The Merger That Can't Get In Gear
Is Chrysler fat? Daimler-Benz didn't think so in 1998, when it bought the smallest, but most efficient U.S. carmaker. Chrysler was at the top of its game then, and Daimler-Benz CEO Jurgen E. Schrempp was applauded for his prescience in trying to build a new kind of car company that would boast global economies of scale.
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