Riding the Roller Coaster

More about the book

From the Chrysler Six of 1924 to the innovative front-wheel-drive vehicles of the 70s and 80s, Chrysler has a remarkable history of technological achievements. Despite catering to diverse consumers, the company has faced financial crises multiple times over its seventy-five-year journey. This narrative explores Chrysler's remarkable successes, failures, and recoveries, offering a lively examination of a significant player in the American automobile industry since 1925. The author delves into the company's history, highlighting its products, people, and management, providing insight into the U.S. auto industry through the lens of one of its smaller giants, alongside Ford and General Motors. The story spans from Walter P. Chrysler's automotive career before founding the Chrysler Corporation in 1925 to the 1998 merger with Daimler-Benz. Chrysler's growth included absorbing Dodge Brothers and American Motors Corporation, while the author details its leadership in automotive engineering, design triumphs and missteps, and diverse activities from auto racing to defense production. The colorful personalities of leaders like Chrysler and Lee Iacocca are prominent, showcasing a risk-taking spirit that has defined the company's evolution.