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A History of the Chrysler Corporation
Walk Worthy Press
March 2008
On Sale: March 13, 2003
394 pages
ISBN: 0814330916
EAN: 9780814330913
Hardcover
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Non-Fiction
From the Chrysler Six of 1924, to the front-wheel-drive
vehicles of the 70s and 80s, to the minivan, Chrysler
boasts an impressive list of technological "firsts." But
even though the company has catered well to a variety of
consumers, it has come to the brink of financial ruin more
than once in its seventy-five-year history. How Chrysler
achieved monumental success and then managed colossal
failure and sharp recovery is explained in Riding the
Roller Coaster, a lively, unprecedented look at a major
force in the American automobile industry since 1925.
Charles Hyde tells the intriguing story behind Chrysler -
its products, people, and performance over time - with
particular focus on the company's management. He offers a
lens through which the reader can view the U.S. auto
industry from the perspective of the smallest of the
automakers who, along with Ford and General Motors, make up
the "Big Three." The book covers Walter P. Chrysler's life
and automotive career before 1925, when he founded the
Chrysler Corporation, and traces the company's history to
1998, when it merged with Daimler-Benz. Chrysler made a
late entrance into the industry in 1925 when it emerged
from Chalmers and Maxwell, and further grew when it
absorbed Dodge Brothers and American Motors Corporation.
The author follows this journey, explaining the company's
leadership in automotive engineering, its styling successes
and failures, its changing management, and its activities
from auto racing to defense production to real estate.
Throughout, the colorful personalities of its leaders -
including Chrysler himself and Lee Iacocca - emerge as
strong forces in the company's development, imparting a
risk-taking mentality that gave the company its verve.
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