1995 - 2007.

Extending the core businesses, supplementing them with new products and services, and improving the competitive position in global terms took priority over new business fields.

DaimlerChrysler AG merger

Taking advancing globalisation into account, among other things car production was taken up in Tuscaloosa in 1995, and in 1998 the merger with Chrysler Corporation to form DaimlerChrysler AG was announced. The intention of the merger was to safeguard the long-term competitiveness of the companies involved.

While the passenger-car and commercial-vehicle business was being expanded step by step, motorsport at DaimlerChrysler AG was expected to continue the German manufacturer's long racing tradition. Its dominance in the German Touring Car Championship (DTM) and Mika Häkkinen winning the Formula 1 World Championship twice in succession (1998/1999) helped enhance the carmaker’s reputation.

On 31 December 2005, the era of CEO Jürgen E. Schrempp came to an end. Dr Dieter Zetsche succeeded him on 1 January 2006. The company headquarters built in Stuttgart-Möhringen under Edzard Reuter remained the head office of the German automaker into the year 2006. In the meantime, corporate headquarters have been transferred back to the parent plant in Untertürkheim. Today, seven sub plants in Untertürkheim, Bad Cannstatt, Hedelfingen, Zuffenhausen, Mettingen, Brühl and Sirnau are affiliated to this parent plant. In addition, the Mercedes-Benz Museum opened outside the factory gates in spring 2006. It is currently the world's biggest brand-specific automotive museum.

The merger with the Chrysler Corporation and the taking of stakes in the Asian automakers Mitsubishi Motors and Hyundai Motor Company had pursued the aim of making the company a world-leading automotive group. With an eye to more favourable long-term market prospects, in 2007 the majority stakes in the Chrysler Group and the associated North American financial services business were sold. The cooperative links both with Mitsubishi Motors and Hyundai Motor Company were also gradually severed.

In October 2007, an extraordinary general meeting approved the change of name from DaimlerChrysler AG to Daimler AG. Approximately 99 per cent of the 5,000 assembled shareholders voted in favour of this change. The renaming of the company involved renaming also of production facilities and sales organisations both in Germany and overseas. The guiding principle behind this name change was the need to make a clear distinction between the company brand Daimler and the Group’s various product brands.

Some two years later, on 27 April 2009, Daimler AG also relinquished the 19.9 percent stake which it had initially retained in Chrysler.