AUTOS: Chrysler's New Models

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When Chrysler Corp. went through its last big model change two years ago, the company thought it had its finger firmly on the public pulse. Corporation surveys showed that customers wanted shorter, easier-to-maneuver cars with less chrome and plenty of interior height so nobody mashed his hat. The result: Chrysler sales plummeted nearly 50% as the great U.S. car buyer turned to the longest, slinkiest cars he could find. Last week, taking no chances on 1955, Chrysler President Lester L. ("Tex") Colbert showed newsmen a 1955 line that is as long and low as anything on the road. The company, said Colbert, spent $250 million on the greatest design change in company history.

The new line, which will go on sale in mid-November, is as much as 2 in. lower, at least 1 in. wider than present models. Low-priced Plymouth, which was jostled out of third place this year by G.M.'s Buick, will be stretched 10½ in. to an overall length of 204 in. (v. 198 in. for the current Ford, 196 for the current Chevrolet); medium-priced Dodge will be 212 in. long, only 4 in. shorter than Cadillac. Up and down the line, every model will have bodies that taper gracefully in at the top, wrap-around windshields, longer, lower hoods. Inside, all automatic shift levers have been transferred to the dashboard. Outside, customers can take their choice of 56 solid paint jobs, 173 two-tone combinations, even a few three-tone combinations.

The mechanical changes are just as big. Chrysler, which already leads in power with its 235-h.p. V8, will boost it to 260 h.p. or better. De Soto (170 h.p.) and Dodge (150 h.p.) V-8s will also boost their horsepower. Plymouth, which poked along for years with a straight six-cylinder engine, will add a brand-new 150 h.p. V8. All cars will have new suspension systems, wider rear springs for more comfortable riding. Every line will now offer the full range of power equipment—power steering, power brakes, electric window lifts, power seats.

To compete with Lincoln and Cadillac in the top-priced field, Chrysler has added a brand-new luxury car. The new Imperial will be entirely different from standard Chryslers, look like the experimental Ghia sports car (TIME, Nov. 16, 1953) built in Italy with low continental lines, have a pair of striking tail lights perched atop the rear fenders.

Said Chrysler President Colbert, whose 1954 model cars have won only 11% of the total auto market thus far: "This year we're shooting for 20% of the market, and after that we'll set our sights higher."