Chrysler (brand)
Chrysler is an American brand of automobiles and division owned by Stellantis North America. The automaker was founded in 1925 by Walter Chrysler from the remains of the Maxwell Motor Company. The brand primarily focused on building luxury vehicles as the broader Chrysler Corporation expanded, following a strategy of brand diversification and hierarchy largely adopted from General Motors.
The brand has been historically popular. However starting in the late 2010s, the brand has been overshadowed by other brands owned by Stellantis yet continues to have a large loyalty following among car enthusiasts. As of model year 2026, the company's production vehicle lineup solely consists of the Pacifica and Voyager minivans, although there are currently plans by Stellantis to revive the brand, as seen with the Chrysler Airflow concept, due to its heritage and continued popularity.
History
Early history
The first Chrysler cars were introduced on January 5, 1924, at the New York Automobile Show – one year before Chrysler Corporation itself was created. These cars, launched by Maxwell Motors, had a new high-compression six-cylinder, a seven-bearing crankshaft, carburetor air cleaner, replaceable oil filter, and four-wheel hydraulic brakes. Features like this had never been offered in a medium-priced car before, and the 32,000 first-year record sales proved the popularity of this model.In 1926, Chrysler introduced the Chrysler 70, named for its ability to hit 70 mph. In 1927, Chrysler had four models: the Chrysler 50, 60, 70, and Imperial 80. Chrysler was in fourth place in sales, with 192,082 units delivered. In 1928, Chrysler invested $23 million to expand its plants.
1930s
In 1930, Chrysler began wiring the Chrysler Model 70 and 77 for radios. Chrysler also became the first car to offer the downdraft carburetor on its models. With the new carburetor, Chrysler also received a new cam-driven fuel pump. For the 1931 model, Chrysler received new radiator grilles, a new Chrysler Spitfire engine, and automatic spark control. The 1932 Chryslers introduced the Floating Power rubber engine mounts, which eliminated further vibrations from the chassis. A vacuum-controlled automatic clutch, Oilite bearings, and the first universal joints with roller bearings were also added. In 1933, Chrysler models received a host of new improvements, including a new three-speed manual transmission that used helical gears – for silent use. Chrysler engines received new alloy valve seats for better reliability, along with new spring shackles, which improved lubrication.In 1934, the Chrysler 6 introduced an independent front coil spring suspension and received vent windows that rolled down with the side glass. Chrysler also introduced its revolutionary Chrysler Airflow, which included a welded Unibody, a wind-tunnel-designed aerodynamic body for a better power-to-power ratio and better handling. In 1935, Chrysler introduced the Plymouth-based Chrysler Airstream Six, which gave customers an economical modern alternative to the radically styled Airflows. The Airflow received an updated front hood and grille in 1935. For 1936, the Chrysler Airflow received an enlarged luggage compartment, a new roof, and a new adjustable front seat. The Airstream Six and Eight of the previous year were renamed the Chrysler Six and Deluxe Eight. The Automatic overdrive was optional for both cars.
For 1937, the Airflow cars were mostly discontinued, besides the C-17 Airflow, which received a final facelift. Only 4600 C-17 Airflows were built in 1937. The Chrysler Six and Chrysler Eight were respectively renamed the Royal and Imperial and gained isolated rubber body mounts to remove road vibrations. In 1938, the Chrysler Royal received the new 95 HP Gold Seal Inline 6. In 1939, Chrysler unveiled Superfinish a process in which all major chassis components subject to wear were finished to a mirror-like surface. Other features new to Chrysler were push-button door locks, and rotary-type door latches.
1940s
In 1940, Chrysler introduced sealed beam headlights on its cars, which in turn improved night visibility by 50%. Mid-year, in 1940, Chrysler introduced the Highlander as a special edition featuring popular features and a Scottish plaid interior. The luxury sport model, called the Saratoga, was also added to the New Yorker range as the Imperial became the exclusive limousine model. In 1941, Chrysler introduced the Fluid Drive semi-automatic transmission. 1942 Chryslers were redesigned with a wrap-a-round chrome grille and concealed running boards for this abbreviated model year; civilian production stopped by February 1942. In 1946, Chrysler redesigned the 1942 cars and reintroduced the Town & Country. In 1949, Chrysler came out with the first all-new redesign in almost a decade. In 1949, Chrysler moved the ignition to key only instead of having a key and push-button. They also reintroduced the nine-passenger station wagon body style to the line.1950s
For 1950, Chrysler updated the overly conservative 1949 models by lowering cars slightly, updating the grille to appear more simple, replacing the chrome fin tail lamps with flush units, and removing the third brake light from the trunk lid. Also in 1950, Chrysler introduced disc brakes on the Imperial, the new Chrysler Newport hardtop, power windows, and the padded safety dash. Chrysler introduced their first overhead-valve, high-compression V8 engine in 1951; displacing 331 cubic inches, it was rated at 180 bhp, 20 more horsepower than the new-for-1949 Cadillac V8. It was unique as the only American V8 engine designed with hemispherical combustion chambers. After successfully winning Mexican Road Races, the engine was upgraded to 250 bhp by 1955.Although Chrysler did not build a small sporty car, they decided to build a unique sporting car based on the New Yorker hardtop coupe that featured a 300-bhp "Hemi" V8. To add to the car's uniqueness, the car was given a grille from the Imperial and side trim from the less-adorned Windsor. A PowerFlite 2-speed automatic transmission was the only available gearbox. It was marketed as the Chrysler 300, emphasizing the engine's horsepower, continuing a luxury sport approach introduced earlier with the Chrysler Saratoga.
In 1955, the flagship Imperial was spun off into its own line of luxury cars, slotted above Chrysler, Imperial would remain a separate brand through 1975, and would be reintroduced in 1980, offering a single model through 1983. The Imperial returned as the flagship Chrysler for model years 1990-1993.
A 1955 restyle by newly hired Virgil Exner saw a dramatic rise in Chrysler sales, which rose even more in 1957 when the entire line was dramatically restyled a second time with a sloping front end and high-flying tailfins at the rear. Although well received at first, it soon became apparent that quality control was compromised to get the new cars to market on an accelerated schedule. In 1957, all Chrysler products were installed with Torsion-Aire front suspension, which was a Torsion bar suspension only for the front wheels that followed two years after Packard installed Torsion-Level suspension on both the front and rear wheels.
Sales of all Chrysler models plummeted in 1958 and 1959 despite improvements in quality. Throughout the mid-and late-1950s, Chryslers were available in top-line New Yorker, mid-line Saratoga, and base Windsor series. Exner's designs for the Chrysler brand in the early 1960s were overblown versions of the late 1950s, which were unhelpful in sales. Exner left his post by 1962, leaving Elwood Engel, a recent transfer from Ford Motor Co, in charge of Chrysler styling.
1960s
Although early 1960s Chrysler cars reflected Virgil Exner's exaggerated styling, Elwood Engel's influence was evident as early as 1963, when a restyled, trimmer, boxier Chrysler was introduced. The Desoto lines, along with the Windsor and Saratoga series, were replaced with the Newport, while New Yorker continued as the luxury model, while Imperial continued to be the top-of-the-line brand. The Chrysler 300, officially part of the New Yorker product line, continued in production as a high-performance coupe through 1965, adding a different letter of the alphabet for each year of production, starting with the 300-B of 1956, through the 300-L of 1965.1962 saw a "non-letter" 300, which was lower in price but was equipped with downgraded standard equipment. The 1965 Chryslers were again dramatically restyled, with a thoroughly modern unit body and larger engines up to 413 cubic inches. They were squared off and slab-sided, with optional glass-covered headlamps that retracted when the headlights were turned on and a swept-back roofline for 2-door hardtop models. Chryslers through the 1960s were well-built, quality cars with innovative features such as unit bodies and front torsion bar suspension
In 1963, Bob Hope was a spokesperson of The Chrysler Theatre, an anthology series sponsored by the brand. The same year the Chrysler Turbine Car was introduced. It was an experimental two-door hardtop coupe powered by a turbine engine and manufactured from 1963 to 1964. Italian design studio Carrozzeria Ghia constructed the bodywork, and Chrysler completed the final assembly in Detroit. A total of 55 Turbine Cars were manufactured.
1970s
The Cordoba was introduced by Chrysler for the 1975 model year as an upscale personal luxury car that replaced the 300, competing with the Oldsmobile Cutlass, Buick Regal, and Mercury Cougar. The Cordoba was originally intended to be a Plymouth—the names Mirada, Premier, Sebring, and Grand Era were associated with the project; all except Grand Era would be used on later Chrysler, Dodge, and Eagle vehicles, though only the Dodge Mirada would be related to the Cordoba. However, losses from the newly introduced full-size C-body models due to the 1973 oil crisis, along with the investment in the Turbine Car that did not produce a product to sell, encouraged Chrysler executives to seek higher profits by marketing the model under the more upscale Chrysler brand.The car was a success, with over 150,000 examples sold in 1975, a sales year that was otherwise dismal for the company. For the 1976 model year, sales increased slightly to 165,000. The mildly revised 1977 version also sold well, with just under 140,000 cars. The success of using the Chrysler nameplate strategy is contrasted to sales of its similar and somewhat cheaper corporate cousin, the Dodge Charger SE.
Interiors were more luxurious than the Dodge Charger SE and much more than the top-line standard intermediates with a velour cloth notchback bench seat and folding armrest standard. Optionally available were bucket seats upholstered in Corinthian leather with a center armrest and cushion or, at extra cost, a center console with floor shifter and storage compartment.
In 1977, Chrysler brought out a new mid-size line of cars called LeBaron, which included a coupe, sedan, and station wagon.