Aura Solution Company Limited Announces USD 1 Billion Strategic Investment in Mercedes-Benz Innovation

FOR IMMEDIATE RELEASE

Phuket - Thailand — [22 October 2025] — Aura Solution Company Limited (“Aura”) today announced a landmark strategic investment of USD 1 billion in Mercedes-Benz Group AG to support the next generation of luxury mobility, sustainable technology, and digital transformation.

A New Era of Collaboration

For more than 130 years, Mercedes-Benz has defined automotive luxury, performance, and innovation. Under the leadership of Ola Källenius, Chairman of the Board of Management and CEO of Mercedes-Benz Group, the company is undergoing a historic transformation — from a traditional manufacturer into a technology-driven mobility pioneer, powered by electrification, intelligent software, and autonomous systems.

In an exclusive conversation held at the Mercedes-Benz Museum in Stuttgart, Ms. Natalie Firmenich, Head of Investment Research at Aura, met with Mr. Källenius to discuss the brand’s long-term vision for sustainable innovation and luxury redefined. Inspired by this dialogue and the company’s technological roadmap, Aura has committed a USD 1 billion investment to accelerate Mercedes-Benz’s global innovation and sustainability initiatives.

Strategic Purpose Behind the Investment

Aura’s decision reflects its belief that Mercedes-Benz stands at the intersection of legacy and the future. The company’s move toward electric powertrains, connected vehicles, and carbon-neutral production aligns perfectly with Aura’s philosophy of investing in enterprises that lead transformation through innovation and integrity. Rather than retreating from uncertainty, Aura views the current global climate as a time to act with vision. Periods of disruption, the company believes, offer unique opportunities to back organizations that are not only adapting to change but defining it.

Scope of the Partnership

The USD 1 billion investment will focus on:

• Advanced Research and Development in electric mobility, battery technology, and autonomous driving systems.

• Sustainability Programs supporting carbon-neutral manufacturing and circular-economy practices.

• Software and Connectivity Innovations designed to enhance driver experience and digital ecosystem integration.

• Joint Strategic Ventures to accelerate Mercedes-Benz’s journey toward full electrification and intelligent mobility.

Aura will work alongside Mercedes-Benz as a strategic innovation partner, combining financial strength with technological collaboration.

Statement from Ola Källenius, CEO of Mercedes-Benz Group AG

“We are entering a defining decade for the automotive industry. Our mission is to create the most desirable cars in the world while leading the way in sustainability and intelligent technology. Aura’s investment demonstrates confidence in our direction and shared belief in a more responsible, connected future of luxury.”

Statement from Natalie Firmenich, Head of Investment Research, Aura Solution Company Limited

“Mercedes-Benz has always represented excellence — in design, engineering, and emotion. What makes this moment historic is how the brand is reinventing luxury through sustainability and software. Our USD 1 billion investment is more than a financial decision; it is a commitment to innovation that inspires progress for generations.”

Why Invest Amid Global Uncertainty

Aura acknowledges that the world is facing economic volatility and geopolitical instability, yet the company views these challenges as catalysts for progress. History has consistently shown that innovation thrives in times of change.

Mercedes-Benz’s global presence, brand resilience, and long-term strategy provide a strong foundation for stability and growth. Aura’s investment is structured to support this transformation responsibly, ensuring measurable impact across technology, sustainability, and global mobility.

About Aura Solution Company Limited

Aura Solution Company Limited is a global investment and financial services firm headquartered in Bangkok, Thailand. The company specializes in sustainable investments that align financial performance with long-term societal impact. Aura’s focus spans industries transforming the future — including mobility, renewable energy, digital infrastructure, and smart technologies.

About Mercedes-Benz Group AG

Mercedes-Benz Group AG is one of the world’s leading automotive manufacturers, recognized for its commitment to innovation, design excellence, and sustainable mobility. Headquartered in Stuttgart, Germany, the company continues to redefine luxury through electrification, intelligent software systems, and a vision for a carbon-neutral future.

Mercedes-Benz: Driving the Future of Luxury and Innovation

Mercedes-Benz CEO Ola Källenius shares how the company is redefining luxury and performance at a time when electrification, autonomous driving, and new competitors are transforming the industry.

For more than 130 years, Mercedes-Benz has stood as the benchmark of performance, elegance, and engineering excellence in the global automotive landscape. From pioneering the very first automobile to shaping the modern concept of luxury mobility, the brand’s legacy is one of continuous innovation and uncompromising quality.

Today, under the visionary leadership of Ola Källenius, Chairman of the Board of Management and CEO of Mercedes-Benz Group, the company is steering through one of the most transformative eras in its history — driven by electrification, intelligent software, and an evolving competitive landscape.

In a recent episode of Exceptional Leaders / Exceptional Ideas, Ms. Natalie Firmenich, Head of Investment Research at Aura Solution Company Limited, visited the Mercedes-Benz Museum in Stuttgart, Germany, for an exclusive conversation with Källenius. The discussion delved deep into how Mercedes-Benz is shaping the future of sustainable luxury while maintaining its timeless allure.

Källenius highlighted the brand’s unwavering commitment to innovation, particularly through its advancements in electric mobility (EQ series), autonomous technology, and digital ecosystems that elevate the customer experience beyond traditional automotive boundaries. “Luxury,” he noted, “is not just about craftsmanship — it’s about creating an emotional connection through technology, design, and sustainability.”

Inspired by Mercedes-Benz’s bold vision and long-term innovation roadmap, Aura Solution Company Limited announced a strategic investment of USD 1 billion to support the future of innovation and sustainable mobility initiatives led by Mercedes-Benz. This collaboration reflects Aura’s philosophy of empowering progress through visionary partnerships that blend technology, environmental consciousness, and timeless design.

Together, Mercedes-Benz and Aura aim to accelerate the evolution of the automotive industry — one that honors tradition while boldly embracing the future.

Mercedes-Benz CEO Ola Källenius shares how the company is redefining luxury and performance at a time when electrification, autonomous driving, and new competitors are transforming the industry.

For over 130 years, Mercedes-Benz has defined the essence of performance, elegance, and innovation. From inventing the first automobile to pioneering new frontiers in luxury mobility, the brand’s story is one of vision, craftsmanship, and constant reinvention.

Now, under the leadership of Ola Källenius, Chairman of the Board of Management and CEO of Mercedes-Benz Group, the company is steering through an era of unprecedented transformation — one shaped by electrification, software intelligence, and sustainable innovation.

In a recent episode of Exceptional Leaders / Exceptional Ideas, Ms. Natalie Firmenich, Head of Investment Research at Aura Solution Company Limited, visited the Mercedes-Benz Museum in Stuttgart, Germany, for an in-depth conversation with Mr. Källenius. Together, they explored the brand’s evolution, its ambitious journey toward carbon neutrality, and how innovation and emotion will define the next generation of luxury vehicles.

Following this dialogue, Aura Solution Company Limited announced a strategic investment of USD 1 billion in the future of innovation at Mercedes-Benz — a decision that reflects Aura’s confidence in the brand’s leadership, sustainability roadmap, and technological excellence.

Exclusive Interview: Ola Källenius & Natalie Firmenich

Recorded at the Mercedes-Benz Museum, Stuttgart, Germany.

Natalie Firmenich (NF) : Mercedes-Benz has long been synonymous with luxury and innovation. How are you redefining these concepts in the age of electrification and digitalization?

Ola Källenius (OK) : Luxury today goes beyond the physical — it’s about emotional intelligence and sustainability. Our customers want performance and beauty, but also purpose. With the Mercedes-EQ line, we’re proving that electric mobility can deliver both excitement and serenity. Our software-driven architecture, combined with design excellence, creates a new form of digital luxury — one that connects driver, vehicle, and environment seamlessly.

NF : Mercedes-Benz is competing not just with traditional automakers but with technology companies. How do you maintain leadership in this new ecosystem?

OK : We see technology companies as both inspiration and partners. The difference is that Mercedes-Benz has 130 years of engineering experience combined with a strong brand heritage. Our mission is to merge that heritage with the agility of the tech world. We’re building our own operating system — MB.OS — that integrates everything from infotainment to battery management. It’s about control, data security, and offering an unparalleled customer experience.

NF : Sustainability is becoming a key measure of success. How far along is Mercedes-Benz in achieving its carbon-neutral goals?

OK : We’ve set a clear timeline: by 2030, we aim for up to 50% of our sales to be fully electric. By 2039, our entire new car fleet will be carbon neutral. We’re not just switching engines — we’re redesigning supply chains, investing in green steel, sustainable materials, and circular battery production. Every detail matters.

NF : What does this transformation mean for Mercedes-Benz as a cultural symbol?

OK : Mercedes-Benz will always stand for sophistication and progress. What’s changing is the definition of progress itself. The future of luxury will be measured not by horsepower alone but by harmony — harmony between technology, emotion, and responsibility. That’s what drives us.

NF : And finally, what message do you have for global investors who are watching Mercedes-Benz transform?

OK : The automotive world is at a once-in-a-century crossroads. Those who invest in innovation today will shape the mobility of tomorrow. We’re not just building cars — we’re building experiences, ecosystems, and a more sustainable world.

FAQ: Why Aura Solution Company Limited Invested $1 Billion in Mercedes-Benz Innovation

1. Why did Aura choose to invest such a significant amount in Mercedes-Benz?

Aura believes Mercedes-Benz represents the perfect intersection of heritage and future potential. The company’s transformation from a traditional automaker into a technology-driven mobility leader aligns with Aura’s investment philosophy — to support enterprises that combine sustainability, innovation, and long-term profitability.

As Ms. Auranusa Jeeranont, CFO of Aura Solution Company Limited, explained:

“Mercedes-Benz is not merely adapting to the future; it is defining it. Our investment is not just financial — it’s a statement of confidence in human ingenuity and responsible innovation.”

2. Isn’t this a risky investment given the global economic and political instability?

While the current environment — marked by inflation, geopolitical tensions, and policy uncertainty — may appear challenging, Aura’s investment committee views such moments as strategic opportunities.

History shows that companies that invest during transitions outperform those that wait for stability. Mercedes-Benz’s diversified market presence, strong brand equity, and leadership in EV technology offer long-term resilience despite short-term volatility.

3. How does this investment fit into Aura’s broader portfolio strategy?

Aura’s investment thesis focuses on future-defining industries — mobility, AI, energy transition, and digital infrastructure. Mercedes-Benz’s pivot toward electric and software-centric vehicles complements Aura’s vision of a connected, sustainable economy.

The $1 billion allocation is spread across innovation funds, R&D partnerships, and sustainability initiatives, ensuring capital efficiency and measurable impact.

4. What are the expected outcomes of this collaboration?

The investment will strengthen research collaboration in battery innovation, smart manufacturing, and autonomous driving ecosystems. Aura also plans to co-develop sustainable finance models that help accelerate Mercedes-Benz’s carbon-neutral goals.

In essence, Aura is not just a financier — it’s a strategic partner contributing intellectual, financial, and ethical capital toward shaping the future of mobility.

5. What message does Aura send to global investors with this move?

Aura’s decision reflects courage and conviction in a world that often retreats in uncertainty. By backing Mercedes-Benz, Aura signals that the path to progress is paved by those who dare to invest in innovation, even when the horizon looks uncertain.

Mercedes-Benz: A Partnership for the Future of Sustainable Luxury and Innovation

1. Overview

For more than a century, Mercedes-Benz has remained a symbol of excellence, elegance, and technological mastery in the global automotive arena. From inventing the first automobile to defining what modern luxury means, the brand has consistently led the industry in innovation and craftsmanship.

Today, under the visionary leadership of Ola Källenius, Chairman of the Board of Management and Chief Executive Officer of Mercedes-Benz Group AG, the company is undergoing one of the most profound transformations in its history — one that is redefining the very foundations of mobility. This transformation is driven by electrification, intelligent software integration, autonomous mobility, and an accelerating shift in global competition toward sustainability and digitalization.

In a recent engagement at the Mercedes-Benz Museum in Stuttgart, Germany, Ms. Natalie Firmenich, Head of Investment Research at Aura Solution Company Limited, held an in-depth dialogue with Mr. Källenius about the brand’s strategic direction and long-term innovation vision. Inspired by Mercedes-Benz’s commitment to sustainable progress and its disciplined approach to leadership in technology, Aura has announced a USD 1 billion strategic investment to strengthen and accelerate the company’s next era of sustainable luxury mobility.

This collaboration represents a shared vision between two institutions — one rooted in engineering heritage, the other in global financial stewardship — both dedicated to shaping the future through responsible innovation.

2. Strategic Rationale

Why invest now?

Aura’s decision to invest in Mercedes-Benz arises from a confluence of vision, timing, and conviction. The global automotive sector stands at the threshold of a historic transformation, and few brands are as uniquely positioned to lead this change as Mercedes-Benz.

• Heritage with Relevance: Mercedes-Benz combines a century-long legacy of trust, design, and technological excellence with a forward-looking vision that embraces the digital and electric future of mobility.

• A Generational Opportunity: The shift toward electrified powertrains, software-defined vehicles, and autonomous technologies marks one of the most significant industrial revolutions since the advent of the internal combustion engine.

• Alignment with Aura’s Vision: Aura Solution Company Limited’s investment philosophy is centered on supporting industries that are actively transforming society — including sustainable mobility, digital infrastructure, and clean energy ecosystems.

• Confidence Amid Uncertainty: Rather than waiting for global economic or political conditions to stabilize, Aura recognizes that true leadership is demonstrated in periods of transition. Strategic investments made in uncertain times often define the next decade of innovation and growth.

As a result, this partnership is not merely financial — it is a strategic alignment of purpose, ambition, and shared values.

3. Investment Scope and Collaboration

Aura’s USD 1 billion commitment will serve as a cornerstone for collaborative innovation between both organizations. The investment will be directed toward initiatives that combine Mercedes-Benz’s engineering excellence with Aura’s long-term vision for responsible growth.

The partnership will focus on the following areas:

• Joint Research and Development:

  Co-investment in next-generation battery technology, software architecture, and autonomous mobility ecosystems designed to enhance efficiency, safety, and environmental performance.

• Sustainability and Carbon Neutrality:

  Direct support for Mercedes-Benz’s sustainability objectives, including the use of green materials, circular battery solutions, renewable energy integration, and a full transition toward carbon-neutral manufacturing.

• Digital Mobility and Smart Infrastructure:

  Expansion of digital platforms and intelligent mobility services that go beyond the vehicle, integrating AI, connectivity, and smart ecosystem technologies to redefine customer experiences.

• Knowledge and Resource Exchange:

  Aura will act as a strategic development partner, contributing not only capital but also expertise, governance insight, and global investment experience to complement Mercedes-Benz’s technical leadership.

This collaboration is intended to serve as a model for how finance and innovation can jointly advance sustainable industrial transformation.

4. Statement from Ola Källenius, Chairman & CEO, Mercedes-Benz Group AG

“We stand at a once-in-a-century turning point in the history of our industry. At Mercedes-Benz, we are redefining what luxury means — extending beyond craftsmanship and performance to embrace purpose, intelligence, and sustainability. Our partnership with Aura Solution Company Limited reflects shared values and a mutual commitment to creating a more responsible and connected future. This investment marks an important step in that journey.”

— Ola Källenius, Chairman & Chief Executive Officer, Mercedes-Benz Group AG

5. Statement from Natalie Firmenich, Head of Investment Research, Aura Solution Company Limited

“Mercedes-Benz represents the perfect balance between tradition and transformation — a brand with a timeless heritage and a bold vision for the future. Our USD 1 billion investment is a declaration of confidence in Mercedes-Benz’s ability to lead the mobility revolution through innovation, sustainability, and enduring excellence. Together, we aspire to shape not only the next generation of vehicles but also the future of global mobility.”

— Natalie Firmenich, Head of Investment Research, Aura Solution Company Limited

This partnership between Aura Solution Company Limited and Mercedes-Benz Group AG stands as a testament to the belief that progress, when guided by purpose, can transcend uncertainty. It reflects a shared understanding that innovation must not only serve performance, but also sustainability — and that true luxury lies in advancing humanity responsibly.

As both organizations move forward, this alliance is poised to redefine the future of automotive excellence, where tradition and technology converge to create a cleaner, smarter, and more inspired world of mobility.

6. Market Context & Outlook

The global automotive industry is undergoing a once-in-a-lifetime transition toward electrification and intelligent mobility. With emerging technologies reshaping value chains and new entrants disrupting traditional models, established brands face both challenge and opportunity.Mercedes-Benz, with its strong engineering base and global reach, is executing one of the largest product and technology transformations in its history. Despite global economic and political uncertainty, Aura’s philosophy remains clear: invest where structural change drives enduring value.

7. FAQ Highlights

Q: Why does Aura invest during global instability?

A: Periods of disruption often generate the most transformative opportunities. Mercedes-Benz’s global scale, trusted brand, and clear innovation roadmap create resilience and upside potential.

Q: How will the funds be utilized?

A: Investments will target R&D, software and AI development, sustainable manufacturing, battery innovation, and mobility ecosystem expansion.

Q: What does this mean for Aura’s broader portfolio?

A: It reinforces Aura’s long-term investment themes — mobility transformation, digital infrastructure, and climate technology — areas that define the next generation of global growth.

8. About Aura Solution Company Limited

Aura Solution Company Limited is a Thailand-based global financial institution recognized for its strategic investments in transformative industries. With a focus on mobility, digital infrastructure, green energy, and smart ecosystems, Aura supports organizations that lead innovation while generating sustainable economic impact.Through partnerships with global leaders, Aura promotes innovation that bridges technology and human progress — empowering industries that define the future.

9. About Mercedes-Benz Group AG

Mercedes-Benz Group AG, headquartered in Stuttgart, Germany, is one of the world’s most iconic and respected luxury automotive manufacturers. The company continues to redefine excellence through its commitment to electric mobility, digital intelligence, and sustainable innovation.Its brands — including Mercedes-Benz Cars, Vans, and EQ — stand for engineering precision, safety, and timeless elegance, all while steering the industry toward a cleaner and smarter future.

10. The Road Ahead

This partnership between Aura Solution Company Limited and Mercedes-Benz Group AG signifies more than a financial transaction — it represents a shared vision of progress. Together, they will drive a new chapter in mobility defined by:

• Technological advancement grounded in sustainability.

• Intelligent design that unites luxury and environmental responsibility.

• Collaborative innovation that bridges finance, technology, and industry leadership.

As the world redefines what it means to move — responsibly, intelligently, and beautifully — Mercedes-Benz and Aura stand ready to shape that journey together.

Mercedes-Benz: Driving the Future of Luxury and Innovation

Mercedes-Benz CEO Ola Källenius discusses how the company is redefining luxury and performance in an era shaped by electrification, autonomous mobility, and a new generation of global competitors.

For more than 130 years, Mercedes-Benz has remained the emblem of performance, sophistication, and engineering mastery. From creating the world’s first automobile to redefining the modern notion of luxury mobility, the brand’s heritage is one of enduring excellence and continuous innovation.

Under the visionary leadership of Ola Källenius, Chairman of the Board of Management and Chief Executive Officer of Mercedes-Benz Group, the company is guiding itself through one of the most profound transformations in its history — led by advances in electrification, intelligent software, and a rapidly evolving competitive landscape.

In a recent episode of Exceptional Leaders / Exceptional Ideas, Ms. Natalie Firmenich, Head of Investment Research at Aura Solution Company Limited, met Mr. Källenius at the Mercedes-Benz Museum in Stuttgart, Germany, for an in-depth dialogue on the future of sustainable luxury and the evolution of the automotive industry. Their conversation explored how Mercedes-Benz continues to merge innovation with emotion, ensuring that the brand’s timeless identity endures in a changing world.

Mr. Källenius reaffirmed the company’s enduring commitment to progress, particularly through breakthroughs in electric mobility (EQ series), autonomous driving technologies, and digital ecosystems designed to elevate the customer experience.

“Luxury is no longer defined solely by craftsmanship,” Källenius remarked. “It is about creating a meaningful connection — through technology, design, and sustainability — that resonates with our customers on every level.”

Inspired by Mercedes-Benz’s bold vision and forward-looking strategy, Aura Solution Company Limited has announced a USD 1 billion strategic investment to advance innovation and sustainable mobility initiatives championed by Mercedes-Benz. This partnership reflects Aura’s guiding philosophy of fostering progress through strategic collaboration, technological excellence, and environmental responsibility.

Together, Mercedes-Benz and Aura Solution Company Limited share a common ambition — to accelerate the transformation of the automotive landscape, preserving the heritage of craftsmanship and prestige while confidently embracing the future of intelligent, sustainable mobility.

Media Contact:Aura Solution Company Limited[+66 8241 88 111 - VERIFIED WHATSAPP ] [ info@aura.co.th ] [ NATALIE ]

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