Imperial Valley press., 1929-01-15
CHRYSLER MOTORS
CHOSEN AS NAME
FOR BIG CONCERN
Chrysler Policy To Rule
In All Branches of Huge
Corporation.

The far-rcaching significance Of
recent Chrysier operations was not
fully grasped either by the trade or
the public until announcement was
made recently that the great group
OF manufacturing properties und'r
the direction Of Walter p. Chrysler
is hereafter to be known rs Chrys-
Ter Motors.
The purpose Of this highly impor-
tant move was tcrsrly expressed by
Walter =. Chryslcr when hn said;
"Thr one and only Justification
for grouping of motor car proper
ties is to render better public ser
vice. Chryslcr Motors viii accom-
plish mutual cfficiencirs and say
iugs which viii give now benefits
to the buyer o. individual and COM
mcrcial transportation in quality,
service and economy. That is is
sole purpose.
All Of The products Of Ctryslrr
Motors are Wanefartu~.d in ona
great group Of plants aad therein.
Chrys'cr experience hq~ proved, rost
the economic possibilitic, Tor over
head reduction, conservation OF fa-
cilitics aud the application 70 III
units Of 4 common policy Of purchas-
ing, engineering and quality manu-
featuring.
Chryslcr Motors manufacturing fa-
cilitica and financial resources are
50 vast and their combined distribute
ing agencies 50 numerous that pyrrr
price class in every country in the
world is supplied with Chrysler
Motors car - and each ranking as
a leader in is class.
Each Of these products rartakas
Of the advantages Of unified engi-
nr"riug purchasing and manufactur-
ing accruing to all til" others. the
cardinal principle Of the grouping
Of the properties being the one
thought-to benefit the buyer b. a
uniform basic quality and an out
standing standard Of value in every
price field.
. In tie precise form in which it
is operated,' said Chrvs!er, Z" Chrys-
Ter Motors represents Il new eco
nomic force in the industry because.
while still preserving II complete
separate identity in the units and
their distribution. it YIELDS togcthcr
the advantages resulting from the
common policy Of engineering, pur-
chasing, manufacturing and finauc-
NO under one personal head. -
Conceived Years Ago
The inception Of this gigantic plan
actually dates back T. the produc-
tion Of the first Chrvslcr car.
At that time ChrySlrr had the
plan to erect great manufacturing,
organization individually controlled
and directed, exchanging engineers
ing, designing, manufacturing amt
production advantages among the
units which would ultimately cover
the entire market with Clrvsler-
built ear fer every price class.
with the popularity which tho
first Chryslcr, the 20, eniovpd
from lis Introduction, it seemed ad-
NiSable to develop a companion car
bearing the Chryslcr name. This
"I""SHl INTO rNlNtrllc" the thrN Slcr
Us >, many thousands Of which ar,
today continuing to give sati~fac-
terry service. Latter the lineup CON
sisted of four cars, the Chrrslcr
- the Chryslcr: ''62". the
ChrysI'r "72' and the Imperial
In the logical Development Of t1I,
plan, and to simplify public uuarr-
Standing Of Chry~lyr operations. tin,
ChryNIcr low priced car. with its en-
tire change in appearance. was nam
ed tine "Plymouth' which. arord
ing to (hryS'er, was designed TO eff
feet the greatest u0ssiAla c.o,.,.,..