Chrysler By The Decade

The 1930's

By 1933, the world was coping with the Great Depression. Chrysler Corporation advertising highlighted as many common sense vehicle features as possible and stressed engineering and price instead of glamour.

One of the first moves was the introduction of the "Airflow" line. The aerodynamic design insisted that form follow function - although the design failed to catch on, Chrysler's engineering foreshadowed the study of aerodynamics and functionality that would come to dominate the industry.

Chrysler began 1937 by refurbishing its plants and acquiring new ones.

In 1938, Chrysler introduced the New York Special - it soon became known as simply the New Yorker. The nameplate lasted until its discontinuation in 1995, making the Chrysler New Yorker the longest-running nameplate in the auto industry world-wide.

Walter P. Chrysler fell ill in spring 1938, ending his active management of Chrysler Corporation. However, under the leadership of his hand-picked successor, K.T. Keller, the organization continued developing innovations.

In 1939, Chrysler receives the "Safety Council Award" for two of those innovations - safety-glass and safety wheel-rims. Another innovation: the first convertible power-top.