Page "American Motors" Paragraph 108

The purchase of AMC was instrumental in reviving Chrysler.

According to Robert Lutz, former President of Chrysler, the AMC acquisition was a big and risky undertaking.

The purchase was part of Chrysler's strategic " retreat-cum-diversification " plan that he states did not have the right focus.

Initially the goal was to obtain the world-renowned Jeep brand.

However, Lutz discovered that the decision to buy AMC turned out to be a gold mine for Chrysler.

At that time, Chrysler's management was attempting to find a model to improve structure and operations, " something that would help get our minds unstuck and thinking beyond the old paradigms that we were so familiar with ".

In this transformation, " Chrysler's acquisition of AMC was one of the all-time great moments in corporate serendipity " according to Lutz " that most definitely played a key role in demonstrating how to accomplish change ".