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Case 17: Daimler–Benz AG: The A-Class and the “Moose-Test” • 17-1
NEWS FROM SWEDEN SHOCK THE WORLD OF
CARMAKERS
It was a nice October day in the year 1997, the world of
carmakers was celebrating Daimler–Benz’s new highend
luxury limousine “Mercedes-Benz Maybach’’ at the
Tokyo Motor Show, when suddenly the news about the
“Moose-Test’’ fell like a bombshell.
With the so-called swerve to avoid hitting elks
(“Moose-Test’’), the Swedish car tester Robert Collin
had destroyed the reputation of Mercedes’ A-Class, the
“safest’’ car in the subcompact class.
The test report from Sweden and Collin’s harsh
judgment—“the introduction of the A-Class should be
stopped,’’ hit the Daimler – Benz group at its most sensitive
spot. From that point on, the Daimler –Benz
group and especially its car division Mercedes-Benz
were faced with major problems for the next few
months.
THE DAIMLER–BENZ GROUP
In 1997, Daimler–Benz AG was the largest industrial
group in Germany, revenues of DM124 billion and an
operating profit of DM4.3 billion. The Group had about
41,000 employees in Germany and 82,000 in the rest of
the world.The Daimler–Benz AG operated in four business
segments:
• Automotive: Mercedes–Benz (passenger cars and
commercial vehicles)
• Aerospace: Daimler–Benz Aerospace (partner in the
European Airbus consortium)
• Services: Debis (financial services supporting Daimler–
Benz products, mainly Mercedes-Benz) information
technology telecommunications and media services
• Directly managed business: rail systems, automotive
electronics and diesel engines
　
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