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Mercedes-Benz Trucks’ Transition To eMobility: Challenges and Perspectives for the Sales of Battery-Electric Trucks - A Case Study based on the Operative Realization for the Integrated eActros LongHaul Marketing

  • Mercedes-Benz Trucks, one of the largest commercial vehicle manufacturers in Europe, will launch the eActros LongHaul, a zero-emission battery-electric commercial vehicle in 2024. As battery-electric commercial vehicles have not been on the market for long, manufacturers face many new challenges when launching new products. Therefore, this thesis investigates which factors influence the product introduction of the eActros LongHaul and how to address them. To this end, the following research questions were posed to evaluate which external factors influence the product introduction of the eActros LongHaul and what difficulties and challenges can be expected during the market launch of the Actros LongHaul and what measures could Daimler Truck take to circumvent these difficulties. Therefore, the external factors that have a potential influence on the market launch of the product were considered. For this purpose, current studies and legal requirements were analyzed. Furthermore, qualitative interviews were conducted with experts from Mercedes-Benz Trucks who are involved in the product launch.The factors that could hinder a successful market launch of the eActros LongHaul were analyzed and evaluated. In addition, measures were proposed to reduce the influence of these factors.

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Author:Katharina Münch
Advisor:Wolf-Dietrich Schneider
Document Type:Bachelor Thesis
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Release Date:2023/03/03
Tag:battery-electric commercial vehicle; product introduction
Page Number:330
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt