The original Chrysler Corporation was founded in 1925 by Walter Chrysler from the remains of the Maxwell Motor Company. In 1998, it merged with Daimler-Benz, which renamed itself DaimlerChrysler but in 2007 sold off its Chrysler stake. The company operated as Chrysler LLC through 2009, then as Chrysler Group LLC. In 2014, it was acquired by Fiat S.p.A.; it subsequently operated as a subsidiary of the new Fiat Chrysler Automobiles (“FCA”), then as a subsidiary of Stellantis, the company formed from the 2021 merger of FCA and PSA Group (Peugeot Société Anonyme). After founding the company, Walter Chrysler used the General Motors brand diversification and hierarchy strategy that he had become familiar with when he worked in the Buick division at General Motors. He then acquired Fargo Trucks and the Dodge Brothers Company and created the Plymouth and DeSoto brands in 1928. Facing postwar declines in market share, productivity, and profitability, as GM and Ford were growing, Chrysler borrowed $250 million in 1954 from Prudential Insurance to pay for expansion and updated car designs. We celebrate the foundation of Chrysler with a 1970 Chrysler Imperial LeBaron…
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June 6
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