Vintage Daimler Advertising Materials
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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.