Wheels (Australia) - - Red Line -

De­spite the im­mi­nent change, Daim­ler chair­man Di­eter Zetsche says Mercedes-benz must re­spect its her­itage.

“We have to main­tain many of the strengths of our past as well, but at the same time we have to cre­ate this cul­ture, am­bi­ence which al­lows us to work in a very dif­fer­ent way. That’s ex­actly on the one hand what we’re do­ing, on the other hand what we’re see­ing as a ne­ces­sity.”

Zetsche nom­i­nates re­fine­ment, pro­duc­tion ex­per­tise and de­sign as ar­eas of strength the com­pany can play on in the threat to its tra­di­tional busi­ness model.

The power of the brand is also some­thing Mercedes-benz has on its side. “I do be­lieve our brand is a tremen­dous as­set, which is very dif­fi­cult to chal­lenge with a new brand.”

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