Daimler CEO admits Daimler-Chysler was a failed marriage

Article by Anita Panait, on September 17, 2013

Daimler AG’s increasing connection to the Renault-Nissan alliance has relived questions over the failed marriage between the German carmaker and American company Chrysler back in the 1990’s. On such questions, currently Daimler chief executive Dieter Zetsche only replied, “the marriage in heaven didn't stay in heaven." Daimler and Chrysler merged as equals in 1998 to become an obsessively integrated DaimlerChrysler.

Renault and Nissan, meanwhile, had their own loosely linked marriage in 1999. Back then, there were bets and speculations on which of the two alliances would be more successful and it seemed than Daimler-Chrysler had the advantage. Back then, eyes were on the US-German tie up, with the partnership between the French and Japanese carmakers almost being taken for granted. The real answer came in 2007, when DaimlerChrysler decided to break up and become Daimler and Chrysler once again.

On the other hand, the Renault-Nissan marriage stayed. Ironically, Zetsche was sent to run Chrysler in 2000. Now that Daimler and Renault-Nissan are seeking to expand their collaboration, Zetsche notes that the German carmaker was "much better prepared" for its new affiliation "because of Daimler-Chrysler."He remarked that while one learns from success stories, more can be learned from failures. [source: automotive news - sub. required]

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