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The Key: Chrysler's 1960s auctions and reconditioning efforts
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Nov 10, 2024
The Key: Chrysler's publicity film on their 1960s auctions and reconditioning efforts. Features former leasing head Charles Joans and video of the Chrysler, Plymouth, and Dodge cars and dealers. (Provided by J.P. Joans. 10 minutes long. Video and sound is moderately poor.)
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0:05
[Music]
0:08
[Applause]
0:09
[Music]
0:14
this
0:17
[Music]
0:33
this is Virgil Boyd vice president and
0:35
group executive in charge of Automotive
0:37
Sales Chrysler Corporation his concern
0:40
is not only selling Chrysler Bild cars
0:42
this year but next year and the many
0:45
following Chrysler is concerned with
0:47
value not only today but 3 years
0:50
hence Mr Boyd may we ask you a question
0:53
certainly how do you ensure value in a
0:57
vehicle well first it's the quality that
1:00
you build in the car and for us at
1:02
Chrysler that means engineering and
1:04
styling and the manufacturing methods
1:07
which gives us the quality that we want
1:09
and of course the quality control people
1:11
up and down the line play a vital part
1:14
in giving us this quality given the
1:17
quality built into Chrysler products
1:18
which enables the company to offer the
1:20
remarkable 5year 50,000 Mi warranty
1:23
other other factors which may affect the
1:25
endurance of the investment which a
1:27
buyer has made in terms of its trade and
1:29
value value well there are several
1:32
factors affecting this first of all the
1:34
popularity of its styling or the public
1:37
acceptance of the product secondly the
1:39
mechanical dependability and third the
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durability of the body materials that we
1:44
use in the uh in the construction and of
1:47
course in the case of Chrysler how well
1:50
the company stands behind its
1:53
warranty styling engineering quality
1:56
control
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design these are some of distinctive
2:00
qualities which build lasting value in
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the Chrysler cars value which in turn
2:05
means acceptance in a market both
2:07
increasingly competitive and
2:12
opportune 91% of all Chrysler built cars
2:16
go directly to dealers for retail
2:18
sale 9% of such vehicles are earmarked
2:22
for Fleet Sales and Leasing less than 1%
2:25
are used by Chrysler Corporation
2:27
Executives and in Chrysler field service
2:31
but to those of us in the industry it's
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no secret what may happen occasionally
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to any
2:36
[Applause]
2:39
car what are you going to do with a car
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like this let's ask a man whose job it
2:44
is to provide the
2:47
answers this is Russ longan vice
2:50
president of Chrysler Motors Corporation
2:52
and president of Chrysler leasing
2:54
Corporation who directs the company's
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Fleet Sales of leasing
2:58
activities they recognize that increased
3:01
used car prices will place them in a
3:03
more favorable trading position to
3:06
profitably sell more new
3:08
cars the management of Chrysler
3:10
Corporation is also vitally interested
3:13
and concerned about maintaining a high
3:15
resale value for its products not only
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do the dealers benefit by virtue of
3:20
being in a better trading position but
3:22
also our Fleet customers I enjoy the
3:24
benefits of a lower depreciation Factor
3:26
whether they buy or lease the product
3:29
for these reasons Chrysler Corporation
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cannot afford to have its cars offered
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in a condition which would depress their
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resale
3:37
value first the check-in procedure where
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an analysis of needed work is made
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carefully noted on work order and detail
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slips then off to the shop for complete
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rehabilitation
3:53
[Music]
4:05
cleanup quickly and effectively done
4:08
with modern detergents cost pennies but
4:10
brings back dollars in resale both at
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wholesale and here's in other areas the
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vehicles receive the attention of top
4:18
Automotive mechanics who able to restore
4:20
them to showroom
4:27
quality and you can depend on the m
4:31
the result is Confidence from lot of
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dealers who flop to the auction from all
4:35
over the area you couldn't fool these
4:38
dealers if you wanted to and we don't
4:39
try in the long run the dealers
4:42
confidence that these auctions are
4:43
strictly on the level brings them back
4:45
again and
4:48
again now not the business Char Jones
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National used car manager of Christ
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releasing opens the auction good morning
4:56
gentlemen welcome once again to the half
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field a auction
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we're happy to see you world would you
5:02
call those fellas in from the outside
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we're ready to get going
5:05
now for those of you that haven't been
5:07
here before I'd like to point out that
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the 1963 models that we offer are
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available to all dealers across all
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product lines we're going to have
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approximately 275 cars total of which 50
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are 1964 models the 1964 models are only
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available to the dealers by prodct line
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if you're a Plymouth dealer you can buy
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a Plymouth if you're a c dealer you can
5:30
buy a Chrysler if you're a Dodge dealer
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you can buy a Dodge I'd like to point
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out to you gentlemen that the odometer
5:36
readings are accurate we do not touch
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our odometers at all at any of our
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sales our next sale for those of you
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that are interested will be in Detroit
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on Monday of next week I should like to
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point out that this is the last sale in
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ha field of 1963 models in any
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volume gentlemen are there any for
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dealers or Ford Representatives
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anybody from Fort not car company any
6:02
General Motors
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Representatives any
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Independents all right gentlemen on
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behalf of Christ leasing Corporation
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we're ready tooll man
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[Music]
6:20
[Applause]
6:29
to someone who's never attended an a
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view all this may seem strange but it's
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really a basic expression in a war
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supply and demand and the demand is
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great because the supply is
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quality a car may be sold every 40
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[Applause]
6:52
seconds we ask some of the deers to
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express the feelings about the
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auction people like John Monon pmf
7:00
Motors Philadelphia well this my
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part I said it we very well pleas with a
7:07
cars we've been buying here are the only
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car we buy outside what we
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trade that's the that field story part
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of the national program with carefully
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conducted auctions supervision and
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control of price the Le
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Corporation prices are holding values
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are up and are taking their CU from the
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corporation's
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experience when they see the prices the
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company's getting for superly
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reconditioned used cars many of them go
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back and completely revise their own
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reconditioning program of vehicles they
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themselves takeen
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trade at the end of the auction Charlie
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Jones of Chrysler leasing had some
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questions for dealer Bob cry Mr cry I
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understand you bought quite a few cars
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here in hfield since you've been coming
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down here can you give me an idea how
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many you've bought so far PR about 115
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Charlie that includes today's sales i b
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about 17 today now figuring in your
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Freight to get the cars back to your
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place of business could you give me an
8:09
idea of what your average gross profit
8:11
is it's just about $334 a car now have
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you uh any Impressions or ideas as to
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the quality of our e conditioning any
8:20
comments you'd like to make regarding
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how we prepare these cars for you I
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think it's excellent um we took a check
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to find out approximately how much it
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was costing us uh to get these cars to
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live in and it's about $7.50 a car so uh
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your reconditioning is excellent we've
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been working on option rules since we
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started these options in various parts
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of the country I'd like your impressions
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of our rules and regulations as compared
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to other autions we have I would say
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that as far as the comparison that um
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the the way you condu your your sale or
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auction uh it's a more realistic auction
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because you completely eliminate any
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Shilling other words any bit is a
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legitimate bid uh and uh there's a
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tendency with some of these other
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autions where a price is thrown in it is
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not a legitimate
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[Music]
9:18
price as the dealers leave for home the
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fal check out process is as careful as
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one to check in of arriving vehicles
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[Music]
9:31
a result is the higher prices earned by
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used CER vehicles at the auctions are
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distributed to the editors of used card
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ltic books the success of the auction is
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reflected over the months and years
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you'll look at the performance line of
9:46
the chart reflects a constant price
9:49
level throughout the model year but
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previously price level is temped the
9:53
drop off as the model GE progressed
9:59
oh
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