It is hard to believe, when you look at their modern range of everyday cars, that Chrysler were actually established way back in the heady heyday of the automobile world, in 1925. Originally the Maxwell Motor Company, Chrysler was rather boringly born from a “reorganisation”, and having been hired in to save the ailing company somehow ended up transforming it into something new and completely unfamiliar.
In the same way that it is today, the driving force of the Chrysler Company was to provide good cars at a more affordable price. Back in those days cars were still revolutionary, and the idea of them being produced ay any sort of affordable level for the normal man was generally unconceivable. As these changes started to happen, so we begin to see the journey of automobiles from unattainable dream items into something that almost every family would end up owning.
Impressively, despite being at the cheap end of the market, Chryslers actually came with a whole host of extra features that weren’t currently available on their more expensive competitors – such as a carburetor air filter, high compression engine, full pressure lubrication, and an oil filter. As long as this was sustainable the product and price were clearly destined to be a massive hit, with a whole new area of the eagerly waiting market opened up for sales.
From here on in the ride wasn’t always a smooth one for Chrysler. The automotive industry is always full of challenges, as we can see form all the bankruptcies, takeovers and sell outs that have happened in the last year, let alone the last 75 years! Financial difficulties have plagued the company for years, culminating in this year’s credit crunch issues. On April 30, 2009 Chrysler LLC filed for Chapter 11 bankruptcy protection and announced a plan for a partnership with Italian automaker Fiat. On June 1, Chrysler LLC stated they were selling some assets and operations to the newly formed company Chrysler Group LLC. It’s a complicated business!
Nowadays you can still find many a new and used Chrysler dealership all around the world. In the UK specifically, they retail a specific set of modern cars. Still remarkably affordable, yet packing large engines and a hefty amount of power, these Chryslers are very distinctive cars. The least distinctive end of the range is the Grand Voyager, designed for spacious family use. The looks match expectations – this is big, chunky and with plenty of seats. The Sebrings are the ones with the clearly Chrysler looks, although you needn’t worry about them going over the top – these are smart executive cars that are kitted out accordingly. Finally, the most distinctive car of the modern Chrysler bunch, the 300C. This is huge and masculine, with an intimidating front grill and an incredibly obvious shape – you would see this stylish car coming down the street at you from a mile off.
All in all the company seems to be on an even keel – but if the car market doesn’t pick up fully then they may need a little more help.
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