Chrysler: Too big to fall

During the worst Corona jitters, it was also about all the consequences for business. Realists thought, "It will fall over, and it will benefit." Pessimists thought the whole economy would fall, and there were experts and specialists who talked about companies 'so big they can't fall over'. That was an interesting approach. Especially when you have the 36 page brochure with the technical data about the Chryslers for the 1968 model year.

Chrysler's glory days

So Chrysler. If you look at that book, it is clear in one fell swoop: A company that has such an offer, so large, cannot fall over.  

In five languages, English, French, German, Italian and Spanish, we get to see all technical data of the then Chrysler line up. The Valiant, Dart, Plymouth, Dodge, Chrysler and Imperial. A whole booklet with only technical data. Nice! And it has since been proven that Chrysler was too big to fall. But that it was a few times edge?

A lot of car for your money

Walter P. Chrysler (1875-1940), worked at the Buick Motor Company from 1911 and helped Willys-Overland from 1919. He joined the troubled Maxwell Motor Company in 1921, which was subsequently transformed into Maxwell Motor Corporation. In 1922 Maxwell took over the assets of Chalmers - another historic brand. Walter Chrysler decided to start his own business and founded the Chrysler Corporation in 1925. He employed three top drivers and commissioned Messrs Breer, Skelton and Zeder to design the first Chrysler.

The firstfruits were a hit. Chrysler expanded quickly. In 1928, the cheaper Plymouth brand and a middle class car were introduced under the name DeSoto. It was the time when Chrysler presented itself as the manufacturer that delivered a lot of car for your money. Dodge was also acquired in that year. Chrysler became the second major brand in the United States. Chrysler was overtaken by Ford in 1950, taking third place.

The European excursion

Chrysler to Europe Chrysler acquired a 1958% stake in Simca, France, in 25 from Ford, which increased to 1963% in 63. In 1964, a 30% interest in the British Rootes Group was also purchased, which was also increased to 1966% in 77. The Chrysler Europe project was not the success that was expected. In 1969 Chrysler still bought 15% from Mitsubishi Motors Corporation.

Almost fallen

In 1979 Chrysler lost more than a billion dollars. The US government had to save the company and Chrysler sold its subsidiaries Simca and Rootes Group to PSA Peugeot in the XNUMXs. Citroën.

In 1983, Chrysler was able to repay the huge government loan prematurely. Expansion was also continued through the acquisition of American Motors Corporation (AMC), including the Jeep brand, and Lamborghini.

And got up again

Chrysler merged with the German Daimler-Benz group in 1998 to create DaimlerChrysler.

In 2007, the American investment company Ceberus bought 80,1% of Daimler's shares, dissolving the merger.

Fiat took a 2009% stake in Chrysler in 35 and took over the toko in 2014 in its entirety.

And now we know a very neat Chrysler 2004'er 300C Touring for only € 2.550. That is a nice young timer with a (Mercedes) 3,5 liter V6. The seller reports walking about 1 in 8. Or 1 in 7.

The Dodge Charger costs less than thirty euros at Hobma Modelbouw




Select other newsletters if necessary

We won't send you spam! Read us privacy Policy .

For less than thirty euros


Leave a Reply
  1. If you want to be taken seriously, Dolf, some accuracy won't hurt. Simca started as a builder of Fiats under license and took over Ford France in the early 50s. Not turned around.

    • It is true that Simca took over Ford France in 1954.
      But why wouldn't Ford have owned 1958% Simca shares in 25?
      Perhaps Simca paid (partly?) For the deal.
      So I still take Dolf seriously.

Give a reaction

The email address will not be published. Required fields are marked with *

The maximum upload file size: 8 MB. you can upload: image. Links to YouTube, Facebook, Twitter and other services inserted in the comment text will be automatically embedded. Drop files here

Now on newsstands

View the nearly forty-page preview at this link or a click on the cover.

The December issue, containing:

  • Alfa Romeo Giulia 1300 Super
    Erik van Putten explores the timeless charm of the Alfa Romeo Giulia 1300 Super, with images of Bart Spijker and himself. The story delves into the world of Alfaenthusiast Koen de Groot, whose family is deeply rooted in the Alfa Romeo culture. Koens' special relationship with his Giulia, a car he has cherished for years and which will soon receive an impressive upgrade, is highlighted. The Giulia symbolizes car love and heritage, a passion enriched by Koen's father Frans, a Alfa Romeo expert and enthusiast.
  • Double Used Type Designations
    Peter Ecury unravels fascinating stories from the automotive world in the 32nd episode of his series on double-used type designations. This edition provides an update on the rumors surrounding Peugeot and Porsche and delves into the history of the type designation '142', used by brands such as Volvo and Austin. Ecury also discusses the evolution of the term 'GT' and the controversial use of the letters 'SS' in car names after WWII, with examples such as the Chevrolet Impala SS and the Alfa Romeo Giulietta SS.
  • Ducati 750GT, 860GT and 900GTS
    Hans Smid highlights the Ducati round carts, produced from 1972 to 1974, which combine minimalist beauty with unique technology. This article describes Ducati's drive for innovation and the creation of these models, highlights the challenges and costs of collecting them, and shows Ducati's journey from near ruin to iconic status.
  • Horex Imperator
    Marina Block tells the story of the Horex Imperator, an iconic motorcycle from the 50s, known for its sportiness and advanced technology. Despite the closure of the factories, Horex remained known, partly due to the cartoon character Werner and recent reissues. The Imperator, with its innovative parallel twin and overhead camshaft, inspired later designs and has been praised for its quality and design, despite limited sales success.
  • ClassicPost
    Readers of Auto Motor Klassiek share their discoveries and experiences. Eddy Joustra discovers a Peugeot 203 pickup in Heerenveen, while Robert Reessink photographs a unique Moto Guzzi moped in Italy. Stories range from Chris van Haarlem's Scottish scooter adventures to Bram Drooger's discovery of a Rolls-Royce Corniche and two FIAT 850s. Ben de Man finds a special Chevrolet Step-Van in the Netherlands, and readers share corrections and additions to previously published articles.
  • Nissan Silvia 1.8 Turbo
    Aart van der Haagen reveals the history of a rare Nissan Silvia 1.8 Turbo, originally registered as a commercial vehicle. The first owner transformed the car into a family-friendly vehicle, and Jan Manenschijn now cherishes this unrestored gem with only 67.000 kilometers on the odometer.
  • Peugeot 205 collection Team VCC Twente
    Aart van der Haagen highlights Team VCC Twente's collecting passion for Peugeot 205 models. Brothers Peter and Niek Olde Veldhuis collected unique examples such as the GTI and CTI, and even a rare 1.9 GTI Dimma. Their collection shows the transformation of a once ordinary model into a special classic.
  • Volvo and Classic Cars
    Alain Pondman from Volvo Lotte speaks about the true value of classic cars. He criticizes the trend of cheap, poorly maintained classics on Marktplaats, emphasizes the importance of making memories with vintage cars, and advises buyers to invest in quality and durability.
  • Volkswagen Beetle 1955 - Second life
    Max de Krijger tells the story of Hendrik Jan Hofman, a passionate Kever restorer. Hofman brought a badly damaged 1955 Beetle back to life with a dedication to perfection and detail. This green Beetle, complete with handmade high chair and open roof, reflects his craftsmanship. Hofman is now considering selling the Beetle to focus on a new project.
  • ClassicPost
    In the KlassiekerPost section of Auto Motor Klassiek enthusiastic readers share their unique finds and personal experiences. Eddy Joustra comes across a rare Peugeot 203 pickup in Heerenveen. Robert Reessink captures a unique Moto Guzzi moped on camera in Italy. Chris van Haarlem shares his Scottish scooter adventures, including an unexpected encounter with an Austin A30 on the Isle of Skye. Bram Drooger spots an elegant Rolls-Royce Corniche and two FIAT 850s. Ben de Man discovers a special Chevrolet Step-Van in the Netherlands. This section illustrates the diversity and deep-rooted passion of classic car and motorcycle enthusiasts, with stories ranging from local discoveries to international treasures. In addition, readers provide valuable corrections and additions to previously published articles, such as PBTM Matthijssen's input on the Ardie/Dürkopp Dianette, which contributes to the rich and versatile content of the magazine.
  • Once again almost twenty pages of short messages about everything that has to do with classics
  • And of course our section 'Classics' where you can shop around in search of your next classic.

The perfect reading material for an evening or more of undisturbed dreaming. It is now in stores. A subscription is of course better, because then you will no longer miss a number and you are also much cheaper. Not bad in these expensive times.

Column - phase out…

Citroën 2CV Sahara

Citroën 2CV Sahara. A Duck with 4WD