Daimler CEO Dieter Zetsche wants Mercedes-Benz to have a closer relationship with BMW, but it doesn’t look as though BMW shares the same feelings. BMW CEO Norbert Reithofer recently voiced his concerns about the two German automakers forging too close of a bond.
Reithofer revealed BMW isn’t as enthusiastic about a strategic alliance as Daimler. BMW and Daimler have discussed joint-ventures for small cars and financial activities, but BMW’s CEO warns those move could dilute the brand’s image.
“There are clear limits,” Reithofer told Germany’s Frankfurter Allgemeine Zeitung. “The BMW brand, which one study has valued at $24 billion, must not be diluted or the brand identity damaged.”
However, Reithofer added BMW hasn’t ruled out partnerships with other automakers. BMW continues to have talks with Daimler and could soon expand its relationship with PSA/Peugeot-Citroen. BMW shares some of its engine technology — particularly for small cars — with PSA/Peugeot-Citroen.
05/13, 1:36 PM
posted by:
johnnycanuck
Never mind Enron, Mr. Reithofer now assumes the mantle of smartest guy in the room.
05/13, 2:40 PM
posted by:
mayer_ray_nagin
+1000 Pünkte für’n Herrn Reithofer!
The only thing I think BMW should maybe do with Daimler is a joint venture for Automotive Cigarette Lighter Development. And even then they’ll need to keep their guard up.
05/13, 3:21 PM
posted by:
Borat
I guess Krautz aren’t good in history, but they know what is good for their wallet. For BMW’s wallet it would be Iron Curtain from Benz.
05/13, 3:53 PM
posted by:
JakeK66
For all my dislike for many of the Yuppies and their BMW’s driving around my area – especially the fake blonds that are in their late 30’s to early 40’s who drive the convertables and wouldn’t know how to use the capabilities of their car if their life depended on it and the D-Bags in the X5’s and X6’s – but I digress – I like BMW for their leadership and sticking to what has worked. effeciency sometimes has a cost and to lose your core competency would mean eventual failure.
05/13, 3:57 PM
posted by:
Thunder Chicken
I don’t see the issue. Tying up with Daimler worked so well for Chrysler (and vice versa)…
[/sarcasm]
05/13, 4:01 PM
posted by:
idrinorbarsaku
screw daimler. i would never consider a bmw if i knew they had ties with them!
05/13, 5:16 PM
posted by:
Mutant@DCX
My fav Biggie
http://www.youtube.com/watch?v=ubSTSICa7y8
05/13, 7:24 PM
posted by:
journey4him
Oh come on, look at all Mercedes did for Chrysler!
05/13, 10:23 PM
posted by:
HighestOfHigh
Mercedes-Benz shouldn’t even think about working with BMW. BMW cars are so “off the wall” and such a lesser brand this Mercedes. Benz is way better with out partnering with the “Bangle Family”.
05/13, 11:07 PM
posted by:
1c3d0g
Oh puhlease…don’t start with me on this one. BMW 0wnz Mercedes-Benz any day of the week. They’ve got better engines, better brakes, you name it, they got it. I’m not saying that Mercedes-Benz sucks, but they’ve been consistently outperformed every time by BMW.
05/14, 12:00 PM
posted by:
lyndon_h
BMW needs to steer clear of partnering with MB with anything other than cosmetic materials such as pooling resources to bulk buy leather, fabric and wood. BMW is already starting to water down their offerings buy adding more luxury in place of sport. A venture with MB would do BMW no good long term.