Published on Fri Dec 23 2022

Chrysler, The History Of The Car Manufacturer

On June 6, 1925, Walter Chrysler established Chrysler after reorganising the Maxwell Motor Company (est. 1904) to become the Chrysler Corporation. Early in the 1920s, Walter Chrysler was brought in to turn around the failing Maxwell-Chalmers business. He was engaged to so just after a similar rescue job at the Willys car company.

The Chalmers automobile's manufacturing ceased in late 1923, then, in January 1924, Walter Chrysler introduced an automobile bearing his name. The Chrysler 70 (also known as the B-70) was a 6-cylinder car was created to offer customers a high-tech, expertly manufactured vehicle at a lower cost than they might anticipate.

When Did It Start?

Maxwell Motor Company, Inc. was the starting point for Chrysler (formed in 1913). Jonathan Maxwell and Benjamin Briscoe joined the short-lived United States Motor Company in 1909, and created the first Maxwell automobile in 1904. After this combination failed in 1913, Maxwell carried on by himself until the post-war recession. When the business was heavily in debt and on the verge of bankruptcy in 1920, it persuaded Walter P. Chrysler, who had left General Motors' Buick division, to join the initiative to turn it around. Chalmers Motor Car Firm acquired the Maxwell company in 1922. (founded in 1908). The following year, Chrysler acquired ownership.

The business started producing competitive automobiles under Chrysler's direction, starting with a ground-breaking six-cylinder car unveiled at the 1924 New York Automobile Show. The Maxwell Motor Company changed its name to the Chrysler Corporation in 1925, and Chrysler became its president. The Chrysler Corporation established a significant influence in the American automobile industry with the acquisition of Dodge Brothers, Inc. (formed in 1914) and the launch of the Plymouth in 1928. Chrysler, along with General Motors and Ford, was crucial in assisting the American military during World War II. Accepting defence contracts even before the United States entered the war, Chrysler reportedly led the pack. Almost all private car manufacturing was halted between 1942 and 1945.

By the 1970s, Chrysler had entered the European auto industry and was concentrating on making full-sized vehicles. Gas became scarce in United States due to the 1973 oil crisis, leading to consumers buying smaller fuel-efficient cars, to Chrysler, whose auto manufacturing fell by 26%, this was alarming news.

By 1979, Chrysler Corporation CEO, Lee Iacocca, had instigated a federal bailout of the company, which was on the verge of bankruptcy. The corporation received a $1.5 billion loan authorised by Congress and approved by President Jimmy Carter. The ensuing years saw the corporation post record earnings. Chrysler was able pay off its loans that were federally guaranteed in 1983, seven years earlier than expected.

When did Fiat save Chrysler?

DaimlerChrysler AG was established in 1998 after the German automaker Daimler-Benz unexpectedly acquired Chrysler. Although it was referred to as a "union of equals," Daimler-Benz quickly became clear to the public as the dominating partner in this merger. Dieter Zetsche, the CEO, travelled to the United States to permanently turn around the division. It was in 2007 that DaimlerChrysler AG would pay Cerberus Capital Management $7.4 billion to purchase more than 80% of its holdings in the Chrysler Group.

Chrysler was forced to file for Chapter 11 bankruptcy during the 2008 financial crisis, which resulted in yet another appeal for government assistance. Chrysler declared in 2009 that Fiat would buy a sizable chunk of the business. Fiat first took a massive 20 per cent share in Chrysler before purchasing the majority of its assets once the agreement was made.

As it eliminated many of the previous brands in the first year of this restructuring, Chrysler saw a significant gain in sales. The business announced its first quarterly profit in five years in May 2011. The car company repaid its government loans, including some from Fiat, and it raised its ownership in the business to an unprecedented 46%. Fiat acquired the last government's shares in July, becoming the largest stakeholder.

After purchasing the United Auto Workers (UAW) share, Fiat acquired full ownership of Chrysler three years later.

The Iacocca Era in the 1980s

Realising Chrysler was in peril, Lee Iacocca resorted to Congress and obtained a $1.5 billion loan in 1979. The "K-Car" series, which would save Chrysler, was then developed. The Dodge Aries and Plymouth Reliant "K-Cars" made their debuts in 1981. These little automobiles were affordable, fuel-efficient, and sold briskly, saving Chrysler from bankruptcy in the 1980s. The Dodge Grand Caravan minivan's launch was likewise a success. Chrysler started buying other automakers later in the 1980s, including Lamborghini (which was sold again in 1994) and AMC, which brought the Jeep brand within the Chrysler corporate umbrella.

Continued success and European expansion in the 1990s

Chrysler continued to flourish in the 1990s and started expanding and establishing automobile manufacturing facilities in Europe, with the result of new models like the Dodge Ram, the continuous success of Jeep models, and other products like the Dodge Viper sports car. Chrysler and Daimler-Benz partnered equally in 1998.

2000s: DaimlerChrysler, the great recession, and more

By the middle of 2005, it was thought the DaimlerChrysler alliance was the most prosperous of the "Big Three" Detroit automakers. However, Chrysler sold a majority share to Cerberus Capital Management for $7.4 billion in 2007.

After that, the 2008 automobile industry crisis started, raising concerns about Chrysler's ability to survive into 2009. In the end, President George W. Bush agreed to a $13.4 billion "rescue loan" for Chrysler and other significant American automakers. In April 2009, the business obtained an additional $6 billion in support for its proposed merger with Fiat.

Fiat Chrysler Automobiles today

Fiat S.p.A. and Chrysler joined together in April 2009 when Chrysler sought Chapter 11 bankruptcy protection. By May 2011, Fiat had paid back more than $7.4 billion in government loans and acquired the Chrysler stock held by the US Treasury, resulting in Fiat Chrysler Automobiles, the company's current name.

Future: Continued success & growth

Even though it is impossible to predict the future, it appears likely that FCA will continue to prosper. The appeal of the Jeep brand and cutting-edge new models like the Jeep Gladiator pickup truck are especially noteworthy. We appreciate you reading this overview of Chrysler's history. We sincerely hope it was fascinating and educational and helped you see this significant US automaker from a different angle.