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?

In spite of what Chrysler’s vice chairman and co-president claims, why is Chrysler’s focus actually on profitability?

b. What would happen to Chrysler if it didn’t focus on maximizing profit, but instead focused its production and pricing decisions to “give customers what they want”?