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  • ISBN: 9780151117031
  • ISBN10: 0151117039

Behind the Wheel at Chrysler: the Iacocca Legacy

by Levin, Doron P. A

  • List Price: $25.00
  • Binding: Hardcover
  • Publisher: Harcourt
  • Publish date: 06/01/1995
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Description: When the Chrysler Corporation teetered on the verge of bankruptcy in 1979 and 1980, a business folk hero was born: Lee Iacocca. Ignominiously fired as president of Ford Motor Company, Iacocca appeared vindicated as he led Chrysler to a miraculous recovery. During the next four years he successfully hawked Chrysler cars - and himself - in television commercials and a best-selling autobiography. By 1983, Chrysler was profitable again, and Iacocca was being mentioned as a potential candidate for president of the United States. Twelve years later Iacocca, since retired, made the headlines again. This time, however, he was not winning kudos for saving Chrysler, but drawing criticism for joining with venture capitalist Kirk Kerkorian in a hostile takeover bid of Chrysler that some experts felt threatened the company's stability. Based on extensive research and interviews with industry experts, Chrysler executives, and current and former friends of Lee Iacocca, Behind the Wheel at Chrysler offers a startling look at Chrysler under Iacocca's leadership. Doron P. Levin chronicles how Chrysler's research and development was constrained even as the company poured money into nonautomotive ventures; how many of Chrysler's "new" models were simply redesigned chassis on existing platforms; how internal rivalries undermined the company's productivity; and more.
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