Mercedes-Benz Group AG
Carmaker Daimler changes company name – path to luxury brand is progressing
A lettering refers to the corporate headquarters of Daimler AG
© Marijan Murat / DPA
The car manufacturer Daimler is about to renaming its company name. CEO Källenius thus completes his corporate restructuring. Now the journey is towards luxury.
The car manufacturer Daimler AG will officially say goodbye to its company name on Tuesday (February 1) and will then be called Mercedes-Benz Group AG. The CEO, Ola Källenius, thus completes a far-reaching corporate restructuring that began at the end of last year with the spin-off of the truck business from Daimler Truck. There have since been two separate companies, both of which are publicly traded. Mercedes-Benz is now concentrating on the car and van business.
Daimler: Mercedes should become a luxury brand
The traditional brand with the star should be used as the company name to make the manufacturer more attractive, Källenius said last week. “We see that attention to Mercedes has increased over the past 12 to 18 months,” the CEO summed up. His declared goal is to establish Mercedes-Benz as a luxury brand. According to additional information, the name change is to be anchored in the commercial register on Tuesday.
According to experts, the Mercedes-Benz brand is very valuable. For example, last year it was valued at just under 51 billion US dollars (around 45.7 billion euros) by the US consulting firm Interbrand. In the overview, only the Japanese competitor Toyota performed better among the international car manufacturers. The hit list is led by the US companies Apple and Amazon.
