Daimler and Chrysler merged in 1998 to become the fifth largest car producer. Daimler, founded in 1886, was known for luxury cars and commercial vehicles. Chrysler, founded in 1925, focused on affordable cars, trucks, and vans. The merger combined Daimler's technical innovation and financial power with Chrysler's broader product line. However, the companies also faced challenges from cultural differences and lagging presence in Asian markets. The new leadership would need to find ways to better integrate the management while expanding into new markets and customer segments.

1. SUBMITTED TO- SUBMITTED BY- Reg.No.
Navpreet Ma’am Mahesh Kumar 11410466
Angadbir Singh 11410838
Stephy 11407541
Manpreet Kaur 11404239

2.  DAIMLER
 FOUNDED in 1886 by Gottlieb Daimler and Carl Benz
 CEO- Jurgen Schrempp
 Known for luxury cars ,SUV and commercial vehicles
 CHRYSLER
 ESTABLISHED in 1925 by Walter Chrysler
 CEO- Robert Eaton
 Famous for low priced cars, light trucks, pick-ups and mini-
vans

3. DAIMLER-CHRYSLER
Amalgamated in May, 1998
CEO- Jurgen schrempp
Fifth largest car producing company in world
Partnership :-
Daimler -53%
Chrysler-47%
Operational Headquarter - Stuttgart (Germany)
- Auburn Hills (USA)

4. WEAKNESSES
 Little experience in lower price
segment
 Focus on only luxury vehicles
 High labor cost
OPPOURTUNITIES
 Introduction of new models
 Manufacture outside Germany
 Establishing existing brands in
new markets
STRENGTH
 Full product line
 Technologically innovative
 Financially powerful
THREATS
 Strong competition in luxury
segment
 Does not have corporate brand
identity
 Lags in research & marketing of
hybrid products

5.  Dr. Dieter Zetsche: Chairman of the Board as well as
Head of Mercedes-Benz Cars.
 Dr. Wolfgang Bernhard: Head of Daimler Trucks.
 Dr. Christine Hohmann-Dennhardt: Integrity and Legal
Affairs.
 Wilfried Porth: Head of Human Resources and Labor
Relations.
 Hubertus Troska: Greater China.
 Bodo Uebber: Head of Finance and Controlling as well
as Financial Services.

6.  Merger – more a need than an advantage
 Internationally established
 Lead to more innovative ideas and expertise
 Reason of merger…? ?
technological development
complementary product lines
threat of takeover by another company

7. Work - culture differences
Rigorous competition among other luxury car
companies
Saturation of car market in EU and NAFTA
Weak presence in Asian markets except luxury
segments

8. Synergy among management and employees
Finding alternate market for boosting sales
Acquisition of an Asian automotive company –
Mistubishi

9.  Buy brands for lower priced segments like in
Asia
 Utilize innovation and technological know-how
to expand
 Supply according to customers taste and
preferences
 Implementing new collaborative strategies
 Bridging the gap between different cultures

10.  BOOKS
• Weihrich,Heinz , Koontz,Harold , Management- A Global
and Entrepreneurial perspective,12e , Tata McGraw-Hill
Publishing Company Limited , New Delhi
 WEBSITES
• http://www.wsws.org/en/articles/1998/05/mzzg-m08.html
• https://www.inkling.com/read/applied-mergers-and-
acquisitions-robert-bruner-1st/chapter-11/synergies-in-the-
daimlerchrysler