Chrysler, the Commodore Hotel, and the True Story of the 1924 New York Auto Show
One of the more interesting stories about the Chrysler launch in 1924 claims that the New York Auto Show refused to display the first Chrysler car, so Chrysler decided to display it in the hotel lobby.
Commodore. This story was described in a letter to Glenn E. White of Chrysler in 1986 by Michael J. Kollins. Kollins began his career as a service technician at Dodge Brothers and eventually became Manager of Chrysler’s Highland Park Service Center. Although not present at the 1924 New York Auto Show, Kollins wrote a four-part book series, “Pioneers of the American Automobile Industry.”
In a letter to Glenn, Kollins wrote:
“Dear Glenn,
I am writing because I believe you can help correct a myth that has been circulating about the birth of the first Chrysler car in January 1924. This myth has been repeated in several publications by Chrysler Corporation, including ‘Chrysler Corporation, The Story of an American Company.’ The legend was mentioned again by John Davidson in the TV show ‘Superstars and Classic Cars’. According to legend, the new Chrysler car had to be unveiled in the lobby of the Commodore Hotel in Manhattan because the National Auto Show management would not allow untested innovations to be displayed at the Grand Central Palace. . This myth makes for a fascinating story, but the truth is even more interesting.”
The 24th National Automobile Exhibition had to be held at the 258th Field Artillery Group, because the Grand Central Palace, where the exhibition was usually held, was no longer large enough to accommodate the exhibits of 73 manufacturers. exporting cars and auto parts. The Armory, in the Bronx, is nine miles from midtown Manhattan, but on opening night, hardly anyone showed up.
Chrysler has six Chrysler Six models on display in space 34 in the Armory, along with the Maxwell exhibit, which also features two Chalmers models. It is true that Joseph E. Fields, Chrysler’s sales manager, arranged with the Commodore Hotel management to use the lobby as display space. Chrysler also had six models on display in the Commodore hotel lobby.
The Armory is only a 30-minute subway ride from Times Square, but on opening night, a subway accident disrupted traffic out of midtown Manhattan. A blizzard and sudden sub-zero temperatures made the situation worse.
While Samuel Miles, the program manager, squirmed and fretted in the Bronx, Walter P. Chrysler happily welcomed everyone into the Commodore Hotel, where he proudly displayed his Chrysler. The exhibition at the Commodore in cooperation with Mayor Jimmie Walker and the New York Police Department was such a hit that in 1924, 19,960 Chrysler cars were sold according to R.L. Polk & Co. records.
The legend may have begun with the first exhibition of the new Lafayette in 1920. However, the truth is that Chrysler took every opportunity to showcase its products, thereby creating an event. memorable in the history of the automobile industry.
The story of Chrysler and the 1924 New York Auto Show is not only a legend but also a testament to the ingenuity and determination of Walter P. Chrysler. With smart strategies and creative spirit, Chrysler overcame all difficulties to bring its products closer to the public, creating a solid foundation for the future development of the Chrysler brand.
