SWOT ANALYSIS

STRENGTHS

• Service and backup to car manufacturer essential

• Easy share in luxury car market and sports utility market

• In house manufacturing of several hundred components

for hybrid models

• Customer feedbacks to monitor the market.

WEAKNESSES

• Drop in demand for commercial vehicles, trucks, buses

and components from USA, Canada and Japan in 2007

• Merger with Chrysler - organization cultural and

structural differences

- failed to produce transatlantic

automotive powerhouse
OPPORTUNITIES

• Hybrid cars segment

• Merged company should be able to expand the markets,

particularly into Asia.
THREATS

• Mismanagement in Daimler Chrysler merger

- failure to inform all stakeholders accurately about the
terms of the mergers

• Used cars becoming an increasing attraction in the

market

• Competition from eastern manufacturers such as Toyota,

Nissan, Mazda and Koreans.