Chrysler still remains one of the three leading automotive brands in the United States of America. It has provided the international automotive market a vast variety of cars, vans, sport utility vehicles, and trucks. But the strong competition by Ford and Chevy, as well as European and Japanese automakers, challenges the brand to produce top notch Chrysler parts for the buyers. This also pushes the company to build a stronger presence for Chrysler parts online. To fully appreciate the brand, we take a look at how it started in Michigan, how it evolved to one of USA\'s big three auto manufacturer, and how its major steps ensured the continuity of manufacturing quality Chrysler parts.
The company was founded by Walter P. Chrysler. Early on, he was exposed to the transportation industry where he molded himself into a man known for his work ethic and engineering skills. He found a career in another Michigan-based auto manufacturer Buick where he slowly climbed up the ladder to become the company\'s president. In the 1920s, Walter collaborated with Fred Zeder, Owen Skelton and Carl Breer in designing and manufacturing Chrysler car parts that would be assembled to become the brand\'s first automobiles. A few years later, the introduction of the Chrysler 6 would mark the true beginning of the marque.
Building the Chrysler Group
Followed by the initial success of the first models, Chrysler continued producing automobiles and also began acquiring brands like Dodge, DeSoto, and Plymouth. Soon enough, the brand reintroduced wood as Chrysler accessories. This was evident in pre-war models like the 1941 Chrysler Town and Country and the 1939 Plymouth Woody Station Wagon.
The art deco movement continued to influence and recreate the car designs in the 1950s. The Plymouth line became one the staple choices of Americans due to its styling, performance, dependability, and right bang for the buck. The brand\'s .Forward Look. mantra significantly improved its sales by 1955.
The following decade led to the rise of the muscle cars. The increasing demand for Chrysler auto parts that boosted performance became apparent as more people modified their Chryslers to go faster. In order to address this concern, Chrysler designated its Mopar department to manufacture performance parts. Because of this effort, cars under the Chrysler umbrella like the Super Bee, Barracuda, Charger, Challenger, and Demon became feared rivals on the strip. Likewise, Chrysler icons like Chairman Lee Iaccoca and NASCAR driver Richard Petty became household names in the motoring community.
Bankruptcy and the Merger with Fiat
Unfortunately, Chrysler got hit very hard during the US financial crisis in 2007. The subprime crisis caused a lot of companies to shut down and employees to lose their jobs. Chrysler\'s salvation came when it was bailed out of debt then later on teamed up with the Italian auto manufacturer Fiat.
Now with 90 years and counting under its belt, Chrysler continues to share its automotive engineering capabilities throughout the world. And with the vehicles slated for launch in the near future, there is much hope that the younger generation will still get to experience American automotive heritage through brands like Chrysler.