History
Where the public at large is concerned, the tradition of a company is one of the most important resources for brand image. While corporate structures change, the tradition of the individual brands represents a reliable constant.
In 1998, two companies steeped in tradition – Daimler-Benz AG and Chrysler Corporation – merged. They actively shaped, and left their mark on, every chapter in the history of the motor vehicle.
These successful traditions are among the most valuable and sacrosanct assets of DaimlerChrysler Classic. They testify to a distinctive corporate culture and require careful nurturing to be made comprehensible and emotionally accessible for the public at large.
