Word: lacocca
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Frank Sinatra. John Houseman. Joe Garagiola. Ricardo Montalban. Chrysler Corp. has hired all of them to tout its cars on television. But the company's premier pitchman is a slightly paunchy, slightly balding 58-year-old who happens to be on the permanent payroll: Chairman Lido Anthony ("Lee") lacocca. "You can go with Chrysler," he booms into the camera, "or you can go with someone else?and take your chances...
...priced between $10,000 and $14,000, the G24 will be the first U.S.-built, front-wheel-drive sports car, with a turbocharged four-cylinder engine. So excited is Chrysler Chairman Lee lacocca that he is investing $150 million to make the car, more than 10% of Chrysler's 1984 development capital...
...asked its news bureaus for lists of people outside politics who might be presidential. The exercise yielded a national total of only 21 names. Among them: two former astronauts, Frank Borman, president of Eastern Airlines, and Neil Armstrong, oil-equipment executive; Chairman Robert O. Anderson of Atlantic Richfield; Lee lacocca of Chrysler; James Bere of Borg-Warner; Thomas Wyman of CBS; President Hanna Gray, University of Chicago; Marvin Goldberger, Caltech; Bartlett Giamatti of Yale; and, inevitably, Walter Cronkite...
...over the place. The two former astronauts owe their high "name recognition" in good part to TV, and Borman helps keep his alive with TV commercials. lacocca also gives himself heavy exposure as TV pitchman; it is an expressive face, an appealing tough-guy personality and, who knows, if he could pull Chrysler out of the hole, save American jobs ... The president of CBS is an unknown face, but any heir apparent who can avoid being fired by Bill Paley has undeniable political talents...
Chrysler Chairman Lee lacocca tried using both carrots and sticks last week to avoid the walkout. He first sent Canadian workers a strongly worded warning: "We will take a strike if we must, even though we are aware that it could put us out of business." Some employees responded by burning the letter. lacocca then flew to Toronto to make a personal but unavailing eleventh-hour appeal...