
BERLIN — Auto pioneer Carl Friedrich Benz, the creator of the three-wheeled Motorwagen or “Tri-Car,” which is generally regarded as the first commercial automobile, is taking center stage in the renaming of DaimlerChrysler.
The German carmaker on Thursday approved a name change to Daimler AG from DaimlerChrysler as a final chapter in the sale of a majority stake in Chrysler to buyout group Cerberus. It has also renamed its premium division Mercedes Car Group, which will now be known as Mercedes-Benz Cars. Benz merged his company with that of auto pioneer Gottlieb Daimler in 1926, but his name went into mothballs after the trans-Atlantic agreement between Daimler-Benz and Chrysler was signed on May 7, 1998, in what was then called a “merger of equals.”
“The proud name of Benz will not only remain prominent, it will have significantly higher visibility,” said Dieter Zetsche, chairman of the board of management of Daimler AG, in a speech to some 6,000 shareholders here. Many shareholders had lobbied for a resurrection of the storied “Benz” name.
The group’s truck business will be called Daimler Trucks, the bus brands will operate under the name Daimler Buses and Financial Services will be renamed Daimler Financial Services. The Mercedes-Benz Cars group includes AMG, Maybach and Smart.
“The group name ‘Daimler’ clearly indicates that we are writing a new chapter of our history, while at the same time continuing our tradition as the inventor of the automobile,” said Zetsche. “And this rich heritage will remain an essential part of our identity — of our DNA, so to speak.”
What this means to you: If you’re a fan of the Benz name, it’s time to raise a glass to the automotive icon.