55. Mercedes-Benz’s Acquisition of Chrysler: An Expensive Misstep
Year: 1998
Location: Germany (Daimler HQ)
Company: Daimler Benz & Chrysler
Estimated Damage Value: $30.4 billion*
In 1998, Daimler-Benz’s purchase of Chrysler for $37 billion, deemed a ‘failed marriage’ by the Chicago Tribune, concluded disastrously. After nine years, Daimler sold Chrysler to Cerberus for merely $7.4 billion, incurring a staggering $30.4 billion loss.
Despite the initial optimism from Cerberus about tackling Chrysler’s ‘challenges,’ the merger suffered mainly because Mercedes didn’t want to dilute its luxury brand. Consequently, Chrysler lacked support, leading to substantial financial losses for the merged entities.