Sunday January 11, 06:36 AM
Daimler has 'measured confidence' in face of crisis
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DETROIT, Michigan, (AFP) - The chief executive of German automaker Daimler AG (Xetra: 710000 - news) expressed "measured confidence" for 2009 despite "enormous pressures" weighing upon the global automotive industry.
Dieter Zetsche said there will be a "bright future for innovative car companies" which focus on green technology.
"Despite the enormous pressures that our entire industry is under these days, we are facing the year 2009 with measured confidence," Zetsche said at a reception presenting several new Mercedes models on the eve of the Detroit auto show.
"Crisis is also an another word for change," Zetsche told reporters.
"That's way the best way to master a crisis is driving the change - instead of being driven by it."
Daimler considers its ability to innovate a "major competitive advantage" and "won't put our long-term success on the line with short-term budget cuts in our product plan or research and development," he added.
The focal point of Daimler's product strategy is green technology, and the automaker plans to introduce a new hybrid model every year.
Zetsche introduced the new Mercedes E-class luxury sedan, which is at the heart of its product line and represents 30 percent of segment sales in Europe.
It has a more fuel-efficient engine and a number of other new driving features.
Daimler will also show its commitment to electric vehicles with the BlueZero prototype which can drive 200 kilometers on a lithium-ion battery.
The automaker said it will also launch a limited number of fuel cell-powered vehicles in 2009 and electric vehicles in 2010.
Mercedes also unveiled the ultimate version of its SLR roadster which will carry the name of the legendary British race car driver Stirling Moss.
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