Mercedes marks 125 years

Daimler believes technology changes, together with exploding global demand and environmental pressure, is forcing all carmakers to re- think every area of their business.

"We are now witnessing the motor car being invented for the second time," says Dieter Zetsche, CEO of Daimler and boss of Mercedes-Benz, just hours before the opening of the Paris Motor Show.

Karl Benz became the father of the automobile when he filed his original motoring patent in Germany on January 29, 1886.  As the company prepares for its 125th birthday, and the same milestone in motoring history, Zetsche is calling for a declaration of January 29 as "Day of the Automobile' throughout the world.

He also warns that Daimler has another patent - as momentus as the first - ready for filing in 2011.  But he has a lot more to say on the changes that are coming to motoring.

"This year's Paris auto show has already been declared as historic. It might well be the last major auto show before real series-production electric cars hit the showrooms across Europe," Zetsche says.  "The time of pure showcars is over. Now we'll see who turns the buzz into business."

For Daimler, that means everything from plug-in electric cars to a version of its S Class flagship that manages fuel economy of just 5.7 litres/100km and CO2 emissions of 149 grams/kilometre. There are also hydrogen fuel cell vehicles in every size from city runabouts to buses and giant trucks.

"The inventors are re-inventing the automobile - and the impact will be revolutionary. Now, can you think of a place with a greater 'revolutionary' tradition than Paris? This automotive revolution will turn heads, but no-one will lose them."