Dieter Zetsche
Born 1953 · Age 72
German engineer and longtime Daimler / Mercedes executive; served as Chairman of Daimler AG / head of Mercedes-Benz (2006–2019) and later Chair of TUI AG; known for turnarounds at Freightliner and Chrysler and for leading Mercedes-Benz product revival.
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Life & Career Timeline
Born in Istanbul, Turkey
Dieter Zetsche was born in Istanbul while his father worked on a dam construction project.
Family returned to Germany
Zetsche's family moved back to Germany (Frankfurt area) after his father's project in Turkey.
Early jobs: delivery truck driver and equestrian vaulting
As a young man Zetsche competed in equestrian vaulting and worked as a delivery truck driver (pre-university years). Approximate timing.
Began electrical engineering studies at University of Karlsruhe
Started study of electrical engineering (Diplom/engineering degree program).
Hired by Daimler-Benz (research department)
Joined Daimler-Benz's research department, beginning a multi-decade career at the company.
Graduated University of Karlsruhe (Electrical Engineering)
Completed degree in electrical engineering and graduated as an engineer.
Promoted to assistant development manager (Vehicles unit)
Became assistant development manager in the Vehicles business unit (promotion within Daimler).
Completed doctorate in engineering (University of Paderborn)
Awarded a PhD in engineering from the University of Paderborn.
Coordinator, commercial-vehicle development activities
Took on the role of coordinator for commercial-vehicle development (Daimler).
Senior manager / chief engineer, cross-country vehicle unit
Served as senior manager and chief engineer for cross-country vehicle projects.
Head of development & chief engineer, Mercedes-Benz Brazil
Relocated to Brazil to head Mercedes' engineering and product development centre.
President, Mercedes-Benz Argentina
Appointed president of Mercedes-Benz Argentina (executive regional leadership).
President, Freightliner Corporation (US)
Became president of Freightliner; credited with a rapid turnaround of the heavy-truck maker.
Led product-cycle transformation at Mercedes (chief engineer)
Played a key role in transforming Mercedes' product cycle (increased pace of new-model introductions).
Deputy member, Mercedes-Benz board of management (development)
Appointed deputy member of Mercedes-Benz board and chief engineer of the development division (passenger cars).
Member of the board of management (sales division) at Daimler-Benz
Elevated to the board of management responsible for sales at Daimler-Benz.
Daimler merger with Chrysler; Zetsche joined Daimler board
Following Daimler's 1998 merger with Chrysler, Zetsche became a member of DaimlerChrysler's board of management.
Member of board of management (commercial vehicle division)
Assumed responsibility for the commercial-vehicle division on DaimlerChrysler's management board.
Appointed President & CEO, Chrysler Group (mid-2000)
Became president and CEO of Chrysler Group (mid-2000); tasked with turning around Chrysler's U.S. operations.
Announced restructuring at Chrysler (firing 26,000; plant closures)
Public restructuring plan to cut 26,000 jobs, close six plants and renegotiate supplier deals as part of turnaround.
Detroit Auto Show stunt / high-profile public appearance
Performed a notable publicity stunt driving a Ram truck through a mock wall at the 2002 Detroit Auto Show (media attention).
Named World Trader of the Year (Detroit Regional Chamber)
Received the World Trader of the Year award from the Detroit Regional Chamber of Commerce.
Left role as CEO of Chrysler Group
Stepped down as President & CEO of Chrysler Group (tenure mid-2000 to 31 Dec 2005).
Appointed Member, Deutsche Bank European Advisory Board
Joined Deutsche Bank's European Advisory Board (listed as 2006–present).
Became Chairman of DaimlerChrysler / Head of Mercedes-Benz
Succeeded Jürgen E. Schrempp as chairman of DaimlerChrysler (later Daimler AG) and led Mercedes-Benz from 1 Jan 2006.
Named in Time magazine's 100 most influential people
Included in Time magazine's list of 100 most influential people (2006).
Vice President / leadership roles in automotive associations
Served on boards and in leadership positions: VDA (German Association of the Automotive Industry) Vice President, ACEA Board member and other industry bodies (active during 2000s–2010s).
Chrysler launches Employee Pricing Plus / 'Ask Dr. Z' campaign announced
Chrysler announced the Employee Pricing Plus program featuring Dieter Zetsche as 'Dr. Z' (ad campaign began 1 July 2006).
'Ask Dr. Z' advertising campaign launched
Campaign began on 1 July 2006 with TV, radio, online and NASCAR-targeted marketing featuring Zetsche as 'Dr. Z'.
'Ask Dr. Z' campaign withdrawn after poor market response
Chrysler withdrew the Dr. Z campaign about three months after launch amid sales decline and criticism (approx. Oct 2006).
Influence behind Daimler–Chrysler demerger
Was the main influence behind the demerger which ended the Daimler–Chrysler tie and resulted in the re-formed Daimler AG (2007).
Appointed to RWE Supervisory Board
Joined the supervisory board of energy company RWE (tenure 2009–2016).
Investigation into test-track fatality (involuntary manslaughter probe)
German prosecutors opened an investigation into whether Zetsche was responsible for an intern-caused fatal accident on a Daimler test track; widely viewed as an overreach and he was not held personally responsible.
Company profit warnings and weak China sales
Daimler issued profit warnings in 2012 (and again in 2013) amid weak China sales and labour tensions; this affected expectations about contract renewal length.
Contract renewal shortened to three years
After profit warnings and challenges, Zetsche's contract was renewed for only three years (shorter than the typical five-year renewal).
Reported pay & bonuses of €14.4 million
Received €14.4 million in pay and bonuses in 2014, ranking him as the second-highest paid employee at a listed German company.
Record year for Mercedes-Benz; contract extended to 2019
Following a record year for car sales and revenue in 2015, Daimler extended Zetsche's contract through 2019.
Left RWE Supervisory Board
Ended his tenure on the supervisory board of RWE (2009–2016).
Addressed the German Green Party conference
At the invitation of Green Party leadership, Zetsche addressed the party conference in 2016.
Appointments to multiple non-profit & advisory boards (selection)
By 2018 Zetsche was listed as member/chair of ESMT Board of Trustees, BDI Presidium (2018–2019), Brookings Int'l Advisory Council, Deutscher Zukunftspreis Board, BBUG trustee and others.
Elected to TUI AG Supervisory Board (member)
At TUI AG's annual general meeting in February 2018, Zetsche was elected as a member of the supervisory board.
Announced plan to step down as Daimler CEO in May 2019
Publicly announced he would step down as Daimler CEO in May 2019 and (per plan) become chair of the supervisory board in 2021, succeeding Manfred Bischoff.
Elected Chairman of TUI AG Supervisory Board
Shortly after leaving Daimler management, Zetsche was elected chairman of TUI AG's Supervisory Board (May 2019).
Stepped down as Chairman of the Board of Management at Daimler AG
Left the CEO / board of management role and headship of Mercedes-Benz on 22 May 2019; succeeded by Ola Källenius.
Joined Aldi Süd Advisory Board
Appointed a member of the advisory board of Aldi Süd (reported August 23, 2019).
Turned down offer to chair Daimler supervisory board
In September 2020 Zetsche declined the opportunity to chair Daimler's supervisory board.
Inducted into the Automotive Hall of Fame
Recognized for a long and versatile automotive career and inducted into the Automotive Hall of Fame (Class of 2025).
Key Achievement Ages
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