Beijing Hearts Benz: China Might Buy A Chunk Of Daimler

Bertel Schmitt
by Bertel Schmitt
Daimler’s Zetsche won’t have to worry explaining the T&E for his trip to the Shanghai Motor Show. He might come back with a big chunk of Chinese money. According to the German Handelsblatt, “Daimler is negotiating with the Chinese sovereign wealth fund about selling shares and doesn’t rule out a Chinese engagement in Stuttgart.” Zetsche put on his best poker face: “We have had talks in the past with possible investors in China, and the talks are still on-going.” Looks like there is more to it: On Tuesday, Zetsche will travel to Beijing to meet with representatives of the Chinese government. Asked whether he would also meet representatives of the Chinese government fund CIC, Zetsche gave a definitive “no comment.” If they buy, China will be in good company:Daimler’s cars are not just the conveyance of choice of leaders of state, governments also think that Daimler is a good investment. The government fund IPIC of Abu Dhabi just dropped €1.95 billion on Daimler and received 9.1 percent of their shares in return. Kuwait already owns 7.6 percent in Daimler and has been rumored to possibly want more.A few days ago, China Daily reported that “China’s $200 billion sovereign fund will consider investing in Europe in 2009, after avoiding the continent last year because of trade barriers.”“Europe has started to welcome investments” without attaching conditions, China Investment Corp’s Chairman Lou Jiwei said Saturday at the Boao Forum on southern China’s Hainan island.Beijing-based CIC, whose investments have included stakes in Blackstone Group LP and Morgan Stanley, didn’t invest “a single cent” in European companies or assets last year, because the continent had put up barriers to limit the activities of sovereign wealth funds, he said.The agency was founded to provide better returns for China’s foreign-currency reserves, the world’s largest at $1.95 trillion. The fund last year earned $10 billion from its investments, representing a 5 percent return, Radio Television Hong Kong reported on February 24, citing a source it didn’t identify.“There was rising protectionism against China last year, and the European Union had the worst limits,” Lou said. “They allowed us to invest in no more than 10 percent of a company’s stakes and required us to give up our voting power” in management, he said.“We couldn’t accept that because investments should be based on market practices,” Lou Jiwei said. “With the removal of these conditions, we will seriously consider making decisive and prudent investments overseas this year, including in Europe.”Daimler is no stranger to Beijing. Their BeijingBenz-DaimlerChrysler Automotive joint venture cranks out made-in-China C- and E-Class models. China is dying to get a long version of the E-Class so that the boss can stretch his legs in the back, but Zetsche didn’t want to give a date for the launch of the roomier Beijing Benz. Longer versions of the Audi A4, of the Passat, and even of the venerable Santana are all the rage in the Middle Kingdom. Instead of giving the Chinese a chance to stretch their legs, Zetsche will give them the cramps: Daimler’s [S]mart will come to China.
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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  • Nudave Nudave on Apr 20, 2009

    Somehow I don't find this any more peculiar than the pop-up banner ads on TTAC for "Asian Girls for Love & Marriage."

  • Windswords Windswords on Apr 20, 2009

    "Perhaps they will take another run at acquiring another company or else diversify away from automotive." Oh great. Now Daimler can rape and pillage another company. I hope the Chinese just buy them.

  • Kjhkjlhkjhkljh kljhjkhjklhkjh A prelude is a bad idea. There is already Acura with all the weird sport trims. This will not make back it's R&D money.
  • Analoggrotto I don't see a red car here, how blazing stupid are you people?
  • Redapple2 Love the wheels
  • Redapple2 Good luck to them. They used to make great cars. 510. 240Z, Sentra SE-R. Maxima. Frontier.
  • Joe65688619 Under Ghosn they went through the same short-term bottom-line thinking that GM did in the 80s/90s, and they have not recovered say, to their heyday in the 50s and 60s in terms of market share and innovation. Poor design decisions (a CVT in their front-wheel drive "4-Door Sports Car", model overlap in a poorly performing segment (they never needed the Altima AND the Maxima...what they needed was one vehicle with different drivetrain, including hybrid, to compete with the Accord/Camry, and decontenting their vehicles: My 2012 QX56 (I know, not a Nissan, but the same holds for the Armada) had power rear windows in the cargo area that could vent, a glass hatch on the back door that could be opened separate from the whole liftgate (in such a tall vehicle, kinda essential if you have it in a garage and want to load the trunk without having to open the garage door to make room for the lift gate), a nice driver's side folding armrest, and a few other quality-of-life details absent from my 2018 QX80. In a competitive market this attention to detai is can be the differentiator that sell cars. Now they are caught in the middle of the market, competing more with Hyundai and Kia and selling discounted vehicles near the same price points, but losing money on them. They invested also invested a lot in niche platforms. The Leaf was one of the first full EVs, but never really evolved. They misjudged the market - luxury EVs are selling, small budget models not so much. Variable compression engines offering little in terms of real-world power or tech, let a lot of complexity that is leading to higher failure rates. Aside from the Z and GT-R (low volume models), not much forced induction (whether your a fan or not, look at what Honda did with the CR-V and Acura RDX - same chassis, slap a turbo on it, make it nicer inside, and now you can sell it as a semi-premium brand with higher markup). That said, I do believe they retain the technical and engineering capability to do far better. About time management realized they need to make smarter investments and understand their markets better.
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