A Marriage That Actually Works: Nissan And Daimler Break Taboos, Build Joint Cars

Bertel Schmitt
by Bertel Schmitt

The German edition of the Financial Times has a story about “broken taboos.” It says that “smaller Mercedes models and cars of Nissan’s premium division Infiniti could together roll off the assembly lines in 2016.” The FTD heard that the joint car could be “a small SUV, possibly based on the Mercedes A or B class.” Reuters has a good English abstract of the German story. Apparently, the FTD was asleep when a major busting of taboos was perpetrated in the beginning of the year.

In January, TTAC reported an intensification of the hitherto loose partnership between Renault-Nissan and Daimler. This involves joint smart/Twingo production, a new entry-level van built with Renault at its Maubeuge, France plant, more cross-supply of power trains and:

“Infiniti plans to base a premium compact vehicle on the Mercedes compact-car architecture, starting in 2014.”

As reported in May, contract manufacturer Magna Steyr will assemble “a future luxury entry level compact vehicle” for Infiniti, also with a production start in 2014. It stands to reason that these two premium compact vehicles produced in 2014 by Magna Steyr will be somewhat related.

An Infiniti spokeswoman, reached in Infiniti’s new global headquarters in Hong Kong, would not comment on the reports, but said that as far as Infniti is concerned, the alliance with Daimler “is great.” She echoes comments by Renault-Nissan executives, from Carlos Ghosn on down, who praise the alliance with Daimler as “a marriage that actually works.” An expansion of the already blooming relationship would be no new breaking of taboos, it would be making more and stronger offsprings.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • El scotto El scotto on Aug 23, 2012

    Why doesn't Mercedes have Nissan/Renault build the A/B/C classes and the Cute Ute for mass market near luxury buyers? That would leave Mercedes to concentrate on the E/S/GLK classes,the beast known as the G Wagon, and Unimog. True German Luxury for the E/S/GLK classes and yes, we do have a sense of humor with the G Wagon and Unimog.

  • George B George B on Aug 23, 2012

    A vehicle with an Infiniti badge built from German parts. All the cost and down time with half the prestige. No thanks! Why isn't there a car with Italian styling and German engineers obsessing over the details of things like suspension tuning, but built by a Japanese manufacturer using the Japanese parts bin? Make a beautiful car that's fun to drive, but is reliable and cheap to own.

  • Dolorean Dolorean on Aug 23, 2012

    Mercedes merging with Renault?? Last time that happened was when the Germans merged the Renault R35 medium tank into the Panzerkampfwagen 35R 731(f) in 1940. Pretty sure Louis Renault is spinning at 8000 rpms in his grave.

  • Polar Bear Polar Bear on Aug 24, 2012

    The perfect car should have Italian design German engineering Japanese reliability British leather interior French comfort Italian handling American size engine Korean price

    • See 1 previous
    • Svenmeier Svenmeier on Aug 27, 2012

      Dank, Most French cars are very comfortable. I speak form experience since I drove them for nearly thirty years as business cars. Currently I have a Citroen DS3 which is a beautiful combination of sport and comfort and style.

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