Daimler officially changes its name to Mercedes-Benz. Therefore the rebranding move will be effective starting tomorrow.
The move takes place right after a historic split from the truck division last year. The motivation was a separate acceleration towards electromobility and autonomous driving. The breakup followed approximately a century of the businesses running in the same direction. Announced exactly one year ago, the split took place at the end of 2021.
“January 29, 1886 is considered the birth of the automobile. On this day, Carl Benz registered a patent for his motor car. Almost exactly 136 years later, the company is celebrating its birth once again”, says the official announcement.
Shareholders thus voted for the rebranding that will split the company in four: Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach and Mercedes-EQ.
This new change targets the increase of valuation of the premium carmaker. The company will steer towards now tech and enter a totally digital era.
Bloomberg also reports that Mercedes has seen its valuation rise to €74 billion or $82.47 billion at today’s exchange rates. This represents a 40 percent increase for the past 12 months. Daimler has been showing a massive electrified offensive in 2021 and continues to push the throttle in the zero-emissions direction. It all climaxed with the EQS luxury electric sedan, which is more than an ICE-less S-Class.
Switching from Daimler to Mercedes-Benz – First move
Mercedes finally has a weapon to throw against Tesla’s Model S in terms of technology, performance and range. The current top-of-the-range EQS 53 4MATIC+ comes with two electric motors, each driving an axle. Together they send to the tarmac 649 horsepower (751 horsepower with Overboost) and 9449 Nm (700 lb-ft), setting off the car from zero to 100 km/h (62 mph) in 3.4 seconds on its way to a top speed of 220 km/h (137 mph).
A lithium-ion 107.8 kWh battery provides it with a 586-kilometer (364-mile) range. But the most efficient of the EQS variants is the EQS 450+ that runs up to 785 kilometers (488 miles) before having to stop for a recharge.
The switch from Daimler to Mercedes-Benz has already started. The company’s media website changed from daimler.media.com to group-mercedes-benz.com. And this is just the beginning.
