commerce germany OFFICIAL PUBLICATION OF THE AMERICAN CHAMBER OF COMMERCE IN GERMANY July 2015 • VOL 13 • ISSUE 3 €7.70 Digitization – New Opportunities 112th Annual Membership Meeting Cover Story: Automotive – Talking Cars Investment Region: Saarland Access Your Global Network: Argentina Special Feature: US-German Internship Program Innovation and design. Leading the way to the future of mobility. Awards for fascinating design, exemplary safety concepts, and outstanding comfort keep confirming our role as a pioneering automotive company. With strong brands, innovative vehicles and intelligent mobility concepts, we are shaping the future of mobility. www.daimler.com amcham germany viewpoint Mobility 4.0 – A New Era of Automobiles We are experiencing a unique phase of innovation: Digitization is changing the faces of economy and society in a disruptive process. Following the media, trade, services and industry sectors, mobility is now the new big field for innovation. And we are not just talking about an evolution or revolution of the automobile, but rather the recreation of the car as a system. The car of the future will be a fully digitized and highly complex © Bundesregierung/Kugler platform for mobility, information and communication. It will turn into the “third place” – in Alexander Dobrindt addition to the home and the office – and become another center of life and work. Federal Minister of Transport and Digital Infrastructure A precondition for this is automated and connected driving. This innovation is the starting point of a true efficiency revolution and offers enormous potential for growth and prosperity. I want us to tap into this potential to enable Mobility 4.0 on behalf of the government. To this end, we need to tackle three tasks: upgrading infrastructure, promoting innovation and advancing interconnection. Nationwide high-speed broadband is a requirement for Mobility 4.0. We have joined forces with the private sector to invest billions in broadband in order to achieve our goal of provid- ing basic Internet services with a connection speed of at least 50 Mbps nationwide Automated and connected by 2018. driving are the starting points My aim is to promote a paradigm shift from manual control by the driver to auto- matic control by the vehicle. I will reveal the first details as to how we want to bring of a true efficiency revolution Mobility 4.0 to the road at the International Motor Show (IAA) in September. An intensive dialogue between industry and academia, for example in the framework of the “Automated Driving” round table, has already been initiated. In order to test innovations in practice, we are setting up a digital Autobahn test bed on the highway A9 in Bavaria. Here, we can test and assess new applications and emerging technologies, such as automated driving as well as vehicle-to-vehicle and vehicle-to-infrastructure communications under normal traffic con- ditions. We are offering the private sector this test bed in order to get them to join our efforts to promote innovation in Germany. It is imperative that we view big data as an opportunity. Today, modern standard vehicles are no longer conceivable offline; their software code is more complex than that of a space shuttle. Up to 70 small com- puters collect and process a huge amount of driving data and generate more than 25 GB of data per hour of driving. In the future, real-time data exchange between cars and highway infrastructure will make traffic flows predictable, relieve congestion and reduce accidents. In order to tap into this potential, we must discuss the opportunities that big data provides in addition to the risks involved. I am convinced that if we can complete these three tasks, we will experience a digital economic miracle and transform into an innovative society. AmCham Germany Yearbook Advertise Your Company in Our Annual Chamber Publication Valuable information on AmCham For further information, please contact: Germany‘s organizational structure, Sabine Karbowy general management and staff as well [email protected] as policy and regional committees. Also Barbara Böhnke includes articles and editorials on specific [email protected] transatlantic business issues, German- American investment resources and membership directory. Ad placement has already started! 2015_EigenanzeigeYB2016_180x55.indd 1 25.06.2015 16:48:44 July 2015 commerce germany 3 Responsible Business Conduct – Corporate Responsibility (CR) 10 Years of Best Practice Launched in May 2015 More Information FRANKFURT BUSINESS MEDIA joined The publication was launched at AmCham For further information, please contact: the American Chamber of Commerce in Germany’s Annual Membership Meeting in Lena Verbeek Germany (AmCham Germany) in 2005 to May 2015 in Berlin. T +49 30 288789-28 engage with AmCham Germany member E [email protected] companies to bring together a Corporate How to Contribute Responsibility cross-disciplinary publication that gives insight into the wide range of CR All companies are welcome to activities of companies located in Germany. present their CR strategies, best- practice examples and exemplary The result is a series of publications that engagement within fields such present companies’ best-practice examples as sustainable production and in the field of Corporate Responsibility, consumerism, energy and envi- supplemented by expert contributions ronmental protection, educa- on specific subjects within the field of CR tional, scientific and cultural proj- and trend studies on the development ects, health promotion, or human and perception of CR. The first book was resources in one of our upcoming published in 2005. In 2015 – ten years later – publications. we are proud to publish the 10th anniversary edition of our CR Publication. Available online Anniversary Edition Corporate Responsibility 2015 is available online via http://www. The anniversary edition aims at analyzing amcham.de/publications/corpo- the developments of Corporate Responsi- rate-responsibility.html bility in the past decade and at identifying challenges in the field of CR that still remain Hardcopies can be ordered via and need to be tackled in the future. Addi- [email protected] tionally, the publication portrays exemplary and innovative CR best-practice of German, American and multinational companies located in Germany. www.amcham.de 2015 Anzeige CR cg3-2015.indd 2 02.07.2015 13:08:09 contents cover story 6 Automotive – Talking Cars from amcham germany members 14 amcham germany asks: David Knower 15 executive member spotlight: ManpowerGroup – Supplying Solutions to Talent Shortages 23 member know-how: Connected Cars – Mobile Web Hits the Road; Cost of Doing Business in US to Decrease? amcham germany member support 9 access your global network: Argentina – Platform for International Growth 16 policy issues: Visiting US High-Tech Companies to Exchange Views on Digitization 18 investment region: Saarland – Small in Size, Big on Industry amcham germany events 10 special report: 112th Annual Membership Meeting 20 event report chamber news 22 special report: US-German Internship Program 24 Board of Directors Meets alongside Annual Membership Meeting 24 amcham germany in the press 26 new members 27 chamber calendar July 2015 commerce germany 5 cover story Interconnected mobility Optimizing traffic flows Piloted driving AUTOMOTIVE – TALKING CARS Digital communication between driver, vehicle and infrastructure will greatly change the way we drive. State-of-the-art technologies with sensors are able to collect data from a variety of sources and transmit the information to other vehicles or infrastructure, improving traffic flow and making mobility safer and more efficient. 6 commerce germany July 2015 Connected Cars Broaden Your Horizon t was at the Consumer Elec- the infrastructure (Vehicle- tronics Show in Las Vegas to-X) as well as from ad- where the international tech- ditional sources using the Cloud-based services create nology company Continental Internet. eHorizon map the environment for the future showcasedI a pillar of connected mobility: data is stored in a location of mobility the forward-looking electronic horizon, called cloud that analyzes real- Dynamic eHorizon. Thanks to this software, fleet time data from sensors and Helmut Matschi operators using Scania trucks have already saved other dynamic events and Member of the Executive Board and almost 99 million liters of diesel (equivalent to systematically transmits the Head of the Interior Division Continental AG €133 million) since 2012. eHorizon uses map information to the vehicle, data to provide vehicle electronics a glimpse into so it can adjust to its route. the future, allowing vehicles to adjust to their Thanks to the cloud, Dynamic eHorizon turns the braking once the sensors have detected the ob- upcoming routes before actually driving them. digital map into a high-precision, up-to-date in- stacle. But this is just the beginning – there is far more formation carrier that can be used for so much Because Dynamic eHorizon complements to come. more than just navigation. vehicle sensors as an additional source of infor- Driver assistance systems or actuator behav- mation, it makes highly automated driving really Taking everything into account ior, such as braking and steering, can be prepared comfortable. eHorizon technology supports the for upcoming traffic situations long before the roadmap to fully automated driving, which will Dynamic eHorizon takes into account events vehicle sensors detect the situation.