The Mercedes-Benz logo is the combination of the Daimler logo and the Benz logo. The Daimler logo is the most dominant part of the current logo, which is the three-pointed star, created by Gottlieb Daimler to show the ability of his motors for land, air and sea usage. It was first used on a Daimler in 1909. In 1926 when Daimler merged with Benz, the Benz logo, which was a laurel wreath, was added to the three-pointed star. Since then the logo has changed to a more simple three pointed star emblem encompassed by a circle, all in silver.

Mission statement

From the Daimler (Mercedes parent corporation) website:

We invented the automobile - now we are passionately shaping its future. As a pioneer of automotive engineering, we feel inspired and obliged to continue this proud tradition with groundbreaking technologies and high-quality products.

Our philosophy is clear: we give of our best for customers who expect the best - and we live a culture of excellence that is based on shared values. Our corporate history is full of innovations and pioneering achievements; they are the foundation and ongoing stimulus for our claim to leadership in the automotive industry.

The principle of sustainable mobility underlies all of our thoughts and actions. Our goal is to successfully meet the demands of future mobility. And in doing so, we intend to create lasting value - for our shareholders, customers and workforce, and for society in general.

Brand history

The Mercedes-Benz brand grew from the merger of two companies: Daimler and Benz, the surnames of two independent inventors who were rivals for 30 years before merging due to financial reasons. Daimler-Benz AG was the outcome, which is now the parent company of Mercedes-Benz. The name Mercedes appeared in 1898, when Emil Jellinek, a wealthy European Entrepreneur agreed to buy and sell Daimler’s cars under the condition that they be named after his daughter, Mercedes.

Karl Benz, along with his partner August Ritter, established their first company; the “Iron foundry and Machine Shop” in 1871. The partners soon split up, but Benz continued to work alongside two other men that came from a bicycle repair shop, forming Benz & Company Rheinische Gasmotoren-Fabrik, commonly referred to as Benz & Cie. Benz invented the two-stroke engine in the 1880’s and used it to create a motorized tricycle soon after.

Meanwhile, Gottlieb Daimler along with his partner Wilhelm Maybach worked on improving the four-stroke engine that had been invented by a man named Nikolaus Otto several years prior. In 1890, Daimler and Maybach founded Daimler Motoren Gesellshaft (DMG), and then sold their first automobile in 1892.  

The two companies competed for 30 years, with cars getting faster year by year, and races being held where Daimler’s and Benz’s cars would face each other. However, when the war came, each company’s factories were converted into production sites for war materials. The result of the war caused social unrest and a falling economy in Germany, which led to Benz & Cie. to search for a strong partner – the only company the board considered worthy of Benz & Cie. was DMG. DMG initially declined, but in 1924, due to sheer economic necessity the two companies signed an “Agreement of Mutual Interest”, and then merged several years later in June 1926. The merger was a success with car sales rising dramatically over the next few years. The name Mercedes-Benz was used from then on for cars made by the merged companies. Daimler-Benz however, was the actual name used for the merged company, which has since changed to Daimler AG, whilst being known as DaimlerChrysler AG between 1998 and 2007 during the company’s ownership of Chrysler Corporation. Mercedes-Benz became its own automobile brand, whilst Daimler AG is the parent corporation that also owns several other brands such as Maybach, Smart and Freightliner.

Trademarks

Mercedes Benz is one of the world’s most prestigious luxury brands. Some of its main competitors in the auto mobile sector include BMW, Lexus and others. Besides Mercedes Benz, also Maybach, Fuso, Western Star, and SMART belong to the Daimler Group’s brand portfolio.

Strapline

Mercedes-Benz used the strap line “Unlike Any Other” for years, but replaced it as of June 2010 with “The Best or Nothing”. The new slogan is supposed to exemplify “perfection, fascination and responsibility” as core values for Mercedes-Benz. The switch to the new motto is to coincide with the introduction of Mercedes’ new range of 16 vehicles that are being released by 2011.

Key people

 Dr. Dieter E. Zetsche, CEO

Since September 2005, Dr. Dieter E. Zetsche has been Head of Mercedes-Benz Cars. He has been Chairman of the Board of Management of Daimler AG since January 2006 and as its Member of Management Board since December 1998. He served as the Chief Executive Officer of Chrysler Motors LLC until August 2007 and also served as the President and CEO of Chrysler Group from November 2000 to September 2005.

  David George, Marketing Director

In May 2011, David George was appointed Marketing Director for Mercedes-Benz Cars. Before joining Mercedes, he already served as Head of Marketing for Volkswagen Commercial Vehicles, spending a total of 14 years with the Volkswagen Group UK. Within his new role, his goal will be to attract a younger audience to the iconic brand.