Choosing to resurrect founding father Gottlieb Daimler's maxim 'The best or nothing' heralds the start of a marketing offensive to reassert its brand in the face of pressure from Audi and BMW. Guy Bird caught up with Dr Joachim Schmidt, executive VP of sales and marketing, to ask the 61-year old what he thinks the Mercedes brand should now stand for, the new product that will attract younger customers to help expand from about one million sales in 2009 to 1.5m by 2015 and whether Mercedes could, or even should, ever be 'sexy'.