Another Chrysler

There is nothing complacent about Walter P. Chrysler, super-mechanic. Fame and a fabulous salary were his when he boomed the Buick. He straightway proceeded to crank up Willys-Overland. Then he steered Maxwell and Chalmers around a parlous financial corner. Next he put his name on 32,000 little winged bullets-Chrysler Sixes--and sent them flying through the land.

The Maxwell people, still his empoyers, were so impressed, and enriched, that they readily agreed to transform themselves, their properties and assets, into a new Chrysler Motor Corporation (TIME, Apr. 20). Last week, this transformation was consummated. The Chrysler Motor Corporation promptly declared a $4 dividend on its Preferred A, and two full pages in The Saturday Evening Post (at cost of $14,000) announced a further exploit of Walter P. Chrysler.

This exploit was to be, of course, a four-cylinder car to roll into the little shoes of the late Maxwell. The Chrysler touring car was advertised at $895, the coupe at $995, the sedan at $1,095, the "coach" at $1,045. The newcomer would have to compete with the Overland, Dodge, Essex, Oldsmobile, Hupmobile just as its older brother had competed with the Buick, Jordan, Reo, Studebaker, Rickenbacker, Hudson, Nash, Willys-Knight. But in this it would be aided, not only by its Maxwell legacy, but by the older brother's reputation. The promises had a similar ring "83% more power than official rating," "better lubrication with no more oil," "a strong frame that cannot weave," "no vibration."