“A brand is like a savings account,” DaimlerChrysler CEO Dieter Zetsche told Edmunds in an interview this week. “For most of the past 100 years, Mercedes has paid into this account and built its brand equity. We have withdrawn from that account in recent years. But it is still a strong account and we certainly intend to build it up again in the future,” Zetsche explained, referring to Mercedes’ recent quality shortcomings. Zetsche says he can match Lexus‘ quality and productivity. “It is nothing to do with nationality or rocket science. It is consistent, focused execution to clearly defined targets with accountability and responsibility.” He also says the Mercedes crisis of today is not the same as Chrysler’s struggle five years ago. “Five years ago, Chrysler was in crisis with a question over its whole future. That is clearly not true with Mercedes.” [Via eMercedesBenz]
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