Daimler to be officially rebranded as Mercedes-Benz on February 1

Daimler AG will change into Mercedes-Benz Group AG on February 1.This rebranding is the latest change in the recent reshuffles by the automaker that began its journey as Daimler-Benz AG in 1926.
By : HT Auto Desk
| Updated on: 30 Jan 2022, 11:30 AM
File photo used for representational purpose. (REUTERS)
File photo used for representational purpose. (REUTERS)
File photo used for representational purpose. (REUTERS)
File photo used for representational purpose.

Daimler AG will be renamed as Mercedes-Benz Group AG on February 1 as a move which the company head expects will unlock shareholder value for the luxury carmaker. This rebranding is the latest change in the recent reshuffles by the automaker that began its journey as Daimler-Benz AG in 1926. According to a Reuters report, the Mercedes brand, named after the daughter of an automobile entrepreneur, was officially adopted by Daimler AG in 1902.

Similar Cars

Find More Cars
Mercedes-benz A-class Limousine (HT Auto photo)
Mercedes-benz A-class Limousine
1332 cc | Petrol | Automatic (Dual Clutch) | 17.5 kmpl
₹39.9Lakhs*Onwards
Bmw 3 Series (HT Auto photo)
Bmw 3 Series
1998 cc | Petrol | Automatic (Torque Converter) | 16.13 kmpl
₹42.3Lakhs*Onwards
Audi A4 (HT Auto photo)
Audi A4
1984 cc | Petrol | Automatic (Dual Clutch) | 17.42 kmpl
₹42.34Lakhs*Onwards
Hyundai Kona Electric (HT Auto photo)
Hyundai Kona Electric
cc | Electric | Automatic
₹23.79Lakhs*Onwards

Chief Executive Officer Ola Kaellenius reinstated the move with a statement conveying this step will give the company a real chance to raise the multiple. Though, he refrained from stating a specific target valuation for the firm which is currently worth just under 77 billion euros ($85.70 billion).

(Also read | Mercedes-Benz to make EVs with ProLogium built solid-state batteries)

However, analysts seem to be divided on this as they feel a premium carmaker battling over the luxury market, by definition small and finite, could only grow so much. European auto analyst at RBC Capital Markets Tom Narayan said, “Investors could start viewing Mercedes as a Lucid Motors or Tesla type and start to give it an EV (electric vehicle) multiple." Narayan added Lucid and Tesla started with a cent per cent EV, however, Mercedes it will have to convert its ICE vehicles into EVs first. “That may be a limitation on how far the multiple could go near-term," Narayan stated.

(Also read | Mercedes-Benz EQC hits snag in China, demands for recall arise over faulty motor)

Mercedes-Benz has been aggressively focusing on electrification as a recent report had stated that it is aiming to produce its own next-generation powertrains for electric vehicles from 2024. The report added that the luxury automaker’s upcoming MMA and MB.EA electric architectures will be designed in-house and the automaker will also develop powertrains on its own. Head of Development at Daimler, Markus Schaefer had said, “We want to control the overall system of electric motor, battery, and power electronics as much as possible, similar to what is the case with the combustion engine."

First Published Date: 30 Jan 2022, 11:30 AM IST
Recommended For You
View All
NEXT ARTICLE BEGINS

Please provide your details to get Personalized Offers on

Choose city
+91 | Choose city
Choose city
Choose city
By clicking VIEW OFFERS you Agree to our Terms and Privacy Policy

Dear Name

Please verify your mobile number.

+91 | Choose city