Failing to learn from experience only condemns you to repeat your errors.
By the mid-1970’s it was abundantly clear that the Chrysler 160/180/2-Litre was a flop. Launched in 1970 under a marque name with no resonance in Europe, the big Avenger was regarded with indifference by the market and sales were disappointing to the point of embarrassment. However, the large saloon segment in which the car sold was growing healthily, with cars like the Ford Granada, Audi 100 and Rover SD1 selling profitably in good numbers. Chrysler wanted a slice of the action, so plans for a successor were initiated.
The new model was developed under the C9 project code name. Like its predecessor, the C9 would be styled in Coventry and engineered and built in Poissy. Early sketches for the design showed a large, three-box saloon with smooth, unadorned flanks, a deep six-light glasshouse and low waistline. Some fashionable aero elements were incorporated, such as partly enclosed rear wheels and a faired-in front end, with the number plate and headlamps covered by a Perspex panel, not unlike the Citroën SM. These details were intended to give the car the distinctive character that was lacking in its bland predecessor.
Chrysler’s US executives thought the initial design too radical for a conservative market sector (notwithstanding the Rover SD1’s popularity) and ordered it to Continue reading “History Lesson”