by Adrian-Liviu Dorofte

REPORT: Mercedes-Benz on the trail of becoming leader of the premium segment

In a recent interview, Dr. Dieter Zetsche, head of Daimler AG and Mercedes-Benz Cars, expressed his desire that one day, in the near future, Mercedes-Benz would reach the needed sales level as to become the No.1 premium car constructor in the world. He is reported to have sent an official letter to company employees generally explaining them the current situation and the neccesary action that must be carried out immediately to begin the long expedition to the top: [...]“Some of our competitors are now growing faster and more profitably than we are. Granted, those are just snapshots in time and should not be overestimated. After all, many of our best new products are yet to come. We can’t be content to be in a solid second or even third place. We are Daimler – we should be far ahead of the pack! And if it requires something we don’t have, we’ll identify and develop it.”[...], Zetsche stated. Although Mercedes-Benz posted increased volumes in the last months and the highest Q2 profit in history, the Stuttgart-based carmaker still falls well behind the two main contenders: BMW on pole position with 689,861 sold models and Audi on 2nd with 652,970 units compared to Mercedes-Benz' 610,531 delivered in the first six months of 2011.

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