Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Chryslers, Bet on Diesel Cars in the US

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Case Title:

Chryslers Bet on Diesel Cars in the US

Publication Year : 2005

Authors: Bindu Kannan

Industry: Automobiles


Case Code: MKS0055B

Teaching Note: Not Available

Structured Assignment: Not Available

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In 2004, DaimlerChrysler (DCX) was the third largest car manufacturer in the world. In the wake of increase in the gasoline price and miles traveled per kilometer, Chrysler offered diesel-driven cars, which were more fuel efficient. But diesel vehicles faced lot of hurdles in the US market. Diesel vehicles also faced a threat from the hybrid vehicles, which were gaining popularity in the US. Despite the challenges, DCX tested the US consumer market with the launch of its diesel vehicles in 2004 as well as 2005.

Pedagogical Objectives:

  • To understant the diesel market in the US
  • To understant the emission standards in the US
  • To discuss the challenges faced by DaimlerChrysler during its launch of diesel-driven vehicles.

Keywords : Product Launch, Daimler Chrysler, Diesel Vehicles in the US, Emissions Standards, Gasoline, Miles traveled by kilometer, Marketing Strategies Case Study, Jeep Liberty, Mercedes Benz, Tail pipe Emission, Oil Crises, Hybrid Vehicles, Toyota Prius, US Environmental Protection Agency, Market Conditions, Europe Diesel Market


  • Introduction
  • Background Note
  • History of DaimlerChrysler
  • Launch of the Models
  • Entering the diesel market
  • Future Outlook

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