From fashion to entertainment, banking to education, women have proven time and time again that there’s no industry they can’t dominate — and elevate. In the realm of automobiles, one individual who’s making a strong case for the same is Britta Seeger, one of the most prominent women in the Mercedes-Benz Group.
Photo: Courtesy Mercedes
Having started her career at just 20 years old, Britta Seeger is no stranger to the world of cars. Born in Bonn, Germany, in 1969, Seeger studied business administration at the Baden-Wuerttemberg Cooperative State University in Stuttgart before diving head first into the world of automobiles.
Over the years, her journey with Mercedes has taken her all over the globe, from Turkey to South Korea. Initially, she worked as an international sales trainer for passenger cars, and also gained experience in retail and marketing before being appointed head of the e-business unit in 2000. The trail to success soon brought Britta Seeger to the position of director across all divisions of Daimler AG — first for the area of service operations and service sales, and then for sales and marketing parts to0.
Come 2013, Seeger found herself serving as president and CEO of Mercedes-Benz Korea and Daimler Trucks Korea. And just about two years later, she secured the position of president and CEO Mercedes- Benz Türk A.S, supervising the production and sales of the automobile giant’s trucks and buses in Turkey. Currently, Britta Seeger is serving as a member of the Board of Management of Mercedes-Benz Group AG (formerly Daimler AG), and a member of the Supervisory Board of Mercedes-Benz Mobility AG. This makes Britta Seeger not just the second female member of the board alongside Renata Jungo Brüngger, it also makes her third woman in the history of Daimler AG to be appointed to the Board of Management. Her story is one that speaks of hard work and unwavering dedication.
Below, Vogue Arabia speaks to the woman of the moment on her lifelong fascination with cars, the challenges she’s faced along the way, and what it means to be a successful female in a traditionally “male dominated” industry.
Tell us a little bit about your journey with cars. When did you first gain an interest in the world of luxury automobiles?
Growing up in Stuttgart, Germany, the birthplace of Mercedes-Benz, the brand has been an integral part of my life from an early age. The fascination for Mercedes started very early, and witnessing the presence of their vehicles on the streets was truly something special. It became clear to me that I wanted to be part of this world. Therefore, over 30 years ago, I made the decision to join the company. Since then, I’ve had a wide-ranging and very motivating career that has taken me all around the world.
As one of three women to ever be appointed to the Board of Management at Mercedes-Benz AG, do you feel a sense of responsibility towards women who are interested in your industry?
It’s not just a responsibility; it’s also an honor to exemplify the importance of diversity in the automotive industry. This includes empowering women to find their voices and to be active on the global stage. Let’s not forget that Bertha Benz, a pioneer in 1888, undertook the world’s first long- distance journey in an automobile. Without women, Mercedes-Benz might not be as successful as we are today.
Photo: Courtesy Mercedes-Benz
What has been the biggest challenge you’ve faced in your career, and what has it taught you?
We all have challenges in our jobs, and that has also been the case in recent years. I see challenges as opportunities, and I think it’s important not to be unsettled by setbacks. Each challenge becomes an opportunity for growth and improvement, teaching me resilience and the importance of perseverance. After all, we’re in the business of building the world’s most desirable cars, and we do that for our customers. Every day, we set ourselves the challenge of thinking and acting in such a way that our customers are delighted with their cars and the service provided by our people all over the world.
At Mercedes-Benz, you play an imperative role in marketing the brand to the world. What do you think you bring to the table that no one else does?
My personal commitment and passion for the brand. This emotional tie enables me to convey the essence of Mercedes-Benz authentically, resonating with our customers across the globe. Is this uniqueness? I don’t think so. Throughout my career, I’ve encountered many people who have worked passionately for this brand. This shared passion is what it takes to effectively communicate the essence of our brand to the world.
Mercedes-Benz has beautifully balanced traditional values with modern aesthetics and technology with its automobiles. What do you think is the secret behind this?
Our secret is staying true to the brand’s DNA. Since our founders invented the automobile, we’ve consistently pushed boundaries and set new standards in the industry. We are pioneers in safety with modern driver assistance systems and continue to set benchmarks with our innovative spirit.
Closer to now, we’ve got the upcoming world premiere of the new all-electric G-Class. One crucial aspect was that it embodies all the qualities of a G – it’s just as capable off-road, it’s just as cool as the cars we know and love. It takes the traditions that have been fostered for over 40 years, while at the same time introducing a new era. It’s a delicate dance between timeless elegance and progressive engineering that defines the Mercedes-Benz experience. Of course, at the same time we’re also upgrading the full G-Class range, so our customer favorites will still be available too. Just newer, fresher and further improved. It’s quite a task, updating a car as iconic as our G!
What are three exciting factors you see in the future of Mercedes-Benz?
What really excites me are the many new opportunities we can offer our customers in the future. This ranges from immersive brand experiences, such as the off-road track for SUVs that we have just unveiled here in Dubai, to new digital advancements within and beyond the vehicle. Additionally, unique cross-cultural collaborations, such as the partnership with Moncler, promise to add an exciting dimension to the Mercedes-Benz experience — across all generations.
Cars are an obsession here in Dubai! What do you think makes the UAE consumer so special to Mercedes-Benz?
I particularly admire and respect our customers’ passion for luxury and performance in the UAE. It aligns perfectly with our brand values. The discerning tastes of UAE consumers, coupled with an appreciation for innovation and sophistication, makes these countries particularly thrilling for us. Mercedes-Benz vehicles complement the dynamic and modern lifestyle embraced in Dubai.
Lastly, what’s the biggest misconception you think people have when they think of women in the automobile industry?
My wish: It is time to drop the stereotypes. What if we lived in a world where it was even more normal than it is today for women to pursue supposedly “male careers”? A world where gender is no longer an issue, because being a woman in certain areas is no longer the exception.
