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.”