Daimler (Germany)

Daimler is the new name for 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. Advertising Age estimated global measured advertising expenditure of $2.0bn in 2006, making DaimlerChrysler the world's #10 advertiser. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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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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