Aleksandar Mijović, Vice CEO in Ljetopis Automotive LLC
Ljetopis Automotive LLC, the authorized representative of the Mercedes‐Benz group in Montenegro, is at the forefront of transforming the country’s automotive market toward electrification, luxury, and innovation. In our magazine interview, Aleksandar Mijović, vice CEO in Ljetopis Automotive LLC, discusses the challenges and opportunities of introducing electric Mercedes‐Benz models, the company’s role in developing charging infrastructure, its socially responsible initiatives, and global projects such as the F1 film, which further deepen the emotional bond between users and the brand. Through a dynamic blend of local presence and global strategy, Ljetopis Automotive is setting high standards in automotive mobility in Montenegro.
Mr. Mijović, “Ljetopis Automotive” has recently introduced Mercedes‐Benz’s electric models (EQA, EQB, EQC, EQE, EQS). What were the main goals behind this initiative, and how did the Montenegrin market respond to the shift toward sustainable mobility?
The aim of launching the Mercedes‐Benz EQ series in Montenegro was to align with the group’s strategy of positioning the brand in the electric vehicle segment. Historically, the EQC the first fully electric model achieved major success with over 60,000 units sold in Europe and China. During 2021 and 2022, Mercedes‐Benz expanded its electric lineup with the EQA, EQB, EQE, and EQS models, collectively recording impressive sales worldwide. A key highlight is that both the EQE and EQS are available in sedan and SUV variants, offering customers a wide range of options tailored to different preferences and lifestyles. All models feature multiple battery configurations, with the most advanced versions delivering a range of up to 660 kilometers. For performance enthusiasts and those who enjoy a sporty driving experience, the EQE and EQS models are available in AMG variants, while those seeking top-tier luxury, the EQS model has recently become available in its exclusive Maybach variant. As for the Montenegrin market, we’ve seen a very encouraging response to the electric Mercedes-Benz lineup. We’re pleased with the number of vehicles sold and the growing interest in sustainable mobility. Mercedes-Benz continues to uphold its legacy of luxury and performance, now seamlessly integrated into its electric portfolio. Of course, challenges remain particularly around the limited charging infrastructure. However, efforts are actively underway to expand the network and raise public awareness about environmental sustainability and renewable energy. We’re optimistic about the future and committed to supporting this transition every step of the way.
How extensively has your company trained sales and service personnel in electric and hybrid vehicles? Have you already installed EV chargers, and what are your future infrastructure plans?
All members of our sales and service departments have completed comprehensive training programs focused on electric and plug-in hybrid vehicles. Adhering to the standards set by our principal Mercedes-Benz is a non-negotiable priority for our company. In March 2023, Mercedes-Benz hosted a Global Training Event in Spain, focused intensively on electric vehicle technologies an exciting and dynamic event with colleagues from around the world. Our sales team underwent in-depth training on electric vehicles and gained hands-on experience with the Mercedes ME platform, which enhances vehicle connectivity and elevates the driving experience to a whole new level. We expect to launch the Mercedes ME platform in Montenegro in the first half of next year. On the service side, our technicians have completed both theoretical and practical training modules. Our dealership regularly performs maintenance on electric vehicles for both domestic and international clients. We currently operate five EV chargers within Ljetopis Automotive’s main sales-service center and an additional four at the AMI hotel site in Petrovac. Looking ahead, Ljetopis Automotive is preparing to break ground on a new Mercedes-Benz sales and service center, built to the cutting-edge MAR20X standard. Spanning 6,700 square meters, the facility will feature expanded EV infrastructure, including new DC fast chargers with capacities of up to 100 kW. This investment reflects our long-term commitment to sustainable mobility and to providing our customers with a seamless, future-ready experience.
Your company donated considerable funds for sanitary needs during the COVID‐19 pandemic in Montenegro. How do you see the company’s role in socially responsible actions, and do you plan similar initiatives in the future?
Throughout our operations, we have made a concerted effort to engage in socially beneficial projects and support vulnerable groups. The pandemic was an exceptionally difficult and challenging period that required unity from all of us. As a socially responsible company, we actively participated in providing critical support during the pandemic donating necessary resources and helping Montenegro recover more quickly from its impact. Additionally, I’d highlight our participation in the charity campaign led by the President of Montenegro, which supported at-risk families. The company has also sponsored numerous cultural, sports, and fashion events, including the Montenegro Business Run, Podgorica Millennium Run, Durmitor Trail Run, Montenegro Fashion Week, Ski Resorts of Montenegro, and partnered with the humanitarian organization “Budi Human”. Brand presence at various community events is of high importance this aligns with Mercedes‐Benz’s global strategy of supporting cultural and societal initiatives. Looking ahead, we plan to actively participate in upcoming events. Notably, with Mercedes‐Benz ascending to a top‐end luxury brand, there is a directive to engage with major high‐profile luxury events. Our company was a proud partner of the recently held International Fashion Festival in Porto Montenegro, and I’d also like to mention our collaboration with Portonovi Resort during the past winter season. While we sincerely hope never to face another crisis like the pandemic, Ljetopis Automotive remains steadfast in our commitment to demonstrate social responsibility providing aid to the community and strengthening our brand presence through meaningful events and initiatives, while maintaining consistent support for society.
Ljetopis Automotive also represents other brands such as Smart, Chrysler, Jeep, Maybach, and Evobus. How do you balance the development of the Mercedes‐Benz portfolio with these other brands, and what are your plans to expand offerings in Montenegro?
As of 2009, the partnership between Mercedes‐Benz Group AG (then DaimlerChrysler) and Chrysler came to an end, following the sale of the Chrysler brand to Fiat Group. Today, Mercedes‐Benz Group comprises the Mercedes‐Benz, Mercedes‐AMG, Mercedes‐Benz Vans, Daimler Trucks, and Smart brands. Among those, Smart has taken the boldest step toward electrification transitioning its entire vehicle line‐up to rely solely on electric powertrains. Meanwhile, Mercedes‐Benz Group made a strategic restructuring move by completely splitting off its commercial‐vehicle division from its passenger car business, forming Daimler Trucks AG. We are particularly pleased with the performance of the Daimler Trucks portfolio our company is a proud partner to several public agencies and private firms in this sector. Our diverse range of commercial vehicles has effectively met the needs of clients across a wide range of sectors, including road maintenance, municipal waste collection, and freight transport, etc. Apart from that, I would also like to mention that we are a proud partner of Rosenbauer AG, the world leading manufacturer of firefighting vehicles, having sold many of its superstructures on Mercedes-Benz trucks to the brigades in Montenegro. A notable achievement by Daimler Trucks AG is the new eActros model an all‐electric truck that delivers up to approximately 500 km of range fully loaded, demonstrating that corporate electrification extends well beyond passenger cars. Of course, Mercedes‐AMG and Mercedes‐Maybach remain iconic: AMG delivers unmatched performance, while Maybach epitomizes Top‐End luxury. On a smaller market like Montenegro, we are especially proud of the number of vehicles sold under both brands. Of course, we must also mention Mercedes-AMG and Mercedes-Maybach two iconic sub-brands that cater to performance enthusiasts and luxury connoisseurs, respectively. We’re proud of the number of vehicles sold from both lines, especially considering the size of the Montenegrin market. Mercedes‐AMG and Mercedes‐Maybach have also launched fully electric models. Mercedes‐AMG went even further by unveiling the Project One a hybrid based on F1 technology, delivering an impressive 1,063 horsepower. Project One set a record at the legendary Nürburgring the fastest time ever recorded by a series-production car. In any case, our sales are overwhelmingly based on Mercedes‐Benz passenger and commercial vehicles. Our company plans to expand its portfolio by securing representation for other brands, but we are still in the negotiation phase.
The long-awaited film F1 has recently hit the big screen, following the story of Sonny Hayes (played by Brad Pitt), a talented Formula 1 driver from the 1990s who returns to the track three decades after a devastating crash only this time behind the wheel of a car powered by Mercedes-AMG technology. In your view, how beneficial are global projects like this film for local brands within the Mercedes-Benz network? Do events of this scale help boost sales, or do they primarily deepen the emotional bond with the brand?
The film “F1” truly met audience expectations and achieved significant box office success, earning around 144 million dollars globally in its opening weekend, which is a record for an original film produced by Apple. The story is very interesting, largely based on the events involving Martin Donnelly, Robert Kubica, and Niki Lauda. Formula 1 represents the strongest global brand in the world of motorsport. We have all dreamed at some point of being Formula 1 drivers, and cars are the closest thing that brings us to that experience. Emotion and performance are indispensable factors when it comes to cars. Even Mercedes-Benz itself persistently emphasizes an emotional approach to customers when buying and choosing a car. The Mercedes AMG Petronas F1 Team has a rich history of success, with 8 Constructors’ Championship titles and 9 Drivers’ Championship titles, with drivers such as Michael Schumacher, Lewis Hamilton, and Nico Rosberg. The absolute domination from 2014 to 2021 speaks to the efforts and resources the group invests in Formula 1. The championship spirit and good results undoubtedly contribute to the emotions of customers when it comes to vehicle choice, especially in the AMG segment. It should be noted that the cooperation between AMG and the Formula 1 team is very intensive, and clients are “engaged” in various ways to bring them as close as possible to the F1 experience. For the needs of the F1 film, Mercedes-AMG produced the Mercedes-AMG 63 APXGP Edition model, a limited series of only 52 units produced. I have already mentioned the AMG Project One model, which is the closest experience to driving a Formula 1 car, but again it is a car for “everyday” use and road traffic. I also want to emphasize that Mercedes-AMG founded the “AMG Private Lounge,” a sort of club for AMG drivers and enthusiasts, which enables networking and benefits on a global level. Therefore, Formula 1 is a very important resource both for the group globally and as an experience for individual customers. Global projects like the F1 film have multilayered value for local brands within the Mercedes-Benz network. Although the direct impact on sales is not immediately measurable, such spectacles play a key role in strengthening the emotional connection with the brand, especially among younger generations. The combination of top-notch film production, Hollywood charisma of Brad Pitt, and Mercedes-AMG technology creates an extremely powerful global brand image one that symbolizes adrenaline, excellence, and innovation. So, although projects like these do not sell cars immediately, they build something much more lasting: trust and emotional belonging to the brand.