IIPM MANAGEMENT INSTITUTE
The brand did not get enough patronage from its German counterpart. There were no synergies in the two brands either, since Daimler’s premium image was always distinct from Chrysler’s predominantly mid-market image. To top it all, the German- American cultures didn’t mix. Indeed, there were tremendous complimentary strengths. There has been cutting edge research in the field of hydrogen fuel vehicles and diesel technology by Daimler-Chrysler in tandem with Shell. The diesel maestro Detroit Diesel is part of this union. However, Daimler Benz could not leverage on such innovations to help Chrysler, as there used to be very minimal technology sharing.
It can be safely concluded that German obsessiveness for quality could not find its way with American brute machismo. This heartburn could have been easily avoided if the duo could have just concentrated on some of the bare basics of mergers.
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Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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