If you listen to the bosses of the German automobile industry these days, you won’t believe your ears.
In Munich, the head of BMW, Harald Krüger, used the company’s centennial to prepare the way for the carmaker’s transition to a leading mobility provider.
In Stuttgart, Daimler’s boss Dieter Zetsche takes off his tie and lets his junior executives work out a new management culture.
And Rupert Stadler at Audi is formulating an ambitious goal: In the future, half of his company’s revenues will come from service-related transactions. On a current basis, that would be €29 billion ($31.9 billion) a year. Sixt, Germany’s largest car rental service, doesn’t even manage €2 billion.