In its October 31st issue Time Magazine looks at Mercedes‘ struggle to “win back its fans” and restore its reputation for quality, which, in recent years, “became largely symbolic.” According to J.D. Power, Mercedes owners reported more than twice as many problems per 100 cars as top-ranked Lexus. “Mercedes’ fall from grace has been especially severe,” says Chance Parker, J.D. Power’s executive director of product and research analysis. Time says Mercedes is in the middle of a massive overhaul designed “not only to fix the car problems and restore the luster but also to reinvent the company.” If CEO Dieter Zetsche is successful at this task, Mercedes may again be “at or near the top of the heap.” Even Mercedes’ competition has faith in Zetsche. “It would be foolish to believe Mercedes’ weaknesses will exist for very long,” says Stuart McCullough, the European director for Lexus.
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