Cars and corporate responsibility


Editor's note: China Daily reporter Han Tianyang recently talked with the heads of Daimler and Mercedes-Benz operations about the auto giant's corporate social responsibility efforts:
Q: How would you define your CSR strategy in China?
A: Ulrich Walker, chairman and CEO of Daimler Northeast Asia:
Clearly to us, we are committed to economic, ecological and social responsibilities in China. Our CSR approach here is sustained, comprehensive and in tandem with the needs of the Chinese society.
With the launch of the Mercedes-Benz Star Fund in China, we have established an integrated, systematic and long-term platform in our CSR strategic efforts to support the five core pillars of environmental protection, education, music, arts and sports, charity and disaster relief as well as culture of driving.
Secondly, as with all our CSR initiatives, we work with the leading authorities and organizations in each field that we support. This means that we can have the best execution partner to create the greatest impact for the causes that we are engaged in. Furthermore, another core part of our CSR strategy is to set up an industry cause model in mobilizing our dealers, customers and employees to a common CSR action, thereby collectively do even more to return to the Chinese society.
Q: What is the significance of the five core areas?
We chose these five core areas as they are in line with the societal needs to help the community and underprivileged in China.
These areas have been identified after thorough evaluation. Whether it is to protect the nature or for music education, the rise in the nation's continuous efforts to groom young sporting talents or even disaster relief and recovery contribution, our programs are aligned with the needs of the society.
More importantly, these areas also require continuous attention and long-term support for building of a harmonious society. Furthermore, these are also the areas where we have accumulated rich experiences in related CSR work over the years.
Leveraging these experiences and our strong network of partners, we are confident that we can continue to contribute effectively and bring about greater impact for the community.
Q: Daimler has been very active in corporate social responsibility efforts in China. What are the highlights of your program?
From offering relief for Sichuan and recent Yushu earthquake victims to nature conservation and panda protection work and funding Beida Scholarship for the poor students, building our Mercedes-Benz School at Shifang in Sichuan, as well as supporting various educational and charity causes - we have been supporting a comprehensive range of community activities.
In fact, our recent key highlight is the opening of the Mercedes-Benz Elementary School in Shifang, Sichuan. When we learned that Shifang needed a new elementary school, we started talking to our partners about the kind of assistance we can offer. Together with our partners, Daimler was delighted to raise 5.15 million yuan to build the school. Among all our CSR efforts we believe this school will have one of the longest-lasting impact on the lives of these children.
Q: What led you to support the Happy Music Classroom project?
A: Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd:
The dire need for proper music learning continues to be part of education issues in rural areas - nearly eight in 10 schools lack proper music facilities. Many of these children have music talent but lack the opportunity to develop.
This initiative presents an incredible opportunity for us to bridge this gap and offer these children an all-round development. We are glad to be part of this meaningful project to furnish 125 music classrooms for tens of thousands of students across China, providing them with an equal opportunity to enjoy music in schools.
Q: Having just achieved your highest monthly sales ever in China - with total deliveries of 11,450 units and a growth of 118 percent in May - do you expect the company's efforts in CSR to improve yours sales and profits in China?
We are extremely encouraged by our continued growth in China, which once again demonstrates our ever-increasing success in the Chinese market.
At the same time, while we enjoy good business success, good CSR practices can certainly help to build brands and add value to the company. Just as how we continue to bring in the best-in-class products and technologies into the market, CSR is one of our corporate strategic pillars in China and where we will continue to put our sustained efforts in.
At the end of the day, engaging in CSR is not to help sales - rather, it is our way of giving back to society, especially in China where we have been given the opportunity to grow and achieve.
Q: What are the key outcomes from your previous CSR programs such as the Green Legacy Program?
We are very glad to have a partner in UNESCO and very encouraged by the successes achieved by the Green Legacy Program over the past three years.
With strong support with UNESCO and local officials, improvements were made to the overall site management of heritage sites - with tangible outcomes in infrastructure set-up, environmental monitoring, site protection education and capacity building - which responded to the site's exact needs.
With a total 14 million yuan donation, we have supported the preservation of Sichuan giant panda sanctuaries, Lushan Mountain, Dujiangyan and Mount Qingcheng - and we look forward to continuing with the partnership in future.
(China Daily 07/01/2010 page15)