Word: chrysler
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Dates: during 1940-1949
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Raises. G.M. grabbed the headlines with its cut only a day after Chrysler upped the prices on its 1949 models by 6.66%. In his annual report last week Chrysler President K. T. Keller explained: "Higher prices at this time are inevitable. No significant drop in labor costs or prices of materials is as yet even in prospect and much less in evidence...
...Chrysler was aware that competition was back with a vengeance. It planned to kick off its new models with the biggest advertising campaign in its history. Every major U.S. newspaper has been carrying full-page ads, and the splurge in Canada will be "the greatest ever conducted by a U.S. corporation." There, four major magazines will carry twelve-page color inserts. Said a Chrysler executive: "We are proceeding as if the buyer's market is already here...
...Chrysler vice president who got in the last word. Eyeing G.M.'s 9.5% profit on 1948 sales (as compared to Chrysler's 5.69%), he snapped: "Perhaps . . . they have decided it is to their advantage to get more in line competitively...
Only the new Dodge was on display to show the public what its extra dollars would buy from Chrysler this year. At last week's Manhattan debut, "the daring new Dodge" did not look as daring as new models of other motor-makers. The chief changes were a slight lowering of the body, and a change from the swept-back stern to the bustle-back, thus providing more luggage space. An automatic shift ("Gyro-Matic") will be optional on the "Coronet" models...
...Chrysler planned to display the De Soto this week, the Chrysler next week, and the Plymouth the week after. All resembled the Dodge in general body lines. Chrysler was plugging the theme that its cars were more comfortable, and easier to handle. They were, according to the pros pectus: "Lower outside, higher inside-shorter outside, longer inside-narrower outside, wider inside...