:42:35
    functions sausage massage active ambient
  • 00:42:39
    lighting and 4D Iran sounds for enhanced
  • 00:42:43
    well-being
  • 00:42:44
    and if it is not enough for added
  • 00:42:46
    convenience we can also offer a digital
  • 00:42:49
    vehicle key for smartphones
  • 00:42:52
    coming now to the broader domain of
  • 00:42:55
    infotainment and when it comes to
  • 00:42:57
    Automotive dictionary first class route
  • 00:43:00
    guidance remains absolutely a top
  • 00:43:03
    priority
  • 00:43:05
    we have been driving Innovation here for
  • 00:43:07
    many years providing our customers with
  • 00:43:10
    the latest Solutions
  • 00:43:12
    today
  • 00:43:13
    we are announcing a major step forward
  • 00:43:17
    for almost everyone in North America
  • 00:43:20
    uh and Europe Google Maps is actually
  • 00:43:24
    the go-to
  • 00:43:26
    so now we are bringing it into Mercedes
  • 00:43:28
    vehicles
  • 00:43:29
    and our collaboration with Google in
  • 00:43:33
    geopolitioning takes in-car navigation
  • 00:43:35
    to a whole new level
  • 00:43:38
    it's reward first
  • 00:43:40
    we are Reinventing the root guidance
  • 00:43:42
    experience by bringing together the very
  • 00:43:45
    best from automotive and Tech sectors
  • 00:43:49
    so to talk more about this I would like
  • 00:43:52
    to welcome
  • 00:43:53
    Thomas kurian the CEO of Google Cloud
  • 00:43:57
    Thomas
  • 00:44:05
    great to have you today with us here on
  • 00:44:08
    stage actually we are neighbors right
  • 00:44:09
    for many many years and we did a couple
  • 00:44:12
    projects of the last couple of years but
  • 00:44:15
    now we're taking it really to the next
  • 00:44:18
    level so thank you for having me it's a
  • 00:44:20
    privilege to be here and delighted with
  • 00:44:22
    the collaboration we've had
  • 00:44:24
    so you brought your team with you and
  • 00:44:26
    we're working with a team now for many
  • 00:44:28
    many months out front day and night
  • 00:44:31
    actually we're working on new products
  • 00:44:32
    and it was the target to create a new
  • 00:44:35
    customer experience so we're talking
  • 00:44:37
    about the new products and let me start
  • 00:44:39
    with the first one place details by
  • 00:44:42
    Google so I would say pois but it's
  • 00:44:45
    place details by Google so can you tell
  • 00:44:47
    us what this would offer to our
  • 00:44:49
    customers you know it represents every
  • 00:44:52
    Mercedes car will now have the trusted
  • 00:44:56
    reliable
  • 00:44:57
    information about 200 million places
  • 00:45:00
    around the world
  • 00:45:02
    so if you're a driver you can one find
  • 00:45:05
    the place that you're looking for
  • 00:45:08
    if you are not totally comfortable that
  • 00:45:10
    that's the place you want to be you can
  • 00:45:12
    look up a rating and review
  • 00:45:14
    if you drive up and you're a little bit
  • 00:45:16
    trying to find it you can see a
  • 00:45:18
    photograph of the place and it brings
  • 00:45:21
    together The Trusted information that so
  • 00:45:24
    many people are comfortable with Google
  • 00:45:25
    Maps with the luxury experience that
  • 00:45:28
    they have in a Mercedes vehicle and most
  • 00:45:31
    importantly
  • 00:45:32
    we're doing it right now isn't it yeah
  • 00:45:34
    just look at this video here and that's
  • 00:45:37
    the beauty of it you don't have to wait
  • 00:45:39
    so our custom system is able just to
  • 00:45:43
    incorporate this feature as we speak
  • 00:45:46
    exactly so but that's not all I mean
  • 00:45:49
    we're expanding our partnership and the
  • 00:45:51
    next step for us in the next years is to
  • 00:45:54
    go to Google navigation and I think
  • 00:45:57
    that's going to open up a whole new
  • 00:45:59
    world of experience to our customers and
  • 00:46:01
    as we said That's The Trusted Source in
  • 00:46:04
    the western world for our customers and
  • 00:46:06
    that's the move we're going to make so
  • 00:46:08
    what are the advantages there
  • 00:46:10
    well you're our first very first partner
  • 00:46:13
    in this initiative
  • 00:46:14
    what we're doing is bringing the next
  • 00:46:18
    phase of evolution of Google Maps
  • 00:46:20
    platform with the amazing display and
  • 00:46:23
    navigation experience in Mercedes
  • 00:46:26
    Vehicles so think about somebody's
  • 00:46:28
    driving and they want to find the most
  • 00:46:31
    optimal route
  • 00:46:33
    they will be able to do that
  • 00:46:35
    if traffic conditions change
  • 00:46:38
    the car will automatically adjust and
  • 00:46:40
    give them a better route to take
  • 00:46:43
    if they want to take information for
  • 00:46:46
    example turn-by-turn instructions they
  • 00:46:50
    can do it with voice assisted steering
  • 00:46:53
    if they're approaching around about
  • 00:46:56
    and they want to get guidance on how
  • 00:46:58
    best to navigate the roundabout
  • 00:47:00
    the system will automatically help them
  • 00:47:02
    by adjusting vehicular speed and things
  • 00:47:05
    like that so it's really taking the
  • 00:47:07
    notion of place that we're starting with
  • 00:47:10
    to now include all the information that
  • 00:47:14
    a
  • 00:47:15
    system like Google Maps can provide but
  • 00:47:18
    integrating it into the way that
  • 00:47:21
    assisted driving can help people and
  • 00:47:24
    with the amazing display providing very
  • 00:47:27
    high definition visualization as well so
  • 00:47:29
    we're super excited to have you as a
  • 00:47:32
    very first Global partner in this and we
  • 00:47:35
    think we can redefine how you know
  • 00:47:38
    people experience the vehicle and also
  • 00:47:41
    driving itself so as I said it's a brand
  • 00:47:43
    new product and to joining forces there
  • 00:47:46
    to give luxury experience in navigation
  • 00:47:49
    but keeping the beautiful canvas that we
  • 00:47:51
    offer in the car so combining best of of
  • 00:47:54
    Two Worlds actually here so uh then
  • 00:47:57
    another way of collaboration is in your
  • 00:48:00
    home field actually on Google cloud and
  • 00:48:02
    using data and AI to enhance a driving
  • 00:48:05
    and navigation in the future so that's
  • 00:48:08
    the next what we explore together so can
  • 00:48:10
    you tell us what we are doing there well
  • 00:48:12
    couple of things one additional thing
  • 00:48:15
    we're doing with you is bringing YouTube
  • 00:48:18
    into your infotainment experience so
  • 00:48:21
    that people can watch and experience all
  • 00:48:25
    the amazing stuff that is uploaded every
  • 00:48:27
    second of every day on YouTube they
  • 00:48:30
    experience it in Mercedes Vehicles
  • 00:48:32
    something we're really thrilled about
  • 00:48:34
    more and more as I listen to you talking
  • 00:48:36
    about the vehicle it's becoming more and
  • 00:48:39
    more software powered as well and
  • 00:48:41
    there's a lot of data Fleet data coming
  • 00:48:43
    off the vehicles we're also thrilled to
  • 00:48:46
    be bringing Google's Ai and Cloud
  • 00:48:49
    technology to help you one build AI
  • 00:48:52
    models faster
  • 00:48:54
    they can help you understand customers
  • 00:48:57
    driving experiences Etc but also give
  • 00:49:00
    the data platform for analysis and to
  • 00:49:03
    look at vehicular data in a new way
  • 00:49:05
    these are all the next stages of
  • 00:49:07
    evolution as you saw for power vehicle
  • 00:49:10
    we want to be the partner giving you the
  • 00:49:13
    platform to do all of this with and so
  • 00:49:15
    we're super excited our teams are
  • 00:49:18
    thrilled to be working with your team we
  • 00:49:20
    think the combination of your strength
  • 00:49:23
    in a premium luxury vehicle and our
  • 00:49:27
    technology is a great promise in all
  • 00:49:29
    these different areas and we couldn't be
  • 00:49:31
    more excited to be working with you so I
  • 00:49:33
    couldn't explain that better thank you
  • 00:49:34
    Thomas SOA I promised my team at home
  • 00:49:37
    that we are virtually pressing a button
  • 00:49:39
    now for our first product which is
  • 00:49:41
    places and that's exactly what's going
  • 00:49:43
    to happen I mean they're flipping the
  • 00:49:45
    switch now in Germany and we're going to
  • 00:49:47
    have this over-the-air download
  • 00:49:49
    worldwide and can you imagine that gives
  • 00:49:51
    the Goosebumps so they're downloading
  • 00:49:52
    and all this little small G's are
  • 00:49:55
    dropping into the screens of our
  • 00:49:57
    customers and they will have the great
  • 00:49:59
    great service of Google Places now
  • 00:50:02
    literally today
  • 00:50:04
    so great to have you here thank you so
  • 00:50:06
    much looking forward for our cooperation
  • 00:50:08
    and thanks a lot thank you thank you
  • 00:50:10
    thank you
  • 00:50:17
    so ladies and gentlemen as you've heard
  • 00:50:19
    this strategic partnership will
  • 00:50:22
    definitely keep us at the Forefront so
  • 00:50:25
    we will work with Googles in those
  • 00:50:27
    markets where they are dominant that
  • 00:50:29
    means North America Europe Australia
  • 00:50:32
    Japan India and others for other key
  • 00:50:35
    markets we are working with regional
  • 00:50:38
    Heroes for example amap in China and
  • 00:50:41
    soon tmap in Korea so we are bringing
  • 00:50:45
    the best real-time 3D Graphics into our
  • 00:50:48
    cars and combining navigation with
  • 00:50:51
    stunning experience so one example is
  • 00:50:53
    the highly advanced technology from the
  • 00:50:56
    unity game engine in China we aim to
  • 00:51:00
    deliver an enriched UI for automated
  • 00:51:02
    driving functions based on map data from
  • 00:51:06
    amap this includes a fantastic Lane
  • 00:51:09
    level map view and soon it will be able
  • 00:51:13
    to offer navigation based system
  • 00:51:15
    initiated Lane change
  • 00:51:18
    so I'm going to hand over to Magnus now
  • 00:51:21
    to explain in more detail what mbos
  • 00:51:24
    means for the other aspects of
  • 00:51:26
    infotainment and experience Magnus all
  • 00:51:29
    right thank you Marcus
  • 00:51:32
    so we are keeping UI at the Forefront
  • 00:51:36
    yeah
  • 00:51:37
    the MB ux hype is green was just the
  • 00:51:40
    beginning
  • 00:51:41
    so for instance a pillar to pillar one
  • 00:51:44
    piece displays as shown in our vision
  • 00:51:46
    eqxx outside will find its way into our
  • 00:51:49
    serious production vehicles
  • 00:51:51
    but UI is more than just this place so
  • 00:51:55
    our hey Mercedes Voice assistance is
  • 00:51:57
    here a great example
  • 00:51:59
    data shows that customers already
  • 00:52:01
    interact with the or Mercedes Mi ID
  • 00:52:03
    several times a day and those figures
  • 00:52:05
    are growing very very fast so mbus
  • 00:52:08
    enables us to anonymize data from those
  • 00:52:11
    interactions paired with AI to keep
  • 00:52:13
    evolving this to create a more
  • 00:52:15
    human-like conversation
  • 00:52:17
    that's why we're introducing just talk
  • 00:52:20
    this is a feature coming up in our next
  • 00:52:23
    mbux
  • 00:52:24
    so when customers are alone in the car
  • 00:52:26
    they don't have to say hey Mercedes to
  • 00:52:28
    activate the voice assistance
  • 00:52:30
    we think of that is going to be an
  • 00:52:33
    amazing new
  • 00:52:34
    natural experience with the car so we
  • 00:52:37
    also think of these touch points in our
  • 00:52:39
    living space here a bit like UI in our
  • 00:52:42
    vehicles so
  • 00:52:44
    there are many many Partnerships that
  • 00:52:46
    come into play to create the services
  • 00:52:48
    and the features and the content that
  • 00:52:51
    our people love so that's why we're
  • 00:52:53
    invited A-list guests into our living
  • 00:52:55
    space so everything from video streaming
  • 00:52:58
    music gaming conferencing and social
  • 00:53:00
    media and to do this we're building a
  • 00:53:03
    system that makes it fast and efficient
  • 00:53:06
    to enable fresh content and third-party
  • 00:53:08
    apps and that we are doing by using what
  • 00:53:12
    we call the mbux API for Android this
  • 00:53:15
    enables us to implement large number of
  • 00:53:17
    Android based apps very efficiently so
  • 00:53:20
    for example we have a dedicated app
  • 00:53:22
    offering to meet the China preferences
  • 00:53:25
    and in the Western Market our customers
  • 00:53:27
    can look forward to a steady stream of
  • 00:53:29
    new apps fueled by the four via group
  • 00:53:31
    with the furicia Aptoide Automotive app
  • 00:53:34
    platform which is an independent Android
  • 00:53:37
    app ecosystem
  • 00:53:39
    our vehicles are already equipped with
  • 00:53:42
    the Best in Class displays such as the
  • 00:53:44
    mux hyperscreen and real estate
  • 00:53:46
    entertainment
  • 00:53:47
    so our customers will have their
  • 00:53:50
    favorite video content on this beautiful
  • 00:53:52
    canvas wherever they are in the world in
  • 00:53:55
    China we will offer Regional specific
  • 00:53:57
    content via tencent video and because
  • 00:54:00
    entertainment and digital technology are
  • 00:54:03
    extremely important in China we are
  • 00:54:05
    using our Abacus AI engine which is a
  • 00:54:08
    scenario-based AI integration platform
  • 00:54:11
    it provides an experience that is just
  • 00:54:13
    right for China this includes video
  • 00:54:15
    recommendations and hot playlists on QQ
  • 00:54:18
    music
  • 00:54:19
    across all markets we are constantly
  • 00:54:22
    improving our streaming off-round we're
  • 00:54:24
    exciting new content
  • 00:54:26
    we will also upgrade our Hardware
  • 00:54:29
    situation with Amazon's Fire TV stick
  • 00:54:32
    for rear seat passengers starting this
  • 00:54:34
    year as a add-on
  • 00:54:37
    and as you know we have already
  • 00:54:39
    integrated video content provider sync
  • 00:54:42
    with more than 400 titles in nearly 2
  • 00:54:45
    000 hours of runtime so here's a short
  • 00:54:48
    message from our sync CEO RJ
  • 00:54:52
    hi from La the epicenter of
  • 00:54:55
    entertainment I'm RJ the founder and CEO
  • 00:54:58
    of zinc zinc's partnership with
  • 00:54:59
    Mercedes-Benz has raised the bar on
  • 00:55:01
    in-car entertainment and how users
  • 00:55:03
    experience digital luxury what makes
  • 00:55:06
    this so unique a natively integrated
  • 00:55:08
    interface to the world's best content
  • 00:55:10
    and new Innovations merging hardware and
  • 00:55:12
    software to create cinematic in-car
  • 00:55:14
    movements with this Foundation we've
  • 00:55:16
    created the infrastructure necessary to
  • 00:55:19
    generate new untapped in-car revenue
  • 00:55:21
    streams the stage is now set and as a
  • 00:55:24
    result we're excited to announce an
  • 00:55:26
    incredible New Media partnership very
  • 00:55:28
    soon so stay tuned because we're just
  • 00:55:31
    getting started
  • 00:55:38
    so RJ thank you for being here in person
  • 00:55:40
    and it's about content and speed of
  • 00:55:43
    implementation by the way so just like
  • 00:55:46
    video streaming mbos will allow us to
  • 00:55:49
    open a whole new world also of in-car
  • 00:55:52
    gaming we already offer mini games such
  • 00:55:55
    as Tetris Sudoku and prayers
  • 00:55:59
    but with end stream platform of arcade
  • 00:56:01
    games our customers will soon have
  • 00:56:04
    larger access to
  • 00:56:07
    1500 classic games and 500 mini games
  • 00:56:12
    and there's more to come we want to
  • 00:56:15
    bring Triple A gaming into our cars and
  • 00:56:19
    stay tuned we have some news for you
  • 00:56:22
    pretty soon so speaking of tuning Our
  • 00:56:25
    music collaboration with Dolby Apple
  • 00:56:27
    music and Universal music group is
  • 00:56:30
    already bringing unmatched Audio
  • 00:56:32
    Excellence and we intend to introduce
  • 00:56:35
    this unique feature to our entry segment
  • 00:56:38
    too
  • 00:56:39
    in the first four Mercedes we are
  • 00:56:41
    bringing video conferencing into our
  • 00:56:43
    vehicles into creating the popular
  • 00:56:45
    Services of WebEx and zoom we intend to
  • 00:56:49
    bring digital art into the car for the
  • 00:56:51
    first time
  • 00:56:53
    our mode for digital art will have a
  • 00:56:55
    unique UI design tailored to the car as
  • 00:56:58
    well as customer preferences
  • 00:57:01
    and MB exhibition feature will enable
  • 00:57:04
    customers to create their own private
  • 00:57:07
    art gallery
  • 00:57:08
    they can choose their art a collection
  • 00:57:11
    created by Mercedes-Benz so what's more
  • 00:57:15
    with my nft feature we enable them to
  • 00:57:19
    exhibit their own nfts in the car
  • 00:57:23
    a great living space is somewhere you
  • 00:57:26
    spend time doing the things you want to
  • 00:57:28
    do
  • 00:57:29
    we feel the best way to give back time
  • 00:57:32
    to our customers is through automated
  • 00:57:34
    driving
  • 00:57:36
    so our drivers assistance systems have
  • 00:57:39
    evolved over many years because we focus
  • 00:57:41
    on safety our latest level 2 development
  • 00:57:45
    is the system initiated automatic Lane
  • 00:57:48
    change feature for an even better
  • 00:57:50
    Highway experience
  • 00:57:52
    it starts this year in North America
  • 00:57:54
    followed by China
  • 00:57:57
    further enhanced level 2 systems are in
  • 00:58:00
    the pipeline and we are at the Forefront
  • 00:58:03
    with our pioneering achievements in
  • 00:58:06
    level three and level four
  • 00:58:08
    we were the first manufacturer to put a
  • 00:58:11
    level 3 system with internationally
  • 00:58:14
    valid certification into serious
  • 00:58:17
    production
  • 00:58:18
    in Germany our level 3 Drive pilot has
  • 00:58:21
    been on the market since May of last
  • 00:58:23
    year this year Drive pilot received
  • 00:58:26
    certification from the state of Nevada
  • 00:58:29
    and very soon we expect California to
  • 00:58:32
    certified too this generation of Drive
  • 00:58:35
    pilot enables conditionally automated
  • 00:58:38
    driving at up to 60 kilometers per hour
  • 00:58:42
    in Germany or 40 miles per hour in the
  • 00:58:45
    U.S were allowed
  • 00:58:47
    we are working to increasing this using
  • 00:58:49
    a step-by-step approach with safety
  • 00:58:53
    always at the first priority next year
  • 00:58:57
    we aim to increase speeds to
  • 00:59:00
    approximately 90 kilometers per hour on
  • 00:59:04
    German autobahns that's roughly 55 miles
  • 00:59:07
    per hour and to achieve this our sensing
  • 00:59:10
    technology is based on multiple systems
  • 00:59:13
    including radar cameras lidar and more
  • 00:59:18
    redundancy of major components is an
  • 00:59:22
    important factor here and I should point
  • 00:59:24
    out we are not just working on automated
  • 00:59:27
    driving for the road we are also at the
  • 00:59:30
    Forefront of automated parking
  • 00:59:33
    our intelligent Park pilot is the
  • 00:59:36
    world's first level four parking system
  • 00:59:39
    that's the current status so now we're
  • 00:59:43
    going to look at the important role of
  • 00:59:45
    mbus in the future of automated driving
  • 00:59:48
    of Mercedes-Benz
  • 00:59:51
    with our in-house competence we have
  • 00:59:53
    made great strides in software and
  • 00:59:56
    Hardware development but to expand the
  • 00:59:58
    use cases for quotationally automated
  • 01:00:00
    driving we have to go from a rule-based
  • 01:00:03
    approach of today to a machine learning
  • 01:00:06
    approach in the future for this return
  • 01:00:09
    to external partners with lots of
  • 01:00:12
    experience in their field
  • 01:00:14
    a new generation of our level 3 system
  • 01:00:16
    is already at an advanced stage
  • 01:00:20
    it has also been optimized for quick
  • 01:00:22
    rollout in terms of markets and models
  • 01:00:26
    our strong partner here is
  • 01:00:28
    Nvidia
  • 01:00:29
    I will hand over to Magnus for some
  • 01:00:32
    further details Magnus all right
  • 01:00:35
    thank you Marcus
  • 01:00:37
    so a core feature of mbus is that it
  • 01:00:41
    will enable lifetime learning Power by
  • 01:00:43
    data as I said previously
  • 01:00:45
    our system will enable to learn on the
  • 01:00:48
    road taking advantage of our
  • 01:00:50
    best-in-class sensor setup across the
  • 01:00:52
    entire vehicle Fleet
  • 01:00:55
    our vehicles are able to collect up to
  • 01:00:57
    300 petabytes of data every year
  • 01:01:01
    to further train or deep neural networks
  • 01:01:03
    and our adaptability in vehicle AI
  • 01:01:07
    automate automatically chooses a
  • 01:01:09
    fraction of this data that is the most
  • 01:01:11
    useful to improving our software stack
  • 01:01:14
    it means our next Generation automated
  • 01:01:17
    driving will learn about and handle
  • 01:01:19
    infrastructure changes and continue to
  • 01:01:21
    improve throughout its life
  • 01:01:24
    so we are working on algorithms and
  • 01:01:26
    software stack that will provide
  • 01:01:28
    completely new driving and parking
  • 01:01:30
    functions
  • 01:01:31
    this will be able to deal with the
  • 01:01:34
    diversity of different Geographics from
  • 01:01:36
    Europe to China us and Beyond and they
  • 01:01:39
    will continue to improve their
  • 01:01:40
    performance adapting to Safe human-like
  • 01:01:43
    driving behaviors and as Marcus said
  • 01:01:46
    we are working with a very strong
  • 01:01:48
    partner to realize all of this so to
  • 01:01:51
    look at it in more detail I like to
  • 01:01:53
    welcome those days Sarah Tariq
  • 01:01:58
    how are you
  • 01:02:00
    driving software at Nvidia
  • 01:02:03
    thank you my pleasure being here great
  • 01:02:05
    to have you here right so
  • 01:02:09
    um
  • 01:02:10
    let's just get into talking about
  • 01:02:12
    software architecture because that is
  • 01:02:14
    our passion both of us are are sharing
  • 01:02:16
    so can you please elaborate on the
  • 01:02:18
    architecture that we're now Building
  • 01:02:20
    Together sure so we're building a full
  • 01:02:22
    stack EV platform that's everything from
  • 01:02:24
    the OS to all of the middleware and the
  • 01:02:27
    software on top that gives us the
  • 01:02:30
    capability of doing Advanced autonomy in
  • 01:02:33
    all sorts of different odds the key aim
  • 01:02:35
    of our architecture is to create
  • 01:02:37
    software that can comfortably but also
  • 01:02:40
    safely drive our customers in their
  • 01:02:43
    day-to-day commute all over the world
  • 01:02:45
    that's an active point there on safety
  • 01:02:48
    so safety is a big concern this has
  • 01:02:51
    always been the Forefront of Mercedes so
  • 01:02:53
    what are we doing really then to ensure
  • 01:02:55
    safety in this new approach of machine
  • 01:02:57
    learning right so like and said all of
  • 01:03:00
    our architecture from the hardware the
  • 01:03:02
    soc the OS middleware software
  • 01:03:04
    everything is built certified designed
  • 01:03:07
    to be safety first in addition the
  • 01:03:09
    state-of-the-art algorithms the AI that
  • 01:03:11
    we're running on top it's built and
  • 01:03:14
    trained not just to deal with the
  • 01:03:16
    expected what should somebody do but the
  • 01:03:18
    unexpected what could happen in addition
  • 01:03:21
    to this we have a lot of monitors and
  • 01:03:25
    redundancy algorithms that are checking
  • 01:03:27
    inputs and outputs making sure
  • 01:03:28
    everything is going as expected and
  • 01:03:32
    again like Jensen and Ola talked about
  • 01:03:34
    before we have the sensors read that is
  • 01:03:37
    redundant right like cameras radar lidar
  • 01:03:39
    and 360 all around the vehicle and and
  • 01:03:43
    this provides us with an extra level of
  • 01:03:45
    security safety and the data that we are
  • 01:03:47
    seeing from these sensors up to a
  • 01:03:50
    terabyte an hour per vehicle we can also
  • 01:03:53
    use offline to further Harden our system
  • 01:03:56
    right now speaking of data then how
  • 01:04:00
    exactly is the data this immense amount
  • 01:04:01
    of data that we're collecting for the
  • 01:04:03
    sales is actually then being used right
  • 01:04:06
    so I mean data is the lifeblood of
  • 01:04:09
    complex AI right the very first thing we
  • 01:04:11
    do all of these networks that we're
  • 01:04:13
    running on our vehicle everything from
  • 01:04:15
    perception understanding what's
  • 01:04:16
    happening in the world to predicting
  • 01:04:18
    what people are going to be doing to
  • 01:04:20
    generating the automated maps that you
  • 01:04:21
    were showing all of that requires
  • 01:04:23
    training with all of this data that we
  • 01:04:25
    are seeing worldwide and then the next
  • 01:04:28
    step we take all of this data and we
  • 01:04:30
    create from it offline tests and metrics
  • 01:04:33
    everything we can do to ensure that
  • 01:04:35
    anytime we're making an update to the
  • 01:04:37
    software we can test it offline against
  • 01:04:39
    these scenarios even before you put it
  • 01:04:41
    on the road right and to doing this a
  • 01:04:44
    speed simulation is a very very key
  • 01:04:46
    factor right so give an example of what
  • 01:04:49
    we're simulating right so I just talked
  • 01:04:52
    about using all of the sensor data to
  • 01:04:54
    replay and and test whatever we saw in
  • 01:04:56
    the world but actually like we were
  • 01:04:58
    discussing before we are using Omniverse
  • 01:05:01
    to also generate all sorts of new
  • 01:05:03
    scenarios a vast vast variety of
  • 01:05:07
    scenarios that you could encounter in
  • 01:05:08
    the world everything from differences in
  • 01:05:10
    weather conditions locations people's
  • 01:05:13
    behavior different scenarios we can
  • 01:05:14
    simulate all of that end to end
  • 01:05:16
    synthetically and we can also simulate
  • 01:05:19
    the sorts of scenarios that you never
  • 01:05:20
    want to see in real life dangerous
  • 01:05:22
    things are people sitting on the road
  • 01:05:24
    and so forth we can simulate them and we
  • 01:05:26
    can test against them okay and all of
  • 01:05:28
    that is a focus on our safety excellent
  • 01:05:30
    so conclusion the more the system learns
  • 01:05:33
    the better it gets right exactly okay
  • 01:05:35
    excellent so as you see the partnership
  • 01:05:38
    with Mercedes-Benz and Nvidia is already
  • 01:05:40
    living up to its promises and has
  • 01:05:42
    potential going forward is just huge
  • 01:05:45
    right so with that thank you very much
  • 01:05:47
    Sarah thank you glad to have you here
  • 01:05:49
    thank you
  • 01:05:50
    [Applause]
  • 01:05:55
    yeah thank you Sarah and Magnus for this
  • 01:05:59
    Insight actually so starting with our
  • 01:06:02
    new MMA platform we are moving as we
  • 01:06:05
    said from the rule-based approach to an
  • 01:06:09
    AI powered and data driven approach so
  • 01:06:12
    together with our sensor setup including
  • 01:06:14
    redundancies this enables us to meet the
  • 01:06:17
    high demands of urban environments
  • 01:06:20
    and it will be augmented by a
  • 01:06:22
    crowdsource HD map to handle the most
  • 01:06:25
    complex situations the result will be an
  • 01:06:29
    enhanced level 2 system for automated
  • 01:06:31
    driving
  • 01:06:32
    so we intend to progress towards point
  • 01:06:34
    to point assistant driving
  • 01:06:36
    active Lane changes based on navigation
  • 01:06:39
    and that includes the very start and the
  • 01:06:43
    end of Journeys where we plan to
  • 01:06:46
    introduce new parking features
  • 01:06:49
    all of this calls for highly advanced
  • 01:06:51
    technology and of course lighter
  • 01:06:54
    Technologies in combination with radar
  • 01:06:57
    and cameras so we are convinced that
  • 01:07:00
    redundancy is the right approach for
  • 01:07:02
    level 3 automated driving and Beyond by
  • 01:07:06
    using the Best in Class lidar Tech from
  • 01:07:10
    Lumina we can achieve high range
  • 01:07:13
    for the smallest and the smallest
  • 01:07:14
    objects with a low reflectivity Dynamic
  • 01:07:18
    steering of high resolution also allows
  • 01:07:20
    us to focus on specific areas similar to
  • 01:07:24
    the way human Vision actually works
  • 01:07:28
    the sensor setup for our level 3 system
  • 01:07:30
    will be even more comprehensive we will
  • 01:07:33
    have two times the compute performance
  • 01:07:36
    of our level 2 system
  • 01:07:38
    there will be additional redundancy in
  • 01:07:40
    sensing modalities breaking steering and
  • 01:07:44
    power supply so this will help us to
  • 01:07:46
    ensure our high safety standards and
  • 01:07:49
    customer satisfaction so customers will
  • 01:07:53
    be able to benefit from the level 3
  • 01:07:56
    system automated system at higher speeds
  • 01:07:58
    our ultimate goal is 130 kilometers per
  • 01:08:03
    hour around 80 miles per hour so
  • 01:08:06
    functionality will include automatic
  • 01:08:08
    Lane change and Highway to Highway
  • 01:08:10
    transfer we intend to roll out this
  • 01:08:13
    features worldwide so now I would like
  • 01:08:16
    to invite luminancio Austin Russell for
  • 01:08:20
    them further discussions on the stage
  • 01:08:22
    awesome please join me
  • 01:08:25
    good to have you
  • 01:08:28
    well I I like your I like your shirt
  • 01:08:30
    Austin already also taking a short break
  • 01:08:34
    from a I think very very intense day of
  • 01:08:36
    developing lighters exactly so often we
  • 01:08:40
    talked about the importance and I talked
  • 01:08:41
    about the importance of Lida for level
  • 01:08:43
    three driving how do you see that
  • 01:08:46
    yeah I mean uh lidar is definitely a
  • 01:08:48
    critical part when it comes to
  • 01:08:49
    autonomous driving more holistically and
  • 01:08:52
    the whole point is is that you know this
  • 01:08:54
    lidar sends out you know millions of
  • 01:08:57
    pulses of this laser light out in the
  • 01:08:59
    environment knowing exactly how far away
  • 01:09:01
    the objects are gives you a ground truth
  • 01:09:03
    view of everything going on and that
  • 01:09:05
    accuracy and reliability makes all of
  • 01:09:08
    the difference you know 99 uh you know
  • 01:09:11
    actually gets you so far but when it all
  • 01:09:13
    comes down to that last one percent for
  • 01:09:15
    autonomous driving and understanding you
  • 01:09:17
    know the implications of what's around
  • 01:09:19
    you it makes all the difference to have
  • 01:09:21
    that and that's where I think it's great
  • 01:09:24
    to be able to see you know Mercedes take
  • 01:09:26
    a lead just as you know being at the
  • 01:09:28
    Pinnacle of performance and safety you
  • 01:09:30
    know on the car side to be at the
  • 01:09:32
    do that same strategy when it comes to
  • 01:09:34
    autonomous driving and as well as
  • 01:09:36
    assisted driving too
  • 01:09:38
    whatever but when we met it was not only
  • 01:09:40
    about getting a lighter right right the
  • 01:09:44
    best possible lighter so we want to
  • 01:09:46
    drive fast the maximum speed there
  • 01:09:47
    highest safety so that's how we came
  • 01:09:50
    together right looking at your
  • 01:09:52
    technology and your technology is called
  • 01:09:54
    Iris and just explain what what iris the
  • 01:09:57
    iris lighter is yeah absolutely so um so
  • 01:10:00
    this Iris lidar you know basically you
  • 01:10:03
    can see actually yeah we have a blowout
  • 01:10:04
    of it on here too you can see it uh see
  • 01:10:06
    it out on screen
  • 01:10:08
    um even through the through the
  • 01:10:09
    transceiver through every aspect of it
  • 01:10:10
    we're actually delivering this next
  • 01:10:13
    generation of the iris technology you
  • 01:10:15
    know specifically to Mercedes here
  • 01:10:17
    starting out as a lead customer for this
  • 01:10:19
    that takes it even a step further in
  • 01:10:21
    terms of functionality for performance
  • 01:10:23
    and safety and capabilities and the key
  • 01:10:25
    is is being able to Now operate uh for
  • 01:10:27
    autonomous driving uh functionality not
  • 01:10:30
    just for lower speeds but also being
  • 01:10:32
    able to move it to higher speeds while
  • 01:10:34
    at the same time being able to
  • 01:10:35
    substantially improve the performance
  • 01:10:37
    and safety around assisted Drive diving
  • 01:10:39
    systems concurrently so that's the
  • 01:10:41
    beauty it's the same Hardware that can
  • 01:10:42
    help enable all of that and of course
  • 01:10:44
    when in conjunction with the right
  • 01:10:45
    compute systems like the Nvidia systems
  • 01:10:47
    and the software that they're doing to
  • 01:10:49
    enable that it makes all the difference
  • 01:10:51
    and I think it's important we work as a
  • 01:10:53
    team here so Nvidia Lumina Mercedes this
  • 01:10:56
    is real teamwork right absolutely and uh
  • 01:10:59
    I mean uh the whole name of the game is
  • 01:11:02
    to scale also so not only one car we
  • 01:11:04
    want to equip of course with lighter I
  • 01:11:06
    mean we intend to do it really in a
  • 01:11:08
    broad range of vehicles so scalability
  • 01:11:10
    is important and again it's not your
  • 01:11:12
    first generation of lidar it's the next
  • 01:11:15
    generation of lighter and the idea was
  • 01:11:17
    to make it really really Slim yeah it's
  • 01:11:19
    a nice fit to the cars not to destroy
  • 01:11:21
    Gordon is here or chief designer gone
  • 01:11:23
    right not to destroy the nice Beauty and
  • 01:11:26
    Aesthetics of the vehicle so we're
  • 01:11:28
    making it really really Slim uh
  • 01:11:30
    absolutely functional and the idea is to
  • 01:11:32
    scale it right absolutely and I think
  • 01:11:34
    that's the whole point around what we're
  • 01:11:36
    doing together it's it's one thing to be
  • 01:11:37
    able to put it on you know one Flagship
  • 01:11:39
    vehicle to be able to start out but I
  • 01:11:41
    think the key is is that you guys have
  • 01:11:44
    this bigger picture vision and
  • 01:11:46
    accelerating that across the you know as
  • 01:11:48
    you said a broad range of vehicle lines
  • 01:11:50
    and that makes all the difference
  • 01:11:51
    because you know when it comes to safety
  • 01:11:53
    and autonomy and making it accessible
  • 01:11:54
    for everyone and all the customers that
  • 01:11:56
    makes all the difference so we're uh we
  • 01:11:59
    built this lidar and this architecture
  • 01:12:00
    with scalability and buying from the
  • 01:12:02
    ground up you know sign for
  • 01:12:04
    manufacturability we built this to scale
  • 01:12:06
    starting off into millions of sensors
  • 01:12:08
    and ultimately tens of millions of
  • 01:12:09
    sensors uh with this uh Next Generation
  • 01:12:12
    lidar architecture so that's what makes
  • 01:12:14
    all the difference there to be able to
  • 01:12:16
    you know scale alongside Mercedes here
  • 01:12:18
    and with that we'll actually even be
  • 01:12:21
    expanding our capacity and even building
  • 01:12:23
    out a new facility in Asia to support
  • 01:12:26
    the additional volume so it's big so are
  • 01:12:29
    these important industrialization is
  • 01:12:30
    important that's all what we are caring
  • 01:12:32
    for right as a team here absolutely so I
  • 01:12:35
    think great to have you here on stage
  • 01:12:37
    thanks for being here
  • 01:12:40
    thank you absolutely great to see you
  • 01:12:41
    guys taking a huge leadership
  • 01:12:48
    so ladies and gentlemen if you have some
  • 01:12:50
    energy left we're going to the basically
  • 01:12:53
    a last domain and the last domain is
  • 01:12:55
    driving and charging and that contains
  • 01:12:58
    the system all the actuators relating to
  • 01:13:01
    the drivetrain it includes of course the
  • 01:13:03
    battery management the combination of
  • 01:13:06
    route guidance and range management is
  • 01:13:08
    also very very crucial to the user
  • 01:13:11
    experience the range exist function in
  • 01:13:13
    our eqs is a good example of our
  • 01:13:16
    approach and if having our own operating
  • 01:13:19
    system actually allows us to access all
  • 01:13:22
    vehicle data for instance state of
  • 01:13:25
    charge energy consumption and so on this
  • 01:13:28
    would not be possible with a third-party
  • 01:13:31
    system
  • 01:13:32
    by aggregating all available data
  • 01:13:34
    including environmental information
  • 01:13:36
    maybe such as wind speeds we can achieve
  • 01:13:40
    a whole new level of range prediction
  • 01:13:42
    and by integrating the charging
  • 01:13:45
    infrastructure into range management we
  • 01:13:48
    can create a seamless first-class
  • 01:13:50
    charging experience
  • 01:13:52
    our Global Mercedes-Benz high power
  • 01:13:54
    charging Network starting here this year
  • 01:13:57
    in the US is a perfect example as we
  • 01:14:01
    announced at CES in January this will be
  • 01:14:04
    one major step to globally supporting
  • 01:14:07
    electrification our efforts were even
  • 01:14:10
    acknowledged recently by the White House
  • 01:14:13
    so mbus will help ensure it's a fully
  • 01:14:17
    connected service
  • 01:14:19
    so to sum it up as The Architects we can
  • 01:14:23
    report that our mbos build project is
  • 01:14:27
    making excellent progress our living
  • 01:14:30
    space is already well ahead of schedule
  • 01:14:32
    mbus gives us the freedom and scope to
  • 01:14:36
    create a personalized luxury experience
  • 01:14:40
    with the right Partnerships we are
  • 01:14:41
    providing our customers with the best
  • 01:14:44
    content and navigation
  • 01:14:47
    so mbos can help us to retain our
  • 01:14:49
    leadership in automated driving
  • 01:14:52
    and then too intelligent and seamless
  • 01:14:55
    driving and charging
  • 01:14:58
    as Magnus said earlier we have a strong
  • 01:15:00
    Foundation based on our service oriented
  • 01:15:04
    chip to Cloud architecture
  • 01:15:06
    it is a highly scalable architecture and
  • 01:15:10
    enables us to decouple software and
  • 01:15:13
    Hardware
  • 01:15:14
    mbos is a proprietary platform built on
  • 01:15:17
    standards designed to ensure safety and
  • 01:15:20
    privacy
  • 01:15:21
    it also gives us the maximum flexibility
  • 01:15:24
    to work with our partners of choice
  • 01:15:27
    mbus is a game changer for the company
  • 01:15:30
    and our products but most importantly
  • 01:15:33
    for our customers
  • 01:15:35
    in a moment my colleague Britta Brita
  • 01:15:38
    Vega will talk about the customer
  • 01:15:40
    perspective in more detail but first
  • 01:15:44
    we have something very special for you
  • 01:15:47
    you see our latest generation of mbux is
  • 01:15:50
    also a precursor to mbos
  • 01:15:53
    it already includes elements of the mbos
  • 01:15:56
    architecture and it brings our customers
  • 01:15:58
    some fantastic new features
  • 01:16:02
    ladies and gentlemen it's my great
  • 01:16:04
    pleasure to present to you the interior
  • 01:16:07
    of our brand new E-Class
  • 01:16:10
    foreign
  • 01:16:14
    [Music]
  • 01:16:15
    [Applause]
  • 01:16:19
    [Music]
  • 01:16:57
    thank you
  • 01:16:59
    so isn't it the beauty intelligence and
  • 01:17:02
    digital world are coming together so
  • 01:17:05
    earlier we gave you a deep dive into our
  • 01:17:08
    high performance infotainment computer
  • 01:17:11
    and we have pulled it Forward into the
  • 01:17:13
    E-class a variant of it already runs
  • 01:17:17
    interior systems such as infotainment
  • 01:17:19
    instrument cluster and cameras so this
  • 01:17:23
    differs from approach previous approach
  • 01:17:25
    of multiple control units in a car it
  • 01:17:29
    enables us to encrate an immersive
  • 01:17:31
    entertainment experience that is more
  • 01:17:34
    interactive than ever
  • 01:17:36
    our new mbux API for Android
  • 01:17:39
    compatibility layer in the E-class makes
  • 01:17:42
    it easy right to install third-part apps
  • 01:17:46
    it offers a far better user experience
  • 01:17:48
    than with mirrored apps
  • 01:17:51
    for example you can run a WebEx or a
  • 01:17:53
    zoom call while the car is parked the
  • 01:17:57
    centerpiece of the digital experience
  • 01:17:58
    inside the new E-class is our new mbux
  • 01:18:02
    Super Screen a large clusterfix extends
  • 01:18:06
    across the entire width of the vehicle
  • 01:18:08
    it seamlessly integrates a central touch
  • 01:18:11
    display and passenger touchscreen the
  • 01:18:15
    new E-class is a stunning combination of
  • 01:18:17
    luxurious home and digital office and
  • 01:18:21
    many new features allow customers to
  • 01:18:23
    create their very own personal space for
  • 01:18:27
    example a routines feature is completely
  • 01:18:30
    new in the car it enables customers to
  • 01:18:34
    configure their E-class for their own
  • 01:18:36
    everyday needs you can create and edit a
  • 01:18:40
    wide variety of routines on the main
  • 01:18:42
    display lots of combinations are
  • 01:18:45
    possible for instance switch on the heat
  • 01:18:48
    seating and heating and the ambient
  • 01:18:51
    lighting to warm orange every time the
  • 01:18:54
    cabin temperature is less than 12
  • 01:18:56
    degrees
  • 01:18:58
    thanks to the over-the-air updates the
  • 01:19:00
    new E-class and its mbx interface we get
  • 01:19:03
    even smarter with time
  • 01:19:06
    unlocking more and more benefits for our
  • 01:19:08
    customer and on that note
  • 01:19:10
    Brita
  • 01:19:12
    the floor is used
  • 01:19:14
    please
  • 01:19:16
    [Music]
  • 01:19:22
    [Music]
  • 01:19:27
    Marcus Marcus thank you very much warm
  • 01:19:30
    welcome from my side so all of these
  • 01:19:33
    digital developments that you've just
  • 01:19:35
    shown have just been designed to fulfill
  • 01:19:39
    a mutual goal we share with our customer
  • 01:19:42
    which is creating the best experience in
  • 01:19:47
    our living space
  • 01:19:48
    so our goal is to build a house where
  • 01:19:52
    our customers can truly feel at home in
  • 01:19:55
    with software enabled upgrades that are
  • 01:19:58
    continuously evolving over time our
  • 01:20:01
    customers can fully adapt their
  • 01:20:04
    Mercedes-Benz living space to their
  • 01:20:06
    needs
  • 01:20:07
    in everything we do our focus is on
  • 01:20:10
    making the Mercedes-Benz digital house
  • 01:20:13
    easily accessible where our customers
  • 01:20:16
    love to stay so let's have a look
  • 01:20:20
    foreign
  • 01:20:21
    hey are you in control of your life
  • 01:20:25
    take control of your car too
  • 01:20:27
    Mercedes-Benz digital extras make
  • 01:20:29
    everything about owning a Mercedes as
  • 01:20:31
    luxurious as driving one send your
  • 01:20:33
    destination to your car and let
  • 01:20:35
    navigation with augmented reality guide
  • 01:20:37
    you there wow now that's augmented
  • 01:20:40
    Mercedes-Benz helps you avoid traffic
  • 01:20:42
    find charging stations parking spots
  • 01:20:47
    and even your car
  • 01:20:49
    and it pays your gas bills and parking
  • 01:20:51
    for you now isn't that helpful it makes
  • 01:20:54
    your life more chill more fun and more
  • 01:20:56
    safe
  • 01:21:01
    that's digital Extras by Mercedes-Benz
  • 01:21:06
    [Applause]
  • 01:21:10
    so when we ask customers about the
  • 01:21:13
    importance of Digital Services more than
  • 01:21:16
    80 percent said digital extras are very
  • 01:21:19
    important
  • 01:21:20
    and that's reflected across all markets
  • 01:21:22
    and all demographics so the digital
  • 01:21:25
    exercise play a fundamental role in the
  • 01:21:28
    decision to purchase a car
  • 01:21:30
    and our customers have high expectations
  • 01:21:33
    about their Mercedes-Benz digital
  • 01:21:36
    experience they wanted to be simple
  • 01:21:39
    intuitive and functional and how do we
  • 01:21:42
    know this I mean by utilizing
  • 01:21:45
    data-driven feedback in a real time with
  • 01:21:48
    over 5 billion data points per year
  • 01:21:51
    and this is how we gain a better
  • 01:21:54
    understanding of how our customers use
  • 01:21:56
    our products
  • 01:21:57
    moreover they expect their vehicles to
  • 01:22:00
    be always up to date thanks to regular
  • 01:22:03
    over-the-air updates
  • 01:22:05
    and the Mercedes me ID is both the basis
  • 01:22:09
    of our house and the key to accessing
  • 01:22:11
    the Mercedes-Benz living space
  • 01:22:14
    it is a unique customer ID that gives us
  • 01:22:16
    a strong and direct connection with our
  • 01:22:19
    customers
  • 01:22:20
    easily accessible means just a few
  • 01:22:24
    clicks after registering for Mercedes me
  • 01:22:27
    id you need to accept our terms of use
  • 01:22:29
    enter your PIN and activate the services
  • 01:22:33
    so our customers have the choice of
  • 01:22:36
    which Services they want to use and of
  • 01:22:38
    which data they want to share
  • 01:22:41
    personal settings and profiles gives
  • 01:22:43
    customer a high level of
  • 01:22:45
    individualization
  • 01:22:47
    and as mentioned before privacy by
  • 01:22:49
    Design means privacy and data protection
  • 01:22:52
    are prime focuses
  • 01:22:54
    we already have a strong customer base
  • 01:22:57
    which we are building upon to further
  • 01:22:59
    expand and improve our offers
  • 01:23:01
    so Mercedes me is currently live in 50
  • 01:23:05
    markets in total that represents a
  • 01:23:08
    network of more than 10 million
  • 01:23:10
    connected cars worldwide as mentioned
  • 01:23:13
    already by 2025 we aim to expand to over
  • 01:23:18
    65 markets and our Fleet of connected
  • 01:23:22
    cars will grow to more than 16 million
  • 01:23:24
    that would represent 60 growth in only
  • 01:23:28
    two years
  • 01:23:30
    with over 15 million downloads since its
  • 01:23:33
    launch
  • 01:23:34
    our customers love using the Mercedes me
  • 01:23:37
    app making it the best rated app in the
  • 01:23:40
    industry with 4.8 Stars
  • 01:23:43
    on top of great customer feedback JD
  • 01:23:46
    Power also awarded us as having the best
  • 01:23:48
    app among Automotive oems
  • 01:23:52
    the app offers far more functionalities
  • 01:23:55
    than just remote control it's also a
  • 01:23:57
    tool for communication and other
  • 01:24:00
    customer engagement and sales
  • 01:24:03
    so looking at sales we had 60 percent of
  • 01:24:07
    1.5 million Mercedes me store purchases
  • 01:24:10
    last year already made via the app which
  • 01:24:14
    means an increase of 87 percent compared
  • 01:24:17
    to the previous year
  • 01:24:19
    so our customers enjoy the high
  • 01:24:22
    flexibility in choosing how when and
  • 01:24:26
    where they want to access the Mercedes
  • 01:24:28
    me store
  • 01:24:29
    whether via the smartphone app or our
  • 01:24:33
    web store or even directly in car our
  • 01:24:36
    customers have easy access to our stores
  • 01:24:41
    in-car purchases are just as easy using
  • 01:24:44
    the Mercedes pay fingerprint feature
  • 01:24:47
    and we are simplifying the customer
  • 01:24:49
    Journey even further with our Mercedes
  • 01:24:52
    virtual assistant
  • 01:24:53
    leveraging the latest conversational AI
  • 01:24:57
    capabilities when in the Azure open AI
  • 01:25:00
    service we are able to deliver
  • 01:25:02
    best-in-class customer service along the
  • 01:25:06
    entire Digital customer Journey starting
  • 01:25:09
    the end of March 2023
  • 01:25:12
    however
  • 01:25:14
    any store can only be successful if it
  • 01:25:17
    provides great offers
  • 01:25:19
    and as you just saw in Marcus and Magnus
  • 01:25:21
    presentations we have already a lot of
  • 01:25:23
    great features today
  • 01:25:25
    for example within our entertainment
  • 01:25:27
    portfolio
  • 01:25:28
    our customers can enjoy the most popular
  • 01:25:31
    streaming services such as Apple music
  • 01:25:34
    Spotify or Amazon music
  • 01:25:38
    and we are well aware that local
  • 01:25:41
    services are highly popular which is why
  • 01:25:44
    we offer entertainment features that are
  • 01:25:46
    tailored to local and Regional markets
  • 01:25:49
    so for example 10 cent video QQ music
  • 01:25:53
    and shimalaya are Market specific office
  • 01:25:56
    in China
  • 01:25:58
    additionally where the first car maker
  • 01:26:01
    that has integrated think Inca video
  • 01:26:04
    streaming giving our customers a growing
  • 01:26:07
    selection of movies TV series and more
  • 01:26:10
    to choose from as which has turned and
  • 01:26:13
    of course sync also offers the regional
  • 01:26:16
    content
  • 01:26:17
    I think will also be available as an
  • 01:26:20
    over-the-air update for selected models
  • 01:26:23
    later in 2023
  • 01:26:26
    and that's just the start of where we're
  • 01:26:28
    going with entertainment
  • 01:26:30
    on top of that God said is 360 includes
  • 01:26:34
    services that enable the remote
  • 01:26:36
    protection and monitoring of your car
  • 01:26:40
    these were just a few examples of our
  • 01:26:42
    wide range of attractive and exciting
  • 01:26:45
    software enabled upgrades we have
  • 01:26:48
    continuously expanded our offers to date
  • 01:26:51
    including remote navigation and
  • 01:26:54
    entertainment products and services
  • 01:26:57
    these product selection will continue to
  • 01:27:00
    grow but what we offer won't grow in
  • 01:27:04
    complexity we are giving customers a
  • 01:27:06
    simple intuitive and transparent
  • 01:27:09
    experience
  • 01:27:10
    so starting with the launch of mbos we
  • 01:27:13
    will unite all our digital extras into
  • 01:27:16
    one single package called mbconnect for
  • 01:27:20
    maximum ease a generous data plan and
  • 01:27:23
    regular over-the-art over-the-air
  • 01:27:25
    updates are also included
  • 01:27:28
    will offer flexible contract options so
  • 01:27:31
    customers can choose to activate their
  • 01:27:34
    MB connect subscription at the time of
  • 01:27:36
    purchase or at any later date
  • 01:27:40
    in the MB connect environment we
  • 01:27:43
    anticipate greater than 80 percent
  • 01:27:45
    customer retention for vehicles in the
  • 01:27:48
    one to six year age
  • 01:27:51
    in addition to MB connect we will expand
  • 01:27:55
    our offer for charging and automated
  • 01:27:58
    driving with MB charge and MB Drive
  • 01:28:03
    let's first have a look of what we offer
  • 01:28:05
    with MB charge
  • 01:28:07
    with 3MB charge packages our European
  • 01:28:10
    customers can currently choose from
  • 01:28:13
    flexible transparent and attractive
  • 01:28:15
    offers depending on how much they drive
  • 01:28:19
    and according to our forecast we expect
  • 01:28:22
    more than 80 percent of all customers to
  • 01:28:25
    use one of these three MB charge
  • 01:28:27
    packages in the future
  • 01:28:30
    MB Drive will incorporate it assisted
  • 01:28:33
    driving enhanced assisted driving and
  • 01:28:36
    conditionally automated driving
  • 01:28:38
    it's expected to become our largest
  • 01:28:41
    revenue driver in the software enabled
  • 01:28:44
    environment we have set ourselves
  • 01:28:46
    ambitious targets so starting with our
  • 01:28:49
    MMA platform we aim to make all new
  • 01:28:53
    models Hardware ready to enable assisted
  • 01:28:56
    driving or enhanced assisted driving
  • 01:28:58
    functionalities
  • 01:29:00
    selected models can even be ordered with
  • 01:29:03
    conditionally automated driving with a
  • 01:29:05
    fixed term contract from the factory
  • 01:29:08
    all driving levels will be continuously
  • 01:29:11
    improved via over-the-air updates and it
  • 01:29:15
    has been Illustrated
  • 01:29:17
    as we've mentioned earlier our connected
  • 01:29:19
    car park is forecasted to grow by 60 in
  • 01:29:23
    the next three years
  • 01:29:25
    this will have a huge impact on our
  • 01:29:28
    software enabled Revenue in 2022 digital
  • 01:29:32
    extras generated revenue of more than 1
  • 01:29:34
    billion euros
  • 01:29:36
    Ambi connect features comprise the
  • 01:29:39
    largest software enabled Revenue share
  • 01:29:41
    in last year
  • 01:29:43
    by 2025 we are targeting more than 2
  • 01:29:46
    billion euros from our connected car
  • 01:29:48
    park
  • 01:29:49
    in addition
  • 01:29:51
    automated driving functions are expected
  • 01:29:53
    to emerge as our largest software
  • 01:29:56
    enabled Revenue driver by 2030.
  • 01:30:00
    and the digital transformation in Cesar
  • 01:30:03
    marketing goes even Beyond
  • 01:30:06
    so as outlined software enabled upgrades
  • 01:30:09
    are an important pillar for us and for
  • 01:30:12
    our customers
  • 01:30:13
    the online to offline experience is
  • 01:30:16
    essential to a growing e-commerce
  • 01:30:19
    environment
  • 01:30:21
    and the fast rollout of our direct sales
  • 01:30:23
    model will strengthen our overall custom
  • 01:30:26
    interaction
  • 01:30:28
    as of now we already have seven markets
  • 01:30:31
    with the UK having gone Live January
  • 01:30:34
    2023 and three more markets to come
  • 01:30:37
    later this year
  • 01:30:40
    as a consequence we are working on
  • 01:30:42
    optimizing our retail footprint to be
  • 01:30:44
    ready and effective for the future
  • 01:30:48
    all of this will make quite an important
  • 01:30:51
    impact on our future business
  • 01:30:54
    and with this I will hand it over to
  • 01:30:57
    Harold who will give us an outlook on
  • 01:30:59
    the key financial aspects Harold thank
  • 01:31:03
    you
  • 01:31:03
    [Applause]
  • 01:31:06
    [Music]
  • 01:31:18
    foreign
  • 01:31:23
    you have seen three packages for our
  • 01:31:26
    software enabled I mean upgrades in
  • 01:31:28
    Twitter's part the MB connect DMB charge
  • 01:31:32
    and the MB drive I will now dive a bit
  • 01:31:35
    deeper into the revenues from MB connect
  • 01:31:38
    and MB drive I will not talk about mean
  • 01:31:41
    MB charge today since majority of MB
  • 01:31:44
    charge is part of a separate unit within
  • 01:31:47
    the recently announced high power
  • 01:31:49
    charging Network
  • 01:31:51
    we'll talk about that at a later point
  • 01:31:55
    in time first let me talk about
  • 01:31:56
    mbconnect today we have already great
  • 01:32:00
    features available generating software
  • 01:32:02
    enabled revenues such as navigation
  • 01:32:05
    services online map updates live traffic
  • 01:32:09
    vehicle monitoring system
  • 01:32:12
    most of today's features are embedded in
  • 01:32:15
    our vehicle sales and margins
  • 01:32:17
    the customer sees the benefit and the
  • 01:32:20
    pricing is embedded in the overall
  • 01:32:21
    vehicle with finite durations
  • 01:32:24
    these with these embedded mean revenues
  • 01:32:27
    we think we have achieved approximately
  • 01:32:29
    a bit over 1 billion revenues in 2022.
  • 01:32:34
    these revenues grow slightly but are
  • 01:32:37
    very stable over the years with decent
  • 01:32:39
    margins embedded in vehicles margins and
  • 01:32:42
    Revenue
  • 01:32:44
    now there are great things coming on top
  • 01:32:46
    for example
  • 01:32:48
    music and video streaming like sync
  • 01:32:51
    features like WebEx and zoom or on
  • 01:32:54
    demand like dash cam or mbux augmented
  • 01:32:57
    reality
  • 01:32:59
    on top
  • 01:33:01
    revenues we will offer both ways
  • 01:33:04
    as initial vehicle Factory sales and as
  • 01:33:08
    store sales
  • 01:33:09
    in case I mean the customer chooses
  • 01:33:12
    Factory sales features come with
  • 01:33:15
    different durations ranging from months
  • 01:33:17
    up to several years
  • 01:33:20
    at the same time any point thereafter we
  • 01:33:23
    offer it as one-time purchase or
  • 01:33:25
    subscription with renewal options
  • 01:33:28
    as the so-called store sales EG has
  • 01:33:31
    monthly subscription
  • 01:33:34
    these features have a price tag and can
  • 01:33:36
    generate recurring revenues over life
  • 01:33:38
    cycle we think these features are
  • 01:33:42
    very attractive
  • 01:33:44
    uh and office of central benefit to the
  • 01:33:48
    customer so the customer does not want
  • 01:33:50
    to miss a that's why we expect a high
  • 01:33:53
    take rate when the vehicle is sold from
  • 01:33:55
    the factory
  • 01:33:56
    with a high renewal rate in the
  • 01:33:58
    following years
  • 01:34:00
    main part of these features starts with
  • 01:34:02
    MMA
  • 01:34:03
    and keeps growing with MBA
  • 01:34:06
    we expect with the on top to generate
  • 01:34:09
    less than a billion revenues by the mid
  • 01:34:12
    of the decade
  • 01:34:13
    and more than a billion of annual
  • 01:34:16
    revenues in the second half of the
  • 01:34:18
    decade
  • 01:34:20
    we also expect healthy margins on these
  • 01:34:22
    it remains to be seen however which way
  • 01:34:25
    the majority of customers prefer the
  • 01:34:27
    purchase via Factory or the purchase by
  • 01:34:31
    a store both is fine for us
  • 01:34:33
    I said it before
  • 01:34:35
    if customers will choose Factory sales
  • 01:34:38
    it is part of the vehicle profit only if
  • 01:34:41
    they choose to buy them later it will be
  • 01:34:43
    incremental profits such as profits from
  • 01:34:45
    subscription schemes
  • 01:34:47
    but the customer behavior is probably a
  • 01:34:51
    bit difficult to predict at this stage
  • 01:34:54
    so so MP connect we think that total
  • 01:34:58
    revenues out of embedded and on top will
  • 01:35:01
    add up to more than 2 billion in the
  • 01:35:03
    second half of the decade
  • 01:35:05
    now let's have a look at the MB drive
  • 01:35:07
    and our partner for that
  • 01:35:10
    before we look at the revenues of MB
  • 01:35:13
    Drive let me walk you through the
  • 01:35:15
    business model with an idiot
  • 01:35:18
    we have entered the partnership with
  • 01:35:21
    Nvidia because we're convinced this is
  • 01:35:23
    an intelligent and an economically
  • 01:35:25
    efficient way to deliver world-class
  • 01:35:28
    aiders capability
  • 01:35:30
    we joined forces with an extraordinary
  • 01:35:33
    capability technical partner while at
  • 01:35:35
    Mercedes we're already leaders in Adas
  • 01:35:38
    as our l-suite Drive pilot at tests with
  • 01:35:42
    nvida we have access to software
  • 01:35:45
    development Ai and processing skills
  • 01:35:48
    that will take us to the next level as
  • 01:35:51
    Marcos Magnus and Jensen explained
  • 01:35:53
    already
  • 01:35:54
    we're happy to have them as a trusted
  • 01:35:56
    partner in a win-win relationship
  • 01:35:58
    Nvidia puts focus on ad
  • 01:36:01
    base software software updates and SOC
  • 01:36:05
    integration as well as a back end of the
  • 01:36:08
    system we put focus on vehicle
  • 01:36:11
    integration application development and
  • 01:36:14
    vehicle equipment
  • 01:36:16
    two powerhouses with different roads
  • 01:36:18
    joining forces and thereby speeding up
  • 01:36:22
    development Times by that both of us
  • 01:36:25
    enjoy Financial benefits of the
  • 01:36:27
    corporation in a fair and balanced way
  • 01:36:30
    giving us a profitable latest business
  • 01:36:33
    how does it work
  • 01:36:35
    each partner Bears its own costs and
  • 01:36:37
    Investments Nvidia has a majority of
  • 01:36:40
    upfront Investments especially on the r
  • 01:36:42
    d side
  • 01:36:43
    we equip the vehicles with our level 2
  • 01:36:46
    and level 2 only features and carry the
  • 01:36:51
    respective Hardware cost including
  • 01:36:54
    favorable SOC pricings from Nvidia
  • 01:36:57
    due to the high attractiveness we assume
  • 01:37:00
    a high take rate for these features in
  • 01:37:03
    the end we as Mercedes generate a
  • 01:37:06
    hundred percent net sales and share
  • 01:37:08
    roughly half of it with Nvidia depending
  • 01:37:11
    on the region
  • 01:37:13
    even by doing so we still expect a
  • 01:37:16
    decent contribution margin from this
  • 01:37:18
    business but lower than the one on our
  • 01:37:21
    MB connect
  • 01:37:23
    however L3 features are only available
  • 01:37:26
    on demand meaning only as an option
  • 01:37:28
    therefore we have no risk in terms of
  • 01:37:31
    take rates
  • 01:37:33
    so you see this is an intelligent and
  • 01:37:35
    Equitable partnership
  • 01:37:37
    so what does that mean for our MB Drive
  • 01:37:40
    revenues
  • 01:37:41
    the structure of these revenues depends
  • 01:37:44
    on what the customer chooses so it
  • 01:37:46
    depends whether they go for factory or
  • 01:37:48
    store purchases
  • 01:37:50
    clearly we expect it to ramp up with MMA
  • 01:37:54
    and later mbea
  • 01:37:56
    to a low single digit billion Euro
  • 01:37:59
    figure by the middle of the decade
  • 01:38:01
    however with the scaling of the
  • 01:38:03
    portfolio we expect this to grow to a
  • 01:38:05
    mid single digit billion Revenue figure
  • 01:38:07
    later in the decade
  • 01:38:09
    depending on the customer Choice Factory
  • 01:38:11
    your store sales the results will be
  • 01:38:14
    visible as part of either our vehicle
  • 01:38:17
    margin or separately as subscription
  • 01:38:19
    proceeds
  • 01:38:21
    now let's have a look at both together
  • 01:38:23
    MB connect and MB Drive revenues
  • 01:38:27
    first we have the embedded revenues with
  • 01:38:30
    around I mean a billion Euro in 2022
  • 01:38:33
    second we have the MB connect revenues
  • 01:38:37
    coming on top and third the MB Drive
  • 01:38:40
    revenues all in all we expect roughly a
  • 01:38:43
    load to Mid single digit billion Euro
  • 01:38:46
    figure by the middle of the decade
  • 01:38:49
    this we expect to evolve to a high
  • 01:38:52
    single digit billion figure by the end
  • 01:38:54
    of the decade on ebit
  • 01:38:57
    when looking at the middle of the decade
  • 01:39:00
    and what we have in our embedded connect
  • 01:39:03
    and drive we expect definitely more than
  • 01:39:06
    one billion Euro ebit in 2025 altogether
  • 01:39:11
    however as I also mentioned before at
  • 01:39:14
    current point in time we can say
  • 01:39:17
    if we will see it as part of our vehicle
  • 01:39:19
    sales or separately it depends on
  • 01:39:22
    customer preferences
  • 01:39:24
    with all of these things I said before
  • 01:39:26
    we expect these amounts to grow further
  • 01:39:29
    in the years ahead
  • 01:39:31
    we are on track versus our 2025 Target
  • 01:39:35
    and all of the above is already part of
  • 01:39:38
    our profit tables and weather chart
  • 01:39:41
    ambitions
  • 01:39:43
    what are we doing in invest site
  • 01:39:46
    we rebuild our house within the
  • 01:39:48
    financial framing we gave ourselves
  • 01:39:51
    therefore the investment needed for the
  • 01:39:54
    transformation are given priority
  • 01:39:57
    looking at our Rd Investments now
  • 01:40:01
    we see a significant step up and an
  • 01:40:04
    increased share of EV and software
  • 01:40:06
    related spending
  • 01:40:08
    the Rd cash spending for our mbus
  • 01:40:11
    software and called spending Hardware is
  • 01:40:14
    at a run rate of roughly one to two
  • 01:40:17
    billion Euro a year
  • 01:40:19
    this is investment is for our
  • 01:40:21
    Mercedes-Benz operating system with the
  • 01:40:24
    largest amount is accounted for in the
  • 01:40:28
    infotainment and in the Adas integration
  • 01:40:32
    we plan to increase the software share
  • 01:40:34
    to around 25 percent of our r d
  • 01:40:36
    investment by the middle of the decade
  • 01:40:39
    at the same time we reduce the in the
  • 01:40:42
    investment in ice as any new platform
  • 01:40:45
    development will be def only
  • 01:40:49
    totally invest of r d and Industrial
  • 01:40:52
    capex will be reduced by 20 versus 2019
  • 01:40:57
    by the mid of the decade as planned but
  • 01:41:01
    don't nail me down whether it is 2025 or
  • 01:41:04
    2026.
  • 01:41:06
    let me summarize it
  • 01:41:09
    we don't tell you fantastic stories how
  • 01:41:13
    software enabled revenues will reshape
  • 01:41:16
    the business model completely
  • 01:41:18
    we just told you something more prudent
  • 01:41:22
    but not less important
  • 01:41:24
    we are focused on one thing
  • 01:41:27
    offering the world's most sophisticated
  • 01:41:30
    way to move from A to B
  • 01:41:34
    combining luxury and Tech is the main
  • 01:41:38
    part of the Mercedes sophistication and
  • 01:41:41
    a key element to spark desire
  • 01:41:44
    it supports our luxury position of the
  • 01:41:47
    brand and the respective pricing of the
  • 01:41:49
    vehicles
  • 01:41:50
    we create outstanding features making
  • 01:41:52
    our products mean even more attractive
  • 01:41:56
    thereby mbus is an important enabler for
  • 01:42:00
    our strategy as well as for our modern
  • 01:42:03
    ambition
  • 01:42:05
    mbus supports pricing and margin and yes
  • 01:42:08
    it has a potential for additional
  • 01:42:10
    revenues and margins
  • 01:42:12
    at the same time we're doing it within
  • 01:42:15
    existing envelopes in a fair risk reward
  • 01:42:18
    sharing model
  • 01:42:20
    but maybe hola you see even a bit more
  • 01:42:24
    potential later than me thank you
  • 01:42:30
    yeah thank you thank you Harold we have
  • 01:42:32
    now come to the conclusion of this
  • 01:42:34
    presentation I just want to uh sum up
  • 01:42:37
    some of the insights from our point of
  • 01:42:40
    view what is this all about I started
  • 01:42:42
    with talking about
  • 01:42:44
    um it is about our strategy our ambition
  • 01:42:47
    to build the world's most desirable cars
  • 01:42:49
    but what we have seen today with mbos is
  • 01:42:52
    really an opportunity it's an
  • 01:42:54
    opportunity to create outstanding
  • 01:42:55
    products create stickiness with Mercedes
  • 01:42:58
    create Revenue opportunities and it goes
  • 01:43:01
    beyond the product and the product
  • 01:43:03
    sphere it also gives us a chance to
  • 01:43:07
    improve the cost situation productivity
  • 01:43:09
    speed time to Market on the Enterprise
  • 01:43:12
    side
  • 01:43:13
    our conviction is
  • 01:43:15
    software is a core competence for a car
  • 01:43:19
    company it's a core competence for a car
  • 01:43:22
    company and we are building this core
  • 01:43:25
    competence and have been building it
  • 01:43:26
    over several years now
  • 01:43:29
    but we're also realists
  • 01:43:31
    you cannot do everything yourselves nor
  • 01:43:34
    should you do everything yourself it
  • 01:43:36
    would not be the quickest and not the
  • 01:43:38
    most cost efficient way of implementing
  • 01:43:41
    a complicated system like mbos so we
  • 01:43:43
    partner and we partner with the best
  • 01:43:47
    if we get that right
  • 01:43:49
    what are we really doing
  • 01:43:50
    we are future proofing
  • 01:43:54
    the valuable real estate of our vehicle
  • 01:43:56
    the interface the one-to-one connection
  • 01:44:00
    with our customer and that is then
  • 01:44:02
    underpinning the revenue opportunity
  • 01:44:05
    that uh Harold was talking about
  • 01:44:07
    so that's what it's all about that is
  • 01:44:10
    mbos in a nutshell
  • 01:44:13
    but I would like to mention the last
  • 01:44:15
    piece
  • 01:44:15
    and no pressure here uh Marcus and
  • 01:44:18
    Magnus but now we have to deliver I know
  • 01:44:21
    I know we have the E-class uh that is
  • 01:44:24
    coming this year and it was no small
  • 01:44:26
    feat to uh to get that up and running
  • 01:44:30
    but we have to deliver this whole thing
  • 01:44:31
    so we are now laser focused in the next
  • 01:44:35
    18 24 months to get to get this journey
  • 01:44:39
    to its 1.0 stage with the MMA
  • 01:44:43
    architecture that we will present uh
  • 01:44:46
    towards the end of 2024 and go into the
  • 01:44:49
    market in 2025.
  • 01:44:51
    thank you for listening thank you for
  • 01:44:53
    coming today uh and this is just the
  • 01:44:56
    beginning of a journey thank you very
  • 01:44:57
    much
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