Daimler Chairman Reiterates Mercedes Goals In Letter

Emmanuel P September 17, 2011

In a letter to company employees signed by the Chairman and boards member of Mercedes-Benz, Chairman Zetsche reiterated his goal of having Mercedes become the premier luxury brand by the end of the decade. Said Zetsche in the letter, “The first decade following the 125th birthday of the automobile will bring many changes to our industry. We want to reach the intermediate goal of 1.5 million unit sales for Mercedes-Benz passenger cars as early as 2014 — one year earlier than previously planned. We are very well prepared — and we look forward to working with you to make the next decade a Mercedes decade.”

The chairman acknowledged that short- to mid-term market weakness should be anticipated, and that there are even indications of some market weakening in the next few months. But he added, “The decisive point is that the company is pursuing a long-term plan with its new strategy. The planning outlook is not the next quarter, but rather the next decade. Experts all agree that by 2020, demand for cars will grow faster than the overall global economy.”

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Comments (3)

  1. I’m confused. Isn’t Mercedes Benz already the most successful premier brand? Certainly you cannot claim BMW holds that position. What does Zetsche mean by that? Sure Rolls Royce and Bentley are perhaps considered more prestigious overall, but they haven’t contributed jack s**t to automotive technology. Also they don’t have lower end cars on the market where Mercedes has the A class.

  2. Pingback: Daimler Chairman Reiterates Mercedes Goals In Letter | Mercedes-Benz

  3. Pingback: Slightly more conservative may be the route taken by PSA. Recently, we published a evaluation of MQB and PSA’s new EMP2 modular program. EMP2 is really a bit less ambitious, covering only C and D part vehicles, MPVs, light commercial vehicles and cr

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