The automotive landscape is changing profoundly, several brands have already modernized their logo (recently it was Volvo Cars’ turn to change its logo) and updated their objectives, now also in the Mercedes-Benz house there are structural changes. In fact, the new Mercedes-Benz Group AG.
Other than rebranding, the three-pointed star change is truly radical. In fact, the Daimler Group disappears as we know it today, with the Mercedes, AMG, Maybach and Smart brands (plus all the Mercedes F1 bandwagon and Motorsport in general) that will pass under the wing of the newborn Mercedes-Benz Group AG.
The Daimler brand will remain exclusive to heavy vehicles, which will be managed by Daimler Truck Holding AG. The change will be effective from February 1, 2022, so the redevelopment of the Mercedes group is shortly missing. Much of the credit for this operation certainly goes to Ola Källenius, current CEO of Daimler.
The manager said: “For Daimler it is a historic moment, the beginning of a profound renewal. Mercedes-Benz Cars & Daimler Trucks & Buses will be different activities with specific customer groups. We have thought about this split to maximize the potential of the two divisions.” Daimler will think about the future of trucks, which will most likely be powered by hydrogen or solid state batteries (here the proof of a bus with Mercedes solid state batteries), Mercedes instead will put its head down to work on luxury electric cars.