Dieter Zetsche has already completed the personal transformation to go along with Daimler’s new image.
The chief executive’s arrival on stage at the Paris Motor Show was decidedly casual, complete with washed denim and brown sneakers. He spoke about networking, car sharing and digital transformation. And then he got down to business: “We are launching a completely new brand for our e-cars,” Mr. Zetsche said. By 2025, “we will be the leading producer of e-cars in the premium segment.”
It’s a bold statement, because currently only U.S. startup Tesla produces premium e-cars. But now Daimler appears to have flipped the switch.