Will the 'DaimlerChrysler' name be used on the company's vehicles? The question was asked when DCX's high-mileage ESX3 concept car was shown in Geneva with a 'DaimlerChrysler' badge.
The corporate name was displayed on the car's number plate. The experimental car also carried a small Dodge badge on the front and rear.
Some journalists wondered if 'DaimlerChrysler' might be used for alternative fuel vehicles, as Ford plans for the Th!nk brand.
But DCX executives said no.
'It is clearly a mistake,' said Mercedes-Benz brand czar Joachim Schmidt. 'There should never be a vehicle with a DaimlerChrysler name tag on.'
The Mercedes-Benz sales and marketing boss was instrumental in creating a brand bible for positioning and differentiating the DaimlerChrysler brands after the merger.
Indeed, Schmidt took immediate action in Geneva. On the second press day, the ESX3 was displayed with only the Dodge symbol. The DaimlerChrysler plate had been removed.