“Digital transformation is a whole new way to address the needs of our customers.”

Sabine Scheunert, VP Digital & IT Sales/Marketing at Mercedes-Benz Cars

Go digital or go home!




About Sabine Scheunert

Sabine Scheunert has been heading up the new digital unit at Mercedes-Benz as Vice President Digital & IT Marketing/Sales Mercedes-Benz since July 2016. This newly created function brings with it responsibility for the whole range of associated IT-based marketing, sales and after-sales activities – and for the entire scope of digital customer experiences for the Mercedes-Benz brand.

In addition to the continued expansion of the company’s pioneering IT landscape, Sabine Scheunert’s remit also includes the development of new and profitable customer-centric digital services. The digital unit operates on a global scale and cooperates with a wide range of incubators and start-ups – right around the world. Sabine Scheunert is also the CIO of Mercedes me, the Mercedes-Benz personalised customer portal.

Sabine Scheunert studied Business Mathematics in Bielefeld, Germany, and European Business Management at the German Business School (FDHW). In 1998, subsequent to graduation, she launched her career in the automobile industry at BMW, where she occupied a number of positions in Germany and France, ultimately in an executive function in product management, before relocation to Eastern Europe for BMW in 2006.

In 2010 Sabine Scheunert joined PSA Peugeot Citroën in Paris and worked for the French automobile manufacturer as the worldwide head of Customer Relationship Management for all the brands under the PSA banner. As the first ever female CEO within the PSA Peugeot Citroën Group, Ms. Scheunert managed business activities for the Group’s Citroën brand in Shanghai from the beginning of 2015 until her move to Mercedes-Benz.



Questions to Sabine Scheunert:

0:52 – Digitization is a trend that is perceived by all industries and departments, however, the reactions are different. What does digitization mean to Mercedes-Benz Cars?

2:31 – Mercedes-Benz Cars is on the way of transforming itself into a digital mobility provider. To what degree does this include disrupting your existing business models?

6:21 – In previous occasions you have often talked about customer centricity. Do you consider customer centricity as key approach to develop new business models?

8:52 – In the automotive industry, the integration of innovative ideas and concepts from digital innovation labs into series production is considered as the major challenge. What are your success factors for this transfer?

13:26 – What is your goal regarding digitization for the next 12 months?