1. Illustrated Chronicle
  2. Chronicle 2001 - 2010
  3. 2007
  4. 4 October 2007

DaimlerChrysler AG becomes Daimler AG

  • Date
    4 October 2007
  • Description
    At the Extraordinary Shareholders' Meeting of DaimlerChrysler AG, the shareholders approve the renaming of the company "Daimler AG" with 98.76 % of the votes, after the company had sold 80.1 % of shares in Chrysler Holding LLC in August. Renaming also involves naming the production sites and sales companies at home and abroad after the particular product brand they make or distribute.
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Dr. Dieter Zetsche, 2007
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Dr. Dieter Zetsche
Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin The guiding principle of the name change process is a clear distinction between the corporate brand Daimler and the Group's various product brands. The corporate brand Daimler serves to identify the Group in its dealings with political decision-makers, the general public, financial markets, business media and its employees. It also is an umbrella for all of its product brands. On the other hand, the product brands Mercedes-Benz, Maybach, smart, Freightliner, Sterling, Western Star, Setra, Thomas Built Buses, Orion, and Mitsubishi Fuso serve as “business card” to customers.
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Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin
Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin Dr. Dieter Zetsche explains to shareholders the guiding principle of the renaming process. This enables a clear distinction between the corporate brand Daimler and the different product brands of the Group, he says. Wherever the focus is on the Group as a whole, the company aims at consistently presenting itself as Daimler, for instance, when dealing with political decision-makers, the general public, business media, financial markets and its employees, he adds. Also, according to Mr. Zetsche, the company is called Daimler whenever there are different joint brands and thus represents the umbrella for all its product brands. “The strength of our brands is one of our greatest assets. Therefore, one of our central tasks is to maintain and further develop them”, emphasizes Dr. Dieter Zetsche, underlining the importance of the brands. Mercedes-Benz, for instance, stands for the longest-standing automotive brand and the world’s
07C2253_002
Dr. Dieter Zetsche
Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin According to Dr. Dieter Zetsche, the brands are more clearly positioned and additionally strengthened, thanks to a clear distinction of corporate brand and product brands. Especially for premium car brands, this is a key factor in competition, he says. “The strength of our brands is one of our greatest assets. Therefore, one of our central tasks is to maintain and further develop them”, emphasizes Dr. Dieter Zetsche, underlining the importance of the brands. Mercedes-Benz, for instance, stands for the longest-standing automotive brand and the world’s most valuable premium car brand, he states.
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Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin
Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin.
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Extraordinary Shareholders` Meeting, DaimlerChrysler AG, Berlin
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