Behind the wheel at Chrysler

Lee Iacocca led Chrysler to a miraculous recovery

When the Chrysler Corporation teetered on the verge of bankruptcy in 1979 and 1980, a business folk hero was born: Lee Iacocca. Ignominiously fired as president of Ford Motor Company, Lee Iacocca appeared vindicated as he led Chrysler to a miraculous recovery. During the next four years he successfully hawked Chrysler cars - and himself - in television commercials and a best-selling autobiography. By 1983, Chrysler was profitable again, and Iacocca was being mentioned as a potential candidate for president of the United States.

Saving Chrysler

Twelve years later Lee Iacocca, since retired, made the headlines again. This time, however, he was not winning kudos for saving Chrysler, but drawing criticism for joining with venture capitalist Kirk Kerkorian in a hostile takeover bid of Chrysler that some experts felt threatened the company's stability.

Based on extensive research

Based on extensive research and interviews with industry experts, Chrysler executives, and current and former friends of Lee Iacocca, Behind the Wheel at Chrysler offers a startling look at Chrysler under Iacocca's leadership. Doron P. Levin chronicles how Chrysler's research and development was constrained even as the company poured money into nonautomotive ventures; how many of Chrysler's new models were simply redesigned chassis on existing platforms; how internal rivalries undermined the company's productivity; and more.

The Iacocca Legacy

Behind the Wheel at Chrysler: The Iacocca Legacy by Doron P. Levin
ISBN: 0156004747

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