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Lester Lum Colbert is a handsome, rugged Texan with a quick smile, a quicker tongue and a big hello for everyone. At 45, he is president of Chrysler Corp., the second largest automaker in the world. He never lets the size of his job bother him. He likes to turn to his pretty blonde wife and drawl: "Angel, can you remember when I've ever been kept awake by worrying?" Angel always shakes her head. Says Tex Colbert: "Business doesn't worry me. It's a downright pleasure!"
Last week, in the big Chrysler office building in Highland Park, Mich., Tex
Colbert was downright joyful. He gave a party for 450 newsmen and showed them his new 1951 models—Chryslers, Dodges, Plymouths, De Sotos; sedans, convertibles, hardtops and station wagons.
President Colbert (pronounced Cahl-bert) hustled everywhere, greeting swarms of acquaintances with rarely a slip on a first name, meeting new ones with a hearty handshake. When dinnertime came, he held a chrome tray overhead like a gong, whacked it with a spoon, and led the parade of guests to the dining room.
Push & Pull. There was plenty to beat a gong about. Chrysler had spent $50 million retooling for its new cars, and they contained the greatest batch of engineering changes in years.
Most important change was a new 180-horsepower engine, the most powerful automobile engine on the road, which Chrysler spent five years developing. (Next most powerful: Cadillac and Packard.) Chrysler described its new V-8 "FirePower" engine as "revolutionary"—and with reason. Though it has 33% more horsepower, the engine weighs 8% less than Chrysler's old eight-in-line engine. A high-compression engine (7.5 to 1), the Fire-Power nevertheless operates efficiently, and at a 10% saving, on regular grades of gas.
Other engineering changes: ¶A new hydraulic steering mechanism, the "Hydraguide," which eliminates 80% of the pushing & pulling normally done by the driver, makes it possible to park at the curb with one finger on the wheel. ¶New shock absorbers which take the bumps out of the roughest ride. ¶Forced air cooling that cuts the wear & tear on brake linings. ¶A peppy new torque converter transmission, as good as Buick's Dynaflow or Oldsmobile's Hydra-Matic.
This year, only the toplofty Chrysler Imperials ($3,080-$5,383) and New Yorkers ($2,756-$3,263) will have the 180-h.p. engine and optional Hydraguide steering. But, barring war, Chrysler expects to spread the improvements (including the engine, but smaller and with less horsepower) to all its cars.
On the outside the cars were changed, too. On all models, last year's boxy body has been rounded, window space has been increased, as has headroom and seat room, although the overall length of some models has been slightly cut. The De Soto has a more powerful 116-h.p. engine (v. 112-h.p. last year). Dodge and Plymouth have heavier grilles and bumpers. All interiors have new fabrics-and design.
With the new cars already coming off the production lines, Chrysler expects to make 300,000 in the first three months of this year, 280,000 more than in last year's strike-riddled quarter.