Farewell from Bavaria

Dieter Zetsche, the long-serving Chairman of Daimler's Board of Management, had his last day at work. Reason enough also for the competition to take off their hats. Or as the retirement Jung von Matt/Alster interprets on behalf of competitor BMW: Finally, no more obligations to one's own group. Zetsche truly had to wait a long time for joy in driving, but as we all know, it's never too late to start. The commercial that BMW put online four days ago already has almost three million views and is thrilling car fans from both camps and from all over the world.

You almost feel like you've been transported back to the good old days, when the Germans were the undisputed number one in the global automotive industry. Today, they are struggling with limit value cheating and diesel scandals, lagging behind the e-mobility competition from Asia and the USA, and having many production parts delivered from China. However, the brands of the former technology leaders BMW and Mercedes Benz do not seem to have lost much of their glamour and fascination. But with campaigns like this, it's no wonder.