Flicking the Switch

“Electric now has a Mercedes.” Yes, but have you seen it?

(C) Media-Daimler

“EQ or Electric Intelligence by Mercedes-Benz is our electric mobility brand. EQ represents ‘Emotion and Intelligence’, two Mercedes brand values. It comprises of all essential aspects related to customer-focused electric mobility and goes beyond the vehicle itself.” Mercedes-Benz.

A recent conversation with an industry insider prompted an observation that at Driven to Write, we tend to give Mercedes-Benz’s Chief Creative Officer a bit of a hard time. In this individual’s not entirely unwarranted view, we have a tendency (as one might say in football parlance) to Continue reading “Flicking the Switch”

AUTOpsy: Dodge Avenger (2007)

The outcome of the best and brightest Daimler-Benz managers showing the Americans how to take the product side of the business was this. Seriously ?

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Was it ignorance? Negligence? Arrogance?

The motive(s) may be up for debate, but there’s no arguing about the utter lack of lustre this 2007 vintage Dodge Avenger embodies. Or that this utterly cynical product was the result of management decisions betraying one or all the traits mentioned above.

Of course, by the time the Avenger was brought to market, most of the people who had made those decisions had Continue reading “AUTOpsy: Dodge Avenger (2007)”

Superman In Milton Keynes

Almost three decades ago, a couple of cheapskate film producers believed they could whisk the quintessential American superhero to Buckinghamshire and people wouldn’t notice. Now Daimler AG is following their example. 

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Back in the late 1970s, Menahem Golan and Yoram Globus were the undisputed moguls of Israeli cinema, thanks mainly to the success of their Lemon Popsicle series of raunchy comedies. By the early 1980s, they wanted to enter the big leagues, which meant entering the US market, big time. Golan/Globus invested serious amounts of money in order Continue reading “Superman In Milton Keynes”