Daimler Marketing and Sales History

Daimler Marketing and Sales History
04.
November 2009
Stuttgart
  • From the outset the automobile calls for a dedicated sales organisation
  • Constant adaptation to the prevailing circumstances and economic realities
The invention of the automobile in 1886 was at the same time the invention of automobile marketing and sales, because the new product called for a new kind of sales structure. It differed from all previous technical products for the final consumer in many respects that remain characteristic to this day: for instance, the operation especially of the early motorcars required a great deal of explanation. Indirectly linked with sales was also the demand to ensure proper servicing and repair of the automobile in combination with the supply of spare parts and the accompanying transport logistics. Internationality further added to the complexity of the topic of sales, with all its facets: from the very start motor vehicles were exported and soon were to be found on all continents.
In its almost 125-year history Daimler AG thus looks back not only on pioneering technical and entrepreneurial achievements, but pioneering ventures in the field of automobile marketing and sales as well. This extensive history now is available in condensed form. The account shows above all how sales must constantly adapt to the prevailing circumstances and economic realities.
The early period is described first, and in close temporal linkage with it the first foreign sales, initially to France and Britain, but soon also to the USA, for example. A major break was caused by the First World War, after which sales was given new structures. The 1920s and 1930s raised new challenges, for instance through the merger of Benz & Cie. and Daimler-Motoren-Gesellschaft into Daimler-Benz AG in 1926, but also the world economic crisis. The Second World War marked another major turning point; domestic and foreign sales subsequently were extensively reorganised. In the years and decades after, the worldwide sales activities expanded almost continuously through the growth of unit volume. Further circumstances to which sales and marketing must adjust include company mergers and the advancing globalisation of trade. 
 
 

Media


  • 97776
    First ever competitive vehicle run from Paris to Rouen, 22 July 1894. Emile Roger in the 3-hp Benz Vis-à-Vis finished in 14th place. Drawing by Hans Liska dated 1960.
  • 1975DIG2801
    Mercedes-Benz sales and service outlet Rostock in the 1930s. Benz & Cie. opened a branch there in 1911.
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    DMG sales and service outlet in Frankfurt/Main at Rathenauplatz, around 1920: for a brief period at the beginning of the 20th century, DMG sales throughout Germany were organised from Frankfurt, the major trading centre.
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    The West End Motor Co. in Glasgow: Mercedes-Verkaufsstelle in Schottland, frühe 1920er Jahre.
  • 1975M430
    “General Agent for France, Belgium and America”: newspaper advertisement of “Mercedes Palace” in Paris, published around 1905.
  • 1975M403
    The West End Motor Co. in Glasgow: Mercedes sales outlet in Scotland, early 1920s.
  • 1975M432
    Elegant interior: Mercedes sales outlet in Paris on the splendid Avenue de Champs Élysées, around 1910.
  • 1975M449
    Modern flair in the fashion capital of the world: Mercedes-Benz in Paris, photographed around 1980.
  • 1975M450
    Modern flair in the fashion capital of the world: Mercedes-Benz in Paris, photographed around 1980.
  • 1975M452
    “Mercedes-Garage”: palatial showroom in The Hague, Netherlands, around 1910.
  • 1975M453
    “Mercedes-Benz Automobiel”: sales outlet in Amsterdam, Netherlands, around 1926.
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    The Daimler Company Ltd., Coventry: around the turn of the 20th century the company was one of the biggest automobile factories in the world; Gottlieb Daimler had a hand in founding it.
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    Large-scale order for China: the Gaggenau plant handed over the 2000th truck of a major contract in March 1938.
  • U75812
    Early foreign production: Daimler Manufacturing Company on Long Island, New York, USA, photographed around 1895.
  • U14335
    “Wheeling Motors”: night photograph of a Mercedes-Benz salesroom, probably taken in the U.S.A. in the 1960s.
  • Z2962
    Pioneer car salesman: businessman Emil Jellinek (1853-1918) sold DMG’s Mercedes cars very successfully.
  • U13797
    On the black continent: a Mercedes-Benz W 110 series “Tailfin”. Photographed in the 1960s.
  • M1069
    On the way to Argentina: Mercedes-Benz trolleybuses, type O 6600 T, 1951.
  • 1975M535
    Fashionable flair by night: Mercedes-Benz in Graz, Austria, in the 1950s.
  • U16618
    Public conveyance: Mercedes-Benz O 319 buses in Africa, probably in the 1960s.
  • U19997
    Early Benz sales: the Royal Garage in Milan, Italy, photographed around 1910. But products competing with Mercedes also could be had, as the sign in the gateway reveals.
  • .U21257
    Assembly facility for the “American Mercedes” in New York, 1906: Daimler Motor Co. was set up to get around the high import duties and offer competitive prices.
  • U33752
    Mercedes automobiles sold here: a sales outlet of Daimler-Motoren-Gesellschaft around 1910, probably in Strasbourg in the Alsace.
  • U33753
    Top product at a top location: Mercedes-Benz sales outlet in Paris at Avenue des Champs-Élysées 138, around 1928.
  • U33754
    Address with a fine ring to it: C. L. Charley operated the “Mercedes Palace” sales outlet on Avenue de Champs Élysées in Paris (around 1905).
  • U44783
    Mercedes-Benz for California, U.S.A.: sales outlet in Los Angeles, probably photographed in the 1920s.
  • U55285
    Advertising with the portrait of the inventor: street scene in Finland, probably photographed in 1910 or thereabouts.
  • U7173
    New York in the 1950s: a Mercedes-Benz intermediate range car, popularly referred to as the “Ponton”, against an impressive skyline.
  • U7174
    Central location: Mercedes-Benz salesroom in the middle of New York. Photographed in the 1950s.
  • U75811
    Early foreign production: Daimler Manufacturing Company on Long Island, New York, USA, photographed around 1895.
  • 79551
    Two partners in India: emblem of Tata Mercedes-Benz (around 1979), a joint venture for commercial vehicle manufacture.
  • 81304
    Striking advertising: Mercedes-Benz neon sign in Hong Kong, around 1960.
  • A40609
    The first motorcar in South Africa was a Benz Velo (built from 1894 to 1900). To the right of the vehicle the owner A. P. Hess.
  • A33788
    Two automotive pioneers in France around 1904/1906: seated at the wheel is C. L. Charley, Daimler-Motoren-Gesellschaft agent in Paris. Emil Jellinek (on the right, with light-coloured hat) walks towards the car.
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    The automobile overcomes national boundaries: Switzerland was among the early customer countries of Daimler-Motoren-Gesellschaft. Photographed around 1910.
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    Mercedes-Benz agents and service outlet: Garage Ottiger A.G. in Lucerne, Switzerland, around 1950.
  • A96F3853
    Turkey: a Mercedes-Benz MB 800 beverage truck. Photo made in 1996.
  • C31340
    After the merger: the branch in Frankfurt/Main at Rathenauplatz (photographed in 1927) emerged from a sales and service outlet of Daimler-Motoren-Gesellschaft. (Also see photo No. 1975DIG965.)
  • C31339
    Benz & Cie. in Hamburg: a sales and service outlet was set up in the Hanseatic city as early as 1899.
  • .AC46
    Important foreign location: since 1997 the Mercedes-Benz M-Class is manufactured in Tuscaloosa, Alabama, USA; the R-Class too since 2005.
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