Chrysler Turns 100
More than 1,500 people recently gathered to celebrate the centennial of the Chrysler brand. Photo courtesy Stellantis
AUBURN HILLS, MI—The Chrysler brand recently celebrated its 100th anniversary with a special employee gathering at its tech center here. More than 1,500 people participated in the event (see photo above).
Chrysler Corp. was formed on June 6, 1925, by Walter P. Chrysler, a former vice president of manufacturing at General Motors who was known for his innovative ideas. The Midwestern farm boy and self-taught mechanic revolutionized the auto industry with his first namesake car, the Chrysler Six, which sported a number of unique features. Chrysler’s company soon experienced a meteoric rise and within a few years was America’s third largest automaker.
During the decades that followed, Chrysler became renowned for its engineering prowess. The company pioneered things such as automatic transmissions, hydraulic four-wheel brakes, streamlined bodies, supercharged engines and turbine power trains. And, along the way, it made everything from muscle cars to minivans, in addition to air conditioners, boats, rockets and tanks.
In recent years, once-mighty Chrysler has been relegated to playing the role of a lackluster brand owned by multinational Stellantis. Before that, the marque shared the spotlight as part of the FiatChrysler and DaimlerChrysler amalgamations.
"Chrysler held a pivotal role in shaping both the automotive industry and American culture, standing as a symbol of innovation, resilience and breakthrough design for 100 years," says Chris Feuell, Chrysler brand CEO. "Chrysler has consistently pushed boundaries.
“As one of the original Big Three, we’ve helped drive industrial growth and have left an indelible mark [on the auto industry],” adds Fuell. “But, Chrysler is more than a brand—it’s a legacy built by generations of passionate employees, and we’re proud to celebrate their contributions as we look ahead to an exciting new era for the next century."
The recent celebration included a unique time capsule modeled after the famous wood toolbox that Walter Chrysler used early in his career. Encased in the replica are rare memorabilia and artifacts, including historic vehicle badges and old brochures.
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To mark the centennial, Stellantis also staged a display of more than 20 historic Chrysler vehicles at the Detroit Yacht Club on Belle Isle in Detroit. It included classics such as a 1934 Airstream, a 1948 Town & Country, a 1955 Chrysler 300 and a 1963 turbine car.
ASSEMBLY magazine will celebrate Chrysler’s centennial in an upcoming issue with an in-depth article focusing on the company’s unique manufacturing heritage.
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