A few years ago, the styling of the 1969-73 Chrysler was labeled a “Deadly Sin” by some automotive journalists. This critique sparked debate among enthusiasts, with many questioning the validity of this harsh judgment. Was the “fuselage” Chrysler truly a sales disaster, or was it a missed opportunity for the brand? A closer look at production figures and market share data reveals a more nuanced story.
The 1969 Chrysler’s “fuselage” styling, with its integrated body and frame, was intended to be groundbreaking. However, the bold new look proved divisive, and quality control issues plagued the cars. Image: Old Car Advertisements.
Chrysler’s Production Declines in the Early 1970s
In the realm of full-size, premium-priced cars, Chrysler faced stiff competition. While its output remained steady in 1969, it experienced a significant drop of 30.7 percent in 1970. This decline was nearly double that of the overall premium big-car segment, which saw a 16.6 percent decrease.
Although Chrysler’s production gradually recovered in the following years, it never reached its 1968 peak of nearly 265,000 units. By 1973, production had only reached approximately 234,000 units, a far cry from the segment’s total output of 1.78 million units that year. This lag in production suggests that Chrysler, despite a recovering market, struggled to keep pace with its rivals.
The New Yorker and Newport Lose Ground
A closer examination of Chrysler’s model lineup reveals that both the New Yorker and the Newport faced challenges. While competitors like the Oldsmobile Ninety-Eight and the Buick Electra saw significant production increases between 1965 and 1973, the New Yorker’s output grew by a mere 20 percent. This inability to capitalize on the expanding market share of high-end, premium-priced cars proved detrimental to Chrysler’s overall performance.
The entry-level Newport suffered an even more pronounced setback. Despite catching up to the Oldsmobile Eighty-Eight and the Buick LeSabre in 1968, the Newport’s production plummeted to around 110,000 units in 1970-71. Although production somewhat recovered in 1972, thanks in part to the discontinuation of the mid-level Chrysler 300 and the introduction of the budget-friendly Newport Royal, it remained a far cry from its peak years.
Market Share: A Tale of Two Eras
Despite the challenges in production, Chrysler’s market share within the premium full-size segment remained relatively stable throughout the early 1970s, hovering around 12.5 percent. However, this stability masked a decline from the brand’s peak years of 1966-68, when Chrysler commanded an average of 15.6 percent of the market.
This decline in market share becomes even more apparent when considering the entire premium-priced field, including mid-size cars and personal coupes. Chrysler, limited to full-size offerings, consistently lagged behind competitors like Oldsmobile and Buick, which boasted market shares of 20 percent or more.
The Fuselage Chryslers: A Missed Opportunity?
While the 1969-73 Chrysler models might not have been the catastrophic failure that some suggest, they undeniably failed to capitalize on the success of their predecessors. The bold “fuselage” styling, while innovative, did not resonate with consumers as effectively as Ford’s successful “broughamization” of the Mercury.
This failure to maintain momentum had lasting repercussions for Chrysler. The brand’s inability to compete in a broader range of segments, coupled with the lukewarm reception of the fuselage styling, hampered its growth and contributed to its financial struggles in the late 1970s.
In retrospect, the fuselage Chryslers serve as a reminder that bolder isn’t always better. A more evolutionary approach to design, coupled with a broader product portfolio, might have yielded more favorable results for Chrysler.