Company Profile-Daimler AG

Daimler AG is an automobile manufacturer. However, there is a lot of talk about this company and its (brand) name.

Daimler AG’s current business unit consists of four divisions: Mercedes-Benz vehicles, Daimler trucks and Daimler Services, with the final division being the production of vans and buses.

Curiously, the company has never included the Daimler brand for cars. The brand moved the first British company, later part of Ford, and recently another part of Daimler’s car brand life to Tata Motors, India.

Daimler is also the company of the “the” merger with Chrysler. People often criticize mergers, but you should consider it a marriage. The two candidates often break their vows. That shouldn’t be a problem. However, when the sale of Chrysler was announced last year, DaimlerChrysler’s inventory increased. The market was pleased that the relationship was over.

The Daimler AG website contains investment reports up to the “84th General Meeting of Shareholders” in 1979. Most interesting are the 2006 and 2007 reports, which are 1998 (one of the mergers) to understand the changes.

The 2007 Annual Report shows Daimler’s corporate value: passion, respect, integrity and discipline. I wondered where these came from: from Daimler or from Chrysler. The values ​​aren’t new, but they existed in 2006 when the two companies were still together. However, the new Chrysler website, which does not provide an annual report, does not mention those values.

Chrysler was said to be more profitable and Daimler-Benz was bigger … but that was the beginning.

More than any simple marriage, an “equal” merger is more than a challenge. In this case, there are many cultural differences between the United States and Germany. It started with flying from the United States to Germany and vice versa. A special Airbus was purchased to handle the company’s traffic (1).

Assessing the difference goes beyond this short article, but one was very rudimentary: “Titles are also important in America,” says Chrysler Eaton at one moment. It shows the difference in how the two companies evaluate their status. Eaton was a “practical hands-on engineer” and Schrempf was a shareholder value champion (1).

But let’s get back to our values. Corporate values ​​are nothing new to Daimler. Old values: passion, respect, honesty and discipline. These values ​​were designed by German management and may not be fully accepted in the United States.

What is interesting about these values ​​is their expression. Daimler AG is one of the few companies to visually link its values ​​to its strategy (see Pyramid’s annual report).

(1)- [http://www.geocities.com/MotorCity/Downs/9323/dc.htm#time]

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