Call me Daimler

The end of DaimlerChrysler took a further step today with the corporate name DaimlerChrysler ending as it had began nine years ago, with bickering over what to call the manufacturer.
- shares

Letting go of the fruitless $36 billion USD merger in 1998 that created the Daimler-Benz and Chrysler Group partnership, shareholders approved the name change to simply Daimler AG

During the meeting, investors argued as to what to call the company, even the great-great grandniece of German automotive pioneer Karl Benz shared her opinion, urging shareholders to fix historic injustice by restoring the Benz name.

"The company could also be called Benz AG, give the company back its soul!" suggested Heidemarie Hirsch.

Although Benz AG was not the outcome, CEO Dieter Zetsche had already decided the passenger car business will be renamed to Mercedes-Benz Cars.

"The proud name of Benz will not only remain prominent, it will have significantly higher visibility," he said.

In Australia, this should result in Mercedes Car Group changing name to Mercedes-Benz Cars, while the commercial business will be called Mercedes-Benz Vans and DaimlerChrysler Bank will be renamed Mercedes-Benz Bank.