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The Automotive Chronicles

Monthly newsletter published by McLellan's Automotive History. Dedicated to literature collectors, restorers, museums, publishers, manufacturers and investors who collect and preserve automotive literature
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July 2011 Issue
 
ARTICLE
Chrysler Corporation in the 1970s
By Robert McLellan
 

In the late 1960s and early 1970s GM and FMC performance models found tough competitors in Plymouth and Dodge. But the 1970s proved to be a difficult time for Chrysler. The 1973 oil crisis and new government emission standards presented a major challenge for American manufacturers of large, powerful, and gas-guzzling vehicles. In need of smaller, more efficient vehicles, Chrysler acquired a 15% stake in Mitsubishi Motors in 1971 and began selling rebadged Mitsubishi models in the United States soon after. Nonetheless, high manufacturing costs caused by outdated factories and an uninspiring model lineup drove the company into financial trouble. In 1979, Chrysler Corporation petitioned the U.S. government for $1.5 billion in loan guarantees to avoid bankruptcy.

This review of Chrysler literature presents a picture of a decade that ended an era... but began a new one... It makes for an interesting literature collection.

 
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PLYMOUTH SAMPLER

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DODGE SAMPLER

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CHRYSLER SAMPLER

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CHRYSLER CORPORATION SAMPLER

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The Automotive Chronicles, July 2011
 
 
 
 
 
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