Abstract
When Daimler and Chrysler announced that they would merge, it was seen as the main industrial merger seen since a very long time. This merger was expected to give birth to a new industrial giant which was supposed to become the fifth largest automobile manufacturer worldwide. The merger between Daimler and Chrysler became official in 1998. This merger occurred between two car manufacturers of a similar size on the market. None of them was supposed to take over the other one. The two car manufacturers had almost the same size and similar activities, even if not the same target and strategy. Daimler is a German company, manufacturing cars since 1890. The company has a heavy historical background, which has brought a lot of experience. Daimler is the thirteenth largest car manufacturer worldwide. The company owns other brands like Mercedes Benz, and is involved with other companies too. Chrysler is an American car manufacturer since 1925, and owns two other brands, which are Jeep and Dodge. The strategy of Chrysler has always been Flexibility and Innovation. It means, to be always the first to build a certain type of car. For example recently, Chrysler made the PT Cruiser, Crossfire, and even invented the Van concept in the US. Some former brands owned by Chrysler issued famous cars like the SIMCA or the TALBOT. Innovation and differentiation has always been very important for Chrysler.
