Globalisation on DaimlerChrysler

DaimlerChrysler

DaimlerChrysler AG is a world’s fifth largest automotive company by volume and a premium brand leader which manufactures and sells various car products as well as providing correlated services. It was created as a result of merge between Daimler Benz AG, a German auto company and a long time U.S car manufacturer called Chrysler Corporation in 1988. The merge had both learning and market development objectives. The two companies were producing different types of automobiles; Benz made high class passenger cars while Chrysler concentrated on light trucks and commercial vehicles, and therefore the consolidation enabled them to offer a wider range of cars as well as new generations of cars with combination of American styling and German engineering. Its major car brand includes Chrysler, Dodge, Jeep, Freightliner, Mercedes-Benz, Setra, Smart, Liebao, Mitsubishi and Sterling. Under the global name DCX, it also offers financial, leasing and insurance services as well as mobility services.

Before DCX was created, Bentz's presence was relatively low in the US market compared to Chrysler Group's and vice versa in the European market. Hence the consolidation enabled them to access both markets instantly as well as achieve consolidation and sharing of technology and design leading to high product quality. Consequently it resulted in the rapid increase in size and profit. Their annual report states that they made revenue worth of EUR 142,059millions in 2004 and EUR 149,776millions in 2005.

DaimlerChrysler is owned by European, U.S. and other international investors. Almost one billion shares are circulated and traded on the world's key stock exchanges such as New York, Frankfurt and Tokyo. According to the data on DaimlerChrysler web-site, it currently has factories in 37 countries and export to over 200 countries over the globe with total of 362,063 employees.
With their global workforce and global shareholder base, DaimlerChrysler claim that...