Tuesday 5th October 1999

Using its famed muscle cars, interactive exhibits and a head-turning concept car tower, DaimlerChrysler unveiled its American heritage to the world at the opening of the Walter P. Chrysler Museum in Auburn Hills, Michigan (US). A 125-seat theatre featured three brief films: The Early Years: The Life and Times of Walter P. Chrysler; Speed And Power: Chrysler’s Cars Burn Up Road And Track, Inside the Tech Center: Tour the DaimlerChrysler Technology Center. The museum received an average of 90,000 visitors annually and was profitable initially.[3] However, the facility lost nearly $1.5 million from 2010 to 2011, and it closed to the public due to low attendance on December 31, 2012.