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DaimlerChrysler Bets on Germanness – I Spoke too Soon?

July 5, 2006

Maybe I feel bad for the German team’s loss yesterday? Or Maybe I simply spoke too soon? Either way, I may have to rethink my recent comments about SAP using it’s “Germanness” as a competitive advantage.

DaimlerChrysler Bets on Germanness
I read a day or two ago about DaimlerChrysler’s new campaign. What’s it focused on? Germanness! Well, sort of. . .

The new campaign, centered around Chairman Dieter Zetsche (learn more at this blog entry including the press release) is trying to show Americans the benefit of the merger (DaimlerBenz bought Chrysler a couple years ago) by showing the technological innovation and engineering impact of the Germans on American brands Chrysler, Dodge, and Jeep. I believe the press release called it “disciplined pizazz” (the Germans offering the “discipline” and the Americans supposedly offering the “pizzazz.”)

And, to me, that really seems to work. I’ve seen some of the ads and thought it was interesting. Dieter seems to add some credibility to these American brands.

Maybe SAP could leverage that “correctness” and “technological expertise” side?

I don’t know.

Either way, I’m still not sure I could see Kagermann doing the humor thing.

You can learn more and I think view some of the ads at www.AskDrZ.com.

NOTE: Funny that this campaign helps consumers see the benefit of the merger, but I don’t think it will help DaimlerChrysler’s investors understand the benefit. 🙂 I’m still trying to figure that out. . .

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  1. As a daimler shareholder I feel your pain.



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