ceo chrysler daimler

Daimler CEO Dieter Zetsche is all in all an agreement with BMW, rebranding Mercedes, and gambling on the prospective of green cars.

By Peter Gumbel, Europe senior editor Fortune Magazine

Photography by Mercedes-Benz

(Opulence Magazine) — How easy should it be to climb into the back of a Mercedes-Benz wearing ski boots? And how high-ranking is it for the quality image of the brand that you can damage with those boots on the car’s door configuration without the risk of denting it?

At the Stuttgart headquarters of Daimler AG (DAI), the “ski-boot test” is one of dozens of principle questions that engineers, designers, and result and procurement managers are poring over in weekly meetings in a third-parquet conference room near the Untertrkheim mechanism plant. It’s all part of CEO Dieter Zetsche’s (utter TSET-sheh, and you may remember him as “Dr. Z”) envisage to revamp the carmaker, an overhaul he hopes will have a downright influence on the future of the company — and extraordinarily on its beleaguered finances and flagging competitiveness.

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