Platform Teams at DaimlerChrysler

Robert Lutz describes the motivation of platform teams at Chrysler Corp. before a merger made it DaimlerChrysler. The formation of these teams is often cited as the centerpiece of a Chrysler turnaround from a weak to a strong competitive position. The business success that followed made Chrysler an attractive candidate for merger with Daimler, the German producer of the Mercedes Benz. 

In the automotive business, platform refers fo a family of related products or principal components. These are sold xmder well-known brand names like Jeep, Chrysler, Dodge, and the soon-to-be-discontinued Plymouth line. At DaimlerChrysler there are platforms for several product categories plus one platform oriented to a major component system. Table 13.4 lists the DaimlerChrysler platforms. 

Small car Chrysler Sebring Convertible Dodge Neon 

Development of platforms at DaimlerChrysler was a response to a late-1980s turndown in business. It had become apparent that Chrysler s traditional structure wasn t speedy enough in producing new products for fastchanging automobile markets. In the traditional structure, each function made decisions for the entire platform line. The fimctions include those shown in Table 13.5. 

In the old structure, the same functional departments presided over all the platforms. The result was queues all along the process for introducing product innovations into the marketplace. This occurs principally on the model-year product introductions. In the summer and early fall, DaimlerChrysler launches its latest model-year product. In some years, there are only minor changes to the vehicle in other years, the changes are far more significant. 

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