Chrysler by Chrysler? How pretentious!

0 0 June 12, 2023 Edit this post

by David Burrell

Remember the 1971 Chrysler by Chrysler (CbyC)?

Long, wide and bulky are three words that spring to mind.

The CbyC was Chrysler Australia’s third attempt to win sales in the growing and lucrative market for locally built long wheelbase luxury cars.

Ford had kicked off the gold rush in late 1967 when it released the locally developed Fairlane.

Based on the Falcon with imported American rear fenders, the Fairlane stretched across a 116 inch/2946mm wheelbase.

The extension created more rear seat legroom at an “affordable” price.

It was an immediate sales success.

The Fairlane was the work of Ford engineer and product planner, David Ford (no relation).

He and the folks at Ford had undertaken market research that identified a profitable gap between the big imported Galaxie and Falcon Fairmont.

Holden and Chrysler were caught off guard.

Neither had anticipated this sort of car and scrambled to match it.

In July, 1968 Holden announced the Brougham.

It was a Premier with a longer boot.

Buyers were no fools.

They bought Fairlanes.

Chrysler’s first response was a Valiant Regal loaded with options, including a V8, and called the VIP.

For the 1969-70 VF/VG models they stretched the Valiant behind the centre pillar by four inches/100mm.

This created the extra leg room, but the narrowness of the Valant architecture made the VIP look like a dachshund on wheels.

Once again, buyers were no fools and bought Fairlanes.

Indeed, between 1967 and 1971, the Fairlane’s sales were more than quadruple the Brougham and VIP combined.

So, during the development of the 1971 VH valiant range, Chrysler was determined to match, and even beat, the Fairlane in size, length and luxury inclusions.

And that they certainly did.

Called the CbyC, it came in sedan and hardtop coupe formats.

Both sat on a 115 inch/ 2921mm wheelbase.

Inside it was the typical 1970s version of luxury.

Lots of lights and dials, simulated wood grain fixed to just about every flat surface, extra sound-proofing, radio, soft seats, power windows, a split bench/bucket front seat and carpet.

Air-conditioning was an option.

Mechanically, disc brakes and automatic transmission were standard.

The engines were either the 265 cu.in/4.3-litre hemi six or a 360 cu.in/5.9-litre V8.

The body got thicker paint than the regular Valiant and a smaller limousine-style rear window.

A vinyl roof was standard and a big, bold loop bumper bar enclosed the grille.

On paper the offer was better value than the Fairlane and Holden’s new HQ Statesman.

But, Chrysler made three mistakes.

First: the name. Chrysler by Chrysler? How pretentious!

I remember that back when it was released, everyone made fun of the name.

Second, the coupe. It was a sales disaster.

Australians did not buy big luxury coupes. Only 474 were sold and it disappeared in 1973.

Third: the styling.

Whereas the sheet metal on the Fairlane and Statesman differentiated them from the main stream models on which they were based, the CbyC sedan looked too much like the VH Valiant four door.

Buyers had a significant visual reason for having spent the extra money on the Fairlane and Statesman.

Why buy a CbyC when it looked like the cheaper Valiant?

Between 1971 and 1978, it went to just 9986 customers, which was less than the number of Fairlanes that Ford sold each year.

I have to admit, I like the styling though.

Yes, I know it looks like a VH Valiant, but I liked that car’s design too.

Problem is, the CbyC is such a rare classic car these days that prices are beyond my budget.

David Burrell is the editor of retroautos