Behind The Wheel At Chrysler

( 3 )

Overview

A Detroit Free Press reporter demythologizes Lee Iacocca’s leadership of Chrysler, demonstrating how salesmanship and self-promotion invariably trumped innovation and investment. “Everyone who cares about american industry should read [this book]” (New York Times Book Review). Index.

In the late 1970s, the Chrysler Corporation teetered on the verge of bankruptcy. By 1983, Chrysler was profitable again, due in large part to the ...

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Overview

A Detroit Free Press reporter demythologizes Lee Iacocca’s leadership of Chrysler, demonstrating how salesmanship and self-promotion invariably trumped innovation and investment. “Everyone who cares about american industry should read [this book]” (New York Times Book Review). Index.

In the late 1970s, the Chrysler Corporation teetered on the verge of bankruptcy. By 1983, Chrysler was profitable again, due in large part to the efforts of Lee Iacocca. In this hard-hitting expose, business reporter Levin reveals the truths behind Chrysler's success.

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Editorial Reviews

Publishers Weekly - Publisher's Weekly
In a hard-hitting, demythologizing portrait of former Chrysler chairman Lee Iacocca, Levin dismantles the public image of Iacocca as a shrewd, can-do executive and the savior of Chrysler. A Detroit Free Press business columnist, Levin paints Iacocca as a self-aggrandizing, fame-obsessed car man who hogged credit for rescuing Chrysler from bankruptcy in 1979-80, when, in fact, the bailout was a collective effort, with key roles played by Chrysler honchos Steve Miller and Gerald Greenwald. In Levin's scathing portrait, Iacocca injected flair into Chrysler models, making superficial rather than substantive changes and demonizing Japanese automakers instead of learning from their stunning leaps in efficiency and quality. According to Levin, Iacocca's bungling, blindness and preoccupation with celebrity nearly drove Chrysler once again into bankruptcy, causing the board to force him into retirement in 1992. This meticulous expos lays bare the gaping holes in Iacocca's bestselling 1984 autobiography. (July)
Library Journal
An account of how Iacocca got Chrysler back in the fast lane.
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Product Details

  • ISBN-13: 9780156004749
  • Publisher: Houghton Mifflin Harcourt
  • Publication date: 10/17/1996
  • Pages: 380
  • Product dimensions: 0.85 (w) x 5.50 (h) x 8.50 (d)

Customer Reviews

Average Rating 3.5
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted October 28, 2006

    What happened to Chrysler?

    Misleading title to this book. If I wanted to read about the Japanese Auto industry I would have bought a book appropiately titled. This author lost his way apple polishing Toyota. Clearly I want to learn about Chrysler this book told me nothing!

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  • Anonymous

    Posted December 13, 2000

    The Chrysler Comeback Bible

    This book is probably the starting point for any Chrysler historian or any author about to write yet another Chrysler Comeback book. It is packed with information and well-written. Unlike other Comeback books, this one will not put you to sleep.

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  • Anonymous

    Posted February 8, 2000

    Myth of Iacocca Removed

    Behind the wheel at Chrysler tells the story of the reign of Lee Iacocca from almost bankruptcy to recovery, to the brink again. Iacocca is shown to be no better as a human than his former boss Henry Ford II in his imperiousness. Iacocca's main acheivement was getting maximum usage out of the K-car design in the 1980's to the point where it grew stale, and he resisted changing designs. Also interesting is Iacocca's role in 1991 to choose a successor. Some of the material is worthy of the old prime soaps of Dallas and Dynasty.

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