The K-car saved Chrysler the company. The K-car almost destroyed Chrysler the brand. Lee Iaccoca and his team spun nearly endless and very profitable iterations of the K platform and components including the company’s market segment creating minivans. Starting with the LeBaron in 1983, followed by the stretched wheelbase E Class, the company also began using the K-car underpinnings for it’s premium brand, Chrysler. Eventually almost every vehicle in the Chrysler showroom was based on the K-car. In the 1950s and 1960s, before Chrysler’s almost terminal decline in the late 1970s, Chrysler was indeed the company’s premium brand.
Plymouth fought it out with Ford and Chevy, the other members of the “low priced three”, and Dodge took care of more middle class offerings. Those were Chrysler’s volume brands. Chryslers, on the other hand were bigger and more luxurious. They may have shared some engineering and components with the company’s more plebeian brands, but they had distinctive sheet metal and features and were marketed as luxury cars. Though the Chrysler K variants were not unattractive cars, and though they sold reasonably well there was no hiding their K-car heritage. For nearly a generation “Chrysler” meant a K-car with velour upholstery on the inside and fake wood on the outside.