Faced with the challenges of the automotive market and according to the slogan "what we cannot achieve alone, we will achieve together", Daimler-Benz and Chrysler Corporation decided to merge in 1998, with the The declared objective is to generate the greatest possible collaboration effects. The two societies were thought to complement each other. The strengths of one partner would have to balance the weaknesses of the other partner to overcome the competitors. At the time, the merger between Daimler-Benz and Chrysler was unparalleled in size and carried high risks. The reason the Benz-Chrysler merger did not succeed as expected was because of culture clashes, organizational structure, and mismanagement. Daimler-Benz The well-known German car manufacturer Daimler-Benz was founded in 1926, when Benz & Cie merged. From the beginning Daimler-Benz has been a well-established company in the German automotive industry. The name Daimler-Benz stands for German precision and high quality