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Interview with Dieter Zetsche, Daimler's CEO on what Mercedes is doing. Daimler is introducing the Smart car in the US in a big way. Its just 8 feet long and gets 40 miles per gallon. Demand for it from dealers was so strong that instead of 40 dealers as planned Mercedes has setup 67 dealers in 31 states in the USA. About 3500 were sold in the first 3 months, Feb to April 2008. Its Bluetec program is another way its boosting fuel efficiency. The Bluetec program is for making diesel engines as clean as gasoline engines and gasoline engines as efficient as diesel engines. Its the second generation of direct injection systems and both engines will work with self ignition. And Daimler is on the path of combining these engines with hybrids. And also develping fuel cell and all electric battery driven vehicles emission free. As Zetsche says Daimler is moving along this path very fast. In lithium ion battery in cars Daimler is taking the lead. He says the American and Japanese makers are pushing hard but Mercedes is ahead by taking the car to market that has a lithium ion battery. How does Daimler do it? It has about 24 patents. The main reason no carmaker has made it to market with lithium ion battery for cars is the cooling problem that has been seen in laptops also. Mercedes solution to this has been to integrate the cooling of the battery into the cooling system of the car with a sophisticated system, hence the many patents. Next year Dailmer will introduce the S-Class with a six cylinder gasoline engine, the S400 Hybrid with a lithium ion battery, and it will be the first in market. Dieter Zetsche is so confident that he says it will have perfect performance and absolute safety. With targets for fuel efficiency in Europe more aggressive than in the USA, and the German public pushing for higher fuel efficiency aggressive emissions targets and intolerant of excuses from German carmakers, makers like Daimler are moving very fast in this direction. Adding to pressures from the German public, they see oil prices at current levels for the foreseeable future, this adds to the urgency. Americans and Japanese makers stand the risk of falling behind. See the links to the pressure from German public opinion and the German carmakers response to this. And clearly Zetsche reflects that confidence in this interview. Daimler's Mercedes division is selling a lot of cars in China, Russia, and the Middle East. As he put it there are 400,000 millionaires in China and Mercedes are sellig very well in these markets just as the US market shrinks. And these are cars in the dollar 40,000 plus or $100,000 plus range in which Mercedes has he lead. This market will also shrink as the global economy slowsdown but the profits from this market will probably be plowed into the Bluetec and other advanced fuel efficiency programs that will give Daimler a market advantage in the longer run.