Wednesday, May 6, 2009

Daimler’s Strategy to Maintain Market Share and Survive


Mercedes Benz Classe E 220 CDI Elégance Executive


Daimler, a car manufacturer whose operations have been significantly affected by the ongoing global economic downturn, leading to a 65 percent fall in their 2008 profits, has been registering significant alterations in its shareholders registry. Abu Dhabi’s Aabar Investments tops the registry with a 9.1% stake in Germany’s Daimler, followed by the state of Kuwait. Meanwhile, negotiations with the Chinese Sovereign Wealth Fund are ongoing, as was revealed by Daimler’s CEO Mr. Dieter Zetsche during the just concluded 2009 Shanghai auto show.

Daimler’s flagship brand is Mercedes Benz, a conveyor of choice for big shots. Daimlers vehicles offer style, durability and class.

For the oil rich Abu Dhabi and Kuwait investors, if past trends are anything to go by, they will probably settle at sharing in the profits or losses of the company. The Chinese on the other hand will probably want to do more than share in the profits or losses alone, having established themselves as a force in global manufacturing circles.

The Chinese have a reputation for production cost control; every manufacture needs those skills nowadays.

Most probably Daimler hopes that with the Chinese link, they will be able to trim down costs while maintaining their high quality standards so as to survive the ongoing economic downturn.

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