CHRYSLER ROYAL.
Chrysler Australia, known as FCA Australia import Chrysler, Jeep, Dodge, Alfa Romeo and Fiat vehicles for Australian buyers. There used to be a company called “Chrysler Australia Ltd” and they manufactured vehicles from 1951 to 1980 but was eventually taken over by Mitsubishi Motors Australia.
In 1951 the Chrysler Corporation acquired Chrysler Dodge Distributors (Holdings) Pty Ltd.
This company was formed in 1935 by 18 independent distributors. Between 1950 and 1960 Chrysler invested in Australian manufacturing venues which included a new assembly plant at Clovely Park in 1964. They also invested in an engine foundry which was based in Lonsdale in 1986. During this period, Chrysler Australia earned the reputation of becoming one third of the “Big 3” motor manufacturers with the other two being General Motors Holden and Ford Australia.
To begin with, Chrysler Australia assembled North American Chrysler passenger cars and trucks in the 1950’s. The most popular US sourced badge engineered trio were Plymouth Cranbrook, Dodge Kingsway and De Soto Diplomat, all of whom were based on the 1954 US Plymouth.
Chrysler Australia developed a coupe utility variant which was marketed in nine different versions. These were Plymouth Cranbrook, Savoy & Belvedere, the Dodge Kingsway Custom, Kingsway Crusader & Kingsway Coronet and the De Soto Diplomat Custom, Diplomat Regent & Diplomat Plaza. The Plymouth sedan was a popular choice for taxidrivers but then Holdens became a favourite for many drivers causing the decline of the range of cars mentioned above.
The Dodge Phoenix was produced by Chrysler Australia from 1960 to 1973 but in 1957 Chrysler Australia combined each badge-engineered marques into one car…….the Chrysler Royal. This was basically a facelift from the 1954 version and this vehicle was in production until 1963.
The Royal caused a measure of curiosity as it started out as a side-value 6-cylinder manual with a 3-speed manual column gear change. Modifications were made after including US sourced engineering features such as power-steering plus automatic transmission and an OHV V8. On the styling front US "Forward Look" style tailfins were grafted on the rear of the car, while the front end gained dual (vertically stacked) headlights. Unfortunately these modifications didn’t prevent the subsequent fall in sales and General Motors-Holden were becoming a dominant force in the Australian and the Royal became outmoded and expensive and production ceased in 1963.
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