Chrysler: Too big to fall

ER Classics Desktop 2022

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

For less than thirty euros


Give a reaction
  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.

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