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's tenure was marked by his involvement in the "Welt AG" plan, which aimed to increase Daimler-Benz's presence in the US and Asian markets and boost profitability. He advocated for a broader product lineup beyond Mercedes-Benz's luxury vehicle dominance, leading him to search for a business partner as soon as he became chairman in 1994.