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The reasons for this downward trend lay in corporation tradition. From the beginning, Chrysler has always put engineering first (said K.T. Keller: "If your product's lousy, you better quit"). Chrysler was the first to introduce four-wheel hydraulic brakes, the all-steel body, fluid drive and dozens of other mechanical advances. But for years, Chrysler has been cautious in styling. Its disastrous sales experience with the Airflow of 1934, which was too advanced for car buyers, has made it wary ever since of getting ahead of the style parade. The result has been that until this year, it has been way behind.
Furthermore, unlike G.M. and Ford, Chrysler made no attempt in its press and public relations to humanize the corporation, and turn public good will into sales. Newsmen used to say that its press relations (which Chrysler long considered a one-man job) were guided by the principle of "Treat 'em rough and tell 'em nothing."
This same principle has cropped up in union relations, and the union has often capitalized on it. Under President Colbert, the corporation is changing its policy, bringing itself Up to date with other big corporations. It was with these human problems in mind that Chrysler decided last summer to offer the union a wage increase that it had not even demanded (TIME, Sept. 4). And it was for the same reason that Tex Colbert was picked to make the offer.
As president, Colbert has already made his influence felt in the fields of public and labor relations, and both have improved a great deal.
With shortage days ahead, most automen expect to sell all the cars they can make for some time—and Chrysler is no exception. But Chrysler is looking ahead to the time when there will be hot competition again and it will need every trick to compete against G.M. and Ford. Meanwhile, Colbert thinks that a better understanding between management and union will also help to produce any new war orders that may come along. Says Colbert: "If we must stop auto production completely at some future date—a prospect that does not seem likely now—we're ready for that, too."
*-To get more power — and cut down on energy-wasting cylinder-head deposits — the FirePower's combustion chambers are rounded at the top, and sparkplugs placed smack in the middle, in stead of off to one side as in most conventional auto engines. -Manhattan's Russeks store last week advertised the "Dodge '51 Motor Coat" for women, made of the same fabric—"a coat to match your car interior." Biggest tank producer: the Army's arsenal in Detroit, built and run by Chrysler during World War II. -Which include Airtemp refrigeration, marine and industrial engines, and Oilite (powdered metal) bearings.