This move, together with measures designed to boost competitiveness, was intended to strengthen the earning power of the group, which now concentrated on automotive mobility, transportation and services. Certain elements of the Daimler-Benz management were awake to the problems likely to arise when German and American executives and work forces were to be united at various levels of activity and responsibility: German and American mindsets and world views differ sharply.
In Daimler Car History. Departmental rivalry is much more acute than in the US. In Stuttgart the teams consisted largely of Germans with a sprinkling of Americans and British.
German offices are strongholds of privacy, usually with doors shut. Since the new company, Daimler-Benz, would have created confusion and legal problems by including Daimler in its new brand name, it therefore used the name Mercedes to represent the Daimler-Motoren-Gesellschaft interest.
Surnames are used for years and full titles are expected. InDaimler announced a series of acquisitions and partnerships with car startups focused on car sharing, in a move towards what it sees as the next generation of car ownership and usage.