CBC Digital Archives

Chrysler's economic recovery

Since 1925, the Chrysler Corporation has been a titan in the world auto industry; one of the three largest manufacturers in North America and producer of iconic machines like the Jeep, the Barracuda, the K-car and the minivan. Like any company in any industry, Chrysler has seen its share of good times and bad. But as a multi-billion dollar company with tens of thousands of employees, those ups and downs have major ramifications for the North American economy. On May 1, 2009 the auto giant filed for bankruptcy protection. The CBC Digital Archives offers a brief look back at some of the troubles and triumphs of the automotive juggernaut.

In 1984, things are finally looking up for Chrysler. Its innovative minivans are selling well, profits are up and so is employment at its factories. That's great news for cities like Windsor, Ont., which have suffered throughout Chrysler's hard times. As we see in this clip from CBC-TV's The National, the optimism is tempered by the knowledge that the carmaker must "improve, or die."
• Chrysler spent $400 million Cdn to renovate a 55-year-old plant in Windsor, Ont. to produce the new minivans. The update included 123 new assembly-line robots that could weld, paint and install windshields.
  • The third shift at the minivan plant, as mentioned in this 1984 clip, was eventually implemented. In March 2009 Chrysler announced it was eliminating the shift, laying off 1,200 workers.

Medium: Television
Program: The National
Broadcast Date: April 23, 1984
Guest(s): William Conlin, Lee Iacocca, Elizabeth Kishkon
Host: Knowlton Nash
Reporter: Michael MacIvor
Duration: 4:49

Last updated: February 9, 2012

Page consulted on December 6, 2013

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