Mercedes launches its largest charity fund

30 million yuan 'Star Fund' to aid needy in the nation

Mercedes-Benz (China) Ltd announced the establishment of the Mercedes-Benz Star Fund yesterday - at 30 million yuan the company's largest startup funding for a charity worldwide and its first in collaboration with nationwide dealers - at launch ceremony yesterday at the Great Hall of the People.

Its partner in the effort is the China Youth Development Foundation (CYDF), one of the most influential NGOs in China, which initiated the Project Hope two decades ago to improve rural education across the country.

"Proactively shouldering social obligations is an important part of our corporate strategy," said Ulrich Walker, chairman and CEO of Daimler Northeast Asia.

Third-biggest market

"As a leading auto brand, we are privileged to witness fast expansion and are proud to grow with China. This is where we have been given the opportunity to achieve remarkable results - and it is here that we also give our best to Chinese society and its people," he said.

China became the world's largest auto market last year and now ranks as the third-biggest market for Mercedes-Benz after Germany and the United States.

Mercedes-Benz and its parent company Daimler have devoted a great deal of energy over recent years to corporate social responsibility (CSR) in environmental protection, education, music, arts and sports, charity and disaster relief as well as the culture of driving.

From funding scholarships for Peking University in 1994 to disaster relief efforts, Daimler has contributed tens of millions in funding.

One example is a new Mercedes-Benz School built in Shifang, Sichuan to provide better learning environment for hundreds of children whose school was severely damaged during the 2008 earthquake.

Daimler and its partners also committed to donating 5 million yuan to relief efforts following another earthquake, which devastated Yushu, Qinghai province.

'Green Legacy'

Its CSR efforts intensified in 2007 with the launch of Green Legacy Program, a long-term partnership with the UNESCO to protect World Natural Heritage Sites in China.

To date Mercedes-Benz has donated 14 million yuan for protection of giant panda sanctuaries in Sichuan and karst formations in south China's Dujiangyan and Mount Qingcheng, as well as Lushan Mountain in Jiangxi province.

Since 2008 Mercedes-Benz has been the strategic partner of the National Centre for the Performing Arts for weekend concerts.

Other efforts include the company's "Swing for Stars" tennis training program begun two years ago and a series on road safety education that stared in 2003.

"As a leading automaker, we believe in leading by example. Besides bringing the best-in-class products and technologies to the market, sustainable growth with the community in China is also important to us," said Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd.

With the support from more than 140 dealer partners in China, the Mercedes-Benz Star Fund sets a good example for the industry, he added.

Tu Meng, secretary-general of the CYDF, noted the Star Fund will mean "we can cooperate closely to make good use of our resources and maximize social benefits".

Music classrooms

The first project sponsored by new charity is a Mercedes-Benz "Inspiring the Future" Project Hope Happy Music Classroom Program, for which the carmaker will donate about 4.3 million yuan to improve music education in 125 schools across rural China.

It is estimated that about 40,000 children will benefit from the program, the company said.

During yesterday's ceremony, the pop duo and ambassador for the music program Yu Quan led a group of students in singing the theme song of the program.

"With the launch of the Mercedes-Benz Happy Music Classroom program as our first joint program, we are sure that we can bring more joy of music, smiles and motivation to the underprivileged children in Hope Schools," said Tu from the CYDF.

The number of school beneficiaries mirrors next year's 125th anniversary of Mercedes-Benz. As one of the world's oldest automobile brands still operating today, the company has not only brought high-quality products to customers but also contributed to the well being of society during its long history.

(China Daily 07/01/2010 page15)