10 The Colvin Interview: Chrysler The key driver of profitability will be that the focus of the company isn’t on profitability. Our focus is on the customer.

If we can find a way to give customers what they want better than anybody else, then what can stop us?

Source: Fortune, 14 April 2008 a In spite of what Chrysler’s vice chairman and copresident claims, why is Chrysler’s focus actually on profitability? b What would happen to Chrysler if it didn’t focus on maximising profit, but focused its production and pricing decisions to ‘give customers what they want’?