Case
Daimler AG
Category:
Success case
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Release time:
2019-05-29
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1
Daimler AG, headquartered in Stuttgart, Germany, is the world's largest manufacturer of commercial vehicles, the world's largest luxury car manufacturer and the second largest truck manufacturer. The company's four business units include Mercedes-Benz, Mercedes-Benz Light Commercial Vehicles, Daimler Trucks and Daimler Financial Services.
On February 23, 2018, Geely Group acquired Daimler's 9.69% stake for approximately $9 billion, becoming the largest shareholder of Mercedes-Benz's parent company Daimler.
Historical evolution:
In 1890, Daimler and Maybach established their own engine company, Daimler Motoren Gesellschaft (DMG). Moreover, the auspicious star that was hand-painted at the time began to be used in the company's products.
In March 1899, Amy Jerichek, then the Consul General of Austria in Hungary and a member of the Management Committee of Daimler Motors, drove a car named after his daughter Mercedes (meaning gentle) in the "Nice Tour" car. After winning the competition, he suggested that the cars produced by Daimler were named after Mercedes, and Daimler readily agreed.
In 1901, the "Simplex" brand designed by William Maybach was the first to use "Daimler Mercedes" as a trademark.
In 1909, Daimler placed a three-pointed star and four small three-seat stars and "Mercedes" in the ring; in 1923, the three-pointed star was placed on the engine radiator. Since then, this auspicious three-pointed star is proud of the wind, elegant and elegant.
On June 29, 1926, Daimler and Mercedes-Benz merged to form Daimler-Benz, which plays a pivotal role in the history of automobiles. Since then, all the cars they produced have been named "Mercedes- Mercedes-Benz.
In 1960, Jaguar purchased the "Daimler" brand and launched a number of Jaguar-Daimler models, which have been used ever since. In 1989, Ford Motor Company acquired Jaguar. So the Daimler trademark owner has always been Ford. In 2007, Daimler CEO Det Tsai Chee said that the company has invested US$20 million to repurchase the “Daimler” trademark from Ford, and Daimler can use it for company or trading purposes. The Müller brand, or other text, is used as the name of the listed company, but the brand name cannot be used to name the car. The Daimler brand is only used in the large cars produced by Ford's Jaguar company.
In May 1998, Daimler-Benz acquired the US Chrysler Automobile Company for US$36 billion. The company was renamed DaimlerChrysler and ranked the fifth largest auto giant in the world. However, the days after the merger of Chrysler are not good, Chrysler has been on the verge of losing money due to high costs and other reasons.
On May 14, 2007, DaimlerChrysler announced that private equity fund Cerberus successfully acquired 80.1% of its Chrysler Group for 5.5 billion euros (US$7.4 billion or RMB 55 billion), and DaimlerChrysler continued to hold 19.9% equity.
On October 4, 2007, DaimlerChrysler issued a statement saying that the company had changed its name to Daimler AG through a vote of shareholders' meeting, thus officially completing the separation process between Daimler and Chrysler.
On February 23, 2018, Geely Group acquired Daimler's 9.69% stake for approximately $9 billion, becoming the largest shareholder of Mercedes-Benz's parent company Daimler.
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