In this March 28, 1990, file photo, Chrysler Corporation Chairman Lee Iacocca sits in a 1990 Dodge Viper sports car as the Chrysler in the 90’s six city tour makes a visit to New York. AP PHOTOLee Iacocca, the auto executive and master pitchman who put the Mustang in Ford’s lineup in the 1960s and became a corporate folk hero when he resurrected Chrysler 20 years later, has died in Bel Air, California. He was 94.
But he will be best remembered as the blunt-talking, cigar-chomping Chrysler chief who helped engineer a great corporate turnaround. “He used to beat me up, sometimes in public,” Liebler remembered. When people asked how he could put up with that, Liebler would answer: “He’ll get over it.” Iacocca wrung wage concessions from the union, closed or consolidated 20 plants, laid off thousands of workers and introduced new cars. In TV commercials, he admitted Chrysler’s mistakes but insisted the company had changed.
But in the years before his retirement in 1992, Chrysler’s earnings and Iacocca’s reputation faltered. Following the lead of Ford and General Motors, he undertook a risky diversification into the defense and aviation industries, but it failed to help the bottom line. He said a turning point in his career came in 1956, when he was assistant sales manager of the Philadelphia district office ranked last in Ford sales nationwide. Iacocca’s devised a financing plan called “56 for 56,” under which customers could buy a 1956 Ford for 20% down and payments of $56 a month for three years. The district’s sales shot to the top, and Iacocca was quickly promoted to a national marketing job at company headquarters in Dearborn, Michigan.
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