In an article that sums up nicely the current situtation surrounding the potential sale of Chrysler, the Detroit Free Press reveals that two DaimlerChrysler shareholders have called for the company to change its name by dropping "Chrysler" if the Chrysler Group isn't sold by March 31st, 2008. Shareholders Ekkehard Wenger and Leonhard Knoll have crafted a name change proposal that would insert the potential name change into the company's articles of incorporation at its next annual meeting on April 4th. Wenger and Knoll didn't hold back any punches in the proposal when speaking about the Chrysler Group and the perceived failure of this merger of equals:
- "Maintaining a corporate name that evokes associations with the failure of the business combination with Chrysler is detrimental to the image of the corporation and its products."
- "This is all the more true as unflattering nicknames such as Doting Daimler, Daimler-Crisis or even Crime-ler have long been in circulation."
- "The disadvantages this entails for shareholders, customers and employees can only be borne at most for a short transition period until there is a proper separation from Chrysler. If a proper separation cannot be effected within one year, this would only serve to underscore the need to remove this affliction on the image from the corporation's name."
The Freep article closes by noting that DCX supervisory and management boards are totally opposed to the namge change, so don't expect them to be ordering new business cards anytime soon.
[Source: Detroit Free Press]
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Reader Comments (Page 1 of 2)
thisislame @ Mar 14th 2007 4:05PM
BENS? or BENZ?
Yayaja @ Mar 14th 2007 4:14PM
I agree, I'm not a big fan of mercedes, but even I can see that this brandname is being tarnished by combining with chrysler. What the hell were they thinking anyway??
akintz @ Mar 14th 2007 4:15PM
Considering Mercedes quality reputation lately, would it matter that much to put the Benz name back on there?
Jay @ Mar 14th 2007 4:18PM
Though the Chrysler arm is having troubles now, for a good little while there, the Chrysler group was doing pretty well while Mercedes operations were bleeding cash, but I didn't see the shareholders saying they should take the "Daimler" portion out of the name at that time.
I guess it's only bad when the American side of operations are flagging.
John Hamper @ Mar 14th 2007 4:24PM
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DavidW @ Mar 14th 2007 4:32PM
Speaking as a Mercedes owner I think the company needs to be more concerned with it's product quality.
iQuack @ Mar 14th 2007 4:33PM
Maybe the whole company should be sold to a Japanese manufacturer who'd change the name to "Uncle Benz Rice."
Ha,ha,ha,ha!
OK, that's a horrible joke, but somebody had to say it.
And if anybody says that's "racist" it'll prove that political correctness has gone too far--I'm quite fond of Asian people, their cultures, their foods, and their cars.
GrindingAxis @ Mar 14th 2007 4:34PM
Euroarrogance is alive and well.
wally @ Mar 14th 2007 4:43PM
DBC= daimler-benz-crap!!!!!!!!!!!
cuahetemoc @ Mar 14th 2007 4:44PM
I live in southern Europe. Mercedes makes everything from work-a-day vans, city commuters (A180) to semi-trucks. There's really no luster. Their 'luxury' cars are pretty much crap until you get into the s-series. Most people prefer a BMW over a Mercedes. Mercedes sedans/sports cars/SUVs are seen as over-priced. The Porsche Cayenne has taken off over here, and the X5 and X3 are huge while the B series is virtually ignored. They don't make quality built products. Haven't for some time.
I think Chrysler was just beginning to get on a roll. They do need to stop pushing the pony cars and make some sportier economical (fuel) vehicles. Everytime I hear "HEMI" I shudder at sending more $$$ to that fat Exxon blob of a CEO. They bought the sterotype that all yanks want gas guzzling muscle cars.
The driver @ Mar 14th 2007 4:59PM
Well, it appears that the Chrysler group was purposely brought down by the DaimlerChrysler management in no more than two years. Before that, for a decade it was the only promising and delivering American company.
Seems like there was a strategy meeting somewhere around 2005-2006 with the following discussion items:
1. We are not famous for the quality, so no work is required on that end
2. We are a leader, however, in car design. So scrap all those likable concepts like Commander and Compass and replace them with the ugliest things you can imagine. Also, people seem to like our Grand Cherokee, so make it hideous. Minivans? With GM and Ford leaving that segment, we shall not capture more customers, so design an abominable replacement to the existing model.
3. Badge engineering is something people laugh at. So it should become part of our future models
4. Jeep is a famous off-road brand. Make sure it’s not anymore. Underpowered front-wheel-drive is a good start
5. Interior quality is something people trashed GM and Ford for. Why should we be spared? Save $1,000 on the interior materials for the interior to look very-very cheap, so that could offer $3,000 discount on our vehicles because no one would buy them
6. Once the above items been implemented, all executives will receive additional bonuses and 20,000 workers will be fired. Furthermore, once the company is filed for bankruptcy, all executive will be eligible for additional bonuses from liquidation proceedings
That is sad. A handful of executives ruined the only decent American car maker.
Yago Bal @ Mar 14th 2007 5:08PM
The Mercedes Brand was never "bleeding" money in it's history... And the lack of quality of Mercedes is a Mith, based on the long gone, previous E-Class electrical problems.
Hank @ Mar 14th 2007 5:26PM
The shareholders have too much time on their hands and need to get back to work.
TheChaz @ Mar 14th 2007 5:29PM
I think it's a great idea. They have a ton of problems with a part of their company, thus tarnishing their overall image. Clearly the best thing to do is change the name so people don't think about the problems as often.
...
Actually fixing the problems sure isn't the way to go.
cuahetemoc @ Mar 14th 2007 5:29PM
Yago, you sound like an arrogant German engineer... which there are legions of!
I'll take Munich's finest anyday over a Sttutgart sh*tpile.
Munich is an anamoly of Germany, or is it the real Germany?
Jit @ Mar 14th 2007 5:52PM
Hey cuahetemoc are you that stupid? You forgetting where Porche is from? besides the S-class/CLS/CL/SL/E are the sttutgart finest.
BMW might be good at making small cars but have not a chance of even getting of level let alone beating (maybe except E-class).
Personally mercedes should stop stretching itself and cancel the A/B/CLK/SLK. For the C-Class have a four door coupe (Like the new Jaguar XF) and a new two door version called C-Coupe with more coupy lines.
DavidW @ Mar 14th 2007 5:53PM
Lack of Mercedes quality a mith??
I will give an example of quality problems at an entry level and flag ship level.
1. Mercedes S-Class diesel engines 1991-1995.
2. Any modern 190.
There are just two examples.
Atomicbri @ Mar 14th 2007 6:09PM
Wow that was rich! Those two share holders have some nerve. They need to be making sure Mercedes gets back to building cars worth a crap. Who cares about the name....Chrysler may not be doing so well at the moment, but remember, the Daimler part runs the CHrysler part, or has everyone forgotten about that. Remember when they came in and fired all the Chrysler guys when they "merged"? Also Mercedes have not built a decent vehicle since the W124 otherwise known as rhe E300 or 300E. That was the last great Mercedes. I owned one and it was AWESOME as far as build was concerned. My friend has a current E and he is getting rid of it, tired of it sitting at the dealership waiting on parts. No Daimler, you are just as much at fault. Chrysler actually may benefit from a divorce, let's just hope someone with enough sense gets it (look at Daimler's track record, couldn't get smart to go, could help Mitsubishi....now Chrysler) I think if I were an independent company, it would be Daimler I would be worried about, not Chrysler.
John B @ Mar 14th 2007 6:50PM
12. Yago Bal
Poor Mercedes quality a myth you say? The take a look at the new Consumers Reports auto issue - not one (i.e. ZERO) Mercedes is recommended. This is worse even than Volkswagen. Before long, Chrysler may want to disassociate its name from Daimler given the latter's crap quality.
whofan @ Mar 14th 2007 7:14PM
I don`t put much stock in Consumer Reports.
When I take their advice I end up with junk.
Their top rated washer lasted all of six years with several repairs.