Daimler Evacuates Germany's Capital

Bertel Schmitt
by Bertel Schmitt

Dang! Daimler thinks of “moving several key divisions from Berlin to its headquarters in Stuttgart to cut costs,” reports Bloomberg. There goes another source of inside intelligence: One just had to hang out at the bar of the Hyatt next to the Daimler Quartier at the Potsdamer Platz, and when there was absolutely no info to be written for TTAC, a few drinks later, we had some. The flip charts in the conference rooms of the Hyatt also were fertile grounds: They always forgot to remove their scribblings. Where will we get future sales strategies from now on? Ah, the good old times ….

With great fanfare, Daimler had moved into the Daimler Quartier opened in 1998, Sony followed across the street in 2000 into the sprawling complex, designed by star architect Helmut Jahn. In 2007, Sony and Daimler put the real estate up for sale. Duh. Everybody had thought they would move their headquarters to Germany’s re-united capital. Wrong …

Instead, there are news from Berlin that a Korean government fund has bought the buildings. Who knows, once Daimler is done moving their 2000 people to Stuttgart, maybe Hyundai will move in. Guys: Destroy the flip charts when you move.

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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  • Ronnie Schreiber Ronnie Schreiber on Apr 01, 2010

    Bertel, Because Americans use a different spelling, capitol, to refer to Congress and our state legislatures, our seats of government, when I read the headline I first thought you meant that Daimler was moving money out of Germany.

    • See 1 previous
    • Bertel Schmitt Bertel Schmitt on Apr 01, 2010

      Congratulations! Finally, Ronnie is getting double entendres ...

  • Herb Herb on Apr 01, 2010

    Good idea. They should keep the bribery division in Berlin, however, for practical reasons.

  • Tricky Dicky Tricky Dicky on Apr 02, 2010

    I loved the joke as in, "Daimler is unintentionally stripping value out of the heart of Germany". I always preferred staying in the Berlin Ritz Bertel.... you know, back in the days when we used to make actual money.

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