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The Chrysler Corporation was founded in 1925 by Walter P. Chrysler. Chrysler was a veteran in the automotive business by that time, having been president of Buick Motor Company and vice president of Willys-Overland Motor Company. When he was hired to revitalize the Maxwell Motor Company, Inc. he, instead, purchased its assets and launched his own car company.

Following General Motors' multi-car brand strategy, Chrysler created the Plymouth and Imperial brands to compete against Chevrolet and Cadillac respectively. Later, the company would purchase Dodge from the Dodge brothers and have it, with the internally-created DeSoto brand, compete
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