Below is a reader’s response to my critique of Lee Iacocca’s tenure at Chrysler (go here and here).
Anybody can be a Monday morning quarterback. Yes to a degree I agree HOWEVER the minivan was revolutionary. Every car manufacturer of note WORLD WIDE has since entered the minivan market at one time.
Chrysler was a little hamstrung by the conditions of their loan guarantees also. Chrysler was barely able to keep the truck division. Everything he did was with an eye toward fuel efficiency and making the government and creditors happy (showing them he had a plan for the future which was a key component to government approval). Chrysler had far less latitude product line wise to operate than its competitors. He later admitted killing the “R” body (full-size St.Regis/Newport) was the dumbest thing he ever did (his own words BTW).
The 1980s were a transition time that ushered in a different paradigm and forcing some reality on Detroit. They had to mentally retool and realize it wasn’t 1968 anymore. Chrysler swapped directions faster than anybody — chairman Lee took an aircraft carrier and spun a U like nobody’s business. Nobody in 1979 would have predicted the success of the mid 80s. That’s QUICK by Detroit standards. Chairman Lee literally worked a miracle and he should be remembered for the Caravan not the Mustang.
The word revolutionary doesn’t even begin to cover it. BTW the wrong Bob got Chrysler. It was Eaton that killed Chrysler. Had Lutz got it we would be seeing a vastly different company today. (Let’s not forget Lee’s plan for survival hinged on securing loan guarantees and NOT a cash bailout). Credit needs to go where it’s due.
— W.
RE:SOURCES
- oldcarbrochures.org: Dodge Caravan (1990)
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