Siemer (l) and Gorriz explain Daimler's "Digital Life" to the automotiveIT Congress (Photo: Claus Dick)

HANOVER - Daimler CIO Michael Gorriz said the premium car maker wants to establish multiple connections with its customers, running from the initial information gathering through the car purchase to the actual use of the vehicle.

In a joint presentation with Philipp Siemer, head of product marketing for Daimler's Mercedes-Benz passenger car brand, Gorriz told the automotiveIT Congress here how a new Mercedes buyer already starts interacting with his car before it has been delivered to him. He uses the "My Mercedes" app for that purpose.

Once he owns the car, the driver uses the "moovel" service to plan a route using either the car or other means of transportation. Service warnings, appointment bookings and other functions are also handled via apps. And instructions how to operate a new Mercedes are delivered via a tablet computer deploying augmented reality to explain the different functions.

Daimler's approach to what it calls "Digital Life," is based on "intelligent IT," Gorriz said. "The key to success is that all IT systems needed for these services are built so that they are actually available."  And he added: "A service-oriented architecture is the basis for all these services. The customer is the central reference."

The automotiveIT Congress takes place every year during the CeBIT high-tech fair here. The conference, which brings together more than 500 executives from the automotive and IT industries, is held this year for the fifth time.