Sergio Marchionne at Chrysler

Case Solution

Rob Kaplan, Bernardo Bertoldi
Harvard Business School ()

Chrysler recently emerged from bankruptcy proceedings with the support of the US government and with Sergio Marchionne as CEO. Now was the time to create synergies with FIAT, improve the current configuration of the production, product and sales network and define the future product portfolio to be competitive in the long term. In 2004, Marchionne was appointed CEO of the FIAT Group, based in Turin, Italy, when the company found itself in almost desperate crisis. He did an extreme makeover and turned the company around. In 2008, the entire world automotive industry fell into a deep crisis; In response, FIAT and Chrysler had partnered and Marchionne was back in the same situation.

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