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February 1, 2022

As Part Of Its Rebranding, Mercedes-Benz Will Be Focusing On Higher-End Vehicles

Daimler, the parent company of Mercedes-Benz has taken on a new name starting today: Mercedes-Benz Group. This follows the group’s decision to spin off its Daimler truck division last December. It’s also meant to signal the German automaker’s transition to a nimbler standalone unit amidst the automotive industry’s transformation.

The name change is the latest in a string of structural reshuffles for the automaker that began its life as Daimler-Benz in 1926. The Mercedes brand, named after the daughter of an automobile entrepreneur, was officially adopted by Daimler in 1902.

The spinoff its truck division into a separate business ends more than a century of the businesses running under one roof.

As a result of this transformation, Daimler (aka Mercedes-Benz Group) CEO Ola Kallenius says they are restructuring the company to focus on high-end models with electrification and autonomous driving technologies. Mercedes-Benz has already said that it will offer battery-powered models in all its segments this year.

Mercedes-Benz endured widespread production stoppages in the third quarter of 2021 because of the chip shortage. Although it somewhat recovered in the final three months of the year, they still lost their luxury car sales crown to BMW for the first time since 2015.

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