Daimler (Germany)

Daimler is the slimmed down version of what was, until 2007, DaimlerChrysler. That group was created in 1998 by a mammoth merger which took the rest of the motoring industry almost completely by surprise. Until then, Daimler-Benz had been known as Europe's leading industrialist, with a gold-plated reputation for the highest quality engineering, epitomized by its Mercedes-Benz automobile marque. In the mid-1990s, the company was accused of putting too high a value on quality and luxury and not enough on profitability. Restructuring led to a sharp new entrepreneurial edge by the end of the decade.

The merger with Chrysler established the enlarged group as the #5 carmaker worldwide. DaimlerChrysler subsequently made a concerted push into Asia through the effective takeover of Mitsubishi Motors and a strategic alliance with Hyundai of Korea, but both those deals were unwound in 2004. Recurring problems at Chrysler as well finally persuaded the group to sell off the US group in 2007 to private equity investors. The wisdom of that decision was born out by Chrysler's subsequent woes. Meanwhile, Daimler continues to market its prestigious Mercedes passenger car brand, the Smart urban runabout and the world's leading heavy trucks business. Advertising Age estimated global measured advertising expenditure of $748m in 2007, making Daimler the world's #46 advertiser.

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The Adbrands Company Profile of DaimlerChrysler summarises the company's history and current operations. Subscribers may access the following website links:

DaimlerChrysler website

Mercedes-Benz	Freightliner Trucks
Smart Cars	Setra
Maybach	Western Star Trucks
Thomas Buses	Sterling Trucks
Daimler Bank	Evobus

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