FROM Tuesday 01 February, it’s time to change your address books. Because out goes Daimler AG, and in comes Mercedes-Benz Group AG.
The decision was taken at a board meeting in October which confirmed the car maker and truck maker would go their own independent ways.
While the company’s Daimler Fleet Management has already rebranded to the multimarque Athlon, the inhouse captive will rebrand as Mercedes-Benz Mobility AG.
As well as going fully electric by 2030 “wherever market conditions allow”, the company also plans a gradual shift toward a direct sales model, which would include control over pricing.
The company is already moving to an agency model planned for 2023.
Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
