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Daimler AG CEO Dieter Zetsche.
Daimler AG CEO Dieter Zetsche.


Daimler should set sights on best, not biggest

Daimler wants to overtake BMW and Audi as the world’s largest premium car maker. It may be an understandable annoyance for Dieter Zetsche, the CEO, to be third in the global pecking order. He is a leader who is clearly eager to lead. But targets involving smallish differences in volume relative to its peers could prove more a distraction than an incentive.