Firm partners in backing social causes

Benz makes a joint effort with dealers nationwide in charity funds and programs

As part of its commitment to corporate social responsibility, Mercedes-Benz and its dealers have participated in a wide range of charitable programs over the past five years to aid China's natural heritage and the well-being of the less fortunate.

The Mercedes-Benz Star Fund begun last June gave the commitment a further boost with an initial 30 million yuan fund provided in collaboration with its nationwide dealers.

Since the program began, hundreds of dealerships across the country have joined the effort and signed agreements with the company to contribute to the Star Fund with the sale of each new car.

"As one of the first Mercedes-Benz dealers in China, LSH Auto has built a good partnership with Mercedes-Benz over the years, and gives full support to their charitable causes. We will continue to support future activities under the Star Fund, and regard these projects as part of our own CSR initiatives," said KP Ch'ng, CEO of Lei Shing Hong Auto.

The carmaker's charitable funds also offer dealerships transparent ways to oversee the use of their donations to ensure they are spent in a beneficial way. It also provides dealers with a platform to get involved in more social activities.

Through the collective effort, the Star Fund has supported the building of 125 music rooms with proper facilities and trained teachers in Hope Schools. It also signed another three-year cooperation agreement with UNESCO to protect World Heritage Sites in China.

The cooperation between Mercedes-Benz and its dealers performed at its best in times of need following the Sichuan earthquake.

It signed a three-year agreement with the China Conservation and Research Center for the Giant Panda to provide incubators and medical care for newborn baby pandas whose homes were destroyed.

Dealers also contributed to restoration of giant panda sanctuaries in Sichuan as well as support for post-quake rebuilding efforts at the Dujiangyan Irrigation System and Qingcheng Mountain.

Driving force

But donations are just a part of how to help. Generating awareness and motivating others to join a worthy cause is an equally essential component.

Over the past years, Mercedes-Benz has invited 500 dealership representatives and car owners to visit the panda sanctuaries and Lushan Mountain, where they donated to support their preservation as part of its Green Legacy Program.

"We always give 100 percent support to Mercedes-Benz programs. In addition, we also take part in various activities to convey our business values to clients. We try to do our part and set a good example," said Michael Li, chief executive of the Zung Fu Group, another of the automaker's authorized dealers.

More than 80 dealerships and car owners have also taken part in the automaker's world heritage site legacy photography competition of South China's Karst mountains, with the winning works displayed at dealer showrooms to create even wider public awareness for preservation of the treasured sites.

Diana Chen, general manager of Zhejiang Wah Strategy Motor Co Ltd and president of the Mercedes-Benz Independent Dealer Group, said, "We cannot neglect the environment when achieving any economic gain. To some extent, these two are not paradoxical but complementary. It is our goal to promote harmonious and sustainable development between man and nature."

Since 2009, Mercedes-Benz also initiated the CSR Partnership Award to encourage dealers' efforts in their contributions to charity activities in their regions.

The company believes that this would grow the sphere of influence of doing good for the community - whether it is at the local levels or nationwide.

The Fuzhou Eastern Star Automobile Service Corp and Beijing Jinguan Car Service Corp dealership earned this award for two consecutive years.

For several years, Fuzhou Eastern Star has supporting Hope Primary Schools. In 2009, the fifth school for impoverished students was established with its donations.

"Historically, the Chinese have had the profound perception of harmony between nature and the man. The Green Legacy Program promotes public awareness of the importance of preserving these natural sites," said Lu Zhensheng, general manager of the company.

"Only by realizing the necessity of environmental protection, can we foster the harmonious and sustainable development between nature and man," said Lu.

Beijing Jinguan has also supported environmental protection through the use of water-based paint that eliminated 70 percent of emissions that damage the atmosphere's ozone layer.

Luo Zengxin, director of the dealership network, told reporters that Jinguan also took the lead in categorizing rubbish, proper disposal of used batteries and cleaning cars with recycled water.

"As we meet our responsibilities to the environment, we hope to improve the overall quality of life for people. Without a wide support, the work will be extremely difficult," Luo said.

(China Daily 06/30/2011 page21)