Merger of Daimler-Benz and Chrysler Corp. How a merger of two companies affect and is affected by the global market

Essay by soal99College, UndergraduateA+, May 2006

download word file, 5 pages 3.0

Legendary German car producer Mercedes-Benz a member of Daimler-Benz married with its US American colleague Chrysler Corp. These two "boys" want to become together the most profitable carmaker worldwide. After some "illnesses" of the American brother the company Daimler-Chrysler is on the way to make it. But on the way to become the leader they must influence others. They must also influence the global market and will be influenced by the global market itself. And they try it with a lot of new models coming to the market every single year, huge investments all over the world. How is it actually possible that two companies can have such an affect on the global market? Let's have a closer look at it.

Daimler-Chrysler is a multinational corporation of two big car producers. Today it is the world's fifth biggest car producer. The first group Daimler-Benz is a German producer of Mercedes-Benz, Maybach, smart and Setra.

The second one Chrysler Corp. is a maker of American car brands such as Chrysler, Jeep, Pontiac, Dodge and trucks Freightliner, Western Star, and Sterling. The merger of Chrysler and Daimler-Benz is the biggest between two enterprises in industrial history. Promising a world's most profitable carmaker by Daimler Benz CEOJuergen E. Schrempp, the merger occurred in 1998. The reality wasn't as he thought. It wasn't that kind of easy thing. From the beginning there have been problems especially at Chrysler.

Chrysler Corp. was in troubles. The brand wouldn't have existed anymore without his German parent. Chrysler CEO said: "its unpopular models, inefficient factories, and weak brand image have defied the efforts for a quick turnaround". The company managed a loss five years in a row. It was necessary something to happen to turn the Chrysler Corp. to black numbers. With the help from Daimler-Benz...