There are talks of a BMW-Daimler partnership are coming out and confirmed today by a pronouncement from Daimler that they would like to see a joining of forces between to equals. This is nothing unusual, considering the partnership between Fiat and Chrysler.
Although Daimler recognizes that there are aspects in both companies that will remain totally separate. Daimler did not reveal which areas would be off-limits, but says that there would be just a few of these areas, and they are eager to work around these just to get to the advantages that the partnership will create. Both companies rely on the strength of their brands for success in the market, so brand integrity will remain an essential element and be a consideration, although it won’t be an obstacle to a broader partnership.
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