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Daimler to hire more women and foreign staff to fix 'too German' image Daimler to hire more women and foreign staff to fix 'too German' image
(7 months later)
Daimler, the German carmaker founded by Gottlieb Daimler in a small town near Stuttgart in 1890, has warned it might be too German to succeed on the world stage.Daimler, the German carmaker founded by Gottlieb Daimler in a small town near Stuttgart in 1890, has warned it might be too German to succeed on the world stage.
Wilfried Porth, Daimler's human resources manager, said the company, which also owns the Mercedes-Benz marque, is bringing in a "foreigner quota" to ensure that more non-Germans reach management positions.Wilfried Porth, Daimler's human resources manager, said the company, which also owns the Mercedes-Benz marque, is bringing in a "foreigner quota" to ensure that more non-Germans reach management positions.
"Up until now, the company is still very German at the management level," he told Germany's Die Welt newspaper."Up until now, the company is still very German at the management level," he told Germany's Die Welt newspaper.
"Daimler is a global company, and the big growth is currently happening in the USA, China, or other countries in East Asia," he said "We need more leaders from those regions.""Daimler is a global company, and the big growth is currently happening in the USA, China, or other countries in East Asia," he said "We need more leaders from those regions."
More than a third of Daimler's 270,000 staff work outside of Germany, but the vast majority of managers are German.More than a third of Daimler's 270,000 staff work outside of Germany, but the vast majority of managers are German.
Porth said Daimler will aim to recruit 50% of new managers from overseas. It also wants to increase the percentage of female recruits to 35%. The company did not respond to requests for comment on the proportion of foreign or female recruits at present on its management training programme.Porth said Daimler will aim to recruit 50% of new managers from overseas. It also wants to increase the percentage of female recruits to 35%. The company did not respond to requests for comment on the proportion of foreign or female recruits at present on its management training programme.
"The company is to become more international in management," Porth said. "In the past, we have not always been optimal in that department.""The company is to become more international in management," Porth said. "In the past, we have not always been optimal in that department."
Daimler has been struggling to keep up with competitors in exploiting growing demand in developing countries. Luxury car sales in China are expected to overtake the United States and reach 2.7m by 2020.Daimler has been struggling to keep up with competitors in exploiting growing demand in developing countries. Luxury car sales in China are expected to overtake the United States and reach 2.7m by 2020.
Daimler's profits dropped 10% last year, and analysts do not expect an increase this year.Daimler's profits dropped 10% last year, and analysts do not expect an increase this year.
The company's under-pressure chief executive Dieter Zetsche will be at the Geneva Motor Show on Tuesday to unveil a new Mercedes model seen as key to the carmaker's turnaround. It will be his first public appearance since the company's board extended his contract by three years rather than an expected five.The company's under-pressure chief executive Dieter Zetsche will be at the Geneva Motor Show on Tuesday to unveil a new Mercedes model seen as key to the carmaker's turnaround. It will be his first public appearance since the company's board extended his contract by three years rather than an expected five.
Under Zetsche's seven-year leadership, Daimler's share price has risen by just 6%, compared to a 87% jump at BMW and a five-fold increase at VW.Under Zetsche's seven-year leadership, Daimler's share price has risen by just 6%, compared to a 87% jump at BMW and a five-fold increase at VW.
Daimler also built tanks and engines for aircraft and submarines in the second world war.Daimler also built tanks and engines for aircraft and submarines in the second world war.
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