Blog: Dave LeggettWhat's in a name?

Dave Leggett | 5 October 2007

What's in a name? Quite a bit, actually. A company name says a great deal about the company and how it wants to project itself, how it wants to be perceived in the world. Now that DaimlerChrysler is split in two, the German part was presented with a renaming opportunity that offered a few possibilities. The rationale behind reverting to Daimler as the group name is there, of course. Daimler is the group and then there are all the sub-brands, including Mercedes-Benz Cars sitting underneath that billowing Daimler AG canopy.

Makes sense. Yes, it's eminently logical. Spock would approve. But wouldn't it have been nice if logic, for once, had been thrown out of the window and a bit of emotion had held sway to create Karl Benz AG (no direspect to Gottlieb Daimler, but K Benz seems to have been the big guy in the evolving company) as the new group name?

GERMANY: DC extraordinary meeting today to decide on name change


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