Allison Transmission Division: Creating a European FaceMemo to President

Mr. Hancock, Allison has been trying to grow the European market for some time now. While spending time on this project, it has been decided that we need more of a European identity, one that Europeans can relate too, not just an American company invading their space. Perception is key in the European market. We need employees and managers with from in and around Europe. Allison needs to get involved with the community and put on the face of a European company. While profits rose when after the European office was created in the Netherlands, I believe that it is time that we take it one step further. Localization is the main issue at hand. There are two options that should be seriously reviewed. One option is to form a joint venture with Steyr-Daimler-Puch AG (Steyr). Steyr is headquartered in Austria. A joint venture with Steyr would give Allison’s that push they need to directly impact the European market, moving us a step beyond where we stand right now. Another option ...