The Little Company that Won’t Die: Chrysler

The minivan. The sport-utility vehicle. The modern take on American “muscle” cars. These are all areas that Chrysler has innovated in and marketed well over the past 4 decades. However, being the smallest of the Detroit “Big Three,” Chrysler has also had a troubled history of keeping up from a business perspective. It’s been through 2 bankruptcies, 3 mergers/acquisitions, and a variety of economic conditions that have ranged from great to grinding. So why does Chrysler matter, particularly from a product development perspective?

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