Chrysler’s parent company, Daimler might have some schizophrenia.

Where does Daimler go after disposing of Chrysler?

Who is Daimler?

Product quality of Mercedes-Benz has slid beyond reproach.

Of 11 Benz models review by Consumer Reports, none were recommended.

So let’s perform our SWOT analysis starting with Weakness.

Weakness: quality (surprising)

Strength: brand that stands for “luxury” and class

Opportunities: luxury branding

Threats: Lexus, Lexus, Lexus (translation = lower margins for Mercedes-Benz)

If Dieter & Executive Management are truly thinking about their company in ways they’ve never done before…they should be thinking about luxury.

Luxury, not necessarily cars.

Could it launch Mercedes-Benz Air?

Indeed.

Limited routes: LA to New York; New York to London, New York to Paris; add Berlin, Bonn…and keep your eyes peeled on Macau.

Every seat would be first class.

The famous Maybach back-seats would coddle each passenger.

Pricing would be above the $1300 round-trip from New York to LA…try $2600 round-trip.

After 10 round-trips per year, you’re converted to “Premier Status.”

And “Premier Status” allows you to see the profiles of other Mercedes-Benz Air members…and network using a tool similar to LinkedIn.

Convert to “Premier Status” immediately for the networking? Simply pay up-front for 10 round-trips. A CFO’s dream.

More expensive than First Class, cheaper than Net Jets, and the priceless benefit of on online Mercedes status network.

Search who’s on your plane, chat in 6o minutes before take-off, enjoy the Maybach seats.

Mercedes is luxury. Not necessarily cars. Mercedes could enter the high-margin space of the Internet…connecting high-level business people.

Think Daimler’s ready to think outside the Benz?

Mark Hughes is a marketing speaker, consultant, and author of the book Buzzmarketing: Get People to Talk About Your Stuff (Penguin/Portfolio).