Daimler CEO Credits Tesla With Shedding The Granola Image Of EV Vehicles

Daimler and Tesla have an interesting relationship. New Tesla fans might not know that Daimler actually saved the electric automaker from bankruptcy, according to CEO Elon Musk, when they invested $50 million for ~9% of the company back in 2009.

What is interesting is that despite this early show of confidence in the company, it has taken years for the German automaker to launch its own serious electrification effort, but it’s now ready to do it and they thank Tesla for having paved the way.

On the sidelines of SXSW 2017 earlier this month, Daimler CEO Dieter Zetsche told German magazine T3N:

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Car4life1 - 3/27/2017 2:56:57 PM

-1 Boost

Mercedes is one Bad B****, the one company that threatened to challenge them in the realm of innovation in tech turns out to be a company they helped save from bankruptcy and is an ally/future partner in innovation...

Nice, their strategic planning team is a BEAST!

TheSteve - 3/27/2017 4:03:55 PM

-1 Boost

Re "Shedding the 'Granola' image of EVs" -- I'm sure the quirky styling of many EVs is a factor that works against them, and gave them that 'Granola' image. The Tesla Model S looks like a regular car. Put a faux grill on the Model 3 and it too would pass as a regular car.

TomM - 3/28/2017 6:59:49 AM

+6 Boost

Actually - it is the fact that a Tesla s looks almost nothing like a "regular" car that made it. It's "Swoopy" but clean NS well proportioned - an advanced look - made it something people wanted (Much like the first Mustang or Monte Carlo). And the fact is - the other cars that Tesla has produced have not fared as well because their styling has not been as CLEAN and sort of clunky. When you include exclusivity - you come up with a vehicle a lot of people wanted to be seen in (compare that to a Lexus where you hide your face).

However - Matt is correct - they got all the development they needed from Tesla - but Tesla will never approach Mercedes as a car for the upper class. Among other things - Tesla's marketing approach leaves them unable to compete with the sheer number of dealers that Mercedes has. People looking for a Mercedes might end up with an EV in the future - but ONLY people looking for an EV will look to Tesla. THey don't sell anything else - and they don't negotiate for a sale.

MrEE - 3/27/2017 7:28:34 PM

0 Boost

Those out-of-touch Germans ;)

MDarringer - 3/27/2017 7:57:39 PM

+5 Boost

I seriously doubt Mercedes sees Tesla as competition or even as an engineering genius.

SanJoseDriver - 4/11/2017 12:39:11 AM

+1 Boost

Well, they did invest $50 million into Tesla when they needed it most. MB should actually be the ones credited for saving the company back in the Roadster days. Unfortunately they sold their stake way before it reached its maximum potential.

HenryN - 3/28/2017 10:48:03 PM

+1 Boost

Business Insider and Mathew DeBord are not exactly Tesla's fans - in fact they constantly bash Tesla whenever they have a chance. But check out their top 10 list of automotive innovations for 2016 (link below): Tesla is #1 where it counts - long range battery. Second on the list ? Mercedes with its delivery van.

Obviously no competition there.

http://www.businessinsider.com/ranked-10-best-car-innovations-of-2016-2016-9/#2-this-bizarre-looking-electric-van-is-designed-to-work-with-a-drone-to-optimize-package-delivery-9

SanJoseDriver - 4/11/2017 12:37:49 AM

+1 Boost

The batteries are a joint venture between Tesla and Panasonic.