Jürgen Schrempp was one of the primary architects of the "Welt AG" plan, developed by Daimler-Benz to increase its presence in the American and Asian markets, and to improve its profitability. Schrempp believed that a modern automaker needed a full range of products beyond the luxury vehicle market in which Mercedes-Benz competed, and began looking for a partner as soon as he became chairman in 1994.
Jürgen Schrempp played a pivotal role in shaping Daimler-Benz's "Welt AG" strategy, aimed at increasing its foothold in the US and Asian markets and enhancing profitability. He advocated for a diversified product portfolio beyond Mercedes-Benz's luxury vehicle stronghold, prompting him to seek a business partner as soon as he assumed the chairmanship in 1994.