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.
Also see: Chrysler History |
Chrysler Valiant Colour Codes |
Chrysler Valiant Option Codes
