Castro, JoãoFerreira, Catarina Da Rosa2022-06-012022-06-012022-01-182022-12-17http://hdl.handle.net/10362/139156Sustainability is gaining momentum due to several factors, including climate and environmental awareness, as well as the shift in consumer demands. This paper reviews the sustainability trend applied to the automotive industry’s value chain, more specifically focused on the analysis of the sustainability strategy of Mercedes-Benz Portugal. Moreover, this report compares the Mercedes-Benz strategy with the sustainability strategies of two main competitors: Tesla and BMW. Furthermore, an analysis of the consumer perspectives regarding the company’s commitment towards sustainability is performed. Finally, a conclusion and several recommendations are given to help Mercedes-Benz Portugal improve its strategy, as well as the research aspects that are still open for both industry and academic communities.engMercedes-BenzMercedes-Benz EqElectric transformationSustainability strategySustainable supply chainCo2 emissionsmaster thesis202998312