The FINANCIAL — Daimler Financial Services (DCFS LLC USA) announced that it changed its legal entity name to Mercedes-Benz Financial Services USA LLC, effective November 14.
According to Daimler, the company will continue to serve as the captive finance unit for Mercedes-Benz USA, LLC and its dealers and retail customers; smart USA dealers and customers; and Daimler Trucks North America and its Freightliner, Western Star and Thomas-Built Bus dealers and customers.
“This is an opportunity for us to align our business identity with the tremendous brand equity of Mercedes-Benz, one of the best known brands in the world,” said Franz Reiner, President and CEO of Mercedes-Benz Financial Services USA LLC. “We will continue to serve and support our dealers and retail customers in this highly competitive premium passenger car segment and heavy duty trucking industry in the United States.”
The brand supporting Mercedes-Benz USA, LLC and smart USA – Mercedes-Benz Financial — will simply add “Services” to its brand identity, while the brand supporting Daimler Trucks North America – Daimler Truck Financial – will keep that brand name in the marketplace.
This name change marks the final stage in the company’s “clean sheet of paper” approach to the United States market it adopted following its separation from the well-integrated DaimlerChrysler Financial Services Americas LLC in 2007.
The company’s first step was establishing its new Americas headquarters in Metro Detroit, followed by the expeditious separation of the IT management systems, completed in April of 2008.
Simultaneously, the company began the consolidation of its other U.S. locations and talent into one Business Center operation culminating with the dedication of a brand new 164,000 square-foot facility in Fort Worth, Texas, in October 2008.
Despite the economic downturn of the last several years, Mercedes-Benz Financial Services USA LLC has continued its drive to create products and services for dealers and retail customers. It started with the formation of an insurance agency in 2007 which has developed and launched numerous aftermarket vehicle protection products, followed by an aggressive mobile device strategy that has resulted in excess of $11.4 million in retail car payments in 12 months, and continues with the strong partnership with Mercedes-Benz USA, LLC, smart USA and Daimler Trucks North America.
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