China's automotive industry has registered unprecedented growth as the country rose to become the world's largest producer and buyer of vehicles. More than 18 million were built and purchased in the country in 2010 alone.

But breakneck growth does not come without problems. In an industry driven by the quality of its personnel, the lack of experienced and well-trained people can put the brakes on progress.

One company working long-term to address the challenge is Mercedes-Benz (China) Ltd, which inaugurated an MBA program at the new Carl Benz Academy in Beijing yesterday.

It is designed to attract the best talent, bring their management knowledge to a top level and invest in employees to foster a long-term career with the company.

The three pillars of the new Carl Benz Academy - innovation, pioneering and vision - have been designed to meet those goals.

Two objectives

Christian Schroeter, head of Region North for Mercedes-Benz (China) Ltd and project leader for the program, explained the reasons behind the academic program.

"The project was initiated back in 2007 when the Chinese automotive market was growing at a very rapid pace, and we were expanding our sales and service network aggressively to meet customer demands.

"That growth is still continuing today. In response, we identified two key objectives: to enhance the skills and qualifications of our employees and to improve their overall job satisfaction."

He said the program covers five key areas: marketing, leadership, management, personal skills and functional skills.

"I believe students will have the global vision to apply what they learned in an international-level program to their daily business in the local China context. They will be visionary leaders for the automobile industry and they will significantly contribute to the sustainable growth of Mercedes-Benz in China."

Partners

The academy is a joint effort between Mercedes-Benz (China) Ltd and Mercedes-Benz Auto Finance Ltd in conjunction with local partners including Lei Shing Hong Management (Shanghai) Co Ltd, Pangda Automobile Trade Co Ltd, Zhongsheng Group Holding Ltd, China Grand Automotive Service Co Ltd, and Beijing Boshitongda Auto Sales & Service Co Ltd.

These partners have worked together in building the success of Mercedes-Benz in China and share the same vision of a well-educated, loyal workforce delivering premium service to customers now and in the future.

The curriculum will be delivered by three world-class universities across three continents - Peking University Guanghua School of Management in China, the Free University of Berlin and Woodbury University in Los Angeles in the United States.

Jutta Benz, the great-granddaughter of Carl Benz, was present at the launch event to provide a very real representation of the Mercedes-Benz heritage.

"To me, Mercedes-Benz is not only a legacy passed on by my ancestors. The inventor of the automobile began a revolution that has had such a profound impact on the world and on our daily lives.

"Knowing that Mercedes-Benz is using my great-grandfather's name and heritage for such a worthy cause as this academy and MBA program fills me with so much joy," she said.

(China Daily 11/15/2011 page15)