Chrysler Europe
Encyclopedia
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
that operated between 1967 and 1979.
Formation
In the 1960s, Chrysler sought to become a world producer of automobileAutomobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
s. The company had never had much success outside North America, contrasting with Ford
Ford Motor Company
Ford Motor Company is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK...
's worldwide reach and General Motors' success with Opel
Opel
Adam Opel AG, generally shortened to Opel, is a German automobile company founded by Adam Opel in 1862. Opel has been building automobiles since 1899, and became an Aktiengesellschaft in 1929...
, Vauxhall
Vauxhall Motors
Vauxhall Motors is a British automotive company owned by General Motors and headquartered in Luton. It was founded in 1857 as a pump and marine engine manufacturer, began manufacturing cars in 1903 and was acquired by GM in 1925. It has been the second-largest selling car brand in the UK for...
, Holden
Holden
GM Holden Ltd is an automaker that operates in Australia, based in Port Melbourne, Victoria. The company was founded in 1856 as a saddlery manufacturer. In 1908 it moved into the automotive field, before becoming a subsidiary of the U.S.-based General Motors in 1931...
and Bedford
Bedford Vehicles
Bedford Vehicles, usually shortened to just Bedford, was a subsidiary of Vauxhall Motors, itself the British subsidiary of General Motors , established in 1930; and constructing commercial vehicles. Bedford Vehicles was a leading international truck manufacturer, with substantial export sales of...
. In 1967, Chrysler succeeded in purchasing the Rootes Group of the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, Simca
Simca
Simca was a French automaker, founded in November 1934 by Fiat. It was directed from July 1935 to May 1963 by the Italian Henri Théodore Pigozzi...
of France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
(in which they already had a substantial stake since 1958), and Barreiros
Barreiros (manufacturer)
Barreiros was a Spanish manufacturer of engines, trucks, buses, tractors and automobiles.-Barreiros Diesel:The company was founded in 1954 as Barreiros Diesel S.A. by Eduardo Barreiros and based in Madrid...
of Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
.
Models
The first European Chrysler was the Chrysler 180Chrysler 180
The Chrysler 180 was the base name for a series of large saloon cars produced by Chrysler Europe. Resulting from joining development efforts of Rootes Group and Simca, the car was produced from 1970 to 1975 in Poissy, France, and later in Chrysler's subsidiary Barreiros' factory in Spain...
, launched in 1970. The 180 was the result of combining two projects that were previously being developed independently by Rootes and Simca.
This was followed by the 1975 Alpine hatchback, which was sold in France as the Simca 1307
Simca 1307
The Simca 1307 was the name under which Chrysler Europe launched its new large family car in July 1975.A modern, front-wheel drive hatchback, it was one of the first such cars in that class, along with the Volkswagen Passat, and became the 1976 European Car of the Year...
. It was voted European Car of the Year
European Car of the Year
The European Car of the Year award was established in 1964 by a collective of automobile magazines from different countries in Europe. The current organisers of the award are Auto , Autocar , Autopista , Autovisie , L'Automobile Magazine , Stern and Vi Bilägare .The voting jury consists of motoring...
for 1976. Two years later, the smaller Horizon
Chrysler Horizon
The Horizon was a subcompact automobile developed by Chrysler Europe and was sold in Europe between 1977 and 1985 under the Chrysler, Simca and Talbot nameplates...
also won the award.
Chrysler also created the Britain-only Sunbeam three-door hatchback which was based on the Rootes-designed Hillman Avenger
Hillman Avenger
The Hillman Avenger was a rear-wheel drive small family car originally manufactured under the Hillman marque by the Rootes Group from 1970–1976, and made by Chrysler Europe from 1976–1981 as the Chrysler Avenger and finally the Talbot Avenger...
chassis but was aimed at the likes of the Ford Fiesta and Volkswagen Polo.
Marques
Although the original marques were retained at first, from 1975 British-built cars were badged as Chryslers, while the Simca badge appeared on French versions (though with the Chrysler pentastar, in some markets the cars were sold as Chrysler-Simca). Chrysler used the DodgeDodge
Dodge is a United States-based brand of automobiles, minivans, and sport utility vehicles, manufactured and marketed by Chrysler Group LLC in more than 60 different countries and territories worldwide....
marque on commercial vehicles produced by both Simca and Rootes (Commer
Commer
Commer became known in later years as a maker of vans for the British Post Office—particularly the Commer FC which was introduced in 1960 with many body styles, including a 1500 cc van. After engine and interior upgrades it was renamed the PB in 1967 and the SpaceVan in 1974...
and Karrier
Karrier
Karrier is a marque of car and commercial vehicle, the origins of which can be traced back to Clayton and Company, a 1904 company from Huddersfield, West Yorkshire, UK. In 1908, they started making Karrier cars and in 1920 changed the company name to Karrier Motors Ltd.In 1929, Karrier started...
, but in addition using badge engineering
Badge engineering
Badge engineering is an ironic term that describes the rebadging of one product as another...
to sell vehicles overseas under the Fargo
Fargo (truck)
Fargo was a brand of truck manufactured by the Chrysler Corporation. In general terms, Fargo trucks were a mere rebadging of Dodge trucks models.-History:...
and DeSoto
DeSoto (automobile)
The DeSoto was a brand of automobile based in the United States, manufactured and marketed by the Chrysler Corporation from 1928 to 1961. The DeSoto logo featured a stylized image of Hernando de Soto...
brands). In addition, in some countries, such as Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, the Dodge and Simca marques would be used for other vehicles, mostly Spanish-designed (ex-Barreiros) trucks and buses and locally-built versions of US-market vehicles or local versions of Simca cars.
The company systematically retired the previous marques from Rootes, including Hillman
Hillman
Hillman is a British automobile marque created by the Hillman Motor Car Company, founded in 1907. The company was based in Ryton-on-Dunsmore, near Coventry, England. Before 1907 the company had built bicycles...
, Humber
Humber (car)
Humber is a dormant British automobile marque which could date its beginnings to Thomas Humber's bicycle company founded in 1868. Following their involvement in Humber through Hillman in 1928 the Rootes brothers acquired a controlling interest and joined the Humber board in 1932 making Humber part...
, and Sunbeam in favour of the Chrysler name, but retained the French Simca name. In 1969, Chrysler Europe closed a deal with French engineering group Matra Automobiles
Matra
Mécanique Aviation Traction or Matra was a French company covering a wide range of activities mainly related to automobile, bicycles, aeronautics and weaponry. In 1994, it became a subsidiary of the Lagardère Group and now operates under that name.Matra was owned by the Floirat family...
to jointly develop the Matra sports car
Sports car
A sports car is a small, usually two seat, two door automobile designed for high speed driving and maneuverability....
s and subsequently sell them through the Simca dealer network (as Matra-Simca).
However, the confused branding of the vehicles, coupled to mediocre design and poor build quality meant profits failed to materialize. Chrysler was already in serious financial trouble back home in America, and were on the brink of bankruptcy. The company's incoming CEO, Lee Iacocca
Lee Iacocca
Lido Anthony "Lee" Iacocca is an American businessman known for engineering the Mustang, the unsuccessful Ford Pinto, being fired from Ford Motor Company, and his revival of the Chrysler Corporation in the 1980s...
had shown little interest in the European market from the outset (just as he had done during his period in charge of Ford
Ford Motor Company
Ford Motor Company is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK...
), and wasted no time in wielding the axe almost immediately.
Decline and sale to Peugeot
In 1978, Chrysler Europe was sold for a nominal US$1 to PeugeotPeugeot
Peugeot is a major French car brand, part of PSA Peugeot Citroën, the second largest carmaker based in Europe.The family business that precedes the current Peugeot company was founded in 1810, and manufactured coffee mills and bicycles. On 20 November 1858, Emile Peugeot applied for the lion...
, who took on the liability for the division's huge debts as well as its factories and product line, with the former Chrysler models in Britain and Simca models in France both using the resurrected Talbot
Talbot
Talbot was an automobile marque that existed from 1903 to 1986, with a hiatus from 1960 to 1978, under a number of different owners, latterly under Peugeot...
marque.
But within eight years, the French giant scrapped the Talbot marque on passenger cars due to falling sales - though retaining it for commercial vehicles until 1992. The car meant to succeed the Chrysler Horizon became Peugeot 309
Peugeot 309
The Peugeot 309 was a small family car manufactured between 1985 and 1993 in England and France.The 309 was originally intended to be badged as a Talbot and, as development progressed, to be called the Talbot Arizona...
on its launch at the end of 1985, and in 1983, Peugeot sold its share in Matra together with the Chrysler-initiated design of an MPV
Minivan
Minivan is a type of van designed for personal use. Minivans are typically either two-box or one box designs for maximum interior volume – and are taller than a sedan, hatchback, or a station wagon....
to Renault
Renault
Renault S.A. is a French automaker producing cars, vans, and in the past, autorail vehicles, trucks, tractors, vans and also buses/coaches. Its alliance with Nissan makes it the world's third largest automaker...
, where the design lives on as Renault Espace
Renault Espace
The Renault Espace is a large MPV from French car-maker Renault. Generations 1-3 were sold under the Renault brand but manufactured by Matra. The current fourth generation model, which seats seven passengers, is an all-Renault product; the Renault Grand Espace is a long-wheelbase version with...
. Peugeot took little interest in heavy commercial vehicles and the production of former British and Spanish Dodge models passed to Renault Trucks
Renault Trucks
Renault Trucks is a French truck manufacturer with its corporate headquarters at Saint-Priest near Lyon. Originally part of Renault, it has been owned by Volvo Group since 2001....
. The Rootes factory in Dunstable, England ceased manufacture of Trucks, ending with the Renault Midliner in the mid 1990's. In 2009 the staff of Renault Trucks, part of the Volvo Group since 20001,(RVI) relocated from the former Rootes site to a new building. The former factory has since been demolished.
Chrysler on the other hand, retained the design rights to the Avenger
Hillman Avenger
The Hillman Avenger was a rear-wheel drive small family car originally manufactured under the Hillman marque by the Rootes Group from 1970–1976, and made by Chrysler Europe from 1976–1981 as the Chrysler Avenger and finally the Talbot Avenger...
and those of the US-version Horizon. Peugeot were therefore compelled to retain the Chrysler "pentastar" badge on the Avenger, whilst Chrysler prepared to shift production of the car to Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
when European sales ended in 1981. The American version of the Horizon continued to be produced in the United States as the Plymouth Horizon and Dodge Omni
Dodge Omni
The Dodge Omni and the similar Plymouth Horizon were front wheel drive cars introduced by the Dodge and Plymouth divisions of the Chrysler Corporation in North America in 1978, and were based on a European Simca-based design of the same name...
until 1990, three years after the last European model was made.
The former Simca and Rootes assembly plants in Poissy
Poissy
Poissy is a commune in the Yvelines department in the Île-de-France in north-central France. It is located in the western suburbs of Paris from the center.In 1561 it was the site of a fruitless Catholic-Huguenot conference, the Colloquy at Poissy...
and Ryton-on-Dunsmore
Ryton-on-Dunsmore
Ryton-on-Dunsmore is a village and civil parish in the Rugby district of Warwickshire, and is south-east of Coventry, England. The 2001 census recorded a population of 1,672 in the parish. The A45 dual carriageway passes through the village....
, respectively, continued under the ownership of Peugeot, but Rootes' Linwood plant in Scotland
Scotland
Scotland is a country that is part of the United Kingdom. Occupying the northern third of the island of Great Britain, it shares a border with England to the south and is bounded by the North Sea to the east, the Atlantic Ocean to the north and west, and the North Channel and Irish Sea to the...
was a casualty of the takeover - closing its doors in 1981. The former Rootes Ryton plant was closed in December 2006, with production of the Peugeot 206
Peugeot 206
The Peugeot 206 is a supermini car, manufactured by the French automaker Peugeot from 1998 to 2010.Even though the 206 has finished production in most markets as of 2010, in Europe since 2009, it is available the 206+, with a back and especially a front design that resembles the Peugeot 207.-The...
(made there since the summer of 1998) moved to Slovakia
Slovakia
The Slovak Republic is a landlocked state in Central Europe. It has a population of over five million and an area of about . Slovakia is bordered by the Czech Republic and Austria to the west, Poland to the north, Ukraine to the east and Hungary to the south...
. Since 1985, it had also produced Peugeot's 309
Peugeot 309
The Peugeot 309 was a small family car manufactured between 1985 and 1993 in England and France.The 309 was originally intended to be badged as a Talbot and, as development progressed, to be called the Talbot Arizona...
, 405
Peugeot 405
The Peugeot 405 is a large family car released by the French automaker Peugeot in July 1987 and which continues to be manufactured under licence outside France. It used TU/XU petrol and XUD diesel engines....
and 306 ranges
Peugeot 306
The Peugeot 306 is a small family car built by the French car manufacturer Peugeot from 1993 to 2002 replacing the 309. Peugeot gave the 306 many updates and aesthetic changes to keep up the competition but it was replaced by the 307 in 2001. Cabriolet and estate versions continued until 2002...
. It has since been demolished to make way for new factories.
See also
- SimcaSimcaSimca was a French automaker, founded in November 1934 by Fiat. It was directed from July 1935 to May 1963 by the Italian Henri Théodore Pigozzi...
- Rootes Group
- TalbotTalbotTalbot was an automobile marque that existed from 1903 to 1986, with a hiatus from 1960 to 1978, under a number of different owners, latterly under Peugeot...
- MatraMatraMécanique Aviation Traction or Matra was a French company covering a wide range of activities mainly related to automobile, bicycles, aeronautics and weaponry. In 1994, it became a subsidiary of the Lagardère Group and now operates under that name.Matra was owned by the Floirat family...
- BarreirosBarreiros (manufacturer)Barreiros was a Spanish manufacturer of engines, trucks, buses, tractors and automobiles.-Barreiros Diesel:The company was founded in 1954 as Barreiros Diesel S.A. by Eduardo Barreiros and based in Madrid...