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Yet in
1924 a brand new car was exhibited in New York, the handsome
Chrysler 70.The energetic Walter P. Chrysler had decided to
challenge the giants, and, in so doing, became a giant himself.
Two pioneering cars were the
basis of his corporation, Maxwell and Chalmers. But both cars were
rapidly losing ground and Chrysler's bold decision to produce a
newly designed machine saved the firm. The Chrysler 70 was
extremely well-engineered with a seven-bearing crankshaft and one
of the first users of high compression. Once the new car was
launched Chrysler lost no time in expanding what was now named the
Chrysler Corporation. Chalmers was dropped and the Maxwell was
redesigned to become the Plymouth. In 1928 the De Soto heralded a
new line, and, in the same year, the Dodge brothers joined the
growing firm.
In 1931 Plymouth became a
serious competitor in the small car class and seriously threatened
Henry Ford's empire. It completely outclassed the Ford Model A by
featuring hydraulic brakes, more graceful body lines, and a really
smooth engine balanced on three rubber shock mounts-the famous
"floating power."
The rapid rise of the
Chrysler empire was mainly due to his insistence on quality and
engineering progress. In the 1930's customers were more interested
in the technical features of a car than in the amount of chrome or
the color of the upholstery, and the substantial construction and
reliable performance of the Chrysler cars was perhaps the main
reason for their sales. By the end of the thirties the Chrysler
Corporation had passed Ford and was in second place. The new
industrial giant was solidly established.
One of the greatest American
controversies over a car came in 1934 when the Airflow model
appeared in both the Chrysler and De Soto lines. Aerodynamically
it made sense with its curved nose and sloping rear, but it was
far ahead of its time. The public was appalled at a car that
differed so radically from the square-shaped machines that were
the standard of the time. Airflow models sold poorly and were
changed as rapidly as new body dies could be made, but they were a
prophetic note. However the Chrysler Imperial sold well as a
luxury car. Big, powerful, reliable, although certainly not a
classic in design, it held its own with all the other expensive
automobiles. Today, the modern Imperial ranks with Cadillac and
Lincoln in style, appointments, and, of course, expense.
After World War II the
Chrysler Corporation fell out of step with the industry for a
time. They concentrated on engineering improvements, experimenting
with torsion bar suspension, hemispherical combustion chambers,
and efficient use of horsepower. During the same period Ford and
General Motors began a style trend. Their cars became longer,
wider, boxier, more be-chromed, and the tail-fin disease ran wild.
The public forgot about performance and economy and bought cars
for appearance. The conventionally styled Chrysler products were
passed by and the corporation fell to a poor third place among the
big three. Their styling department came to the rescue by adopting
the most extravagantly designed tail-fins yet to be seen. Chrysler
also followed the industry in gadgetry. A push-button automatic
transmission removed the last vestiges of a gear shift lever, and
numerous power devices completed the job of divorcing the driver
from his car.
In 1960, as well as their
many standard models and the luxurious Imperial, the Chrysler
Corporation makes what may well be the fastest big car in America,
the 300-F. This is a very advanced machine which develops about
400 horsepower. Acceleration is amazing and the powerful car can
run continuously and effortlessly at high speeds in true European
Gran Tourismo style. Automotive purists may carp about the size
and style of the 300-F, but no one can deny the efficient
performance. Scaled down and balanced the 300-F might make a fine
competition car which could re-create the triumph of 1928 when two
Chryslers endured the grueling 24 hour race at Le Mans and placed
third and fourth.
It is now a long time since
Walter P. Chrysler pushed his once small firm into the front ranks
of the automobile industry. The Chrysler Corporation now stands
equally with the other giants, and its recipe for growth seems to
contain two major ingredients - fine quality and a long discerning
look into the future.
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