Daimler CEO Dieter Zetsche retires with a BMW tribute. Is this confusing? Yes, but the message is classy and inspiring. With his retirement, Mercedes-Benz will be moving into a new era. The future focus of the company will be on the technology that is reshaping the automotive industry. For Zetsche, he also moves into the next chapter of his life. BMW created this video for Zetsche titled, “Retirement is about exploring your wide open future.” Zetsche will definitely be liberated from the pressures of running an auto industry beast.
The video is moving and tugs at the heartstrings by depicting Dr. Z as he says goodbye to his colleagues. It shows him walking out of the Daimler headquarters to drive away in an awaiting S-Class. As he is driven home, Zetsche looks out the window as the car passes different Stuttgart landmarks. He arrives at home, waves farewell to the driver, and prepares to go for his own relaxing drive. The garage door opens, and the grille of a beautiful vintage Mercedes stares back. Wait for it, there’s a punchline.
The video is a fun tribute from a historical rival with some old-fashioned humor, but definitely good-natured. It’s effective, even if your blindsided by what comes. The video ends with a sincere appreciation, “Thank you, Dieter Zetsche, for so many years of inspiring competition.”
Video Credit: BMW