The Ups and Downs of Chrysler® Vehicles
The automobile industry plays a giant role in our everyday lives and in the workforce. Without cars, our daily life would look much different and many people wouldn’t have the jobs they have today. The Chrysler® brand has an interesting history in the industry, but continues to be a well-known name around the world.
How it Started
In 1925, Walter P. Chrysler founded the Chrysler Corporation, a year after the first Chrysler vehicle was introduced. A few years later, the company began separating its portfolio by price and function, leading to the inception of the Plymouth® and DeSoto brands.
In the same year, 1928, the company merged with what was then known as the Dodge Brothers, sending them into the truck market and increasing their distribution.
The Early Years
As the company grew, they were able to partake in many industry firsts. For example, the vehicle to be tested in the automotive industry’s first wind tunnel was a Chrysler Airflow model. Unfortunately, this model didn’t gain much traction with the public and it led the brand into a more conservative direction.
A few changes took place in the 1930’s, including a change in leadership and unionization.
Effects of War
In 1942, vehicle production was halted in order to focus on war efforts; Chrysler assisted with the manufacture of trucks, tanks, firearms, ammo, and aircraft parts. However, once the war ended, the company encountered problems with design and construction, leading to a fall in popularity.
Nearly two decades later, the brand was able to introduce affordable muscle cars that resparked interest. These models included the Plymouth Barracuda and Road Runner.
Between the 1970s and 2000s
As Chrysler entered into the 1970s, more changes would take place for the company. Again, new leadership was appointed, but a widespread shift in the economy and introduction of foreign models challenged all automakers.
Toward the end of the decade, the company was forced to request a large loan from the U.S. government to avoid filing bankruptcy.
Over the next two decades, the brand would focus its efforts on repaying its loan and improving its business. They were able to purchase the American Motor Company in 1987, allowing them to add Jeep® into their lineup.
The acquisition was a major move for the company, but an even bigger shift would take place in 1998. Daimler-Benz purchased Chrysler, and although it was meant to be a merger of equals, it quickly became clear Chrysler was being overpowered.
What We Know Today
Although the financial situation of the company worsened at the turn of the 21st century, they were able to stay afloat until the 2008 recession swept the nation. Chrysler downsized its portfolio by half, including the total number of dealerships, and once again requested government assistance. In 2011, Chrysler shares were sold to Fiat and the brand became part of what we now know as FCA, or Fiat Chrysler Automobiles.
Although the brand’s history includes many ups and downs, Chrysler played a vital part in the lives of thousands of workers and owners. You can still enjoy their vehicles today and our team is proud to be a part of its continuing story. Express Auto is proud to serve Western Michigan and the Grand Rapids area. Visit one of our five locations to browse our selection and speak with one of our team members!