Chrysler Social Responsibility Policy Brochure

Corporate Social Responsibility

DaimlerChrysler South Africa (Pty) LtdReg. No. 1962/000271/07

DaimlerChrysler Financial Services South Africa (Pty) LtdReg. No. 96/15840/07

debis Fleet Management (Pty) LtdReg. No. 98/14372/07

The DaimlerChrysler Group of Companies in South Africa (DaimlerChrysler) is involved in many corporate social responsibility

(CSR) activities. This publication highlights some of the Group’s CSR focus areas and key projects but it is by no means exhaustive.

Please visit our website: http://www.daimlerchrysler.co.za for regular updates on our CSR activities.

06/07The DaimlerChrysler Group of Companies inSouth Africa

DaimlerChrysler AG is a global supplier of automotiveproducts and services. Strong brands, pioneeringtechnologies, innovative products and first-classservices have positioned DaimlerChrysler as one of thegiants among international automotive companies.

The DaimlerChrysler Group of Companies in SouthAfrica (DaimlerChrysler) represents the company’svaried interests on the African continent and is one ofthe largest foreign investors in South Africa. The localgroup consists of DaimlerChrysler South Africa (Pty)Limited (DCSA); DaimlerChrysler Financial ServicesSouth Africa (Pty) Limited (DCFS); and debis FleetManagement (Pty) Limited (dFM).

DCSA is wholly owned by DaimlerChrysler AG, and isone of the largest foreign investors in South Africa. Thecompany is a leading Mercedes-Benz passenger carmanufacturer outside Germany, and manufacturesMercedes-Benz C-Class cars, as well as Mitsubishi lightdelivery vehicles in East London, Eastern Cape.DCSA also markets Mercedes Car Group vehicles(Mercedes-Benz, Maybach and smart); Mercedes-Benzcommercial vehicles; Chrysler, Jeep and Dodge;Mitsubishi Motors passenger cars and pick-ups; andWestern Star, Freightliner and Mitsubishi FUSO trucksfrom their head office in Zwartkop, Gauteng.

DCFS is wholly owned by DCSA. The company providestailor-made finance solutions and related services,warranty extensions and insurance products to allDaimlerChrysler brands. The company operates fromtheir head office in Zwartkop.

dFM manages more than 140 000 vehicles of which 13000 are full maintenance or mobility lease agreementsand the remainder are on managed maintenance ormaintenance contracts. The company operatesnationwide through their head office in Zwartkop and12 area offices. dFM is owned 35% by the Kagiso Trust,

Corporate profile 2

Chairman’s note 4

Our approach 6

A Group approach 7

Focus areas 8

Arts, culture and heritage 10

Community development 12

Education 16

Environment 19

Health 20

Job creation 22

Sports development 24

Employee engagement 25

Involving our partners 25

Measuring the need 27

Contact us 28

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The DaimlerChrysler Group of Companies inSouth Africa


The DaimlerChrysler Group of Companies in SouthAfrica (DaimlerChrysler) represents the company’svaried interests on the African continent. The localGroup consists of DaimlerChrysler South Africa (Pty)Limited (DCSA); DaimlerChrysler Financial ServicesSouth Africa (Pty) Limited (DCFS); and debis FleetManagement (Pty) Limited (dFM).

DCSA is wholly owned by DaimlerChrysler AG, and isone of the largest foreign investors in South Africa. Thecompany is a leading Mercedes-Benz passenger carmanufacturer outside Germany, and manufacturesMercedes-Benz C-Class cars, as well as Mitsubishi lightdelivery vehicles in East London, Eastern Cape.DCSA also markets Mercedes Car Group vehicles(Mercedes-Benz, Maybach and smart); Mercedes-Benzcommercial vehicles; Chrysler, Jeep and Dodge;Mitsubishi passenger cars and pick-ups; and WesternStar, Freightliner and Mitsubishi FUSO trucks fromtheir head office in Zwartkop, Gauteng.


Corporate profile




dFM manages more than 140 000 vehicles of which13 000 are full maintenance or mobility leaseagreements and the remainder are on managedmaintenance or maintenance contracts. The companyoperates nationwide through their head office inZwartkop and various regional offices. dFM is owned35% by black economic empowerment partner KagisoTrust Investments, which is actively involved in itsstrategic management, and 65% by DCFS.

While retail partners and representatives are spreadthroughout South Africa, the provinces of Gautengand Eastern Cape largely provide a ‘home base’ to thecompanies’ various operations. Regional corporatesocial responsibility (CSR) initiatives are thereforefocused in these areas. Other national programmes,projects and goodwill sponsorships broaden the CSRimpact countrywide.

At a macro level, DaimlerChrysler seeks to contributetowards a healthy environment, economic equityand a vibrant culture for all of South Africa’speople. Particular emphasis is placed on better healthand greater self-sufficiency, thus increasing security tothe less privileged and more vulnerable.

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Contributing to a better, fairer societySouth Africa’s physical, social and economic fabricprovides the backdrop to doing business here, andentities such as the DaimlerChrysler have aresponsibility to contribute not just to the maintenanceof this fabric, but to the ongoing improvement of itsquality and extent.

Within DaimlerChrysler, we make our CSR contributionthrough a broad range of initiatives that are aligned tothe country’s national priorities. Whilst substantial intheir reach – they impact positively on the lives ofthousands of people in many communities acrossSouth Africa, including those of our employees andtheir families – we are mindful that these initiativesrepresent a relatively humble contribution to overallneeds being met.

We are proud, nonetheless, of our commitment to andachievements in broad-based black economicempowerment; of our exemplary policies onemployment equity; of the progress we have made

towards making our companies fully representative ofSouth Africa’s people; and of our consistent pursuit ofCSR, enthusiastically and ably supported by ouremployees. We have achieved this while maintainingexceptionally high product standards, good service anddelivery, and remaining true to our core values ofintegrity and fair practice.

This publication profiles a small cross-section of themany CSR projects DaimlerChrysler supportsthroughout South Africa. While providing mereglimpses of our overall contribution towards socialtransformation, it reflects our continuing belief that wedo help – and can continue to help – to create a better,fairer society.

Dr Hansgeorg NieferChairmanDaimlerChrysler South Africa

Chairman’s note

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The DaimlerChrysler CSR programme is alignedto commitments contained in the Global BusinessAlliance initiated by the United Nations and signedby DCAG’s Chairman.

The CSR programme’s core provisions• Constituent programmes must:

• assist in redressing socio-economic imbalances;• contribute to meaningful transformation and

sustainable development;• empower disadvantaged communities to become

more healthy, secure and self-sufficient; and • align with the objectives of the South African

Government’s broad-based black economicempowerment (BBBEE) strategy.

• Marketing spend – in particular, market-orientatedsponsorships and donations – is leveraged tosupport CSR activities, thus increasing benefits.

• CSR projects are clustered to harness the collectivestrengths and resources of DaimlerChrysler, itsdealers, suppliers and business partners.

• A programme of employee engagement in CSRprojects exists to encourage understanding andsupport of the contribution the Group makes toeffect positive change in the daily lives of itsimmediate communities, and to further strengthenits standing as a respected corporate citizen andemployer of choice.

Our approach

Good governance is perhapsthe single most importantfactor in eradicating povertyand promoting development.UN Secretary-General, Kofi Annan

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In the past, CSR was seen as ‘charity’, but this haschanged radically and it has become more aligned tothe government’s BBBEE initiative to broaden thecountry’s economic base and accelerate growth.Through its CSR activities, DaimlerChrysler earnspoints in terms of the balanced scorecard provided bythe country’s new Black Economic Empowerment Act,thus increasing its BBBEE compliance level.

Within DaimlerChrysler, BBBEE goals are incorporatedas a key component of corporate strategy, with astructured target and measurement system in terms ofwhich identified process owners are held accountable.BBBEE involves:• an integrated strategy for the geographic regions in

which DaimlerChrysler’s key operations are situated,namely Buffalo City and Tshwane;

• a corporate approach at dFM, as well as a range of

community projects initiated and managed byemployees in the regional offices;

• areas of synergy within the Group where DCSA,DCFS and dFM share a common strategy in terms ofobjectives, with specific business-related focuswhere this is required, as well as integrated projectswhere each organisation contributes its expertise;

• a focus on initiatives that either benefit thecommunities from where the company drawsemployees, or has a national impact; and

• projects that consist of a medium- to long-termcommitment and sustainability, offering benefitsacross a number of our BBBEE key focus areas, andleveraging opportunities for the Group as well as theretail network.

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A Group approach

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Through more than 15 years’ CSR experience, we havelearned some valuable lessons. We have been able totackle fewer projects, providing bigger impact. Now, wemake our CSR contribution in a number of focus areas,which are either aligned to the Group’s corebusinesses or to its immediate communities.

Arts, culture and heritage Interventions are focused on: • recognition and encouragement of young artists;• creation of developmental platforms for youth

groups and schools; and • support for projects that preserve heritage and

create jobs.

Community development The preference here is for a suite of interventions thatholistically target the needs of rural black communities;poverty alleviation; and safety and security, includingcrime prevention. Interventions should also supportBBBEE scorecard objectives within the context of theDaimlerChrysler corporate strategy.

EducationInterventions in this area focus on literacy and roadsafety awareness, and are aimed at building capacity ofteachers through skills development and provision ofeducational materials.

Environment Support in this area is directed towards regional andnational conservation projects, including sustainablecommunity clean-up projects, food garden initiatives, etc.

HealthInterventions here must address the critical challengesof HIV/AIDS, tuberculosis (TB) and malaria, targetingareas of deficiency in health care services in SouthAfrica. While the DaimlerChrysler HIV/AIDS workplaceprogramme is included, key beneficiaries arecommunity-based initiatives from outside theorganisation, in historically disadvantagedcommunities.

Focus areas







Job creation The focus here is on business skills developmentinitiatives geared towards youth groupings(in particular, young women) and people withdisabilities as beneficiaries. The objective is tocreate sustainable jobs by facilitating growth andcapacity building among small, medium and microenterprises (SMMEs).

Sports developmentInterventions here are aligned with existing sportsponsorships – for example, soccer development andthe SAFA 2010 World Cup bid. Golf and cricket havealso been adopted as preferred activities with a focuson development.

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Arts, culture and heritageEducationHealthCommunity developmentEnvironmentSports and sports development

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3%

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19%

14%

10%

DaimlerChrysler Group in South Africa:Corporate social responsibility2005

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Since the dawn of South Africa’s new democracy, thecountry’s arts and culture sector has seen somefundamental changes. Not the least of these is anintrospective view of a nation in transformation. Someexciting and thought-provoking art has evolved fromthe abundance of expression, reflecting renewal, hopeand a fresh sense of national identity.

South African artists need our support – and atDaimlerChrysler we are showing ours in a variety ofways. We know that those who contribute to a nation’sculture help its social and political development, andwe are deeply involved in this exciting process.

Our DaimlerChrysler Arts Award has won the BusinessDay/BASA Award. We hope to give up-and-comingartists a forum for their work and a means of bringingit to the attention of the general public. All art formsare considered for this recognition and the recipientmay be a group, a project or an organisation.

The prize money is substantial, and it not only giveswinners a degree of financial security, but the chanceto exhibit or perform their works at home and inGermany, and publish a book featuring their work.

Award winnersYear Winner Genre2005 Poetry Gabeba Baderoon2004 Photography Guy Tillim2003 Choreography Sbonakaliso Ndaba2002 Sculpture Jane Alexander2001 Jazz Themba Mkhize2000 Contemporary art Kay Hassan

From 2007 onwards, DaimlerChrysler will supportselected art projects that are geared towards assistingdeveloping artists, and creating and developing platformsfor youth groups and schools. Where possible,interventions favour projects that preserve heritage andcreate jobs.

Arts, culture and heritage

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DaimlerChrysler firmly believes that socialresponsibility is about helping communities toempower themselves in a sustainable manner, which iswhy we prefer to help organisations and projects toachieve their goals, rather than simply give handouts.

We have a broad range of priorities when dealing withsocial initiatives. We believe in working in collaborationwith other organisations and giving full account ofthese activities. Good corporate governance underpinsour support of non-governmental organisations andother projects and initiatives.

The projects we support are aligned to the priorities ofthe South African Government and the businessimperatives of DaimlerChrysler. Broadly speaking, ouraims are to:• help meet communities’ basic needs;• build the economy and develop human resources;

and• foster a democratic society.

We support initiatives targeting the holistic needs ofcommunities, concentrating on semi-urban and ruralblack communities. We focus on:• poverty alleviation; and• safety and security, incorporating crime prevention.Beneficiary projects should reflect at least some of theBBBEE scorecard objectives within the context ofDaimlerChrysler’s corporate strategy.

We work primarily in geographical regions whereDaimlerChrysler companies have a presence –our aim being to positively influence theenvironments from which our employees are drawn,to achieve job creation and community well-being.

Community development







Projects creating an interdependent societyBusiness against CrimeCCTV surveillance was provided in Mdantsane, BuffaloCity as well as in Katlehong in an attempt to reducecrime in communities.

Since the installation of the CCTV cameras inKatlehong, Germiston, the system, with the assistanceof well trained operators, has enabled the police tomake successful arrests. It is incidences wherecriminals were caught red-handed, through the helpof the CCTV cameras, whilst hijacking a vehicle,that can contribute towards the reduction of crimein our communities.

CATCH (Caring, affirming and training children and young adults) ProjectsThese projects are located on a smallholding close to the informal settlement of Mzamo’Mhle in Gonubie,north of East London. CATCH teaches children andyoung adults survival skills and the training providedincreases employment opportunities, self-sustainability and self-management. It aims to divert people from destructive behaviours toproductive endeavours.

Chatsworth Community CentreAt the request of former President Nelson Mandela,DaimlerChrysler established a recreational facility forpreviously disadvantaged children in the Chatsworthcommunity where a number of teenagers tragicallyperished in a fire, which broke out in a local club a fewyears ago.

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Emergency Hero of the Year (dFM)The Emergency Hero of the Year award is a nationalinitiative aimed at recognising and rewarding personnelin the emergency services industry, who show acts ofbravery and selflessness.

The award aims to focus public attention on the risksthat men and women in the emergency services faceevery day.

Nominees for the award are chosen by their peers foracts of heroism performed in the calendar yearbetween January and December.

The tough nomination criteria and procedures ensurethat only the ‘cream of the most heroic actions duringthe year’, are considered. The individuals or teamsmust serve in one of the emergency servicedisciplines. The incident must also have been observedby a witness, been selfless and beyond the call of duty,and been intended to save a life or valuable property.

Jakaranda Child and Family Care Centre The Mercedes Car Group of DaimlerChrysler SouthAfrica has adopted the centre, which cares for abusedchildren, and children orphaned as a result ofHIV/AIDS, particularly those with disabilities.

Laureus Sport for Good Foundation TrustThe Trust funds and promotes sport as a tool for socialchange throughout the world, and is supported byMercedes-Benz, through which South African-basedprojects such as Playing for Peace and the SportsHeroes Walk for AIDS also benefit. Vehicle support andother resources are provided by DCSA in support oftheir annual conference.

DaimlerChrysler South Africa serves as a trustee onthe board of the Trust.

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At DaimlerChrysler we believe that a well-roundededucation is essential for producing the political,commercial, scientific and cultural leaders oftomorrow. It is our objective to assist in laying properfoundations in each learner’s formative years,regardless of his or her background or culture. Indeed,for true social strength, our children should beexploring cultural and social diversity as rigorously asthe environmental challenges that face our planet.

DaimlerChrysler’s view is that, by providing systematic,ongoing support for education today, we will fulfil ourduty to the generations of tomorrow. Only by bridgingthe gap between the worlds of business, science andthe arts can our nation’s future success beguaranteed.

DaimlerChrysler especially supports interventionsaimed at capacity-building among teachers throughskills development and provision of educationalmaterial. Emphasis is also placed on literacy and roadsafety awareness.

Projects laying the foundation for the futureBaby Therapy CentreThe Centre and its two outreach units in Salvokop andMamelodi, provide early intervention for disabledbabies and toddlers, to reduce the negative effects oftheir disability, to maximise their potential, andincrease their independence as much as possible.The Centre also has pre-school facilities for youngsterswho are blind or have other visual impairments.

CIDA City Campus, JohannesburgThe Campus offers an innovative, ‘total education’solution, which focuses on developing the wholeperson, equipping students not only with the necessarywork skills but with life strategy skills to help thembecome well-rounded, confident and integrated citizensin society. Apart from generous professional supportand assistance, DaimlerChrysler supports CIDA witha range of transport solutions.

Global Road Safety PartnershipThis partnership with DaimlerChrysler AG activelyfacilitates road safety awareness and education in ruralareas of the Eastern Cape, Gauteng, Limpopo andMpumalanga.

Education

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Rally to READ2006 was the fourth year in succession thatmanagement and employees of DaimlerChryslerparticipated in the Rally to READ project, bringingbooks and other learning material to impoverished ruralprimary schools where even proper buildings are rare.

This is a joint project of members of the South Africanbusiness community and rural schools, organisedannually by the READ Education Trust, McCarthy MotorHoldings and the Financial Mail.

The 2006 Rally to READ consisted of nine rallies ineight provinces. Approximately 90 sponsorscontributed R4 million to fund the programme.

Research shows that children who participated in the Rally to READ activities, leap ahead two years inreading and four years in writing skills; so far, morethan 100 000 learners have been exposed to theprogramme.

2007 will see the tenth celebration of the Rally toREAD initiatives.

National Driver of the Year – Heavy Duty Vehicles(dFM)This competition focuses on skills transfer and theentrenchment of good driver behaviour among heavy-duty drivers across industries. It is a year-round programme contested at five levels – district(inter-company), provincial, national, regional (SouthernAfrican Development Communities – SADC), andinternational. dFM forged partnerships with the nationalDepartment of Transport and the Road Traffic EducationCouncil during 2005, and in 2006 collaborated with theprovincial competitions covering the nine provinces aswell as the SADC regional competitions involving theSouth African national team.







Khula Village Responsible Tourism PrecinctDCSA funded the building of an information centre ina rural village situated in the vicinity of St Lucia, insupport of the Living Lakes project. Since then a jobcreation and community development project has beenformed by young unemployed people of the township,supported by DCSA.

DCSA partners international DaimlerChrysler insupporting the Global Nature Fund’s Living Lakesproject, which aims to help with the environmentalprotection of the world’s most sensitive wetland areas,and to build cultural bridges.

Peace Parks FoundationDaimlerChrysler is a founding member of the PeaceParks Foundation, an international partnership workingto promote wildlife conservation, ecotourism and jobcreation in Southern Africa. It brings togethergovernments, the private sector and local communities

through its initiatives. There are now eight transfrontierconservation areas in Southern Africa, each of whichcovers the land of more than one nation, unifyingfragmented ecological habitats and promotingenvironmental and political stability.

Robben Island transportInfra-structural support is provided by DCSA toenhance visitors’ experience when they visit this world-renowned site. Tactical support is provided toencourage pride in the country’s heritage.

SA Wilderness Foundation / Imbewu YouthEnvironment ProgrammeThe Imbewu National Youth Trials was voted among theworld’s top 10 programmes that contribute towardsyouth conservation awareness. In this nationalprogramme, retired park rangers perform the role of‘wise men’ and are trained as teachers.

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Environment

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In South Africa today, HIV/AIDS is the source ofpersonal suffering on a scale that is unparalleled inour history. The disease affects every level and everysector of society, and in business it is the cause ofsubstantial productivity problems. To try and lessen itsimpact on our workforce, DaimlerChrysler developedits HIV/AIDS workplace programme in 2001, throughwhich employees are given ongoing education,medical treatment including anti-retroviral therapy(ART) and home-based care, if necessary.

The major focus for DaimlerChrysler’s HIV/AIDSworkplace programme within the Group has been toencourage employees to take an HIV test to know theirown status, so they can either take advantage of thecompany’s HIV/AIDS support programme if positive,or take the necessary precautions to stay negative.

The company’s programme enables an HIV-positiveemployee and family members to receive fully managedhealth care, including ART, from their own doctor incomplete confidence. This has helped HIV to be properlymanaged like any chronic illness.

Although providing education on HIV/AIDS prevention toall employees and caring for those infected are the majorthrusts of DaimlerChrysler’s benchmark HIV/AIDSworkplace programme, the Group knows that its

contribution to the fight against the HIV/AIDS pandemiccannot stop at the company gates. It must also involvethe communities in which employees and customers live.

Reaching out to communities is an important part ofthe workplace programme, and DaimlerChrysler notonly supports various community initiatives, it is alsoinvolved – through the South African Business Coalitionon HIV/AIDS (SABCOHA) – in providing small- andmedium-sized businesses, particularly suppliers, with atoolkit to help develop their own programmes.

DaimlerChrysler’s peer educators – employees whoreceive special training on advising fellow employeesabout the disease – reach out into their communities,and often their contribution is more than simplyoffering advice; it extends to the provision of food andcaring support.

Critical customer groups, such as truck drivers, are also targeted for information on HIV/AIDS.DaimlerChrysler sponsored a mobile clinic for useon main truck routes.

DaimlerChrysler’s HIV/AIDS workplace programmehas set an international standard, and its outstandingfeatures have received accolades and recognition fromacross the world. These include:

Health







2002 • Global Business Coalition on HIV/AIDS – Business

Excellence Award • Global Competitiveness Centre in Engineering –

Achievement Award

2003 • International Business Association – ‘Stevie’ Award • Mail & Guardian – Investing in the Future Award • T-Systems Age of Innovation and Sustainability

Awards – Grand Prix winner • NOSA – HIV/AIDS Workplace Programme Excellence

Award

2004 • NOSA - Best Global HIV/AIDS Workplace

Programme Manager Award • For exemplary work fighting HIV/AIDS - Bambi

Award (the Burda publishing group’s annual mediaprize)

Beyond public recognition is the tangible evidence atground level that the programme is producing thedesired result.

This includes:• a significant drop in the rate of HIV/AIDS-related

deaths over the first five years of the programme;

• not a single child of HIV-positive DaimlerChryslermothers using mother-to-child transmissiontreatment offered by the group’s medical aidscheme, becoming infected;

• more than 96% of all employees responding to thegroup’s voluntary counselling and testing campaignto determine their HIV status; and

• the survival rate of HIV-positive employees andfamily members on ART now equalling that of NorthAmerica and Europe.

St Bernard’s Hospice (Eastern Cape), Hillcrest AIDSCentre (KwaZulu-Natal), and Mamelodi Hospice(Gauteng)Situated mostly in communities where DaimlerChrysleremployees live, the hospices receive financial supportto provide specialised palliative medical and nursingcare, as well as psycho-social support for patients. Theinstitutions also act as support groups in the variouscommunities. It is said that a hospice is not a place,but a philosophy of care and therefore can be taken tothe patients wherever they are.

DaimlerChrysler employee initiatives have alsoprovided support in kind through donations of clothing,food and blankets, and arranging special activities forchildren at these hospices.

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DaimlerChrysler supports the eradication of poverty arising from underdevelopment by helping to create asustainable environment that aims to provide jobs for all.

Business skills development initiatives are gearedtowards:• the youth;• women; and • people with disabilities. The objective of projects supported is to createsustainable jobs by facilitating growth and capacity-building among small, medium and micro enterprises.

Projects aimed at creating jobs for South Africans:Presidential Youth Entrepreneurship DevelopmentdFM in partnership with Kagiso Business Consultantsand the Limpopo Provincial Government clustersinitiated this programme through Manyeleti YouthAcademy, which is aimed at providing self-sustainingsolutions to problems of crime prevention,participation of youth in wealth creation,unemployment, alleviation of poverty, and discouragingthe culture of dependency among beneficiaries.

The Business Trust and Long RunDaimlerChrysler is a committed corporate partner ofthe Business Trust and is supportive of the Trust’sinitiatives towards job creation and capacity building. Inparticular, extensive vehicle support is provided for theTrust’s annual national “Long Run”, where two teamsmade up of staff members participate. In addition,Business Trust tri-cycles, called Sizanani (‘workingtogether’), built by DaimlerChrysler employees in EastLondon, are an annual feature of the run.

Ithemba TrustThrough the Trust, DaimlerChrysler supports atechnical training centre for unemployed youth inSoweto in partnership with the Department of Labourand Sandown Motors Holdings.

Job creation

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Sport is a powerful medium for transcending culturalbarriers and helping to build our nation. Playing fieldsprovide opportunities for recreation, for healthycompetition and for personal triumph, and foster respectfor fellow sportsmen and women, and pride in ourcountry, as we go out into the world to compete ininternational events.

DaimlerChrysler believes in fair competition, peacefulco-existence and cross-cultural dialogue. Ournominated sporting activities are soccer, golf andcricket, with a focus on the developmental aspectsof these.

Projects supporting healthy bodies and mindsBorder Cricket DevelopmentDCSA, through their Mercedes-Benz brand, provide theinfrastructure for cricket development in the EasternCape, including the Mercedes-Benz Border CricketAcademy at Mercedes-Benz Park in East London. Theobjective is to encourage participation in sportsactivities that ensure that wider social benefits alsoflow from the development programme.

Disability Sport South Africa (DISSA)DaimlerChrysler SA provides ongoing financial supportfor the South African Paralympic team, to assist in their

preparation for the Paralympic Games in Beijing in2008. The programme follows DaimlerChrysler’sassistance provided to the 1996 SA Paralympic team toparticipate in the Atlanta Paralympics, as well as to theteams that participated in Sydney in 2000 and Athensin 2004.

SA Football Association (SAFA)This is an initiative aimed at supporting 2006, 2010and 2014 World Cup tournaments, focusing onassistance to the association in delivering anexceptional 2010 World Cup event in South Africa.

The project supports DCSA’s commitment towardsbolstering South Africa’s national pride and developingthe youth.

With South Africa having been awarded the FIFA WorldCup in 2010, the decision was made to provide thesupport considered essential to the success of theevent. The sponsorship comprises vehicle support inthe form of passenger vehicles, as well as a bus for theuse of the national team and possible future support fordeveloping players through the national youth leagues.

Sports development







Involving our employees and partnersEmployee engagement was established as one of arange of strategic key focus areas at the beginning of2006, with the enthusiastic support of employees whohad already been involved in community activities intheir private capacity, and who are now sharing theirexperience with colleagues who have joined theongoing programmes.

The programme supports site initiatives involvingcontributions in ‘kind’, and employees also accompanyCSR project managers on project evaluation visits,attend hand-overs, assist in hands-on maintenance offacilities, establish food gardens, knit and crochetunique colourful blankets, donate clothing; and bring asmile to children in hospital wards and at hospicesthrough regular visits, presenting fun and games andhanding over treats through “DaimlerChrysler SmileMakers” initiatives.

The international connectionMany of DaimlerChrysler’s projects are undertakenwith international support. The benefits of this globalpartnering lie in having access to larger funding andmore resources. Knowledge transfer takes place, notonly in the areas adjacent to our core business ofmanufacturing and marketing vehicles, but also inwider areas – those which are fundamental to all ofhumankind.

There are social imperatives, which are common to allnations, and principal among them is caring forchildren. Every child on earth has a fundamental rightto safety, love, care and opportunities to develop, andonly when these needs are fulfilled will we have self-confident and independent adults.

SAFRI – Going beyond our bordersIn 1996, the Africa Association (Afrika-Verein), theFederation of German Industry (BDI) and theAssociation of German Chambers of Industry andCommerce (DIHT) came up with an initiative aimed atattracting German investors to Southern Africa anddeveloping relations between the two regions. Thisresulted in SAFRI, the Southern African Initiativefor German Business, which collaborates with the14 member nations joined together as the SouthernAfrican Development Community (SADC).

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Together, they make up a partnership with significantgrowth potential. SAFRI’s most important undertakingto date has been the Human Resources DevelopmentProject, which started in 1998 and is financed byDaimlerChrysler through the SAFRI Chairman’s office.

The project offers workshops entitled “Excellence –The Key To Competitiveness” and so far more than 300 African entrepreneurs from small and mid-sizedenterprises have been trained in key aspects ofbusiness expertise.

Retail partnersThe main focus of retail dealers’ regional activities iseither humanitarian or environmental, with both short-and long-term impact and sustainability.

The majority of programmes are supported withresources, employee involvement or funding. Torecognise and encourage the efforts of the retailpartners DCSA annually donates a special award forcommunity service to one particular dealership for aprogramme that fulfils certain corporate governanceand evaluation criteria.

Collaborating to widen the impactThe DSCA, Border-Kei Chamber of Business andDeutsche Investitions- und Entwicklungsgesellschaft

HIV/AIDS project for small and medium enterprises inBuffalo City is unparalleled anywhere in the countryand worldwide, and involves both the private and publicsector.

The project will see the investment of more than R4million in 2006 and 2007 aimed at ensuring improvedprevention, care, support and treatment of HIV/AIDSamongst employees in small and medium enterprises,and at strengthening comprehensive primary healthcare while simultaneously assisting business tomanage the risks associated with the HIV/AIDSepidemic.

Launched at the end of 2005 it is well into its firstphase of execution and 16 companies in Buffalo Cityhave already signed the cooperation agreement withthe project. At present, the project extends to morethan 3 000 employees in small and mediumenterprises and 12 000 dependents. The Eastern CapeDepartment of Health has agreed, in principle, tosupply ART drugs to the project for people living withHIV/AIDS requiring ART. In return, the project willextend ART within its own private general practitionernetwork to an additional 1 000 people not covered bythe project and who are on the waiting list for publicsector treatment.







Measuring the needAwareness and impact of projects is evaluated annuallythrough a survey to assess our status as a respectedcorporate citizen, and more frequently and informallythrough regular site visits and interaction withbeneficiaries. Employees’ knowledge and supportlevels are measured through questionnaires; and theDaimlerChrysler Group of Companies also participatesin selected ad hoc surveys conducted by parastataland non-governmental organisations.

Sponsorships Proposed commitments are assessed against strategiccriteria, and afford us a tactical opportunity to showsupport by providing resources in cash or in kind,achieving a return on investment by generating brandawareness, increasing brand name retention, oractually growing market share through goodwillbuilding and strategic giving.

DonationsThese generally consist of ad hoc gifts of cash orgoods, to registered charitable organisations, with littleor no commercial gain, the only return on investmentbeing in the form of publicity or informalacknowledgement.

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The honour paid to my workby the DaimlerChrysler Awardfor South African Poetry 2005has been sustained far beyondthe tenure of the award.Gabeba Baderoon, South African poet

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Group Corporate Social Responsibility ManagerPO Box 1717Pretoria0001

Zwartkop:E-mail: [email protected] Tel: +27 12 677 1500Fax: +27 12 677 1714/1682

East London: E-mail: [email protected]: +27 43 706 9111Fax: +27 43 706 2554

This brochure was produced in 2006 by the CorporateAffairs Division of DaimlerChrysler South Africa.

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Russell & Associates 593/06

http://www.daimlerchrysler.co.za

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