Daimler-Benz has long been a leading-edge manufacturer of high-quality luxury passenger cars, with a tradition of exceptional engineering, performance, and safety. The technological edge was the company's critical success factor and a structural barrier to market entry for potential competitors. In recent years, however, changing customer needs and competitor behavioûr have required a different approach to the market. In response, Daimler-Benz has started a radical repositioning process: from manufacturing only luxury cars to becoming a premium full-line manufacturer, offering high-quality vehicles in several market segments.