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(from Daimler Press
Release) Marketing and Sales History
-- From the outset
the automobile calls for a dedicated sales organisation
-- Constant adaptation to the prevailing circumstances and
economic realities
The invention of the
automobile in 1886 was at the same time the invention of automobile
marketing and sales, because the new product called for a new kind
of sales structure. It differed from all previous technical products
for the final consumer in many respects that remain characteristic
to this day: for instance, the operation especially of the early
motorcars required a great deal of explanation. Indirectly linked
with sales was also the demand to ensure proper servicing and repair
of the automobile in combination with the supply of spare parts and
the accompanying transport logistics. Internationality further added
to the complexity of the topic of sales, with all its facets: from
the very start motor vehicles were exported and soon were to be
found on all continents.
In its almost 125-year
history Daimler AG thus looks back not only on pioneering technical
and entrepreneurial achievements, but pioneering ventures in the
field of automobile marketing and sales as well. This extensive
history now is available in condensed form. The account shows above
all how sales must constantly adapt to the prevailing circumstances
and economic realities.
The early period is
described first, and in close temporal linkage with it the first
foreign sales, initially to France and Britain, but soon also to the
USA, for example. A major break was caused by the First World War,
after which sales was given new structures. The 1920s and 1930s
raised new challenges, for instance through the merger of Benz & Cie.
and Daimler-Motoren-Gesellschaft into Daimler-Benz AG in 1926, but
also the world economic crisis. The Second World War marked another
major turning point; domestic and foreign sales subsequently were
extensively reorganised. In the years and decades after, the
worldwide sales activities expanded almost continuously through the
growth of unit volume. Further circumstances to which sales and
marketing must adjust include company mergers and the advancing
globalisation of trade.
