Mercedes – Birth of the Brand.

Product names and trademarks are much more than just identifiers and symbols. They embody the very essence of a brand and offer a concise way of communicating the image of its products. This is particularly true in the car industry. When Gottlieb Daimler and Carl Benz first launched their respective companies – Daimler-Motoren-Gesellschaft (DMG) and Benz & Cie. – they used their own family names to vouch for the quality of their products. While Carl Benz continued to pursue this strategy, a new name came into the equation at DMG courtesy of Emil Jellinek, one of the firm’s best customers.

In 1899, he began participating in motor races – in vehicles which he had purchased from DMG – under the pseudonym “Mercedes”, the name of his daughter. It went on to become a product name at the end of 1900 when it was used to designate the radically new 35 hp model which had just appeared. The spectacular racing successes of the 35 hp Mercedes ensured that this memorable name soon became very well known. Around the world, Mercedes became synonymous with successful and prestigious motor cars. And it is still the same story today. Even after 100 years, Mercedes continues to be one of the best-known brand names.

Wer von den spektakulärsten Errungenschaften der vergangenen Jahrhunderte berichtet, wird immer wieder bei jenem technischen Gerät landen, das die Welt entscheidend verändert hat – dem Automobil. Seine Erfinder sind Gottlieb Daimler und Carl Benz. Sie bringen unabhängig voneinander 1886 die ersten Automobile ins Rollen. Mit ihren genialen Erfindungen und der Unterstützung ebenso genialer und tatkräftiger Partner – bei Daimler ist es der Ingenieur Wilhelm Maybach, bei Benz dessen Ehefrau Bertha - machen sie die Welt erst so richtig mobil.

Ihre Antriebsfeder? Eine hochexplosive Mischung aus Neugier, Forscherdrang und einem siebten Sinn für das technisch Machbare, die sich immer wieder in spektakulären Entwicklungen entlädt und den bis dato unerfüllten Traum der individuellen Mobilität Wirklichkeit werden lässt.