It December, 29th, one thousand nine hundred and forty Franklin Delano, Roosevelt rolled his wheelchair, through the White House hallways and into the diplomatic reception room. There are gay it's in the room, the president's mother and the actors Clark Gay, when Carol Lombard, Roosevelt spreads speech out in front of him. Instead himself in front of a microphone all across the nation. Even overseas people huddle around their radios. It is, in fact the largest radio audience ever gathered and for good reason. The speech FDR is about to make will change history. This is a talk on national security but Who is the number of the whole purpose of your president, is to keep mule now and your children later and your grandchildren. Much later,

out of a last ditch war for the preservation of american independence and of all the things that american independence means to you and main and two hours, never before Jamestown and Plymouth Rock as our american civilization been in such danger. As as he speaks across the Atlantic, We have conquered broad swaths of Europe, including Poland, France, Belgium and the Netherlands. Only the British are holding out against Hitler's highly mechanized military Americans are struggling with a question What role the US should play in this European war it is December. 29Th Fireside chat. Roosevelt spell

it out for his countrymen- will be no escaping the maelstrom. He can see how this war will be fought and how it will be. One guns, planes, ships and many other things have to be built in the factories in the arsenals of America. They have to be produced by workers and managers and engineers with the aid of machines which in turn have to be built by hundreds of thousands of workers throughout the land. We must be the great arsenal of democracy. Fdr believes that in this new era of highly mechanized warfare, the fighting is going to become contest of mass production, whoever can build the most trucks, the most tanks, the most guns, the most airplanes will do-

Troy the enemy and win the war, and it This war is going to be a contest of mass production. He knows actually one industry to conscript. What power could defeat, the United States of America and its massive automobile industry and this is a business. This series Ford versus Chevrolet is focusing on the battle between America's two iconic car companies. You're listening to episode, two Detroit joins the war

in the early days of the motoring H, Henry Ford and his model t ascended to the top spot in the international automobile world, making Ford the world's richest and most famous man by the nineteen thirties. However, Ford had lost. His crown is America's car king. The most popular brand, becomes Chevrolet. Meanwhile, the motor car has revolutionized how people all around the globe go about their daily lives now, in wartime The auto industry will become key to FDR's plan to create an journal of democracy but if this is going to work, the anchors are going to have to put aside their rivalries and retool quickly, Roosevelt wants to make sure this happens. It is the winter of nineteen, forty big bill Knudson, the man who drove Chevrolet passed forward. General Motors President, now he's at his

ask it GM's Detroit headquarters when the president of the it did. States calls yes, Mister President I want to see you in Washington? When can you come down here days later? Newton is in the oval office sitting before the President of the United States. The room is thick with tobacco smoke. The wall Ulcer covered in paintings of ships attribute to FDR's days as assistant secretary of the Navy Roosevelt in Newton shake hands FDR motions for Knutson to sit down and gets right to the point. Knudsen then I want you to be America's production master I want you to convince the car companies and other big companies to joy, our government to turn our military into the highly mechanized power it needs to be. We have to do So, if there's any chance of stopping the Nazis from conquering the world at the time dude sins. Gm salary is three hundred thousand dollars a year,

a lot of money during the great depression leaves his job to work for the federal government for exactly one dollar days. Here Newton steps up on a stage of the New York Auto Show Stan before in the auto business is most powerful man. By this point. Cars three billion dollar industry with more than one thousand plants in forty four states. This crowd is the brain trust of it all Knutson is wearing a carnation in his suit coat. He has is the crowd. And begins reading a list of what the President is expecting them to build. Fifty thousand airplanes, one hundred and thirty thousand, dungeons. Seventeen thousand heavy guns, twenty five thousand light guns. Thirteen thousand, trench mortars.

Thirty three million shells and then Newton pauses. There is dead silence. The president's demands are huge, perhaps an achievable, but if this titan of industry commands those assembled. They will follow. Gentlemen. To put it simply, we must outbid Adolf Hitler by forty three Detroit the war's biggest boom town general motors has become the largest military contractor in the history of the world. Before the war is over GM and

flagship. Chevrolet division will build thirteen thousand naval fighters and torpedo bombers. One point: two million bullet shells, three hundred and one thousand aircraft, Gyroscopes 854Th, one thousand trucks one, nine million machine guns and just for starters, Packard Motor Company builds aircraft engines for Britain's Royal AIR Force, Studebaker perhaps right: cyclone engines for B seventeen Bombers Chrysler, builds more tanks

Then the Nazis will make the entire war forward. Meanwhile, has built the largest airplane factory in the world. It's called willow run inside bombers, roll along an assembly line. As far as the eye can see. Each bomber requires one point: six million parts compared to the average Ford cars. Fifteen thousand parts. Ford builds these airplanes Donna Xing rate of one per hour. The b twenty four will soon be the most mass produced american military aircraft of all time. Each bomb air tested at the Ford Factories airfield, which becomes the busy just airport in the world forward, also builds fifth the eight thousand aviation engines two hundred seventy eight thousand jeeps. Ninety

one thousand trucks, two thousand seven hundred tanks, an fleets, have wooden invasion, gliders that will be used in the D day invasion of Normandy. Detroit is under to build even more airplanes, an make more bullets the He draws a mass migration of workers and they suffer from every kind of tension, they are overworked. They are overcrowded. And they are bone. Weary. It's only a matter of time before the city begins to crack. Under the pressure Sunday June 20th, one thousand nine hundred and forty three as a heat wave bakes Detroit are Thanks riot breaks out between white and black soldiers, looting and fighting spread FDR sends in the National Guard to bring the city under control, so it can get back to work. Make the material american soldiers are desk

it June sixth, one thousand nine hundred and forty four allied troops begin to land on the beaches of France before dawn the sound of guns and bombs, punctuate, the quiet of aircraft engines flying overhead, Terry deploys one hundred and seventy five thousand men, fifty thousand vehicles over five thousand ships and more eleven thousand airplanes, the big Free, auto companies in Detroit have built more of this military equipment in any other industry. All over the USA huddle around their radios. Listening general Dwight Eisenhower's D Day speech in company with our brave allies. Brothers in arms on other fronts. You will bring about the destruction of the german, warm Ish,

The elimination of nazi tyranny over the oppressed peoples of Europe and security for our in a free world, when the third Reich collapses, an imperial Japan, surrenders the alley. Thank Ford and Chevrolet among other car brands. For what is known as the auction miracle of the war guild names of servicemen begin returning home with pockets full of army pay in the aftermath of the war. Americans are hungry hungry for a shiny new automobile and the open road. The big three are ready to oblige Thanks for the war effort, enormous production capacity. There dealership works are intact and they're ready to build the big heavy cars loaded with gadgets and grills. That buyers are lusting for the

profit margins on these behemoths are bigger too, but it's the board room, That really needs shaking up in nineteen. Forty five in a car, Prince room at Forward headquarters in Dearborn MI, the board of Directors gathers Henry Ford, now, eighty two years old he so frail, he has to be to a seat. Next to his wife, Klara. The walls are lined with pictures of Ford family Members, Henry Ford, the man who created this fiery road race forty two years ago, see it's mentally, while an aide reads, his resignation allowed Henry Ford. Will no longer be the boss of the Ford Motor Company, as the resignation letter is red hen His grandson Henry Ford, the second Stan, nervously nearby he's young just

twenty eight years old, it already been decided that he will be the new chief executive of the Ford Motor Company The younger Henry leans forward. Sing I like that he has something to say. And all eyes turned toward him this company even like a family religion to Maine, I it was just three years old when I held the match that lit the first blast furnace of the great Rouge factory and now no this company faces its biggest challenge. Yet to transition from war work back to making cars the board is worried about putting the company in young Henry's hands Everyone knows that Henry Ford, the second has little business experience that he failed to graduate college after flunking engineering before the war during the depression, for it had been. Raveling falling for and further behind Chevrolet and now board. Members wonder, will Ford

company survive the post war years with this man at the helm, The company is losing about a million dollars every month and all signs point to the biggest metaphoric car crash of all time. Having a daily routine, reduces stress and increases productivity. It just does I used to dislike the word. Routine sounds kind of boring right, but for me having a solid routine his work wonders: Tord decluttering my life and when it comes to making simpler and better. Well, let me about a new routine I've added to my own life. That's making a big difference for me personally, it's called quip Quip is actually a sleek new electric toothbrush designed to help all of us make brushing and F it's part of our daily routine and listen brushing is central to your overall help. So this is one

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you're, gonna love it who, through his whole life, he is watched. Ford lose ground the cross town rival Young, very forward. The second decides to bet everything on being the first to build an all new post war, car We got to work fast. We this new car, like a wartime program Imagine all the publicity we will get. He chew. Is a rallying cry. Two words that he printed on signs that get plastered all over the Ford plants beat Chevrolet the board has no choice but to follow young Henrys lead Henry Ford, the second

succeeds in unveiling the first post war car, but at a cost nearly one hundred million dollars, it is named simply one thousand nine hundred and forty nine Ford and it's true- line, design plus a roomy interior. That leaves plenty of room, so a man can drive with this fedora on bikes in a media cord one hundred thousand orders come in the very first month. It three years to get a car from the concept stage to the showroom floor, and so the reception be somewhat unpredictable. This exception, however, by all accounts, is off the chart. And the nineteen forty nine Ford would later be remembered as a car that helped save an american empire in response Beverly launches the all new Delux Bel air. In one thousand nine hundred and fifty it comes full nifty engineering, the two speed automatic transmission is called Powerglide, while the independent

suspension is named, gliding ride, but in answer to Chevy's Bel AIR, it hustles out the crestliner in nineteen. Fifty two tone Paint Chrome, wheels, fender skirts and even painted ashtrays, Ford and Chevrolet Wage war in the pickup market, too, forward with its F Series and Chevy, with its advice, which design truck from dealer it's across the nation. Detroit executives here, great news, brisk sales, is fuming from the stacks at Ford Factories, but Chevy will Chevrolet remains number one. Then, in nineteen, fifty three Chevrolet takes this hot competition, two a whole new level

it's January 17th, one thousand nine hundred and fifty three air achievement in design the car, a Chevrolet, Bel AIR sedan. The gown, created by famed fashion, originate, are nettie. Rosenstein was inspired by the flow lines of the car crowds are pouring through the doors of the Waldorf Astoria in New York City, The General Motors car extravaganza called Motor eh the show It's a glamorous mix of Hollywood celebrities, fashion, designers and dancers women in long evening, gloves and body hugging gowns moon over large cars with tail fins Square GM, has created a virtual movie set for its dream: cars later known as concept cars tonight. How Gm has something extra special

the promise of tomorrow, is the mood of the Motorama. A promise made explicit by customized cars such as the Chevrolet Corvette These cars embody principles of design and engineering that foretell future motoring, the sleek Chevrolet Corvette Convertible is Apolo, All the fiberglass body, two seater with Red Interior Chevron, executives have secretly placed microphones all around this car, so they can record what people are saying. The people are effusive. This is the sexiest thing. I've ever seen less constant million dollar I gotta have it. I don't care how much it costs the first ties meant for the corvette has the tagline, the racy new corvette sets a new style for a new field. The first american sports car, the car is the brain, child of many, but most notably one Harley Earl.

The GM designer who is earned a reputation as the greatest car designer of his generation. His new corvette is the first American vehicle heavily influence by European cars like MGS and jaguars, and Ferraris the corvette Henry Ford, the second off guard. He summons his underlings into his office He is not happy need to see something that can outsell the corvette in a year or two. We could you three months to come up with a design for A2 seat sports car. You got to top that corvette. Yes, sir, and it has to go a hundred miles per hour, not a mile per hour or less. He got it. The new for. It has to be an eye catcher, and it has to have great name to Henry the second orders, his advertising firm, J Walter Thompson to come up with a catchy moniker

Among the contenders are the Beaver, El Tigre, Eagle, Falcon and Tropicale Ultimately, the car takes on the name. Thunderbird barely more than one year after the corvette goes on sale for debuts the t bird Rave reviews the Thunderbird sells for two thousand six hundred and ninety five dollars to compete, chevy has to drop the price of the corvette from three thousand two hundred and fifty two twenty five seventy two while these Corbett is a publicity star actually sells poorly in its first years, not so much with the Ford Thunderbird. However, the t bird outsells, the corvette by roughly fifteen to one Ford, has indeed beat Chevrolet, at least for now.

By one thousand nine hundred and fifty five, the post war economy is booming and the american auto industry is selling nine and a half million cars a year, millions more than ever before. Never before where has the love affair between Americans in their automobiles burned? So brightly Fan are wild about a new stock car racing Series called NASCAR president. Eisenhower signs, the Federal Highway ACT in one thousand nine hundred and fifty six, which funnels twenty five billion dollars into creating the interstate highway system. Meanwhile, Henry Ford, the second become the most famous chief executive of his time, known as the Deuce blue eyes. Radiate power forward company may have been crumbling when Henry took over in one thousand nine hundred and forty five, but now by the MID, 1950s, Ford and Chevy are running neck and neck in the sales room. Jenn

Motor is still hands down. The biggest corporation in the world, when you add together it's lineup of Chevy, Pontiac Oldsmobile, Buick and Cadillac cars, far ahead of Fords Ford Lincoln and mercury lines, but when it comes to its flagship, brand Chevy is barely maintaining its lead and the four Chevy rivalry has captured the imagination of millions. It's as big. Democrats versus Republicans are, Frankie's versus dodgers. The customers lining up at dealerships, Detroit's auto, executives have a new strategy. Television commercials, the the the USA in your Chevrolet America, that can you tickle drive your Chevrolet through the USA, America, the greatest land of all. If the auto industry created suburbia and the problem of housewives feeling trapped in their homes, it will also come

with the profitable solution, new way of life. Now I'm free to go anywhere. Do anything to see anybody. Anytime I want to it's only good common sense. When I be stuck with one expensive car, when you can enjoy all the fun and freedom of two fine forwards? Yes, two cars in every driveway, ultimately to particular car will come to define the end of the 1950s one, would be the Cage greatest smash hit, the other would be one of them Infamous cars ever to roll down a road one would be a chevy. The other afford. It is October 13th, one thousand nine hundred and fifty seven

in homes across the country. American sit down with their bowls of popcorn their tv dinners and turned to CBS. A hugely advertised tv show is about to air just before the regular slot of the Ed Sullivan show live from television city in Hollywood on screen, Bing Crosby, Frank Sinatra and Rosemary Clooney appear ready to launch into a singing comedy routine This, old Edsel, show, is part of the most expensive. Our debut of all time, Henry Ford, back in his name. This new car, after his father Edsall, who died tragically cancer during world war. Two. This is a bold Gamble by Henry the second and he's you in television, the biggest and most expensive means possible to tell the world it is an Expr

should have is extreme confidence in this new car, but the Edsel stumbles right off the bat potential customers find it ugly. They criticize the car grill, comparing it's shaped, everything from a toilet seat to a man sucking on a lemon and the name. They don't like it. After just two years, the ed soul goes to an early grave, just like the man it was named for Ford loses over one slash: four of a billion dollars on the car and for years to come. So would be a punchline of countless jokes, a bad idea. Poorly executed, meanwhile, Chevrolet the divisions, legendary design chief Harley Earl, is near Retirement one day Earl arrives at General Motors new state of the art styling studio just outside Detroit in Warren MI, he finds

prototype in the works, a fiberglass model of next year's Bel AIR produced by his proteges now World knows a winner when he sees one and this vehicle well. This vehicle has two tone paint a face that like it's, smiling and tail fin. Make the car look like it's flying by even when it's sitting still Harley Earl circles: the car, his six foot, five frame towering over it and then he says with his trademark stutter. We, did they decided to put a little bit of Cadillac in this Chevrolet when the One thousand nine hundred and fifty seven Chevy Bel AIR goes onto the market. Chevrolet executives have huge expectations. This car has a roaring two hundred and forty five horsepower v8 it comes as

two door or four door a station wagon or a convertible. This is an icon. This is the fifty seven chevy. At first. The nineteen, fifty seven Chevy Bel air does not sell, as well as GM executives, have hoped in fact, Forward L Chevy in nineteen, fifty seven for the first time in more than twenty years, but by the end of the decade, car buyers can't get in for the fifty seven chevy the car is forty nine NASCAR Grand National races, most of all, car styling seems to capture the essence of 1950s american optimism, the fifty seven allow Chevrolet once again to pull out in front. Ford to regain its position as king America's roads back in dear born Michigan Henry Ford. The second is desperate. He's desperate for ideas in the executive, suites and like the rest of the nation he wants.

New blood and he thinks knows just the man on the neck, episode of Ford versus Chevrolet. Lee Iacocca pushes the car business to full throttle. Helps launch Detroit into the 1960s. Golden age of racing, and the muscle car, I hope you enjoy business wars. Second episode: Ford versus Chevrolet Subscribe now and Apple podcast, Stitcher, NPR, spotifywondering dot com So, wherever you listen to this, show you'll find a link on the episode notes, just tap or swipe over the cover, art and you'll find offers from our sponsors. We ask that you support our show by supporting them If you like, what you're hearing we'd love for you to give us a five star rating and tell your friends how to subscribe, while you're at it another way to support this is to answer a short survey at wondering dot com, slash survey

Just a quick note about the conversations you've been hearing. In most cases we can't know exactly what was said, but there based on solid research. I'm your host David Brown, Aj Baime, wrote this story, Karen Lowe, is our senior producer and editor by Jenny, Lauer Sound design by Bay Area sound hours. The producer is Marshall, Louis Business Wars, was created by Non Lopez for wondering