Dieter Zetsche

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Dieter Zetsche
Dieter Zetsche at IAA 2009
Born (1953-05-05) 5 May 1953 (age 64)
Istanbul, Turkey
Residence Stuttgart
Other names Dr. Z (Doctor Zee)
Alma mater University of Karlsruhe,
University of Paderborn
Occupation Chairman of Daimler AG
Head of Mercedes-Benz Cars
Predecessor Jürgen E. Schrempp

Dieter Zetsche (German pronunciation: [̩diːtɐ ˈt͜sɛt͡ʃə]; born on 5 May 1953 in Istanbul, Turkey) is a German businessman and the Chairman of the Board of Directors of Daimler AG and Head of Mercedes-Benz Cars since 2006 as well as member of the company's Board since 1998.

He was born while his father, Herbert Zetsche, a civil engineer, was temporarily in Turkey for a dam construction project. The family returned to Germany in 1956. Dieter Zetsche attended school in Oberursel (near Frankfurt am Main) and studied electrical engineering from 1971 to 1976 at the University of Karlsruhe; he graduated as an engineer. He completed his doctorate in engineering in 1982 at the University of Paderborn.

With Daimler-Benz[edit]

He joined Daimler-Benz in 1976, working in the research department. In 1981, he became Assistant Development Manager at the Vehicles business unit. He became a member of DaimlerChrysler's Board of Management in 1998 and served as the President/CEO of Chrysler Group from mid-2000 to 31 December 2005, where he was credited with a turnaround of DCX's American operations. Since 1 January 2006 he succeeded Jürgen Schrempp as Chairman of DaimlerChrysler (now Daimler AG), being succeeded in the position of Chrysler Group CEO by Thomas W. LaSorda.

He was the main influence behind the demerger of Daimler and Chrysler in 2007, which ended in the newly formed Daimler AG.

Zetsche is credited with bringing significant core changes to the Mercedes-Benz company in an effort to turn around a decade long downward spiral in product quality and customer satisfaction. He was named in Time Magazine's 2006's list of 100 most influential people.

Ask Dr. Z campaign[edit]

Chrysler headquarters advertising the website ""
Relief Ludwigs Erbe (de) by Peter Lenk, close to Zollhaus and tourist information, Hafenstraße 5, Ludwigshafen am Bodensee, Bodman-Ludwigshafen in Germany: Right-hand part of the triptych, top: Utz Claassen, Dieter Zetsche, Ferdinand Piëch, bottom: Leo Kirch

On 30 June 2006 Chrysler Group announced the Employee Pricing Plus program, which featured Dieter Zetsche as Dr. Z (Doctor Zee[1]), the DaimlerChrysler spokesman for a series of United States and Canadian television commercials,[2][3] also animated in cartoon format on the company's Ask Dr. Z website, which began on 1 July.

The "Ask Dr. Z" campaign included television, radio, print, online, in-dealership and customer relationship marketing media components and aggressive marketing tactics (mobile billboards, aerial banners, street teams), as well as targeting the NASCAR fan community. In the "Ask Dr. Z" ad campaign he provides answers to customers' questions and exits by saying "Auf Wiedersehen" (German for "Goodbye" or literally "on seeing again").

The ad campaign emphasized the consumer benefits of the best of American and German engineering and design built into every Chrysler, Jeep and Dodge vehicle. One included Zetsche riding in a Jeep Liberty crossing a pile of logs, another showed him at the trunk of a Dodge Caravan minivan heading a soccer ball, and the last showed him at the wheel of a Chrysler Pacifica when it undergoes a crash test where he emerges from the wreckage unscathed.[4] [5]

As a response of shrinking sales, the Employee Pricing Plus program was extended through the end of August, three new TV ads, which did not feature Dr. Z, were added to the August campaign.[6] After three months however DaimlerChrysler hurriedly withdrew the Dr. Z campaign due to a significant loss in market-share. However, some of the Dr. Z ads can still be seen in Canadian television. In later broadcasts, the tagline in Dr. Z TV ads was changed to 'See the best in German and North American design in your Dodge and Chrysler dealer.'

The campaign was criticized for having the wrong guy for doing funny ads.[7] CNW Marketing Research poll showed most people thought Dr. Z was a fictional character, did not notice the employee discount offer in the ads and radio commercial listeners had difficulty understanding his German accent.[4][8]


Dieter Zetsche was awarded "Entrepreneur of the year" in 2008 from the German media.[9]


Zetsche was investigated for the involuntary manslaughter of a 27-year-old engineer who died in an accident caused by an intern on one of the firm’s test tracks. The newspaper Stuttgarter Zeitung reported earlier that the parents of the engineer felt the company should not have put the intern behind the wheel of a fast car on a test track. However, it was generally agreed that the public prosecutors were over-reaching their prosecutorial authority in holding Zetsche responsible, as he was not responsible in any way for regulating the limits of interns’ activities while at the company.[10]


  1. ^ Matt Saunders (10 September 2013). "My money is on the new S-class brand". Jalopnik. 
  2. ^ Clark, Andrew. "Svengali-like Dr Z - the unlikely star of Daimler's TV ad campaign in US". The Guardian. Retrieved 11 August 2006. 
  3. ^ Chrysler Group Turns Up the Heat with Employee Pricing Plus for All Customers
  4. ^ a b "Top 10 Chrysler Moments". Time. April 30, 2009. 
  5. ^ Ray Wert. "Dodge Nitro Kills Dog, Makes Us Cry A Little". Jalopnik. 
  6. ^ "Why, Dr. Z, Why?: Chrysler's ad campaign flops despite employee pricing for all". 
  7. ^ Davey G. Johnson. "The Trouble With Dr. Z". Jalopnik. 
  8. ^ "Is Chrysler's". 
  9. ^ FINANZEN-Nacht 2008: Dieter Zetsche ist Unternehmer des Jahres
  10. ^ Reuters (16 September 2011). "German manslaughter probe launched at Daimler CEO". Reuters. 

External links[edit]