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Chrysler

American Government Special Collections Reference Desk

Chrysler
Vehicle Marque

Topic Navigation
Wikipedia: Chrysler (division)
Official Site: Chrysler.com

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History
Reference Desk
Motorsports
Multimedia
Images
Documents
Article Index
A brand of cars and SUVs founded by and named for Walter Percy Chrysler. Originally the premium marque of the Chrysler Corporation, now it's part of Stellantis.

Vehicle names used by Chrysler currently and throughout history include:  200, 300, 300C, 300F, 300H, 300L, 300M, Airflow, Aspen, C-300, Cirrus, CO, Concorde, Conquest, Crossfire, E-Class, Fifth Avenue, Firepower, Grand Voyager, Howler, Imperial, Laser, Le Baron, LHS, ME Four-Twelve, Model B, New Yorker, Newport, Norseman, Pacifica, Panel Cruiser, Phaeton, Pronto Spyder, Prowler, PT Cruiser, Royal, Sebring, TC, Town and Country, and Windsor.

Dealerships include:
Albany Chrysler Dodge Jeep Ram (Albany, Oregon)
Ancira Chrysler Jeep Dodge Ram (San Antonio, Texas)
Bay Ridge Chrysler Jeep Dodge Ram (Brooklyn, New York)
Benny Boyd Chrysler Dodge Jeep (Lampasas, Texas)
Briggs Chrysler (Lawrence, Kansas)
Brown's Automotive Group (Patchogue, New York)
Central Avenue Chrysler Jeep Dodge Ram (Yonkers, New York)
Classic CDJRF (Arlington, Texas)
Crown Motors (Holland, Michigan)
Garavel Chrysler Jeep Dodge Ram (Norwalk, Connecticut)
Highland Park Volvo/Chrysler/Plymouth (Highland Park, Illinois)
Ingram Park Chrysler Jeep Dodge (San Antonio, Texas)
Jim Marsh Chrysler Jeep (Las Vegas, Nevada)
McConnell Chevrolet Chrysler Dodge Jeep Ram (Santa Rosa, California)
Mission Chrysler Jeep Dodge (San Antonio, Texas)
River Front Chrysler Dodge Jeep Ram (North Aurora, Illinois)
S&L Motors (Pulaski, Wisconsin)
Shimkat Motor Company (Fort Dodge, Iowa)
Southworth Chrysler (New Milford, Connecticut)

Adveritising slogans include:
form follows function (late 1990's)
Drive=Love (early 2000's)
Inspiration Comes Standard. (mid-2000's)


History

The following section is an excerpt from Wikipedia's Chrysler (division) page on 12 December 2015, text available via the Creative Commons Attribution-ShareAlike 3.0 Unported License.

Chrysler is an American car brand and the longstanding premium marque of automaker FCA US LLC. Before the 2014 creation of Fiat Chrysler Automobiles by the merger of Fiat and Chrysler, FCA US was known as Chrysler Group LLC, named after its founder Walter Chrysler.

Overview

The Chrysler brand was originally a premium luxury position competing with Cadillac, Packard, and Lincoln. Chrysler was the top brand in the portfolio of what was then known as Chrysler Corporation, led by its top model, the Imperial starting in 1955.

After the corporation decided to spin Imperial off as a separate brand in 1955 to better compete with Cadillac and Lincoln, Chrysler became the corporation's number two brand, but still offered luxury and near-luxury products. Chrysler's positioning of the Chrysler brand towards a mid-price brand caused Chrysler to kill DeSoto after 1961 and merge most DeSoto vehicles into the new Chrysler Newport. After the Imperial brand was dropped in 1975, Chrysler once again became the top brand.

Chrysler-Plymouth

Chrysler-Plymouth was a division that sold cars with both Chrysler and Plymouth brand names. The Chrysler models emphasized luxury, while the Plymouth cars stood for practicality. The division also sold the high-luxury Imperial brand until 1975. Most Chrysler-Plymouth dealers began offering Jeep vehicles following the demise of Chrysler's Eagle brand in 1998.

When the Plymouth brand was retired in 2001, Chrysler became a stand-alone division of DaimlerChrysler AG, the company formed by the merger of Chrysler and Daimler-Benz. Recently, however, the Chrysler Group has been making efforts to consolidate the Chrysler, Dodge, and Jeep brands into one sales unit, while maintaining separate brand identity.

During the 1980s the Chrysler division expanded its product line and target markets by marketing upscale versions of the Chrysler K platform. The Chrysler brand took on a similar role as Oldsmobile, Buick, or Acura by offering entry-level luxury cars of various types and sizes. After the Plymouth line of cars (which were sold in car dealerships alongside the Chrysler brand) were discontinued in 2001, the Chrysler division marketed everything from economy cars such as the PT Cruiser to the limited production Prowler sports car alongside the brand's traditional upscale models such as the 300 and LHS.

Following Fiat's acquisition of a 20% stake in Chrysler LLC, Fiat set a long-term goal of reviving Chrysler as a full luxury brand to compete again with Cadillac and other luxury brands. The company stated in October 2009 that future plans for Chrysler brand vehicles include closer cooperation and shared development between Chrysler and Lancia, an upscale Italian automaker within the Fiat Group. In 2011, the brand's winged emblem was modified, eliminating the historic blue ribbon center which dated from the 1930s, replacing it with a blue-backed "Chrysler" nameplate. In May 2014, Fiat-Chrysler announced it would make the brand a mainstream brand with premium features, similar to GM's Buick, in contrast to earlier statements of moving the full line into the luxury market.


Reference Desk

The Crittenden Automotive Library's "Reference Desk" is a collection of materials that cannot be shared due to copyright restrictions. Information from these resources, however, can be shared. Go to the Reference Desk page for more information.

TypeTitle
1957 BookChrysler-Imperial 1957 Service Manual; Chrysler Corporation
1976 Book1976 Chrysler Plymouth Dodge Chassis-Body Service Manual; Chrysler Corporation
1976 Book1976 Chrysler Plymouth Dodge Electrical Service Manual; Chrysler Corporation
2006 BookStandard Catalog of 1950's Chrysler by Jon G. Robinson; Krause Publications


Motorsports

Championships Won in Chryslers

YearSeriesDriverModel
1954NASCAR Grand NationalLee PettyNew Yorker
1955NASCAR Grand NationalTim FlockC-300
1956NASCAR Grand NationalBuck Baker300B


Multimedia

DateMedia or Collection Name & DetailsFiles
1955Chrysler's New One Hundred Million Dollar Look!
Jerry Fairbanks Productions for Chrysler

Topic Page
- 831MB - 36:36


Images

1924 Chrysler New Zealand Stamp Subject:  1924 Chrysler New Zealand Stamp
Title:  News and Events: For the Stamp Collector
Source:  Antique Automobile: March-April 1972
Caption:  New Zealand recently issued an attractive set of six antique car stamps to help celebrate the 13th International Car Rally held in New Zealand in February. The six cars illustrate the development of the motor car from the earliest pioneering period to the introduction of the light economy car. The three cent stamp shows an 1895 Benz; the four cent a 1904 Oldsmobile; the five cent a 1914 Model T Ford; the six cent a 1915 Cadillac service car; the eight cent a 1924 Chrysler and the ten cent shows a 1923 Austin 7. The background scenes are appropriate to both the time and eras in which the cars were used.
View photo of 1924 Chrysler New Zealand Stamp - 2.7MB
A. Kann & Company 1929 Chrysler Ad Subject:  A. Kann & Company 1929 Chrysler Ad
Source:  The Ludington Daily News, 24 May 1929
View photo of A. Kann & Company 1929 Chrysler Ad - 1.5MB
1941 Chrysler Advertisement Subject:  1941 Chrysler Advertisement
View photo of 1941 Chrysler Advertisement - 23.1MB
1953 Chrysler Advertisement Subject:  1953 Chrysler Advertisement
Photographer/Source:  The Saturday Evening Post
Date:  20 June 1953
View photo of 1953 Chrysler Advertisement - 25.6MB
1954 Chrysler Advertisement Subject:  1954 Chrysler Advertisement
View photo of 1954 Chrysler Advertisement - 24.9MB
1954 Chrysler Advertisement Subject:  1954 Chrysler Advertisement
View photo of 1954 Chrysler Advertisement - 55.7MB
Orange Rush 1957 Chrysler Dragster Model Subject:  "Orange Rush" 1957 Chrysler Dragster Scale Model (Jim DiBiase)
Photographer:  Bill Crittenden
Event:  2011 Indian Uprising Model Car Show
Model Build Info:  Jimmy Flintstone body
View photo of "Orange Rush" 1957 Chrysler Dragster Model - 1,523KB
Orange Rush 1957 Chrysler Dragster Model Subject:  "Orange Rush" 1957 Chrysler Dragster Scale Model (Jim DiBiase)
Photographer:  Bill Crittenden
Event:  2011 Indian Uprising Model Car Show
Model Build Info:  Jimmy Flintstone body
View photo of "Orange Rush" 1957 Chrysler Dragster Model - 2,111KB
1960 Chrysler Advertisement Subject:  1960 Chrysler Advertisement
Source:  National Geographic, May 1959
View photo of 1960 Chrysler Advertisement - 2,154KB
Chrysler 300s Subject:  1962 Chrysler 300H (background) and a 1965 Chrysler 300L
Photographer:  Bill Crittenden
Event:  2007 Lensing Autumn Classic Car Show
View photo of Chrysler 300s - 3,302KB
Chrysler 300s Subject:  300 Series Collection
Photographer:  Bill Crittenden
Event:  2008 Summer NNL
Model Build Info:  Built by Bob Deneen
View photo of Chrysler 300s - 3,862KB
Slow Down by Wissam Shekhani - Chrysler Wheel Art Subject:  "Slow Down"
Artist:  Wissam Shekhani
License:  Creative Commons Attribution-ShareAlike 1.0 Generic License
Artwork Info:  Ink & Marker On Board
Caption:  This work was made by Wissam Shekhani, Arabian contemporary intellectual and polymath from Lebanon. For more works and information, see www.wissamshekhani.com.
View image of "Slow Down" by Wissam Shekhani - Chrysler Wheel Art - 1.1MB


Documents

DateDocument Name & DetailsDocuments
1957Chrysler/Imperial 1957 Service Manual (incomplete)
Chrysler Corporation
Topic Page - ??? pages
22 September 1966NHTSA Recall 66V002001
1967 Chrysler, 1967 Imperial, 1967 Dodge Monaco, 1967 Dodge Polara, 1967 Plymouth Fury
Fuel System, Gasoline:Carburetor System
National Highway Traffic Safety Administration
Recall Page - 1 page
8 January 1967NHTSA Recall 67V009002
1967 Chrysler, 1967 Chrysler Imperial, 1967 Dodge Dart, 1967 Plymouth Barracuda, 1967 Plymouth Valiant
Service Brakes, Hydraulic:Foundation Components:Master Cylinder
National Highway Traffic Safety Administration
Recall Page - 1 page
17 January 1967NHTSA Recall 67V009004
1967 Chrysler, 1967 Imperial
Electrical System:Wiring:Interior/Under Dash
National Highway Traffic Safety Administration
Recall Page - 1 page
10 April 1967NHTSA Recall 67V040001
1967 Chrysler, 1967 Dodge Monaco, 1967 Dodge Polara, 1967 Plymouth Fury
Service Brakes, Hydraulic:Foundation Components:Disc
National Highway Traffic Safety Administration
Recall Page - 1 page


Article Index

DateArticleAuthor/Source
21 September 1924W. VA. STATE TROOPERS BUY CHRYSLER AFTER SPEED TESTThe Pittsburgh Press
March-April 1972THE CHRYSLER SIX: America's First Modern Automobile Mark Howell, Antique Automobile
13 August 2006Chrysler Film Project Named Five Lucky FinalistsSarah McBride
29 August 2013Petition for Exemption From the Federal Motor Vehicle Theft Prevention Standard; ChryslerFederal Register: NHTSA (Christopher J. Bonanti)


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