Daimler: “Green Isn’t About Profit”

Nobody can accuse Daimler of ignoring the green marketing craze that is sweeping the industry. They've shown high-tech lithium-ion-based diesel and mild hybrid concepts in near-production models (in contrast to other automakers' futuristic flights of fancy). A "BlueEfficiency" package will be available across its Mercedes-Benz model line by year's end, bringing lower weights, reduced rolling resistance and 10 percent better efficiency. None of these efforts will be particularly profitable, but unlike other companies, Daimler is willing to admit it. According to Automotive News [sub], Daimler research chief Thomas Weber says the company isn't expecting its green initiatives to make it any money. "We have to make sure that we keep an eye on the profit situation," said Weber. "Our strategic goal is not to make a lot of money with this, but also not to lose a lot of money with this." What, no mention of how eco-oriented vehicles help the German automaker bank the bucks by meeting new Euro and U.S. CO2/mpg regs, so they can sell high-profit gas guzzlers? Hey, glasnost only goes so far.