In 1979, Chrysler had already been saved by public guarantees on its debt, which were the subject of a law passed by Congress.
The federal support and launch of innovative models then allowed the recovery of Chrysler, whose vehicles suffered major oil shocks of 1973 and 1979 and the Japanese competition. ( Chrysler declares bankruptcy )
In 1980, the group begins a thorough restructuring, led by the steel fist of Lee Iacocca, a former Ford. Chrysler then addresses the market for smaller vehicles due to an alliance with the Japanese Mitsubishi.
It was also ranked at the top of the cars, a concept invented and expanded in United States and Europe. In this way, tried to return to the old continent, where for a time owned the trademark Simca, in the early 1990s, with an Austrian factory where assembly of the Voyager. ( Agreement with TCA Chrysler in Canada )
In 1987, recovered the famous Chrysler Jeep SUV brand, to purchase from the manufacturer Renault AMC, on the verge of bankruptcy.
With bold patterns, like the Dodge Viper sports coupe or cabriolet Plymouth Prowler, fans and motors are excited once again to look both left their wallets.
In 1998, Chrysler is associated with Daimler-Benz. Although the merger was announced as an equal partnership, the German group contributed 36,000 million dollars and took the direction of operations to the detriment of U.S. workers and engineers.
Plymouth, the mark of quality is supendida in 2001. Launched projects to reduce costs through technology exchange and in the German-American coupe Chrysler Crossfire.
A blend of innovations such as the adjustable brake pedal and the return of the rear propulsion, will ensure the success of models like the Chrysler 300.
However, the company lost its dynamism. First lost its alliance with Mitsubishi, punctuated by a scandal hidden mechanical defects. Then, as their competitor General Motors, its performance gradually drowned in social costs (pensions and social benefits).
In 2005, the creator of the merger of Daimler-Chrysler, Jürgen Schrempp, has left the leadership of the group. His successor, Dieter Zetsche, is in favor of a divorce in February 2007: 80.1% of Chrysler goes to investment fund Cerberus.
The company, which had no sense of the 2007-2008 oil fired, goes into crisis with a range poorly suited to the situation, large saloons and 4x4 too consuming gasoline.
Belatedly turns to hybrid models, planned for 2010. But in this field, the two Japanese competitors are far ahead.
The Chrysler side of the market in United States is affected by the recession, with sales under 100,000 vehicles per month nationwide from September 2008. The group has no choice but to seek public assistance.
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