Chrysler Valiant

Historical article recovered from a Wayback capture dated 2006-08-23.

Chrysler would become the third major player in the Australian automotive marketplace, and the timing couldn’t have been better. Chrysler distributors had been finding it increasingly difficult to offload the large and more expensive US sedans in the face of competition from the all-conquering Holden, even sales of the Simca were in decline. Following the lead of Ford to assemble an American compact sedan for the Australian market, Chrysler imported just over 1000 R series Valiant sedans to be assembled at their Mile End facility in Adelaide. The R Series was far sleeker and more modern looking than Holden’s EK, and the recently introduced Falcon XK was beginning to suffer reliability problems on the tough Aussie roads – it is no wonder then that the original shipment of R Series Valiant’s sold out in days. Buoyed  by the success, Chrysler would undertake the serious importing of S series components for assembly, some 10,000 units rolling of the production line and into the hands of eagerly awaiting purchasers during 1962. Unable to meet demand for the Valiant, Chrysler undertook the $36 million construction of their Tonsley Park facility, and by 1963 the new AP5’s would be rolling off the line, boasting high local content and local design initiatives to ensure the cars suitability to Australian roads. Despite doubling the expansion to some $72 million, Chrysler’s biggest problem was in meeting demand. In 1965 Chrysler acquired Rootes Australia and assumed control of their Melbourne manufacturing and assembling facilities, helping bolster production output and putting Chrysler firmly in 3rd spot on the new car sales chart, having a 13.5% share. The best days for the marque are unquestionably the 1960’s, the brand simply unable to keep up with Holden and Ford during the 1970’s and slowly loosing ground, despite such wonderful iterations as the Pacer and Charger.