Word: sperlich
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Dates: during 1970-1979
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While the gasoline shortage and the economic slowdown have hurt sales for all the automakers, times have been particularly rough for the weakest of the Big Three, Chrysler Corp. After the company lost an unexpectedly large $53.8 million for the first quarter, Group Vice President Harold Sperlich admitted, "You cannot stand too many quarters like that and keep the company afloat." Some Wall Street analysts expect that 1979 losses will top last year's $204.6 million...
...that Chrysler will survive, but as a smaller, less competitive entity. The company's best hopes are that the Government would not allow the industry to be dominated by GM and Ford alone, and that lacocca somehow will improve the company's shabby planning and marketing. Says Sperlich: "We are looking to old General Patton to kick a lot of tail...
Senior executives at Chrysler are well aware of the consequences should their new models be viewed unkindly by the public. Product-Planning Chief Hal Sperlich is both cautious and cocky. "We are heading for an encounter of the third kind that can have tremendous consequences for us," he admits. Then comes the characteristic salesman's caveat. "Chrysler is the last of the big three to build a small car, and as my colleagues at Ford used to say, 'Last in, best dressed.' " Maybe. First sales results will be available in February, and if they are good...