Chrysler’s success as one of the “Big Three” in American automobile manufacturing industry did not come without any bumps and grinds. The manufacturing company has its own shares of buy outs, mergers, and yes even the most feared reality of a bankruptcy. Despite all these, Chrysler as a manufacturer and as a brand, continues to soar high in the automotive industry continuously forging a commitment to reestablish the Chrysler mark as an upscale brand. Defying all the odds, it successfully emerges as the 12th biggest automaker in the world in terms of production. It has also become one of the major automakers in North America, with large dealerships like Earnhardt Dodge Chrysler Jeep & Ram in the greater PHX area.
More Heads are Better than One
Unknown to many, the Chrysler brand is not just a single entity working for its own profits but as a manufacturer of top leading brands, it is working in several partnerships with Dodge, Jeep and Ram brands on a worldwide scale. Part of its expansion plan since it was founded in 1928 is to sell leading vehicle brands in the early times. Fargo range of trucks and the Dodge line of automobiles were the first to bear the Chrysler name after buying it from the Dodge brothers; later on, Plymouth and DeSoto automobile brands followed suit. Other distinct brands carrying the top-of-the-line Chrysler car make is the Imperial and the Valiant brand names. At this point Chrysler categorized its vehicle offering in the market by price class and function. Valiant, Plymouth, Dodge, DeSoto, Chrysler and Imperial, ranging from the lowest to highest price from 1940’s thorough the 1970’s. By the late 1970’s Chrysler had its first taste of near bankruptcy and later recovered in the 1980’s. By 1987,Chrysler acquired American Motors Corporation and eventually adding the profitable Jeep brand under its name. The next year started a merging with a German automaker Daimler-Benz bringing forth the name DaimlerChrysler. And in 2007, renamed as Chrysler LLC as a selling out option after investors contended with the DaimlerChrysler merge. The selling of all its assets has now formed the “new Chrysler” to become Chrysler Group LLC while on the verge of shutting down for the second time after being hit hard by the automotive industry crisis. And finally, Italian car maker Fiat takes ownership and control of Chrysler after buying its shares from the US treasury in 2011. This time, making Chrysler foreign owned by in fact its former subsidiary Fiat.
Master of Innovation
A history filled with sudden changes of several partnerships and ownership does not lower the standards of Chrysler’s quest to automotive making excellence. The Chrysler brand name is all about providing its customers advanced and well engineered cars at a more affordable price. This element of advanced engineering is the main foundation of the Chrysler brand heritage. Several innovations launched by Chrysler has been adopted by the automobile industry worldwide such as the very first wheel with a ridge rim Chrysler developed to keep a deflated tire from flying off its wheel. As early as their launching of the first Chrysler automobile in 1924, several features of the car is not yet seen in most autos at that time. Some of its other innovations include: high compression engine, an oil filter, a full pressure lubrication and a carburetor air filter. Some other innovations developed in those early years was the four-wheel hydraulic brakes, and rubber engine mounts that reduces vibration. Another first, Chrysler developed and produced was the world’s first all-transistor car radio found in the 1956 Imperial car models.
Advanced engineering ingenuity, and affordability of the Chrysler brand pushed not only the company’s sales domestically but globally as well being one of the “Big Three” US automakers. Not marred by several transformations and failures, Chrysler Group’s contributions to the automotive industry is the main core of its sustainability.