Mercedes-Benz: Setting up in Alabama
The case describes the actions Mercedes took following its decision to invest in a new plant in Alabama. Among the issues discussed are: Mercedes’ choice of Andreas Renschler to head the unit; its trans-Atlantic approach to product development; its rigorous method of hiring and training local workers; and its attraction of suppliers to Alabama. The case ends with Mercedes about to begin sales of the new vehicle, and explores issues of capacity enlargement.
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Case reference: IMD-2663 ©2025
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