January 2004
DAIMLERCHRYSLER’S CHIEF Executive, Jürgen Schrempp, has pledged that the company would retain its position as one of the country’s major motor manufacturers.
Addressing a media conference in Pretoria, attended also by German Chancellor Gerhard Schröder, to mark DaimlerChrysler’s 50th anniversary in South Africa, Mr Schrempp said South Africa was a “superb example of how we at DaimlerChrysler understand and live by the principles of globalization”.
He said the quality of the East London plant was comparable and complementary to that of Bremen, and that 'Made by Mercedes-Benz in South Africa' was a sure guarantee of quality.
DaimlerChrysler South Africa’s 4,500 employees built 55 000 vehicles a year, including 40 000 right-hand-drive Mercedes-Benz C-Class passenger cars for such important markets as Britain, Japan, Australia and the Pacific region, he said.
“Since the peaceful move to democracy under Nelson Mandela, South Africa has offered the best example of democratic development on the entire continent, and provides a model for others to emulate.
“As a company, we have supported this process in a responsible partnership with policymakers. This means, for example, that we demonstrate our commitment during difficult times and do not beat a hasty retreat from regions facing economic challenges.
“This is a key element of our concept of globalisation.”
He said that at the same time as being a reliable partner, DC also strove to be a good corporate citizen.
“In South Africa this is called Batho Pele — the people come first.”
To bring this philosophy to life, DC supported education from kindergartens to schools and youth centres; supported cross-border nature and wildlife reserves known as the “Peace Parks”; and did all it could to battle what may be the biggest danger to African development — HIV/AIDS.
Concluding on a personal note, Mr Schrempp said he worked in South Africa for more than 10 years as a young service manager, and had grown to love the country.
“This emotional attachment to South Africa is just as strong as it was then. This fascinating country deserves the support of German politicians, businesspeople and our company.
“Then a message of renewal and confidence will be sent out for the entire African continent.”