The Mercedes-Benz-Museum in Stuttgart-Untertürkheim. This is where I meet Paul Reuter, and after quickly exchanging greetings we set off on the tour of this modern building together. In front of me is a very snappily dressed "Youngtimer". With his classy suit, elegant shoes and his neat graying hair, Mr. Reuter seems to fit perfectly into the futuristic and at the same time elegant setting of the Mercedes-Benz Museum.
As we visit the historic exhibits of the Mercedes World, I discover that Paul Reuter originates from further north, in the Rhine region. He enjoyed a carefree childhood, growing up in a small town close to Koblenz. His father and his grandfather were his role models, and he looked up to them both. Both encouraged their offspring to be curious about the world around him, and told him many exciting stories of faraway countries and cultures. And as he tells me, he has kept this sense of curiosity until today.
We proceed through the museum at a leisurely pace, starting with the pioneering age of the motor car and on to the creation of the Mercedes-Benz brand. We then come to a halt in front of an illustration of the seventies, showing students in revolt. Reuter tells me that he was politically active in the '70s, too. From time to time he went on demonstrations - as one did in those days – and showed his support for liberal values. Martin Luther King, in particular, really impressed him at the time. These were exciting years for Reuter. At first he studied business administration in the '70s; later he did a few semesters of law. The excitement and wackiness of the times notwithstanding, Reuter was always someone who stood on his own two feet and supported himself financially: so he worked as a taxi driver and ran his own import-export business whilst still studying.
Shortly afterwards, we arrive in the showroom for the oldtimer buses. Paul Reuter heads purposefully for a particular bus, which is striking on account of its bright paintwork. "This is a 'colectivo'," he explains. Colectivos were buses built on the chassis of cars or trucks, which were used for public transport in Argentina. They were a particularly familiar sight in Buenos Aires and are part of that city's tradition. This was the first bus that the Argentinian transport operator Hector Prietro had assembled based on a MB truck chassis and put into operation on his first route, the no. 6 from Moreno to La Perlita. With this little work of art that he painstakingly decorated himself, Prietro transported passengers through Buenos Aires for many years. A few years ago Reuter produced a film for Daimler buses that told the story of the bus and its owner, and its journey back to its roots. Seeing Reuter talking about this bus with such enthusiasm makes me curious, and I ask him when he started working for Daimler Buses.
Reuter tells me that he came to EvoBus in 1996, just as it was being founded. He was in on it from the beginning. The immediately apparent mood here, and the associated values of authenticity, sincerity and unpretentiousness, appealed to him greatly. "Here at EvoBus, whether the desk is made of top quality wood or not is simply not important. The only thing that counts is the contribution each individual is making," he tells me. But Reuter was particularly taken with the spirit of optimism prevailing at EvoBus at the time. The challenge was to forge one identity from two, to establish the Mercedes-Benz and Setra brands as partners of equal value in one and the same company. Paul Reuter was more than happy to take on this challenge. And he was very successfully, as it turned out. For two decades now Paul Reuter has been championing the Daimler Buses brands. Particularly worthy of mention are the two downstream brands OMNIplus and BusStore, which Reuter helped to create. Reuter encountered a lot of opposition when he launched OMNIplus. At the start many failed to recognize the potential for this service brand. Today, both brands represent a clear competitive advantage. They reflect the theme of service culture in a way that you simply won't find with the competition.
It was particularly important to him to deliver a service and an image that underlines sustainability. Sustainability, for Paul Reuter, means taking a holistic view of things. And specifically, where the bus is concerned, this does not just mean sustainable production. "As a responsible business partner, we are there for the customer for the whole of the life of the bus, offering a comprehensive service portfolio with individualized solutions," Reuter explains to me. Examples of this are services specific to buses, a professional parts supply service, and also highly efficient driver and maintenance courses. These are what help the customer to "get the most out of the bus".
By now we are nearly at the end of our tour. We pause again in front of the Formula 1 racing cars. Reuter recounts proudly that, prior to working for Daimler Buses, one of his jobs was managing Formula 1 sponsorship for the Marlboro family of products; and that he is very au fait with fast cars as a result. He tells me many fascinating stories about Formula 1 during those years, and it becomes clear to me that this is a man with a wealth of life experience.
Over a relaxed cup of coffee we bring our meeting to a close, as I learn more about Paul Reuter, the individual. I discover that Paul Reuter loves playing tennis and golf in his free time, and that he particularly savors the mix of mental strength and good technique that are required for the latter. He is also a bon viveur. He knows how to appreciate good food, and likes to cook for his family occasionally. A drop of fine red wine does not go amiss, either. Food for the intellect is also important to Paul Reuter. He is a keen reader and enjoys spirited debate and discussions in a circle of friends. Paul Reuter is married and has two children, aged 22 and 17. His wife is, amongst other things, a member of the board of trustees for the Hedwig & Robert Samuel Family Trust. The trust supports the education of children and young people, primarily in South America and Asia. He is happy to assist with advice and support whenever called upon. It's very important to him to give something back to society in his private life as well.
Over a relaxed cup of coffee we bring our meeting to a close, as I learn more about Paul Reuter, the individual. I discover that Paul Reuter loves playing tennis and golf in his free time, and that he particularly savors the mix of mental strength and good technique that are required for the latter. He is also a bon viveur. He knows how to appreciate good food, and likes to cook for his family occasionally. A drop of fine red wine does not go amiss, either. Food for the intellect is also important to Paul Reuter. He is a keen reader and enjoys spirited debate and discussions in a circle of friends. Paul Reuter is married and has two children, aged 22 and 17. His wife is, amongst other things, a member of the board of trustees for the Hedwig & Robert Samuel Family Trust. The trust supports the education of children and young people, primarily in South America and Asia. He is happy to assist with advice and support whenever called upon. It's very important to him to give something back to society in his private life as well.
Text: Yves-André Mahler
Photography: Jens Arnold, Jonathan Wagner
"We at Buses take the same line as our business partners." – That is the slogan that describes our activities as a responsible business partner. What this means for us in practical terms is that we are dedicated to ensuring compliance with legal and ethical standards, which is why we also work toward this end with our business partners and suppliers. That is why we maintain a constant dialog with our business partners, for example via the EvoBus supplier day. Sustainability and environmental requirements are also integral elements of contract terms worldwide.
For us, being a responsible business partner also means that the satisfaction of our customers is important to us. The example of Paul Reuter clearly showed that we take service seriously, and that through our OMNIplus service brand we support our customers throughout the entire product life cycle.