1928 Chrysler Plymouth Debuts
The Chrysler Corporation introduced the Plymouth as its newest car on this day in 1928. The Plymouth project had taken three years to complete, as Chrysler engineers worked to build a reliable and affordable car to compete with the offerings of Ford and General Motors (GM).
The Plymouth debuted with great fanfare in July of 1928, with renowned aviator Amelia Earhart behind the wheel. The publicity blitz brought 30,000 people to the Chicago Coliseum for a glimpse of the new car. With a delivery price of $670, the Plymouth was an attractive buy, selling over 80,000 units in its first year and forcing Chrysler to expand its production facilities drastically. Chrysler was still negotiating its purchase of Dodge at the time, and the Plymouth played a key role in winning over the confidence of Dodge shareholders.
When Chrysler released the DeSoto Six later in the year, it scored another important coup in the mid-range market, assuring its position as a competitor to Ford and GM. Chrysler's great success in the late twenties, along with its purchase of Dodge, gave the company momentum that would carry it through the Depression. Chrysler was the only car company to pay dividends to its shareholders throughout the Depression. While other companies were drowning from stifled cash flow, Chrysler managed to increase sales.
In 1933 Chrysler became the only car company to best its sales of the 1929 boom year. All the while Chrysler continued to allocate resources to research and development, and by 1935 Chrysler had surpassed Ford to become the nation's second largest car company.
$670. Sigh.
Posted by: Ogre at July 7, 2005 10:57 AM