A leader with a complex history

The Daimler Company is a German multinational car firm, with more than a century of experience behind it. During this time, the organization has proven to the whole world that it deserves to be called a real leader in the vehicle market and amongst the top automotive OEMs. Vehicle production for Daimler began with its establishment.

A brief history

The firm was officially founded in 1926 when the two automotive companies Benz & Cie and Daimler Motoren Gesellschaft finally merged after having signed an agreement of mutual interest two years earlier. After having produced motors and automobiles for years, the company specialised in the manufacture of war vehicles right before WWII. After the war, the company was close to bankrupt due to the destruction of many car plants located in eastern Germany.

By the end of the 20th century, Daimler came back to the economic stability it used to have and, thanks to legendary brands such as Mercedes Benz, the company established itself as one of the world most innovative organizations. In 1998, Daimler's merger with the United States-based automotive manufacturer Chrysler Corp was going to be one of the most controversial sales agreements in business history. Initially set to be a "Merger of Equals" between the two companies in order to attract investors around the world, it quickly appeared more as Daimler's acquisition of Chrysler than an equal merger. With no proper investment from Daimler for years and several lawsuits against it, Chrysler (which is now owned by Fiat) filled for bankruptcy in 2009, forcing Daimler (which was then renamed Daimler AG) to abandoned the rest of the American company's shares. From these

Today, the group owns several brands (Mercedes, Smart, Maybach, etc.) and is present on different markets in the automotive industry such as Trucks (with Daimler Trucks), Buses (with Daimler Buses) and Vans (with Mercedes-Benz Vans). The company is quite well represented on every continent, especially in North America through its legendary brand Mercedes, which showed record-high sales in 2015 in the United States.

Today's situation

With close to 300,000 employees worldwide, Daimler is one of the top global automotive manufacturers. Its best-known products are the different Mercedes Classes (A, B, C, D, E, S, etc.), the diverse Smart cars. The company recently decided to take part in the race for more environmentally friendly vehicles with the F-Cell models, operating the fuel cell technology with electric cars.

In 2014, Daimler showed that the company quickly recovered from Euro-crisis thanks to its Asian and American investments and declared revenues from slightly more than 1.5 billion. The same year, the company sold 2.5 million vehicles worldwide and operates well recognized marketing strategies (e.g. Mercedes' ad during Superbowl Halftime in 2015 considered the most efficient by AutoTrader & Edmunds).

The group has had many obstacles through its history, but these never stopped it. The company's expansion is still in process with Daimler investing in new assembly plants in North America. On the contrary, many vehicle experts claim that the company is still a top supplier for motor vehicles and car parts and top competitor of Toyota. Whether this is true or not, you can decide by checking out the latest reports and statistics that involve the company’s work.

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