Try A-Coke-Ah (Part Two)

Iacocca – the Chrysler years.

Image: Time

Reeling from his part-expected firing by Henry Ford, Iacocca was almost immediately offered roles in companies across the globe. One being as a global consultant for Renault, which he turned down, citing a desire for a more hands on role. He also envisaged what he termed Global Motors, a collaboration between Chrysler’s engineering prowess, Volkswagen’s scale and dealer saturation, along with Mitsubishi’s technologies.

Iacocca even had finance plans in hand and seemed openly confident of attracting, if not these car manufacturers, then others such as Honda, Fiat, Nissan or Renault to create a global car superpower to Continue reading “Try A-Coke-Ah (Part Two)”

Try A-Coke-Ah (Part One)

Lee Iacocca – The Ford Years

Image: Ford Motor Company

Searching for a horse’s mouth account of that pioneering purveyor of horseless carriages, a recent read was the well known autobiography of the irrepressible, late and lamented Lido Anthony (Lee) Iacocca. (1924-2019) With the internet nowadays a deep-mine of information, such a move maybe described as unnecessary, but to this author at least, that misses the point.

For those of you who seek the inner nuances concerning his fathering of the Mustang, therein lies a smattering – just eighteen pages given over to that mother of all car launches, but since other aspects of his career overwhelmed such matters, we ought not Continue reading “Try A-Coke-Ah (Part One)”

Troubled Concoction

Remembering Chrysler’s misconceived transatlantic tie-up.

Image: The author / Chrysler Corp.

In the early eighties, long before both companies would find cover under the FCA and Stellantis corporate umbrellas, Chrysler and Maserati hatched plans for a luxury convertible to revive their tarnished prestige image. The two driving forces behind the venture were Lee Iacocca, the ex-Ford executive who had nursed Chrysler back from the dead a few years previously, and Alejandro de Tomaso, who at that time ran not only the sports car company that bore his name but also Maserati. He had taken the latter company over in 1976 with Italian government assistance after Citroën had bowed out. This would not, however, be Iacocca and de Tomaso’s first collaboration: in the early seventies the two had brought the De Tomaso Pantera to the USA(1).

In June 1984, both companies signed a contract to Continue reading “Troubled Concoction”

Chacun Voit Midi à Sa Porte*

A trio from the French quarter.

Amid the less frequently visited outposts within automotive history’s archives, intriguing and fascinating things can sometimes be found.

Marsonetto

Until fairly recently the family business of Automobiles Marsonetto was still active as a concessionaire of Fiat, Alfa Romeo and Lancia in Villeurbanne on the outskirts of Lyon. Founder of the company, Mario Marsonetto was the son of an Italian mason but was more interested in automobiles than following in his father’s footsteps. By his early twenties he had successfully trained to become a coachbuilder, having gained valuable work experience by rebodying passenger cars – mainly Renaults and Citroëns – as well as trucks. Continue reading “Chacun Voit Midi à Sa Porte*”