Mercedes-Benz is merging its world advertising and communications actions into one unit beneath the management of Bettina Fetzer, the automaker’s advertising boss.

The goal of the realignment is to have a uniform world presence for the Mercedes company model and its product manufacturers, the automaker stated in a statement.

A Mercedes spokesperson stated the auto business has been in a state of upheaval because the COVID-19 pandemic and the corporate needed to have the ability to react extra flexibly and dynamically internationally to altering conditions.

“At a time when actual and digital worlds are more and more merging, the interlinking of communicative actions isn’t solely modern, however important,” the spokesperson informed Automotive Information Europe by electronic mail.

The reorganization follows a new strategy introduced by CEO Ola Kallenius in October aimed toward a stronger luxurious positioning for the Mercedes model, together with vital progress for subbrands akin to Maybach, AMG and the G-Class, and accelerated growth of electrical drive and car software program.

Within the assertion, Fetzer stated: “Our strategic realignment requires a globally constant model id greater than ever.”

The creation of world advertising content material is being coordinated on the headquarters of Mercedes and its dad or mum Daimler in Stuttgart.

As a part of the adjustments, Daimler’s head of communications, Joerg Howe, will transfer to the corporate’s vehicles unit as particular consultant for exterior affairs and communications, efficient July 1. The transfer is timed to coincide with the deliberate stock-exchange itemizing of the Daimler truck and bus enterprise as an unbiased firm.