Does Chrysler Finally Have The Jeep That It Needs?James B. Treece
In the final months of 1988, Lee A. Iacocca faced a wrenching choice. He knew competitors were planning to challenge his company's two most profitable lines, minivans and Jeeps. But Chrysler Corp. couldn't afford to revamp both at once. With his top managers divided, the Chrysler chairman decided: The minivan would come first in a five-year, $16.4 billion, new-product program. Then, the company would roll out a better Jeep Cherokee, new midsize and small cars, and a new pickup.
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