BMW pays homage to Mercedes’ charismatic CEO Dieter Zetsche, who retires at the end of this month. The Bavarians couldn’t resist making clever fun of their main rival, too, though.
We prefer not to pay too much attention to marketing statements on this site. However, if a car manufacturer points directly to a competitor, such an expression becomes immediately interesting and today it is up to BMW to show what it can.
This month, Dieter Zetsche, the CEO of Mercedes-Benz and its parent company Daimler AG, is leaving his post. According to German newspapers, Zetsche will join Tui AG as chairman of the board and succeeds Klaus Mangold in this position.
The 66-year-old German has been Chairman of the Board of Directors of Daimler AG and CEO of Mercedes-Benz since 2006 and is a beloved figure of the German automotive industry due to his controversial appearance and friendly nature.
It is therefore not surprising that his departure does not go unnoticed by the competition. In a video on social media, BMW is saying goodbye to the mustachioed ’dr. Z’. BMW also released a short description of its video.
It’s the last day as CEO of Mercedes Benz and the long deserved retirement of Dieter Zetsche lies ahead. To the applause of numerous employees, he takes off his company ID, says his goodbyes and leaves the company for the very last time. This could all be a very sad day, wouldn’t it be for the one thing waiting at home. The future of e-mobility is taking shape.
The commercial shows how a visibly emotional Zetsche is leaving his workplace for the last time and is making his way out, under the applause of its former employees. A black Mercedes-Benz S-Class brings him straight home, after which the driver also says goodbye. Then Zetsche decides to go out for himself, but of course this is where the big twists comes. You can see the entire video here:
Posted today at 10 o’clock CET, the Bavarian video received a response from Stuttgart five hours later. “We thank BMW for the kind suggestion – but we’re sure Mr. Zetsche already decided to go to EQ.” With reference, of course, to Mercedes-Benz’s EQ range of electric vehicles, spearheaded by the EQC SUV. Today, Dieter Zetsche attended his last meeting with Mercedes-Benz shareholders, after 13 years of running the German brand and group.