The Rearview Mirror: How a Merger Saved an Automaker’s Reputation
Henry J. Kaiser Many think that Henry J. Kaiser failed as an automaker, given that his Kaiser- and Frazer-branded cars barely lasted eight years. But this week in 1953, a year before his eponymous cars ceased production, Henry J. Kaiser buys ailing automaker Willys-Overland for $63.4 million. It was the biggest auto merger to date, although some wondered why he bothered — and with good reason. But the purchase would prove to be a wise one, and would establish Kaiser as a successful automobile manufacturer — thanks to the Jeep. World War II to the rescue Willys-Overland hadn’t always been the basket case it became by the time of its acquisition by Kaiser. In fact, for a time in the 1920s, it ranked second only to Ford in sales. But management mistakes found it declaring bankruptcy in 1933, and exiting four years later. Although the company produced more than 60,000 cars and netted a profit of $473,000 in 1937, the journey into bankruptcy didn’t instill buyer confidence, and the