VAN Management 72

The End of Europe It was Daimler Trucks CEO Andreas Renschler who opened our eyes on the eve of the IAA in Hannover. Although mainly European journalists hung on the amiable man's every word, it was mainly the Chinese and Indian writers who had travelled to the country who had material for an article after an explanation of one and a half hours. We had to make do with food for thought. Not that we can blame Andreas Renschler or Daimler for anything. Proud as a peacock, Renschler presented all the exotic joint ventures that were supposed to further emphasise the 'global strategy' of his company. After all, the global story is one of growth and prospects, in contrast to the European commercial vehicle market, over which particularly dark clouds are still gathering. And as Daimler Trucks chairman, you simply do not want to deliver such a message with 350 journalists in front of you. All in all, we can understand the somewhat stepmotherly treatment of Europe, the cradle of the automotive industry. We have known for some time that the Old Continent is losing its feathers. Yet it is striking how Western Europe has allowed itself to be caught up in the growth markets where every brand is now trying to get its share. That the bread and butter will soon be earned in the Far East.