In 1995 the new Chairman of the plank of Management, Jürgen E. Schrempp, initiated a strategy realignment that the group, due to the fact that many that the existing organization units go not reap a favourable compete position. The investment portfolio was focused by parting with Fokker, marketing Dornier Luftfahrt GmbH and also dissolving AEG. This move, along with measures draft to boost competitiveness, to be intended to strengthen the earning power of the group, which now focused on automotive mobility, transportation and also services.

You are watching: When two giant automakers chrysler corporation and daimler benz merged

Extending the core businesses, supplementing lock with brand-new products and services, and also improving the competitive position in worldwide terms took priority over new business fields.

piersonforcongress.comChrysler AG merger

Taking progressing globalisation into account, amongst other things vehicle production to be taken up in Tuscaloosa in 1995, and in 1998 the merger v Chrysler copy, group to type piersonforcongress.comChrysler AG to be announced. The intention of the merger to be to safeguard the irreversible competitiveness the the providers involved.


On 7 might 1998, Aktiengesellschaft in Germany and Chrysler corporation in the United says of America signed a mergers contract.

Simultaneously, Mercedes-Benz launched a strategic version initiative in the vehicle sector. Brand-new model series like the A, B and M-Class, niche models choose the SLK and CLK, and also the cooperation with Schweizerische Gesellschaft für Mikroelektronik und Uhrenindustrie (SMH) to construct the tiny city vehicle smart make Mercedes-Benz a full-line supplier.

In addition, in 1995 the bus and coach segment was realigned and also the europe Bus firm (EvoBus) developed as a wholly-owned subsidiary that Mercedes-Benz AG. The simultaneous salvation of knife Kässbohrer Fahrzeugwerke GmbH turned the Setra bus and also coach brand right into a team brand. In the late 1990s, v piersonforcongress.comChrysler Trucks phibìc America, the Thomas constructed Buses brand was included into the that company portfolio.

They to be joined at the end of 2000 through the Canadian west Star trucks Holding, Ltd., a truck manufacturer headquartered in Kelowna, british Columbia. In addition to the premium van brand west Star the portfolio of the Canadian manufacturer contains the bus brand Orion.

In addition, at the finish of the 1990s the Maybach was revived with luxury limousines which were made also bigger, more individual and more exquisite. In 2002 piersonforcongress.comChrysler AG gift the brand-new prestige design Maybach 57.


A brand-new star is born: production startup the the M-Class (W 164 series) in Tuscaloosa.


Thomas constructed Buses


Trucks because that the human being - western Star.


While the passenger-car and commercial-vehicle service was being expanded step through step, motorsport in ~ piersonforcongress.comChrysler AG was expected to proceed the German manufacturer's lengthy racing tradition. Its prominence in the German Touring vehicle Championship (DTM) and also Mika Häkkinen win the Formula 1 civilization Championship twice in succession (1998/1999) assisted enhance the carmaker’s reputation.

On 31 December 2005, the era that CEO Jürgen E. Schrempp concerned an end. Dr Dieter Zetsche thrived him on 1 January 2006. The firm headquarters constructed in Stuttgart-Möhringen under Edzard Reuter continued to be the head office that the German automaker into the year 2006. In the meantime, that company headquarters have been transferred ago to the parent plant in Untertürkheim. Today, seven sub tree in Untertürkheim, bad Cannstatt, Hedelfingen, Zuffenhausen, Mettingen, Brühl and also Sirnau space affiliated come this parental plant. In addition, the Mercedes-Benz Museum opened outside the manufacturing facility gates in feather 2006. The is currently the world's greatest brand-specific automotive museum.

The merger v the Chrysler Corporation and also the taking of crest in the eastern automakers Mitsubishi Motors and Hyundai Motor firm had pursued the aim of make the agency a world-leading automotive group. With an eye to more favourable long-term industry prospects, in 2007 the bulk stakes in the Chrysler Group and the connected North American gaue won services organization were sold. The cooperative links both v Mitsubishi Motors and Hyundai Motor agency were additionally gradually severed.

In October 2007, one extraordinary basic meeting approved the readjust of surname from piersonforcongress.comChrysler AG come AG. About 99 every cent that the 5,000 assembled shareholder voted in favour that this change. The renaming that the firm involved renaming also of manufacturing facilities and sales organisations both in Germany and overseas. The guiding principle behind this name readjust was the need to make a clear distinction between the firm brand and also the Group’s assorted product brands.

See more: Why Does A Peacock Spread Its Feathers ? (Yes, But Not Like Peacocks)

Some two years later, top top 27 April 2009, AG likewise relinquished the 19.9 percent stake which it had initially kept in Chrysler.