Das Beste oder nichts, the best or nothing, has been the slogan of Mercedes-Benz since a campaign that began in June 2010. The company presents it as the motto of its founder, Gottlieb Daimler. The trade journal Horizont reported at the launch: Der Spruch geht auf Firmengründer Gottlieb Daimler zurück. The saying goes back to company founder Gottlieb Daimler. Every source for the attribution that we found leads back to the company. None of them cites a letter, a speech or a note by Daimler. The head of brand communications at the time called the slogan generisch und damit authentisch, generic and therefore authentic.