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- Hello, I'm Dale Earnhardt Jr.
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As many of you know, cars
area huge part of my life,
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as I'm sure they
are for many of you.
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This evening,
along with History,
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I'm proud to present to you
part two of the epic story
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of the most American
of machines.
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As the country's place
in the world grows,
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so does the role cars
play in American culture,
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infrastructure, and in the
lives of everyday people.
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This is the story of how
the car made America.
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- [Narrator] Previously on
the cars that made America,
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the modernization of
the country is underway.
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Railroads connect the nation
and steel is helping to build
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cities that touch the sky.
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But it's a new industry
that's truly changing America.
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Cars have brought about
a national road system,
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created a middle class,
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and paved the way for a new
phenomenon, the suburbs.
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From a group of
hundreds of car makers,
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Ford,
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General Motors
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and Chrysler
have the urge to form,
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what will be known
as The Big Three.
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No one has more to shake
the industry and change
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the American landscape
than Henry Ford.
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(glass shatters)
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His Model T is the
industry's first phenomenon.
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By 1920, almost five million
are driving America's roads.
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The Model T spurs Ford's
rivals to innovate.
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Both William Durant at
GM and Walter Chrysler
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are driven, not only
to compete with Ford,
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but to beat him.
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Over the next 50 years, cars
would define American culture
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in The Big Three
will lead the way.
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Ford
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Chevrolet
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Dodge
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and Chrysler become
household names
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that will forever
shape the country.
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(dramatic music)
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(chattering)
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(engine rumbles)
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Walter Chrysler decides
that the company that bears
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his name will be all
about innovation.
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He designs a new car that
he hopes will finally unseat
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the Model T as America's
best selling automobile.
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- Henry, there's something
I want to show you.
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- What is it Chrysler?
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- This.
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Take a look.
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Impressed?
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Six cylinder engine,
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efficient and powerful.
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Hydraulic brakes, top
line features throughout.
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You're looking at
the future here.
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- It won't sell.
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(dramatic music)
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Not even with all the gimmicks.
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- This is forward
thinking here Henry.
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- How much did you waste
on this contraption?
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Whatever it was,
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it's not gonna be enough to
pull Chrysler out of the gutter.
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- When the public sees this car,
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they'll be ready for the future.
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- Go ahead and build this
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monstrosity and when
it doesn't sell,
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remember I told you so.
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- The competition in the auto
industry is not a fist fight
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or a cage fight at all.
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It's much bigger than that,
much bigger than that.
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It really is war.
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They may not say
it, but it is war.
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- Ford wasn't buddy
buddy with anybody
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in the automobile industry.
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He let business be pretty
much strictly business.
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- Always a pleasure Henry.
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- One of the most important
things to remember about
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the 20th century is it's
a century of technology.
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It's a century of innovations.
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No more pronounced innovation
than the automobile.
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- The reason why the auto
industry really took off
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in America is because
there was more capital,
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greater natural resources.
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- If you're going to
have lots of automobiles
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you're going to need more steel.
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You're gonna need more iron,
you're gonna need more rubber
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for tires, you're
gonna need fuel.
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- [Narrator] America is a
global economic powerhouse,
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and the time for
innovation is now.
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- The automobile comes
at a period of time
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when Americans are adapting
to new technologies,
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they're adapting to
living in cities,
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working in factories, et cetera.
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The automobile is a
technology that is available
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to a large number of people.
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- Most people you know, had
never gone 10 miles beyond
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where they were born.
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Now people had
freedom to go places
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they had never gone before,
travel outside of their city.
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- [Narrator] By 1924, Henry
Ford's Model T cost just $300,
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giving the every man a
chance to roam the country
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like never before.
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- Freedom you know,
just the ability to go
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and do what you
want when you wanted
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without having to ask for a ride
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or depending on someone
else to get you there.
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- [Narrator] The T makes
the Ford Motor Company
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America's largest car maker.
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But Ford's appointment
of his only son Edsel
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as his successor,
leads many to question
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the company's future.
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- Even though Edsel was
officially the president
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of the company,
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Henry didn't hesitate to
countermand his orders.
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He gave Edsel a lot
of responsibility
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and never gave him
control of the company.
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- He wants to cultivate Edsel,
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to make him, often a
mistake with many fathers,
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like himself.
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It almost never works, and
it definitely didn't work
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with Edsel.
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- Edsel was a
forward thinking man.
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He was an intelligent man.
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He was always looking
to the future.
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Everyday brought new change
and he was happy with change.
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He was comfortable with change.
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- [Narrator] Seeing what
competitors
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like Chrysler are doing,
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Edsel believes Ford must
keep innovating to maintain
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its dominance.
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- There is a huge population
of people that want more
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out of the automobile.
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They want to explore
the outer capabilities
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of what an automobile
is able to do.
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- And it became an arms
race of technology.
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So it used to just be a
simple ride down the street
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to maybe go to grandma's
house for dinner,
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and now it's this evolution
of getting to point A
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to point B and while
you're doing it,
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you want to be the best at it.
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- [Narrator] Edsel Ford
gambles on a major innovation.
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One he feels can keep his
company ahead of the market.
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Like many cars of the
'20s, the Ford Model T
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relies on mechanical
brakes, which transfer force
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from brake lever to wheels
using a simple cable pull.
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But friction and stretching
can distort the mechanism
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and dangerously uneven
pressures can cause the wheels
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to skid or swerve.
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Hydraulic brakes transfer
force to the brake pads
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via sealed tubes
filled with fluid.
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This innovation ensure
braking pressure is applied
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safely and equally
to all four wheels
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while multiplying the
power a driver can apply
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to stop the car.
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(dramatic music)
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- Edsel Ford was up to date
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on all these
technological advances.
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When you talk about Edsel
Ford running the company,
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he knew how to run the company.
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He knew about business, he
knew what questions to ask,
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he had no problem
making a decision.
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- [Narrator] Edsel's plan
has one potential flaw.
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(twangy country music)
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- Henry Ford, for many years,
was adulated by the public
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but he had a large
organization to run
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and the only way that
he knew how to run it
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back in those days
was through force.
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And he used Harry
Bennett to do that.
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(chattering)
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- Bennett was someone who had
traits that Henry Ford admired
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and identified with.
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He was tough, he
was single minded,
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he was not deterred from tasks.
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He was intensely loyal.
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(thuds)
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- Henry Ford seems to
have thought Harry Bennett
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was picturesque
and a lot of fun.
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- Let's see what you got.
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(gun fires)
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He would be in a meeting
and jump up and say
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hey this is boring, come on
Harry, let's go out and shoot
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and they'd go down to Harry
Bennett's private shooting range
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and squeeze off pistols.
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(gun fires)
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- [Henry] Ready?
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(dramatic music)
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(laughs)
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- Dad?
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Dad there's something
we'd like to discuss.
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(gun fires)
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- [Narrator] To convince
his father of his plan,
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Edsel recruits Ford's
top production engineer,
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William Knudsen.
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- William Knudsen was an
engineer that was absolutely
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superb at his job and
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he was Henry Ford's invaluable
chief of production.
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- This new hydraulic
design will modernize
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our current braking system.
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- Chrysler already gave
up mechanical brakes.
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Open your eyes.
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Mechanical brakes are proven!
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And practical!
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- Edsel is right Mr. Ford.
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We need to keep up
with the competition.
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- There's only one
Ford in all of Michigan
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who's ever right Knudsen.
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00:11:04,000 --> 00:11:06,630
I think you'd a
known that by now.
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00:11:10,500 --> 00:11:13,240
(dramatic music)
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- Let's go.
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00:11:18,210 --> 00:11:19,940
- You can't be serious!
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- Come on, let's go!
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- Knudsen knew
Henry Ford by then
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00:11:25,390 --> 00:11:27,720
to know what this meant.
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00:11:28,620 --> 00:11:29,750
(gun hammer clicks)
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00:11:29,860 --> 00:11:33,590
That was the end of Knudsen
at the Ford Motor Company.
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00:11:33,690 --> 00:11:36,090
(gunshot)
- Go, come on.
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00:11:36,200 --> 00:11:38,700
- Henry Ford never
did the firing.
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00:11:38,800 --> 00:11:42,970
He always had somebody else
do it, namely, Henry Bennett.
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00:11:43,070 --> 00:11:44,600
- But when he gave an order
he wanted people to act
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00:11:44,700 --> 00:11:48,970
and not question him and he
thought his son was a weakling.
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00:11:49,080 --> 00:11:51,540
I think he was thinking
when he died, that Edsel
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00:11:51,640 --> 00:11:53,340
would not be able
to run the company
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so he put obstacles
in Edsel's way
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to try to teach
him to be tougher.
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00:12:03,520 --> 00:12:06,590
- [Narrator] Firing Knudsen
sends Edsel a clear message.
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00:12:06,690 --> 00:12:08,760
He's president in name only
227
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and his father's
decision not to innovate
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00:12:13,430 --> 00:12:15,630
has unintended consequence.
229
00:12:17,040 --> 00:12:20,470
It offers the competition a
rare chance to surpass Ford
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00:12:20,570 --> 00:12:23,010
if they can take advantage.
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00:12:23,680 --> 00:12:25,940
After being fired from
the company he founded,
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00:12:26,050 --> 00:12:28,610
William Durant has bought
his way back
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00:12:28,710 --> 00:12:32,080
to the top at General Motors
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00:12:32,190 --> 00:12:33,950
but just six years into
his second stint
235
00:12:34,050 --> 00:12:36,290
as president, with
sales dipping,
236
00:12:36,390 --> 00:12:40,260
the car conglomerate
is facing a challenge.
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00:12:40,360 --> 00:12:43,230
Durant tries to spend
his way out of trouble,
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00:12:43,330 --> 00:12:47,500
a move that deeply concerns
Vice President Alfred Sloan.
239
00:12:50,640 --> 00:12:53,700
- Billy Durant could charm
the birds out of the trees,
240
00:12:53,810 --> 00:12:57,710
but he was hell on
wheels to work with.
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00:12:59,150 --> 00:13:01,550
- Billy Durant was a gambler.
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00:13:01,650 --> 00:13:03,310
Like a lot of gamblers,
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00:13:03,420 --> 00:13:05,280
he could win big and
he could lose big.
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00:13:05,380 --> 00:13:07,650
(telephone rings)
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00:13:07,750 --> 00:13:08,990
- It's getting bad.
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00:13:09,090 --> 00:13:10,620
The sales aren't picking up.
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00:13:10,720 --> 00:13:13,420
- That's how the market moves.
248
00:13:15,160 --> 00:13:19,260
- [Sloan] All 12 divisions
are overspending massively.
249
00:13:19,370 --> 00:13:20,600
- [Narrator] Sloan
is sharing his doubts
250
00:13:20,700 --> 00:13:24,130
not only with Durant
but also with GM's board.
251
00:13:25,340 --> 00:13:27,240
- Sloan was a manager type.
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00:13:27,340 --> 00:13:30,170
He wasn't an engineer and he
had gone from one business
253
00:13:30,280 --> 00:13:32,680
to the next and people
who worked with him
254
00:13:32,780 --> 00:13:36,950
understand that he knew how to
get people to work together.
255
00:13:37,050 --> 00:13:39,420
-[Sloan] Did you read my report
on centralizing management?
256
00:13:39,520 --> 00:13:40,520
- I haven't had time.
257
00:13:40,620 --> 00:13:45,260
- Alfred Sloan was an
extremely intelligent guy
258
00:13:45,360 --> 00:13:50,360
with surprisingly his thumb
on the pulse of the market.
259
00:13:50,460 --> 00:13:51,260
- [Durant] Is the board
assembled?
260
00:13:51,360 --> 00:13:52,100
- [Sloan] They already
started.
261
00:13:52,200 --> 00:13:54,700
And they've see the debt number.
262
00:13:54,800 --> 00:13:58,140
(dramatic music)
263
00:13:58,240 --> 00:13:59,000
- How bad is it?
264
00:13:59,070 --> 00:14:00,070
- 30 million.
265
00:14:01,370 --> 00:14:03,270
- The bankers were very
concerned with the extent
266
00:14:03,380 --> 00:14:06,340
of the debt that
GM had incurred.
267
00:14:06,450 --> 00:14:10,610
They weren't certain about
where the industry was headed.
268
00:14:12,320 --> 00:14:14,390
(door clicks)
269
00:14:14,490 --> 00:14:17,220
(dramatic music)
270
00:14:25,230 --> 00:14:26,400
- What's this?
271
00:14:35,610 --> 00:14:39,040
- The board has
voted to retire you.
272
00:14:39,150 --> 00:14:40,610
- You can't do this!
273
00:14:41,680 --> 00:14:43,350
I made GM what it is!
274
00:14:43,450 --> 00:14:45,380
- It's already been done.
275
00:14:45,480 --> 00:14:48,490
General Motors needs
new leadership.
276
00:14:51,090 --> 00:14:54,160
- [Man] Alfred Sloan is
very careful with expenses,
277
00:14:54,260 --> 00:14:58,330
very calculating, whereas
Durant was the gambler.
278
00:15:00,700 --> 00:15:02,470
- This is wrong Al.
279
00:15:02,570 --> 00:15:04,570
You'll regret it.
280
00:15:04,670 --> 00:15:07,570
- After Durant was kicked
out of General Motors
281
00:15:07,670 --> 00:15:09,570
the second time, he went
into personal bankruptcy
282
00:15:09,680 --> 00:15:14,080
following that and then
died a short time later.
283
00:15:14,180 --> 00:15:17,450
- [Narrator] As history repeats
itself for William Durant,
284
00:15:17,550 --> 00:15:20,520
Alfred Sloan will have
just one chance to turn
285
00:15:20,620 --> 00:15:23,190
General Motors around.
286
00:15:23,290 --> 00:15:25,220
- Congratulations Mr. President.
287
00:15:25,320 --> 00:15:26,320
- Gentlemen.
288
00:15:28,390 --> 00:15:32,300
Let's discuss how to beat
the Ford Motor Company.
289
00:15:32,400 --> 00:15:35,170
(dramatic music)
290
00:15:38,080 --> 00:15:39,710
- [Narrator] America's
car industry is driving
291
00:15:39,810 --> 00:15:41,910
an economic boom
292
00:15:42,020 --> 00:15:45,620
and as innovation leaps
forward in the 1920's
293
00:15:45,720 --> 00:15:48,950
the competition is as
aggressive as ever.
294
00:15:50,360 --> 00:15:51,360
- The public sees this car.
295
00:15:51,460 --> 00:15:54,730
- Just stay out of
the low cost market.
296
00:15:54,830 --> 00:15:56,700
- [Narrator] Henry Ford
has built his business
297
00:15:56,800 --> 00:15:59,870
into one of the largest
companies in America.
298
00:15:59,970 --> 00:16:02,670
- Nothing stands
up to the Model T!
299
00:16:02,770 --> 00:16:04,640
- [Narrator] His best
selling Model T allows Ford
300
00:16:04,740 --> 00:16:07,570
to double the size of its
two biggest competitors,
301
00:16:07,680 --> 00:16:08,940
GM and Chrysler
302
00:16:10,680 --> 00:16:12,750
but Ford's refusal to
innovate gives engineer
303
00:16:12,850 --> 00:16:16,720
Walter Chrysler the opening
he's been looking for.
304
00:16:16,780 --> 00:16:18,620
- Top line features throughout.
305
00:16:18,720 --> 00:16:19,890
You're looking at
the future here.
306
00:16:19,990 --> 00:16:21,090
(dramatic music)
307
00:16:21,190 --> 00:16:23,120
- [Narrator] While GM's new
president, Alfred Sloan,
308
00:16:23,220 --> 00:16:27,590
is dealing with the massive
debt left by his former boss.
309
00:16:27,700 --> 00:16:29,060
- If you had a big organization
310
00:16:29,160 --> 00:16:30,830
that had lots of moving parts,
311
00:16:30,930 --> 00:16:33,230
and you wanted it to run
efficiently make a profit,
312
00:16:33,330 --> 00:16:34,900
Alfred Sloane was your guy.
313
00:16:35,000 --> 00:16:36,740
(dramatic music)
314
00:16:36,840 --> 00:16:39,270
(chattering)
315
00:16:46,110 --> 00:16:49,180
- [Narrator] Sloane knows
efficiency can help GM
316
00:16:49,280 --> 00:16:51,120
get on the right path.
317
00:16:51,990 --> 00:16:55,820
He sets his sights on
GM's assembly line.
318
00:16:55,920 --> 00:16:59,190
The goal, to get it running
not just as fast and cheap
319
00:16:59,290 --> 00:17:02,360
as Ford's, but to get
it running better.
320
00:17:06,670 --> 00:17:07,600
- Quite a view in this place.
321
00:17:07,700 --> 00:17:10,800
- Times are changing,
like it or not.
322
00:17:12,710 --> 00:17:14,610
- Progress doesn't stop.
323
00:17:14,710 --> 00:17:17,280
- William Knudsen
worked for Henry Ford.
324
00:17:17,380 --> 00:17:19,880
He was a strong man,
he was a strong leader,
325
00:17:19,980 --> 00:17:22,880
he was a gifted industrialist.
326
00:17:22,980 --> 00:17:26,450
So much so that Henry
pretty much fired him.
327
00:17:29,360 --> 00:17:30,820
- Your work on
Model T production
328
00:17:30,930 --> 00:17:32,360
hasn't gone unnoticed.
329
00:17:32,460 --> 00:17:34,060
- That's very kind.
330
00:17:34,160 --> 00:17:36,330
But that place is a mess.
331
00:17:36,430 --> 00:17:39,770
(dramatic music)
332
00:17:39,870 --> 00:17:40,970
- Well how would you
feel about working
333
00:17:41,070 --> 00:17:43,070
in a less chaotic place?
334
00:17:44,140 --> 00:17:46,810
- Is this an official job offer?
335
00:17:48,440 --> 00:17:49,910
- Vice President of production,
336
00:17:50,010 --> 00:17:53,850
at GM you'll have everything
you could ever want.
337
00:17:53,950 --> 00:17:55,450
- All I want to do
338
00:17:57,420 --> 00:17:59,280
is crush Henry Ford.
339
00:18:02,720 --> 00:18:05,090
(clinks)
340
00:18:05,190 --> 00:18:08,660
- Alfred Sloan found him a
place and put him in head
341
00:18:08,760 --> 00:18:10,100
of General Motors
342
00:18:11,370 --> 00:18:12,700
and that's when General Motors
343
00:18:12,800 --> 00:18:15,800
began to Henry Ford's nemesis.
344
00:18:17,340 --> 00:18:19,270
- Alfred Sloan is
the quiet mob boss.
345
00:18:19,370 --> 00:18:22,810
He pulls the levers
behind the scenes,
346
00:18:22,910 --> 00:18:26,010
not in the face of the
public, not as the front man.
347
00:18:26,110 --> 00:18:29,450
That's Alfred Sloan,
he's the quiet don.
348
00:18:30,420 --> 00:18:31,920
- He was knows as Mr. Sloane.
349
00:18:32,020 --> 00:18:34,120
He was not called Alfred or Al.
350
00:18:34,220 --> 00:18:36,760
He was Mr. Sloane to everybody.
351
00:18:36,860 --> 00:18:38,620
He had the soft
way about talking
352
00:18:38,730 --> 00:18:43,300
but people could tell that
he was extremely strong.
353
00:18:43,400 --> 00:18:45,330
- He was really the
person who gets credit
354
00:18:45,430 --> 00:18:48,870
for creating, not just
the modern General Motors,
355
00:18:48,970 --> 00:18:51,200
but the modern corporation.
356
00:18:53,370 --> 00:18:56,170
- [Narrator] Sloan realizes
that even more than innovation,
357
00:18:56,280 --> 00:18:59,310
efficiency is the
key to profitability.
358
00:19:00,850 --> 00:19:03,150
But to truly rise
above his rivals,
359
00:19:03,250 --> 00:19:05,120
he'll need to capture
the imagination
360
00:19:05,220 --> 00:19:07,920
of a country that's
experiencing prosperity,
361
00:19:08,020 --> 00:19:11,660
unlike anything the
world has ever seen.
362
00:19:11,760 --> 00:19:14,130
(dramatic music)
363
00:19:14,230 --> 00:19:16,230
- The roaring '20s were
roaring in large part
364
00:19:16,330 --> 00:19:20,200
because the automobile industry
was roaring at that time
365
00:19:20,300 --> 00:19:23,200
and it made possible
this independence,
366
00:19:23,300 --> 00:19:26,640
this freedom that people
hadn't had before.
367
00:19:26,710 --> 00:19:29,170
- Young people, people
of modest means,
368
00:19:29,280 --> 00:19:33,680
anyone with a job could gain
access to the automobile.
369
00:19:33,780 --> 00:19:36,280
What this means is
that the use of the car
370
00:19:36,380 --> 00:19:40,190
then goes towards obvious
pursuits of young people.
371
00:19:40,250 --> 00:19:41,990
Going out and having
fun with their friends.
372
00:19:42,090 --> 00:19:46,330
- Far more than jazz
or anything else,
373
00:19:46,430 --> 00:19:50,630
it was the automobile who
brought in modern times.
374
00:19:50,730 --> 00:19:52,330
In freeing people from the farm,
375
00:19:52,430 --> 00:19:57,300
it also freed them from ancient
family and courting rituals.
376
00:19:57,400 --> 00:20:00,610
The general loosening of
morals from that being to get
377
00:20:00,710 --> 00:20:03,840
away from your aunt and uncle.
378
00:20:03,940 --> 00:20:07,250
Being able to have a little
traveling private space,
379
00:20:07,350 --> 00:20:09,110
that was brand new.
380
00:20:10,450 --> 00:20:13,120
(dramatic music)
381
00:20:13,220 --> 00:20:15,120
- There were plenty people
thought this was the ruination
382
00:20:15,220 --> 00:20:16,820
of American morals.
383
00:20:19,860 --> 00:20:22,260
- Henry Ford never drank.
384
00:20:22,360 --> 00:20:23,160
He didn't swear.
385
00:20:23,260 --> 00:20:24,960
He didn't carouse.
386
00:20:26,470 --> 00:20:31,040
He was virtuous in these
ways beyond question.
387
00:20:31,140 --> 00:20:34,410
- John Steinbeck, 10 years
after the Model T was invented,
388
00:20:34,510 --> 00:20:37,780
that half of the babies in
America were conceived in one.
389
00:20:40,150 --> 00:20:44,250
And that went against
some deep Puritan grain
390
00:20:44,350 --> 00:20:45,520
in Henry Ford.
391
00:20:47,220 --> 00:20:50,420
Henry Ford a man who never
truly embraced change,
392
00:20:50,520 --> 00:20:53,960
orders the back seat of
all Model Ts shrunken
393
00:20:54,060 --> 00:20:55,990
to prevent
inappropriate behavior
394
00:20:56,100 --> 00:21:00,200
and begins enforcing his strict
moral code on his employees.
395
00:21:02,770 --> 00:21:04,770
- Something that
seems like a prying
396
00:21:04,840 --> 00:21:06,670
and busybodiness today,
397
00:21:06,770 --> 00:21:09,610
but he formed something called
the Sociological Department.
398
00:21:09,710 --> 00:21:13,210
- He literally had
Bennett's Ford Service,
399
00:21:13,310 --> 00:21:16,250
which was in essence
his secret police force
400
00:21:16,350 --> 00:21:19,150
looking in the
windows of workers.
401
00:21:19,250 --> 00:21:21,950
If a worker was
found philandering,
402
00:21:22,060 --> 00:21:24,360
it was cause to get you fired.
403
00:21:26,390 --> 00:21:29,660
- [Narrator] While Ford
imposes his rigid moral code,
404
00:21:29,760 --> 00:21:33,830
Alfred Sloan is embracing
America's cultural change.
405
00:21:33,930 --> 00:21:35,800
(dramatic music)
406
00:21:35,900 --> 00:21:37,170
- General Motors is emblematic
407
00:21:37,270 --> 00:21:39,200
of the great wheel of progress.
408
00:21:39,270 --> 00:21:41,110
Spokes of this wheel
409
00:21:41,210 --> 00:21:44,340
are our outstanding
operations divisions,
410
00:21:44,450 --> 00:21:50,220
design, engineering,
research, sales.
411
00:21:50,320 --> 00:21:54,090
At the hub of this
wheel is the GM family.
412
00:21:54,190 --> 00:21:57,920
Each person here contributes
their own talents
413
00:21:58,030 --> 00:22:02,190
and skills to one vital idea.
414
00:22:02,300 --> 00:22:03,400
Innovation.
415
00:22:03,460 --> 00:22:05,360
The new name for
progress will be
416
00:22:05,470 --> 00:22:08,200
(dramatic music)
417
00:22:10,070 --> 00:22:11,340
General Motors!
418
00:22:13,070 --> 00:22:16,210
(cheering and applause)
419
00:22:22,380 --> 00:22:25,220
- The headline writers
will love this Alfred.
420
00:22:25,320 --> 00:22:28,820
- I just want to see the
look on Henry Ford's face
421
00:22:28,920 --> 00:22:32,190
when his Model Ts
start piling up.
422
00:22:32,290 --> 00:22:34,090
- [Narrator] To reinforce
his progressive views,
423
00:22:34,190 --> 00:22:38,160
Sloan launches a car that
exudes luxury and prestige.
424
00:22:38,270 --> 00:22:41,200
Chevrolet series K Superior
425
00:22:41,300 --> 00:22:44,700
takes direct aim at
the Ford Model T.
426
00:22:44,810 --> 00:22:47,070
The 26 horse power
four cylinder engine
427
00:22:47,170 --> 00:22:49,940
is more powerful and with
a top speed of nearly
428
00:22:50,040 --> 00:22:53,810
60 miles per hour,
it's also 33% faster.
429
00:22:54,880 --> 00:22:58,150
It features smooth lines,
and stylized trim accents,
430
00:22:58,250 --> 00:22:59,990
giving it a sleek modern look
431
00:23:00,090 --> 00:23:02,920
that outshines the Model
T and gives Americans
432
00:23:03,020 --> 00:23:06,020
the stylish design
they now desire.
433
00:23:06,130 --> 00:23:08,390
(applause)
434
00:23:10,060 --> 00:23:11,730
But the car isn't
the true innovation.
435
00:23:11,830 --> 00:23:14,400
(dramatic music)
436
00:23:15,840 --> 00:23:19,040
- With General Motors, the
connection of this product,
437
00:23:19,140 --> 00:23:21,840
a car, to a lifestyle,
438
00:23:21,940 --> 00:23:25,140
and one's vision
of oneself begins.
439
00:23:25,250 --> 00:23:27,080
(dramatic music)
440
00:23:27,180 --> 00:23:30,320
What Alfred P. Sloan,
General Motors, realized was,
441
00:23:30,420 --> 00:23:34,190
cars could be like clothes
where every year you need
442
00:23:34,290 --> 00:23:35,820
a new suit, you
need a new wardrobe,
443
00:23:35,920 --> 00:23:39,060
because you need to show that
you have the latest fashion.
444
00:23:39,160 --> 00:23:43,160
The emphasis shifted from
production to marketing.
445
00:23:43,260 --> 00:23:44,260
(dramatic music)
446
00:23:44,360 --> 00:23:48,200
- He changed the way
automobiles are designed.
447
00:23:48,300 --> 00:23:52,200
He was the first to bring
clay into the studios
448
00:23:52,310 --> 00:23:54,940
and the clay allowed them
to create more fluid,
449
00:23:55,040 --> 00:23:58,640
more passionate
shapes for a vehicle.
450
00:23:58,750 --> 00:24:03,010
- Ford's cars were all
black but Alfred P. Sloan
451
00:24:03,120 --> 00:24:07,120
came up with a way to create
desire for an automobile
452
00:24:07,220 --> 00:24:10,390
by introducing color,
choice, options.
453
00:24:18,000 --> 00:24:20,370
(guitar music)
454
00:24:22,400 --> 00:24:26,040
- [Narrator] Sloan's decision
to focus on style is about
455
00:24:26,140 --> 00:24:29,810
to send ripples through
the entire industry.
456
00:24:31,180 --> 00:24:31,980
- Nice work Bill.
457
00:24:32,080 --> 00:24:34,910
Henry Ford won't
know what hit him.
458
00:24:36,050 --> 00:24:38,820
(dramatic music)
459
00:24:44,350 --> 00:24:46,580
- [Narrator] America is fast
becoming the most modern
460
00:24:46,680 --> 00:24:48,650
country in the world.
461
00:24:49,550 --> 00:24:53,260
Boasting the best transportation
and the largest cities,
462
00:24:53,360 --> 00:24:58,090
a new generation is embracing
style like never before.
463
00:24:58,200 --> 00:25:02,300
But some in the auto industry
failed to take notice.
464
00:25:03,270 --> 00:25:05,730
- Six cylinder engine,
hydraulic brakes,
465
00:25:05,840 --> 00:25:08,170
top line features throughout.
466
00:25:08,270 --> 00:25:10,270
- It won't sell.
467
00:25:10,370 --> 00:25:15,210
- Henry Ford fails to recognize
the demand for innovation,
468
00:25:15,310 --> 00:25:18,750
allowing his rivals to
launch cars superior in both
469
00:25:18,850 --> 00:25:21,320
style and engineering.
470
00:25:21,420 --> 00:25:25,250
- The new name for progress
will be General Motors!
471
00:25:25,360 --> 00:25:26,620
(cheering and applause)
472
00:25:26,720 --> 00:25:30,890
- [Narrator] By 1927, Alfred
Sloan's GM overtakes Ford.
473
00:25:31,830 --> 00:25:33,530
For the first time
in two decades,
474
00:25:33,630 --> 00:25:37,800
General Motors is America's
number one car company.
475
00:25:41,640 --> 00:25:44,340
(phone rings)
476
00:25:47,180 --> 00:25:49,550
As his competitors focus
on fighting each other,
477
00:25:49,650 --> 00:25:53,120
Walter Chrysler sees a
chance to lure some talent
478
00:25:53,220 --> 00:25:54,620
from his competition.
479
00:25:54,720 --> 00:25:56,750
(dramatic music)
480
00:25:56,850 --> 00:26:00,620
KT Keller, a rising
star engineer at GM.
481
00:26:00,730 --> 00:26:04,760
- KT Keller met Walter
Chrysler in 1911
482
00:26:04,860 --> 00:26:09,330
when Chrysler was
involved with Buick
483
00:26:09,430 --> 00:26:12,500
and Chrysler liked
him immediately.
484
00:26:12,600 --> 00:26:16,410
Chrysler and Keller
understood one another
485
00:26:16,510 --> 00:26:20,410
when they talked anything
to do with mechanics.
486
00:26:21,510 --> 00:26:23,310
- [Narrator] Keller and
Chrysler immediately being
487
00:26:23,410 --> 00:26:26,280
work on a car they believe
has the style of a Chevy
488
00:26:26,380 --> 00:26:28,620
at a cost that rivals Ford.
489
00:26:29,690 --> 00:26:31,750
- What do you think?
490
00:26:31,860 --> 00:26:33,590
Chrysler Plymouth.
491
00:26:33,690 --> 00:26:34,520
Too much?
492
00:26:35,590 --> 00:26:37,330
- It's perfect.
493
00:26:37,430 --> 00:26:41,530
The pilgrims were pathfinders
just like this car.
494
00:26:43,470 --> 00:26:44,630
- We on schedule?
495
00:26:44,740 --> 00:26:48,070
- Absolutely, it's
gonna be huge.
496
00:26:48,170 --> 00:26:50,470
Are you sure about the pricing?
497
00:26:50,580 --> 00:26:52,810
- Chrysler was very clever.
498
00:26:53,810 --> 00:26:57,250
The Plymouth was basically
out of the Chrysler parts bin
499
00:26:57,350 --> 00:26:59,580
and that saved a lot of money.
500
00:27:00,590 --> 00:27:02,750
- Don't worry, give the public
something better to buy,
501
00:27:02,850 --> 00:27:04,750
that's what they'll do.
502
00:27:08,460 --> 00:27:11,230
- There's no incentive
to get rid of your car
503
00:27:11,330 --> 00:27:13,330
if you're just gonna buy
something that is gonna be
504
00:27:13,430 --> 00:27:16,200
just the same as the old one.
505
00:27:16,300 --> 00:27:18,100
And that is why the
other car manufacturers,
506
00:27:18,200 --> 00:27:19,700
when they start innovating,
507
00:27:19,800 --> 00:27:24,170
they leave the Model T behind
and Henry Ford with it.
508
00:27:26,210 --> 00:27:28,210
- A car definitely
reflects the owner.
509
00:27:28,310 --> 00:27:29,780
The owner looks for the vehicle
510
00:27:29,880 --> 00:27:32,880
that kind of fits
them, their style.
511
00:27:35,250 --> 00:27:37,420
- Here's another one of
these kind of Americanisms,
512
00:27:37,520 --> 00:27:40,620
which have now become
defining of the entire world.
513
00:27:40,730 --> 00:27:43,530
The idea that you're
defined by your car.
514
00:27:43,630 --> 00:27:46,260
You're defined by
the style of the car.
515
00:27:46,360 --> 00:27:49,230
It tells the world your class.
516
00:27:49,330 --> 00:27:51,800
It tells the world your hobbies.
517
00:27:53,340 --> 00:27:55,470
- [Narrator] Ford doesn't
understand the new generation.
518
00:27:55,570 --> 00:27:58,570
Their desire for
style doesn't mesh
519
00:27:58,680 --> 00:28:01,410
with his focus on substance.
520
00:28:01,510 --> 00:28:04,050
- Henry Ford had
no fashion sense.
521
00:28:04,150 --> 00:28:05,250
He was an engineer.
522
00:28:05,350 --> 00:28:09,350
You couldn't tell a 1910
Model T from a 1918 Model T.
523
00:28:10,190 --> 00:28:13,320
With GM, the idea is to
524
00:28:13,420 --> 00:28:14,290
impress the folks
525
00:28:14,390 --> 00:28:17,690
and there was the
ladder of aspiration.
526
00:28:17,800 --> 00:28:20,430
So GM had several models.
527
00:28:20,530 --> 00:28:23,100
You'd start out with
the low cost Chevy,
528
00:28:23,200 --> 00:28:25,770
and you'd move from the
Chevy to the Pontiac.
529
00:28:25,870 --> 00:28:28,100
And then when you're
making a little bit better,
530
00:28:28,210 --> 00:28:30,240
you move up to the
Oldsmobile, and finally,
531
00:28:30,340 --> 00:28:32,410
when you struck it rich
you get the big Cadillac.
532
00:28:32,510 --> 00:28:34,380
And everybody would know,
533
00:28:34,480 --> 00:28:37,750
when you got the
Cadillac, you had it made.
534
00:28:37,850 --> 00:28:39,750
(dramatic music)
535
00:28:39,850 --> 00:28:43,690
- It was hard to talk about
the Model T in the same breath
536
00:28:43,790 --> 00:28:46,120
with a car like the Chevrolet.
537
00:28:46,220 --> 00:28:49,790
You could see it was
much more of a car.
538
00:28:49,890 --> 00:28:53,260
It was vastly
improved, more stylish,
539
00:28:53,360 --> 00:28:57,470
more comfortable, more
powerful than the Model T.
540
00:29:04,180 --> 00:29:07,110
- [Narrator] Despite his
father's rejection of his plan
541
00:29:07,210 --> 00:29:09,010
to update the Model T,
542
00:29:09,110 --> 00:29:12,480
Edsel continues trying
to find ways to modernize
543
00:29:12,580 --> 00:29:15,220
the Ford Motor Company.
544
00:29:15,320 --> 00:29:18,050
- GM is pricing their cars
at twice what we're selling
545
00:29:18,160 --> 00:29:19,050
the Model T for.
546
00:29:19,160 --> 00:29:20,690
- That's no surprise.
547
00:29:22,260 --> 00:29:26,300
Sloan is wasting six million
a year in advertising.
548
00:29:26,400 --> 00:29:29,360
- It's not a waste,
it's working.
549
00:29:34,240 --> 00:29:37,540
The public looks at
GM and they see style.
550
00:29:39,340 --> 00:29:42,310
- The public doesn't
care what cars look like,
551
00:29:42,410 --> 00:29:44,110
they care what they do!
552
00:29:44,220 --> 00:29:47,180
(dramatic music)
553
00:29:49,250 --> 00:29:52,190
Nothing stands up
to the Model T.
554
00:29:53,260 --> 00:29:55,160
- Father we are
resting on our laurels
555
00:29:55,260 --> 00:29:58,230
while our competition
is evolving.
556
00:29:58,330 --> 00:30:01,260
We need to progress or
we'll be left behind.
557
00:30:01,370 --> 00:30:04,230
- If your goal is to convince me
558
00:30:04,870 --> 00:30:08,740
it's been a pathetic attempt.
559
00:30:10,810 --> 00:30:12,170
- The sales people are
too afraid to tell you
560
00:30:12,280 --> 00:30:14,140
what you need to know.
561
00:30:14,250 --> 00:30:16,750
(dramatic music)
562
00:30:16,850 --> 00:30:19,410
The Model T has run its course.
563
00:30:22,250 --> 00:30:25,250
- We've cut production
to bolster demand.
564
00:30:25,360 --> 00:30:27,260
- This is not temporary.
565
00:30:27,360 --> 00:30:30,460
Our sales have
dropped every year.
566
00:30:30,560 --> 00:30:34,200
We are going to fail
if we don't act now.
567
00:30:41,370 --> 00:30:44,570
- Henry, I think it's time.
568
00:30:47,950 --> 00:30:49,810
(dramatic music)
569
00:30:49,910 --> 00:30:52,850
(steps clattering)
570
00:30:54,750 --> 00:30:57,320
- For Henry Ford, there
was a piece of his soul
571
00:30:57,420 --> 00:30:58,590
in that car.
572
00:30:58,690 --> 00:31:02,790
He could hardly bear the
thought of it going away.
573
00:31:05,200 --> 00:31:07,660
- The Model T was more to him
574
00:31:07,770 --> 00:31:10,800
than a fine utilitarian
object that had put
575
00:31:10,900 --> 00:31:12,900
all America on the road.
576
00:31:14,210 --> 00:31:16,100
It was a moral force.
577
00:31:16,210 --> 00:31:19,540
It was just as much car as
people needed and no more.
578
00:31:19,640 --> 00:31:21,210
Anyone who wanted
to tamper with it
579
00:31:21,310 --> 00:31:24,380
was personally
assaulting Henry Ford.
580
00:31:27,690 --> 00:31:32,090
- The Model T had not
evolved as an automobile
581
00:31:32,190 --> 00:31:33,320
over many years.
582
00:31:33,420 --> 00:31:37,590
Henry Ford finally figured
out he had a serious problem.
583
00:31:39,200 --> 00:31:42,560
He didn't have anything
to replace it with.
584
00:31:56,310 --> 00:31:57,510
- [Narrator] As sales plummet,
585
00:31:57,620 --> 00:32:02,120
Ford finally comes to terms
with the painful truth.
586
00:32:02,220 --> 00:32:06,120
America has moved
on from the Model T.
587
00:32:06,220 --> 00:32:08,190
With 15 million
cars on the road,
588
00:32:08,290 --> 00:32:13,100
it's made Ford's company among
the biggest in the world.
589
00:32:13,200 --> 00:32:17,800
But, his refusal to innovate
has left him vulnerable.
590
00:32:17,900 --> 00:32:19,530
- [Edsel] The Model
T has run its course.
591
00:32:19,640 --> 00:32:23,240
The public look at GM
and they see style.
592
00:32:25,240 --> 00:32:26,810
- [Knudsen] Edsel
is right Mr. Ford.
593
00:32:26,910 --> 00:32:30,310
- [Edsel] Our
competition is evolving.
594
00:32:30,410 --> 00:32:33,750
We're going to fail
if we don't act now.
595
00:32:36,850 --> 00:32:38,120
- [Chrysler] You're
looking at the future.
596
00:32:38,220 --> 00:32:39,350
- [Knudsen] Edsel
is right Mr. Ford.
597
00:32:39,460 --> 00:32:42,120
-[Edsel] Chrysler already
gave up...
598
00:32:42,230 --> 00:32:44,360
-[Knudsen] It's forward thinking
here Henry...
599
00:32:44,460 --> 00:32:48,830
- [Clara Ford] Henry,
I think it's time.
600
00:32:48,930 --> 00:32:51,300
(crashes)
601
00:32:52,570 --> 00:32:54,570
(gasps)
602
00:33:00,880 --> 00:33:03,310
(clanking)
603
00:33:03,410 --> 00:33:06,180
(dramatic music)
604
00:33:12,480 --> 00:33:14,050
- [Narrator] The 1920's
bring one of the greatest
605
00:33:14,150 --> 00:33:17,450
economic booms
America has ever seen.
606
00:33:17,550 --> 00:33:21,420
Fueled by modern technology,
and mass production
607
00:33:21,520 --> 00:33:25,060
this prosperity
creates a new culture.
608
00:33:25,160 --> 00:33:28,500
America is now a
nation of consumers
609
00:33:28,600 --> 00:33:31,070
hungry for more of everything.
610
00:33:31,170 --> 00:33:32,930
Cars are no exception
611
00:33:33,870 --> 00:33:36,770
and America's car makers fight
for the public's attention
612
00:33:36,870 --> 00:33:38,270
and buying power.
613
00:33:39,410 --> 00:33:42,410
- The new name for progress
will be General Motors!
614
00:33:42,510 --> 00:33:44,040
(cheering and applause)
615
00:33:44,150 --> 00:33:46,010
- [Narrator] General
Motors, led by Alfred Sloan,
616
00:33:46,120 --> 00:33:49,580
gets that style will
be what Americans want.
617
00:33:50,650 --> 00:33:53,850
At Chrysler, the Plymouth
captures the imagination
618
00:33:53,960 --> 00:33:57,790
of a public that's
tired of the Model T.
619
00:33:57,890 --> 00:33:58,990
- Are you sure
about the pricing?
620
00:33:59,100 --> 00:34:01,830
- Don't worry, give the
public something better to buy
621
00:34:01,930 --> 00:34:03,830
that's what they'll do.
622
00:34:05,170 --> 00:34:07,900
(dramatic music)
623
00:34:09,610 --> 00:34:11,440
- [Narrator] Henry Ford
must face the fact.
624
00:34:11,540 --> 00:34:15,240
The country has moved
on from the Model T.
625
00:34:16,110 --> 00:34:19,080
- If Henry had had his way,
626
00:34:19,880 --> 00:34:23,380
he would have stuck
with the Model T
627
00:34:23,490 --> 00:34:26,890
until he had driven
the company down too.
628
00:34:28,060 --> 00:34:30,460
- Henry Ford is the man who
629
00:34:30,560 --> 00:34:34,960
most influenced the
changing American culture
630
00:34:35,060 --> 00:34:37,200
and economic scene.
631
00:34:37,300 --> 00:34:39,870
It allowed America
to change
632
00:34:39,970 --> 00:34:42,770
and it became a car culture
because of Henry Ford,
633
00:34:42,870 --> 00:34:44,440
more than any other man.
634
00:34:44,540 --> 00:34:47,510
(dramatic music)
635
00:34:51,410 --> 00:34:53,380
- When you look at the
automobile and its influence
636
00:34:53,480 --> 00:34:55,080
on American society,
637
00:34:55,180 --> 00:34:57,450
it's almost beyond
measure in the sense that
638
00:34:57,550 --> 00:35:00,420
people now have
access to a technology
639
00:35:00,520 --> 00:35:04,960
that's going to allow them
to travel vast distances
640
00:35:05,060 --> 00:35:06,290
but what comes with that
641
00:35:06,400 --> 00:35:08,430
is the need for roads that
are going to be able to
642
00:35:08,530 --> 00:35:12,500
safely and conveniently get
people from point A to point B.
643
00:35:16,870 --> 00:35:19,940
- The modern tourist
industry comes out of this.
644
00:35:20,040 --> 00:35:22,740
There had been a
tourist industry before,
645
00:35:22,850 --> 00:35:24,510
but it was a fixed
point kind of thing,
646
00:35:24,610 --> 00:35:28,450
because it had to be closely
connected to the railways.
647
00:35:28,550 --> 00:35:29,450
(dramatic music)
648
00:35:29,550 --> 00:35:31,120
- We got roads going
to the National Parks.
649
00:35:31,220 --> 00:35:34,420
We got roads through
the National Parks.
650
00:35:34,520 --> 00:35:37,420
This means you got the
great American road trip.
651
00:35:37,530 --> 00:35:38,930
This is a family destination.
652
00:35:39,000 --> 00:35:40,890
An affordable vacation.
653
00:35:45,370 --> 00:35:46,930
- I love a great road trip.
654
00:35:47,040 --> 00:35:50,440
To be able to have the
opportunity to hit the road.
655
00:35:50,540 --> 00:35:52,340
It's special.
656
00:35:52,440 --> 00:35:56,240
I always longed for that
one on one time with my dad
657
00:35:56,350 --> 00:35:59,380
and in the car, you can't
go anywhere. (laughs)
658
00:35:59,480 --> 00:36:01,480
I mean, sometimes that
wasn't always great,
659
00:36:01,580 --> 00:36:03,420
but it was the perfect situation
660
00:36:03,520 --> 00:36:07,220
because you had his
attention and had some great
661
00:36:07,320 --> 00:36:10,460
conversations just
riding down the road.
662
00:36:13,500 --> 00:36:16,160
- [Narrator] With the Model
Ts legacy firmly established,
663
00:36:16,270 --> 00:36:19,370
it's up to Henry Ford's
long maligned son Edsel
664
00:36:19,470 --> 00:36:22,470
to help define the
future of the company.
665
00:36:22,570 --> 00:36:24,970
- Thank God that Henry
Ford had a son named Edsel
666
00:36:25,070 --> 00:36:27,840
who was really into style.
667
00:36:27,940 --> 00:36:29,880
Cause it was Edsel that
really pushed his dad
668
00:36:29,980 --> 00:36:33,410
to start creating some
really stylish automobiles.
669
00:36:33,520 --> 00:36:36,920
(dramatic music)
670
00:36:37,020 --> 00:36:40,250
- Edsel had a good
sense of how to change
671
00:36:40,360 --> 00:36:43,390
and where the car
market was going.
672
00:36:43,490 --> 00:36:48,260
- Now Edsel thought that
the Model T not only needed
673
00:36:48,360 --> 00:36:51,130
to be updated, it needed to
be abolished and replaced
674
00:36:51,230 --> 00:36:54,900
by something far more
modern and snappier looking.
675
00:36:55,000 --> 00:36:56,100
- [Narrator] Edsel
makes designing
676
00:36:56,210 --> 00:37:00,140
Ford's next generation
car his personal mission.
677
00:37:01,410 --> 00:37:04,110
But his father's
outsized expectations
678
00:37:04,210 --> 00:37:06,380
aren't his only challenge.
679
00:37:09,250 --> 00:37:10,280
- Not bad kid.
680
00:37:10,390 --> 00:37:12,390
But the production line
would have to stay down
681
00:37:12,490 --> 00:37:15,790
for six months to
make this change over.
682
00:37:15,890 --> 00:37:17,890
That's not gonna happen.
683
00:37:21,260 --> 00:37:23,400
- You don't scare me Bennett.
684
00:37:25,570 --> 00:37:26,400
- Oh yeah?
685
00:37:30,140 --> 00:37:32,170
Don't be so sure of that.
686
00:37:32,270 --> 00:37:35,340
(dramatic music)
687
00:37:35,440 --> 00:37:40,050
- Bennett obviously saw that
Edsel Ford was a threat
688
00:37:40,150 --> 00:37:43,080
and so he began to
undermine Edsel.
689
00:37:44,450 --> 00:37:47,390
(dramatic music)
690
00:37:48,390 --> 00:37:52,890
- Harry Bennett was born just
a year before Edsel Ford
691
00:37:53,000 --> 00:37:56,030
and in many ways,
was like a brother.
692
00:37:56,130 --> 00:37:59,570
But like the evil
brother, the dark side.
693
00:38:02,510 --> 00:38:04,400
- Edsel and Bennett
could not even stand
694
00:38:04,510 --> 00:38:06,270
to be in the same room together
695
00:38:06,380 --> 00:38:10,140
because Henry Ford liked
Bennett so much more.
696
00:38:12,450 --> 00:38:15,050
- Edsel is the heir apparent,
697
00:38:15,150 --> 00:38:16,320
but Bennett starts to get ideas,
698
00:38:16,420 --> 00:38:18,920
well he could take over
and Henry Ford is actually
699
00:38:19,020 --> 00:38:20,190
feeding this notion
700
00:38:20,290 --> 00:38:23,390
that Edsel isn't gonna be
the one who's gonna inherit
701
00:38:23,490 --> 00:38:26,390
this company, it's
gonna be Bennett.
702
00:38:26,500 --> 00:38:27,800
Edsel is left in the dark here
703
00:38:27,900 --> 00:38:32,070
and it's a very problematic
situation for the entire family.
704
00:38:40,080 --> 00:38:43,080
- [Narrator] Despite Bennett's
attempts to sideline him,
705
00:38:43,180 --> 00:38:47,350
Edsel convinces Henry the
time has come for a new Ford.
706
00:38:49,420 --> 00:38:54,420
- If Ford was going to continue
they needed a new product
707
00:38:54,520 --> 00:38:58,430
and everything for the
future hinged on that.
708
00:38:58,530 --> 00:39:02,000
- Edsel, he worked on
him and he worked on him
709
00:39:02,100 --> 00:39:03,230
and he worked on him
710
00:39:03,330 --> 00:39:05,300
and it was only the bottom
line that finally convinced
711
00:39:05,400 --> 00:39:08,400
Henry that okay, we have
to retool the whole concept
712
00:39:08,500 --> 00:39:10,440
of a car for America.
713
00:39:12,410 --> 00:39:15,210
- The Model T was
such a successful car,
714
00:39:15,310 --> 00:39:19,280
like any inventor, like
any good business man,
715
00:39:19,380 --> 00:39:23,150
it becomes difficult to
move on from success.
716
00:39:24,950 --> 00:39:27,290
- Edsel's greatest triumph
was to convince his father
717
00:39:27,390 --> 00:39:28,560
to change.
718
00:39:32,290 --> 00:39:33,360
- [Film Narrator] The times have
changed and the car
719
00:39:33,460 --> 00:39:36,760
that have changed them
was no longer needed.
720
00:39:36,870 --> 00:39:40,200
Henry Ford decided
to stop producing it.
721
00:39:41,440 --> 00:39:45,140
In May, 1927, the
15th millionth Model T
722
00:39:45,240 --> 00:39:47,070
came out of the plant.
723
00:39:48,140 --> 00:39:50,940
And the assembly line
closed down forever
724
00:39:51,010 --> 00:39:53,380
on the world's most famous car.
725
00:39:54,420 --> 00:39:56,380
(dramatic music)
726
00:39:56,490 --> 00:39:58,350
- [Narrator] Working
together for the first time,
727
00:39:58,450 --> 00:40:02,290
father and son begin to
develop a new Ford model.
728
00:40:02,390 --> 00:40:05,260
- Henry Ford gave Edsel the
responsibility of the design
729
00:40:05,360 --> 00:40:09,530
and Henry would take
over the mechanical part
730
00:40:09,630 --> 00:40:11,100
of the vehicle.
731
00:40:14,070 --> 00:40:15,840
Edsel was taking care of the
things that he liked to do
732
00:40:15,940 --> 00:40:17,240
and then Henry was
taking care of the things
733
00:40:17,340 --> 00:40:19,110
that he wanted to do.
734
00:40:20,440 --> 00:40:23,340
- It took a long time
for them to figure out
735
00:40:23,450 --> 00:40:26,450
all the components
of the new model.
736
00:40:29,320 --> 00:40:33,120
- Henry Ford wanted that
vehicle to have 40 horse power.
737
00:40:33,220 --> 00:40:35,220
The Model T had 20 horses.
738
00:40:35,320 --> 00:40:37,560
Henry Ford was having a hard
time getting 40 horse power
739
00:40:37,660 --> 00:40:39,130
out of the car.
740
00:40:40,600 --> 00:40:43,860
Well Edsel walked in and was
looking at the blue prints
741
00:40:43,970 --> 00:40:47,200
and he goes, "It looks
like to me the valves
742
00:40:47,300 --> 00:40:49,500
that you have here are
too small to give you the
743
00:40:49,610 --> 00:40:51,240
horse power you need."
744
00:40:51,340 --> 00:40:54,240
This is Edsel Ford
telling Henry Ford
745
00:40:54,340 --> 00:40:56,880
and his engineers that.
746
00:40:56,980 --> 00:40:58,510
Well, they change the valves,
747
00:40:58,610 --> 00:41:01,420
and they got the 40 horse power.
748
00:41:04,050 --> 00:41:06,050
- [Narrator] While GM and
Chrysler have gained traction
749
00:41:06,160 --> 00:41:08,120
in the market place,
for many Americans,
750
00:41:08,220 --> 00:41:11,990
the car and the Model
T are the same thing.
751
00:41:13,900 --> 00:41:16,530
A buzz starts to build
around Ford's new design
752
00:41:16,630 --> 00:41:21,000
and ever the showman, Henry
aims to take advantage.
753
00:41:38,020 --> 00:41:43,020
- My friends, there are
15 million Ford Model Ts
754
00:41:43,090 --> 00:41:45,330
scattered around the globe.
755
00:41:46,060 --> 00:41:52,600
This car blazed a trail for
the entire automobile industry.
756
00:41:54,040 --> 00:41:55,270
It's phenomenal success
757
00:41:55,370 --> 00:42:00,340
literally paved the
entire country.
758
00:42:00,440 --> 00:42:02,910
It will never be replaced.
759
00:42:03,010 --> 00:42:04,610
Only succeeded.
760
00:42:06,920 --> 00:42:11,220
Ladies and gentlemen, we
bring you the Ford Model A.
761
00:42:11,320 --> 00:42:14,250
(dramatic music)
762
00:42:15,360 --> 00:42:18,360
- [Narrator] The Model A was
the most technology advanced
763
00:42:18,460 --> 00:42:20,090
car of its time.
764
00:42:20,200 --> 00:42:22,760
It features a water
cooled 40 horse power
765
00:42:22,870 --> 00:42:27,130
four cylinder engine capable
of 65 miles per hour,
766
00:42:27,240 --> 00:42:31,140
20 miles per hour
faster than the Model T.
767
00:42:31,210 --> 00:42:33,040
It has hydraulic
shock absorbers,
768
00:42:33,140 --> 00:42:36,240
four wheel brakes, and its
stylish body exemplifies
769
00:42:36,350 --> 00:42:40,150
Edsel's vision for the
future of Ford design.
770
00:42:40,250 --> 00:42:44,220
It seems to the be right car
for America at the right time.
771
00:42:46,290 --> 00:42:48,820
- When he introduced
the Model A in 1927,
772
00:42:48,920 --> 00:42:50,120
this is the same
year that Babe Ruth
773
00:42:50,230 --> 00:42:52,230
60 home runs for the Yankees,
774
00:42:52,330 --> 00:42:54,390
it's the same year
that Lindbergh flew
775
00:42:54,500 --> 00:42:57,430
from New York to Paris in
the Spirit of St. Louis,
776
00:42:57,530 --> 00:42:59,500
it was the introduction
of the Model A.
777
00:42:59,600 --> 00:43:01,940
That was the biggest
news story of 1927.
778
00:43:02,040 --> 00:43:03,500
It was huge.
779
00:43:03,610 --> 00:43:08,110
When finally the new
Model A came out in 1927,
780
00:43:08,210 --> 00:43:10,140
when Ford had finally given in,
781
00:43:10,250 --> 00:43:13,310
it was much better than
looking than the Model T.
782
00:43:13,420 --> 00:43:16,150
It was in every
way a better car.
783
00:43:18,290 --> 00:43:20,250
- Isn't she a beauty?
784
00:43:20,360 --> 00:43:22,590
(clacking)
785
00:43:26,840 --> 00:43:29,570
[Narrator] The first 25
years of the 20th century
786
00:43:29,670 --> 00:43:31,840
see unparalleled
growth in America.
787
00:43:31,940 --> 00:43:35,910
The economic boom is driven
by three massive car makers.
788
00:43:37,150 --> 00:43:38,550
Ford,
789
00:43:38,650 --> 00:43:39,920
Chrysler,
790
00:43:40,020 --> 00:43:41,550
and GM.
791
00:43:42,720 --> 00:43:46,820
Long the industry leader, Ford
is facing new competition.
792
00:43:46,920 --> 00:43:50,560
- Nice work Bill, Henry Ford
won't know what hit him.
793
00:43:50,660 --> 00:43:53,130
- [Narrator] As GM stylish
Chevrolet Series K,
794
00:43:53,230 --> 00:43:56,030
and Chrysler's high value
Plymouth begin to take
795
00:43:56,130 --> 00:43:58,770
market share from the Model T.
796
00:43:59,740 --> 00:44:01,740
- Father we are resting on our
laurels while our competition
797
00:44:01,840 --> 00:44:02,840
is evolving.
798
00:44:04,880 --> 00:44:06,640
- [Narrator] As profits decline,
799
00:44:06,740 --> 00:44:11,450
Henry Ford enlists and
unlikely ally to help him
800
00:44:11,550 --> 00:44:15,420
keep up with the
competition, his son, Edsel,
801
00:44:15,520 --> 00:44:18,990
who now has the opportunity
to define the car
802
00:44:19,090 --> 00:44:22,730
of the next generation,
the Ford Model A.
803
00:44:26,760 --> 00:44:29,430
- Old Henry, he
worked with his son,
804
00:44:29,530 --> 00:44:33,100
and everything for the
future hinged on that.
805
00:44:34,510 --> 00:44:36,870
As you look at Ford leadership,
806
00:44:37,780 --> 00:44:42,480
it's not as much company
as it is a royal court
807
00:44:42,580 --> 00:44:46,880
and Harry Bennett was
clearly jealous of Edsel.
808
00:44:46,980 --> 00:44:48,850
It came to a point where
Harry Bennett thought
809
00:44:48,950 --> 00:44:53,120
he could actually take
over Ford Motor Company,
810
00:44:53,220 --> 00:44:56,760
that he could become
it's president.
811
00:44:56,860 --> 00:44:58,730
- [Narrator] The Model
A, name to show the world
812
00:44:58,830 --> 00:45:01,860
that Ford is making a fresh
start marks the high point
813
00:45:01,970 --> 00:45:04,800
of Henry and Edsel's
relationship.
814
00:45:08,170 --> 00:45:10,640
As the '20's draw to a close,
815
00:45:10,740 --> 00:45:13,640
the Model A is a huge
success with a million sales
816
00:45:13,740 --> 00:45:18,610
in its first year, returning
Ford to the number one spot.
817
00:45:19,980 --> 00:45:21,620
But in October 1929,
818
00:45:21,720 --> 00:45:25,650
one fateful day will
halt Ford's turn around.
819
00:45:30,760 --> 00:45:33,000
(chattering)
820
00:45:35,270 --> 00:45:38,100
- The Great Depression
hit in 1929
821
00:45:39,670 --> 00:45:42,670
and that really changed
the face of not only
822
00:45:42,770 --> 00:45:43,910
the automobile industry
823
00:45:44,010 --> 00:45:47,640
but life in the United
States in general.
824
00:45:49,810 --> 00:45:51,480
All of the automobile
manufacturers
825
00:45:51,580 --> 00:45:52,680
were suddenly finding that
826
00:45:52,780 --> 00:45:55,550
their sales volumes
couldn't be sustained
827
00:45:55,650 --> 00:45:57,620
because people
didn't have the money
828
00:45:57,720 --> 00:45:59,760
to buy their automobiles.
829
00:46:01,690 --> 00:46:04,660
- [Narrator] As the country's
economy slows to a crawl,
830
00:46:04,760 --> 00:46:08,730
sales of Ford's Model A
decline by a massive 50%.
831
00:46:10,600 --> 00:46:14,070
But Henry Ford doesn't see
the depression as the cause.
832
00:46:14,170 --> 00:46:15,840
- It was all that crap we added.
833
00:46:15,940 --> 00:46:17,740
If it wasn't for your
design enhancements,
834
00:46:17,840 --> 00:46:19,780
the Model A would have
been just as profitable
835
00:46:19,880 --> 00:46:20,610
as the Model T.
836
00:46:20,710 --> 00:46:23,010
- The design is not the problem.
837
00:46:23,110 --> 00:46:25,580
- The lower the pricing gets
the more people can afford it.
838
00:46:25,680 --> 00:46:26,580
The more people can afford it.
839
00:46:26,680 --> 00:46:30,520
- You have never been
willing to innovate.
840
00:46:30,620 --> 00:46:32,960
On how many we sell, it
will not make a profit.
841
00:46:33,060 --> 00:46:35,490
- Because you had to
mess with a good thing.
842
00:46:35,590 --> 00:46:38,530
- No because you
priced it too low!
843
00:46:39,560 --> 00:46:43,630
What worked for the Model
T will not work forever.
844
00:46:43,730 --> 00:46:45,500
It's a new age.
845
00:46:45,600 --> 00:46:48,840
It's time you stopped
living in the past.
846
00:46:50,940 --> 00:46:53,680
(steps clattering)
847
00:46:53,780 --> 00:46:55,580
- The Model A sold pretty well,
848
00:46:55,680 --> 00:46:58,180
but it could have been
much better had Henry Ford
849
00:46:58,280 --> 00:47:01,150
followed Edsel's
advice completely.
850
00:47:01,950 --> 00:47:05,490
But he never forgave
his son for forcing him
851
00:47:05,590 --> 00:47:07,760
to get rid of the Model T.
852
00:47:07,860 --> 00:47:09,590
From that point on, he
did not believe that Edsel
853
00:47:09,690 --> 00:47:10,830
was on his side.
854
00:47:15,730 --> 00:47:18,370
- [Narrator] The Great
Depression spares no one.
855
00:47:18,470 --> 00:47:20,540
- The Great Depression
hits, all of a sudden now,
856
00:47:20,640 --> 00:47:22,440
it doesn't matter
how hard you work
857
00:47:22,540 --> 00:47:24,840
it doesn't matter how much you
want to support your family
858
00:47:24,940 --> 00:47:27,110
the jobs aren't there.
859
00:47:27,210 --> 00:47:30,750
That sense of powerlessness,
that there's no hope.
860
00:47:30,850 --> 00:47:32,680
This is something new.
861
00:47:33,650 --> 00:47:35,120
- It was ugly.
862
00:47:35,220 --> 00:47:37,020
People selling apples
on street corner,
863
00:47:37,120 --> 00:47:38,920
bread lines, and soup lines.
864
00:47:39,020 --> 00:47:40,890
That's not an exaggeration.
865
00:47:40,990 --> 00:47:43,060
The last thing in the world
most people were thinking about
866
00:47:43,160 --> 00:47:46,530
as hey, I need to
by myself a car.
867
00:47:46,630 --> 00:47:50,900
- The Depression hit
workers because they found
868
00:47:51,000 --> 00:47:52,700
that there was downward
pressure in the wages
869
00:47:52,800 --> 00:47:54,540
and they didn't want
to lose their job
870
00:47:54,640 --> 00:47:56,410
they didn't want to lose wages.
871
00:47:56,510 --> 00:47:59,480
And so workers began to
mount strikes against the
872
00:47:59,580 --> 00:48:01,040
automobile industry.
873
00:48:03,680 --> 00:48:05,550
- They are the most
strike-ridden years
874
00:48:05,650 --> 00:48:06,650
in American history.
875
00:48:06,750 --> 00:48:09,420
These are locally started,
for the most part,
876
00:48:09,520 --> 00:48:12,590
not general calls by
large national unions.
877
00:48:12,690 --> 00:48:17,490
They are driven by work force
that is looking to secure
878
00:48:17,600 --> 00:48:20,600
new advantages as
American laborers.
879
00:48:21,830 --> 00:48:23,570
The Depression is an accelerator
880
00:48:23,670 --> 00:48:26,570
for a new American institution,
881
00:48:26,670 --> 00:48:27,500
unions.
882
00:48:29,040 --> 00:48:32,810
The Big Three all resist
their growing power.
883
00:48:34,040 --> 00:48:35,810
- We're entering
a new era Harry.
884
00:48:35,910 --> 00:48:37,780
(gun fires)
885
00:48:37,880 --> 00:48:42,550
- [Narrator] But Ford, as
usual, is the most aggressive.
886
00:48:42,650 --> 00:48:44,750
- Bolsheviks, communists!
887
00:48:45,960 --> 00:48:49,390
We need to protect what's ours.
888
00:48:49,490 --> 00:48:53,000
- Ford wasn't just paranoid
about his competitors.
889
00:48:53,100 --> 00:48:56,200
He was paranoid
about his financiers.
890
00:48:57,070 --> 00:48:59,030
He was paranoid
about the unions.
891
00:48:59,140 --> 00:49:02,000
He did not want unions getting
involved in his business
892
00:49:02,110 --> 00:49:03,870
and was convinced they
were trying to take over
893
00:49:03,970 --> 00:49:05,470
the auto industry.
894
00:49:06,540 --> 00:49:07,610
(gun fires)
895
00:49:07,710 --> 00:49:11,080
- [Henry] I don't think
I can count on my son.
896
00:49:11,180 --> 00:49:15,750
- With all do respect sir,
I'm nothing like your son.
897
00:49:15,850 --> 00:49:18,190
(gun fires)
898
00:49:19,590 --> 00:49:21,990
All you gotta do
is say the word.
899
00:49:22,090 --> 00:49:24,860
(dramatic music)
900
00:49:27,470 --> 00:49:29,170
- [Narrator] The Great
Depression is slowing
901
00:49:29,280 --> 00:49:32,340
the American economy
like never before.
902
00:49:33,210 --> 00:49:35,050
The Big Three are
feeling the pinch
903
00:49:35,150 --> 00:49:36,710
as the country they've
helped to create
904
00:49:36,820 --> 00:49:40,180
is struggling to
hold itself together.
905
00:49:42,120 --> 00:49:46,290
While the Model A puts Ford
back in the number one spot,
906
00:49:47,130 --> 00:49:50,800
sales slow dramatically after
the stock market crashes.
907
00:49:50,900 --> 00:49:53,460
Henry Ford blames the
newly designed Model A
908
00:49:53,570 --> 00:49:55,500
for the company's problems.
909
00:49:55,600 --> 00:49:58,470
While they're also struggling,
910
00:49:58,570 --> 00:50:01,370
GM's Alfred Sloan
focuses on efficiency
911
00:50:01,470 --> 00:50:04,480
and Chrysler emphasizes
affordability,
912
00:50:04,580 --> 00:50:08,110
helping both to
stabilize losses.
913
00:50:08,210 --> 00:50:11,080
The poor economy results
in the creation of unions,
914
00:50:11,180 --> 00:50:14,290
something Henry Ford
immediately sees as a threat
915
00:50:14,390 --> 00:50:15,720
to his business.
916
00:50:21,430 --> 00:50:23,860
- I assume you have the list.
917
00:50:33,610 --> 00:50:35,740
That's everybody?
918
00:50:35,840 --> 00:50:39,680
- Harry Bennett was the rough
and ready tough guy
919
00:50:39,780 --> 00:50:42,780
to kind of enforce Ford's desire
920
00:50:42,880 --> 00:50:45,280
to keep everything
under control
921
00:50:45,380 --> 00:50:48,420
to keep a tight
lid on everything.
922
00:50:48,520 --> 00:50:51,190
No matter what it took to do it.
923
00:50:52,360 --> 00:50:55,230
- He kind of developed
this network.
924
00:50:55,330 --> 00:50:58,260
His spies would find out
if people were talking to
925
00:50:58,360 --> 00:51:00,130
union organizers.
926
00:51:00,230 --> 00:51:01,600
You might get beat up.
927
00:51:01,700 --> 00:51:02,800
You've gone to the
secret union meeting,
928
00:51:02,900 --> 00:51:05,600
well the car follows
you down the street,
929
00:51:05,710 --> 00:51:08,140
two guys get out and
beat the hell out of you.
930
00:51:08,240 --> 00:51:11,040
- Harry Bennett
installed more goons
931
00:51:11,140 --> 00:51:13,780
with more intimidation
within the plant to keep
932
00:51:13,880 --> 00:51:15,850
the union out.
933
00:51:17,320 --> 00:51:19,720
- [Narrator] Bennett knows
that dealing with the unions
934
00:51:19,820 --> 00:51:22,520
is the boss's
number one priority.
935
00:51:22,620 --> 00:51:25,160
(gun fires)
936
00:51:26,760 --> 00:51:29,360
- Henry Ford clearly
is a control freak.
937
00:51:29,430 --> 00:51:32,100
He's someone who wants to
be able to have his hand in,
938
00:51:32,200 --> 00:51:33,100
and more importantly,
939
00:51:33,200 --> 00:51:35,830
his control over
manufacturing processes,
940
00:51:35,940 --> 00:51:38,400
how his employees
work, how they live,
941
00:51:38,500 --> 00:51:42,310
and certainly anyone who was
strong as a union advocate
942
00:51:42,410 --> 00:51:46,680
was going to be weeded out
of the Ford Motor Company.
943
00:51:46,780 --> 00:51:49,080
- Management could fire
a person for any reason
944
00:51:49,180 --> 00:51:50,210
or no reason.
945
00:51:50,320 --> 00:51:51,550
There was no recourse.
946
00:51:51,650 --> 00:51:53,280
If you were fired you were gone.
947
00:51:53,390 --> 00:51:55,350
You walked out the
door, that was the end.
948
00:51:55,450 --> 00:51:57,760
- People on the
Ford line were fired
949
00:51:57,860 --> 00:52:00,260
if they worked too slow.
950
00:52:00,360 --> 00:52:03,230
They were also fired if
they worked too fast.
951
00:52:03,330 --> 00:52:06,330
By making these products
available to everyone,
952
00:52:06,430 --> 00:52:10,070
he brought it in a manner
of work which left people
953
00:52:10,170 --> 00:52:14,470
totally broken after a
few years of doing it.
954
00:52:14,570 --> 00:52:17,680
- [Narrator] Slow
sales of the Model A
955
00:52:17,740 --> 00:52:21,080
means Ford's profits
continue to take a hit.
956
00:52:21,180 --> 00:52:25,150
In response, Henry cuts wages
and slashes his work force.
957
00:52:27,220 --> 00:52:29,350
With Ford preoccupied,
958
00:52:29,460 --> 00:52:32,720
Walter Chrysler sees an
opening in the market place,
959
00:52:32,830 --> 00:52:38,100
one he hopes his newly
released Plymouth will fill.
960
00:52:38,200 --> 00:52:42,730
- The first Plymouth was brought
out just at the same time
961
00:52:42,840 --> 00:52:46,500
that Ford was producing
the first Model A's.
962
00:52:48,170 --> 00:52:52,510
So it was meant to rival
Ford from the beginning.
963
00:52:52,610 --> 00:52:55,280
The Plymouth was the life boat
of the Chrysler Corporation
964
00:52:55,380 --> 00:52:59,220
because it helped the
corporation get through
965
00:52:59,320 --> 00:53:02,550
the worse times
of the Depression.
966
00:53:02,660 --> 00:53:05,160
Chrysler Corporation
became the second largest
967
00:53:05,260 --> 00:53:08,430
manufacturer because
it outpaced Ford.
968
00:53:09,860 --> 00:53:13,200
- [Narrator] In 1932, the
Ford Motor Company slips
969
00:53:13,300 --> 00:53:15,030
to the number two spot,
970
00:53:15,130 --> 00:53:18,670
returning GM to
number one once again.
971
00:53:18,770 --> 00:53:21,810
Ford blames the fall on
Edsel and the unions.
972
00:53:21,910 --> 00:53:24,210
- Ford was the most begrudging.
973
00:53:24,310 --> 00:53:26,140
Henry Ford still had this idea,
974
00:53:26,250 --> 00:53:28,450
this is my company I'm
gonna do it my way.
975
00:53:28,550 --> 00:53:33,650
- Ford certainly didn't want
a bunch of outside agitators
976
00:53:33,750 --> 00:53:37,590
telling him how he
should treat his workers
977
00:53:37,690 --> 00:53:40,290
and saw them as an enemy.
978
00:53:42,500 --> 00:53:45,330
(muffled screams)
979
00:53:46,830 --> 00:53:48,200
- [Narrator] Ford's
push for efficiency,
980
00:53:48,300 --> 00:53:50,700
the lay offs, and the wage
cuts leaves his workers
981
00:53:50,800 --> 00:53:52,840
at the breaking point.
982
00:53:54,210 --> 00:53:56,740
On one of the coldest
days of the year,
983
00:53:56,810 --> 00:53:59,740
3,000 protestors
take to the streets
984
00:53:59,850 --> 00:54:02,750
ready to descend on
the Ford factory.
985
00:54:05,550 --> 00:54:07,420
- We have to stop this.
986
00:54:10,290 --> 00:54:13,860
The police are using
tear gas at city hall!
987
00:54:18,160 --> 00:54:19,830
- Filthy communists.
988
00:54:22,900 --> 00:54:24,600
What?
989
00:54:24,700 --> 00:54:27,740
- [Bennett] My men are already
down there Mr. Ford.
990
00:54:27,840 --> 00:54:29,640
- Then you should be too.
991
00:54:29,740 --> 00:54:32,710
- [Bennett] Let's go,
come on, go!
992
00:54:32,810 --> 00:54:35,580
- Put a stop to
this madness now.
993
00:54:37,180 --> 00:54:40,420
- Dad, he is going
to kill someone.
994
00:54:40,490 --> 00:54:43,250
(dramatic music)
995
00:54:53,830 --> 00:54:55,830
(yells)
996
00:55:00,770 --> 00:55:02,770
(machinegun firing)
997
00:55:08,580 --> 00:55:10,710
(gun fires)
998
00:55:15,820 --> 00:55:18,560
- It was a different world.
999
00:55:18,660 --> 00:55:21,330
People wound up in the hospital.
1000
00:55:22,230 --> 00:55:23,790
A young boy got shot.
1001
00:55:25,360 --> 00:55:29,200
That splashed all
over the newspapers.
1002
00:55:29,300 --> 00:55:33,540
This was how the Ford Company
was treating its employees,
1003
00:55:33,640 --> 00:55:34,540
its people.
1004
00:55:38,610 --> 00:55:42,580
- [Narrator] Four men die
and dozens are injured.
1005
00:55:42,680 --> 00:55:46,720
The newspapers call the
incident the Ford Massacre.
1006
00:55:46,820 --> 00:55:52,360
- Henry Ford became a
sort of working man's hero
1007
00:55:52,460 --> 00:55:56,090
for a while when the
Depression hit down
1008
00:55:56,200 --> 00:55:58,660
and the union movement started.
1009
00:55:58,730 --> 00:56:03,100
That element of his character
was long since gone.
1010
00:56:04,240 --> 00:56:05,570
- Suddenly, the friend
of the working man
1011
00:56:05,670 --> 00:56:09,270
seemed like the enemy
of the working man.
1012
00:56:10,340 --> 00:56:12,340
- [Narrator] The newspapers
point to Harry Bennett
1013
00:56:12,410 --> 00:56:16,210
as the shooter and blame
Ford for the deaths.
1014
00:56:16,320 --> 00:56:18,750
But despite the dead workers,
1015
00:56:19,620 --> 00:56:22,650
Ford and Bennett
are never charged.
1016
00:56:25,160 --> 00:56:28,490
- That gave Harry
Bennett more power.
1017
00:56:28,590 --> 00:56:30,490
That convinced Henry
that Harry was right.
1018
00:56:30,600 --> 00:56:32,230
Organized labor was bad.
1019
00:56:32,330 --> 00:56:35,370
That it was violence, the
violence was being propagated
1020
00:56:35,470 --> 00:56:36,500
by the union.
1021
00:56:36,600 --> 00:56:40,540
And so Harry Bennett, with
Henry Ford's blessing,
1022
00:56:40,640 --> 00:56:43,540
clamped down further
on the unions.
1023
00:56:47,700 --> 00:56:51,160
- [Narrator] For 30 years,
the car has shaped America,
1024
00:56:51,270 --> 00:56:54,730
creating roads, suburbs,
and the middle class.
1025
00:56:56,470 --> 00:57:00,240
But the Great Depression sees
America's biggest car makers
1026
00:57:00,340 --> 00:57:02,410
facing an uprising.
1027
00:57:02,510 --> 00:57:04,710
Workers rebelling against
oppressive conditions,
1028
00:57:04,810 --> 00:57:06,080
(machinegun fire)
1029
00:57:06,180 --> 00:57:07,710
but Henry Ford is
pushing back hard,
1030
00:57:09,520 --> 00:57:12,720
forcing a show down
that ends in death,
1031
00:57:12,820 --> 00:57:17,190
proving to Ford that rule by
fear is good for business.
1032
00:57:18,630 --> 00:57:20,690
Poverty reigns in America.
1033
00:57:22,430 --> 00:57:26,370
There is little hope and
the nation's desperate.
1034
00:57:26,470 --> 00:57:28,270
- There is a sense
that there is nothing
1035
00:57:28,370 --> 00:57:29,670
we can do about this.
1036
00:57:29,770 --> 00:57:32,510
There's nothing the
politicians can do.
1037
00:57:32,610 --> 00:57:35,140
This is what creates a
sense of despair
1038
00:57:35,240 --> 00:57:38,810
because there's no way of
getting out of it.
1039
00:57:40,920 --> 00:57:44,280
- [Narrator] Then in
1932, Franklin Roosevelt
1040
00:57:44,390 --> 00:57:45,790
is elected president.
1041
00:57:45,890 --> 00:57:47,650
- I, Franklin Delano
Roosevelt,
1042
00:57:47,760 --> 00:57:51,390
do solemnly swear
1043
00:57:51,490 --> 00:57:53,160
that I will
faithfully execute
1044
00:57:53,260 --> 00:57:56,230
the office of President
of the United States.
1045
00:57:57,630 --> 00:57:59,770
- Franklin Delano Roosevelt,
in his inaugural address,
1046
00:57:59,870 --> 00:58:02,500
says the only thing we have
to fear is fear itself.
1047
00:58:02,600 --> 00:58:05,240
He's speaking to an
economic reality.
1048
00:58:05,340 --> 00:58:06,810
- As a test of our courage.
1049
00:58:06,910 --> 00:58:09,580
- And the only way to
combat it with hope
1050
00:58:09,680 --> 00:58:11,740
and that is what FDR brings in.
1051
00:58:11,850 --> 00:58:13,850
- [Narrator] During his
first 100 days in office,
1052
00:58:13,950 --> 00:58:17,120
FDR initiates the New Deal,
1053
00:58:17,220 --> 00:58:18,620
a series of federal programs
1054
00:58:18,720 --> 00:58:20,720
to bring back American jobs.
1055
00:58:20,820 --> 00:58:23,620
Among them, landmark laws,
1056
00:58:23,730 --> 00:58:26,590
giving workers the
right to form unions.
1057
00:58:26,690 --> 00:58:29,360
- When the Wagner Act is passed,
1058
00:58:29,460 --> 00:58:33,470
for the first time it legalizes
the right of auto workers
1059
00:58:33,570 --> 00:58:38,870
to form collectively a body
that will speak for them
1060
00:58:38,970 --> 00:58:42,740
in legal terms, in terms of
wages, working conditions,
1061
00:58:42,840 --> 00:58:44,710
benefits, et cetera.
1062
00:58:45,680 --> 00:58:48,450
- [Narrator] Some
industrialists, like Henry Ford,
1063
00:58:48,550 --> 00:58:52,720
oppose FDR's plan calling
it a socialist threat.
1064
00:58:52,820 --> 00:58:57,590
Others, like GM's Alfred
Sloan, see an opportunity.
1065
00:58:57,690 --> 00:59:01,390
FDR's New Deal also contains
the public works act,
1066
00:59:01,460 --> 00:59:04,700
aimed at putting
Americans back to work.
1067
00:59:04,800 --> 00:59:09,200
So Sloan lobbies Congress to
build more roads and bridges
1068
00:59:09,300 --> 00:59:12,510
to complete the
national road system.
1069
00:59:12,610 --> 00:59:14,170
- Alfred Sloan
says, wait a second,
1070
00:59:14,280 --> 00:59:15,710
if we can't beat
em let's join em.
1071
00:59:15,810 --> 00:59:20,610
Let's lobby them to direct
their funds into building roads.
1072
00:59:20,720 --> 00:59:23,620
- Sloan was a very
capable manager.
1073
00:59:23,720 --> 00:59:26,120
He could see things
in the future.
1074
00:59:26,220 --> 00:59:27,790
His management style
was entirely different
1075
00:59:27,890 --> 00:59:29,160
from everybody else.
1076
00:59:29,260 --> 00:59:32,160
He was not one of these
authoritarian type of leaders,
1077
00:59:32,260 --> 00:59:35,560
he was an intellectual leader
1078
00:59:35,660 --> 00:59:38,760
and his style was
extremely effective.
1079
00:59:38,870 --> 00:59:41,770
- [Narrator] The decision is
huge for the car industry.
1080
00:59:41,870 --> 00:59:44,200
More highways mean more cars.
1081
00:59:44,310 --> 00:59:48,340
And Americans will
need a new kind of car,
1082
00:59:48,440 --> 00:59:52,610
with a smoother ride, faster,
and with better gas mileage.
1083
00:59:54,380 --> 00:59:57,250
The company that builds them
first will have a big lead
1084
00:59:57,350 --> 00:59:59,590
over their competitors.
1085
00:59:59,690 --> 01:00:01,890
Sloan makes designing a
new car for the open road
1086
01:00:01,990 --> 01:00:04,790
GM's number one priority,
1087
01:00:04,890 --> 01:00:07,460
starting a top secret
project to get it done.
1088
01:00:07,560 --> 01:00:12,130
Walter Chrysler also
seizes on the opportunity.
1089
01:00:12,230 --> 01:00:15,400
- How the hell's you come
up with this? (laughs)
1090
01:00:15,500 --> 01:00:17,170
- I wish I could
take the credit.
1091
01:00:17,270 --> 01:00:19,470
It was the engineers.
1092
01:00:19,570 --> 01:00:22,310
They asked a good question.
1093
01:00:22,410 --> 01:00:25,880
Why aren't our cars
aerodynamic like planes?
1094
01:00:27,380 --> 01:00:31,550
We need to build some sort
of air tunnel to test it.
1095
01:00:33,890 --> 01:00:36,490
- Chrysler was the very
first company to actually use
1096
01:00:36,590 --> 01:00:39,530
the wind tunnel for
production vehicles.
1097
01:00:39,630 --> 01:00:41,560
The wind tunnel was gonna
give him that competitive edge
1098
01:00:41,660 --> 01:00:43,160
on the competition from GM.
1099
01:00:43,260 --> 01:00:46,170
We're talking about aerodynamics
technology innovation
1100
01:00:46,270 --> 01:00:48,400
in a way that we
hadn't seen at the time
1101
01:00:48,500 --> 01:00:50,300
in the automobile industry.
1102
01:00:50,410 --> 01:00:52,610
- Until that time, the speeds
were so relatively low,
1103
01:00:52,710 --> 01:00:55,310
aerodynamics were
not that important.
1104
01:00:55,410 --> 01:00:56,940
-[Film Narrator] Rounded edges
offer less resistence
1105
01:00:57,050 --> 01:00:58,410
to the wind...
1106
01:00:58,510 --> 01:01:00,410
- Before wind tunnels,
everything was just a theory.
1107
01:01:00,520 --> 01:01:02,880
You know, it was put
your hand out the window
1108
01:01:02,980 --> 01:01:06,590
and that tells you what's
going on with aerodynamics.
1109
01:01:06,690 --> 01:01:08,190
- [Man] They blew
smoke into the tunnel
1110
01:01:08,290 --> 01:01:10,660
and watched its performance.
1111
01:01:10,760 --> 01:01:13,460
- One of the odd
things they found was,
1112
01:01:13,560 --> 01:01:16,400
the typical car
of the late 1920's
1113
01:01:17,630 --> 01:01:21,130
had less wind resistance
going backwards (laughs)
1114
01:01:21,240 --> 01:01:22,270
than forward.
1115
01:01:23,240 --> 01:01:24,470
- [Narrator] Chrysler's
gamble on the wind tunnel
1116
01:01:24,570 --> 01:01:27,510
produces a bold
new design style.
1117
01:01:28,540 --> 01:01:32,550
- Streamlining was an idea
that represented modernity.
1118
01:01:32,650 --> 01:01:35,780
Industrial designers
latched on to this.
1119
01:01:38,920 --> 01:01:41,350
- [Narrator] Chrysler
engineers streamlined the body
1120
01:01:41,460 --> 01:01:44,620
of their new model into an
aerodynamic tear drop shape
1121
01:01:44,730 --> 01:01:47,560
and moved the front wheels
and passenger seats forward
1122
01:01:47,660 --> 01:01:49,260
on the chassis.
1123
01:01:49,360 --> 01:01:51,500
These advances reduced
wind resistance
1124
01:01:51,600 --> 01:01:54,300
and improved weight
distribution.
1125
01:01:54,400 --> 01:01:56,800
The eight cylinder engine,
it enables the car to handle
1126
01:01:56,900 --> 01:02:01,510
comfortably while hitting
speeds over 90 miles an hour.
1127
01:02:01,610 --> 01:02:04,480
Chrysler also makes state of
the art safety enhancements
1128
01:02:04,580 --> 01:02:08,450
using reinforced glass
and a full steel body,
1129
01:02:08,550 --> 01:02:12,120
while other cars still
rely on wooden frames.
1130
01:02:12,220 --> 01:02:13,490
With all its innovation,
1131
01:02:13,590 --> 01:02:16,790
Chrysler stakes the future of
his company on the new model.
1132
01:02:16,890 --> 01:02:18,620
The Chrysler Airflow.
1133
01:02:20,230 --> 01:02:23,300
- Chrysler was developing
its products to compete
1134
01:02:23,400 --> 01:02:24,500
with General Motors.
1135
01:02:24,600 --> 01:02:28,330
They both worked assiduously
to get to that top spot.
1136
01:02:28,440 --> 01:02:30,340
- Detroit at the time,
was full of engineers,
1137
01:02:30,440 --> 01:02:31,500
information was shared.
1138
01:02:31,610 --> 01:02:33,370
Corporate espionage was alive.
1139
01:02:33,470 --> 01:02:35,170
- Guys were moving from
company to company to company
1140
01:02:35,280 --> 01:02:38,410
in this big swimming
pool of innovation.
1141
01:02:38,510 --> 01:02:40,210
It must have made your head
spin to try to keep up with
1142
01:02:40,310 --> 01:02:43,580
who had the best make
and model at the time.
1143
01:02:43,680 --> 01:02:44,920
- [Narrator] Refusing
to allow Chrysler
1144
01:02:45,020 --> 01:02:47,190
to beat him to market,
GM's Alfred Sloan,
1145
01:02:47,290 --> 01:02:50,590
rushes to put his car
in show rooms first.
1146
01:02:51,490 --> 01:02:55,490
- Sloan also brought
designers in who emulated
1147
01:02:55,600 --> 01:02:57,300
the way airplanes looked,
1148
01:02:57,400 --> 01:02:59,470
that they had a lot of
stream lined design.
1149
01:02:59,570 --> 01:03:01,170
- They immediately went
to the drawing board
1150
01:03:01,270 --> 01:03:03,400
to start crafting
a response to that.
1151
01:03:03,500 --> 01:03:06,340
So they brought in the Albonita.
1152
01:03:06,440 --> 01:03:10,380
- [Narrator] GM's big advantage
over Chrysler is financial,
1153
01:03:10,480 --> 01:03:14,250
so Sloan knows he
can out spend them.
1154
01:03:14,350 --> 01:03:16,850
- Alfred Sloan jumped
on the opportunity
1155
01:03:16,950 --> 01:03:19,350
in a way that only a
large company could,
1156
01:03:19,450 --> 01:03:21,690
which was to use their ability,
1157
01:03:21,790 --> 01:03:25,260
the amount of money they had
to actually launch a campaign
1158
01:03:25,360 --> 01:03:29,200
like the Albonita and
the marketing behind it.
1159
01:03:29,330 --> 01:03:31,400
When this amount of
competition came to light,
1160
01:03:31,500 --> 01:03:32,900
Chrysler started to move faster.
1161
01:03:33,000 --> 01:03:34,830
- [Narrator] But in
the race to be first,
1162
01:03:34,940 --> 01:03:38,770
one auto giant will
make a costly mistake
1163
01:03:38,870 --> 01:03:40,910
that changes its course forever.
1164
01:03:43,630 --> 01:03:45,160
The Great Depression
is putting the brakes
1165
01:03:45,260 --> 01:03:49,670
on a period of unprecedented
growth in America.
1166
01:03:49,770 --> 01:03:51,000
Attempting to spur the economy,
1167
01:03:51,100 --> 01:03:53,170
President Franklin
Delano Roosevelt
1168
01:03:53,270 --> 01:03:55,770
passes landmark
legislation to improve
1169
01:03:55,870 --> 01:03:58,580
the country's infrastructure.
1170
01:03:58,680 --> 01:04:00,710
- I pledge myself
1171
01:04:01,850 --> 01:04:05,010
to a New Deal for
the American people.
1172
01:04:06,550 --> 01:04:07,720
- [Narrator] America's
Big Three car makers
1173
01:04:07,820 --> 01:04:09,850
react in different ways.
1174
01:04:10,820 --> 01:04:14,190
While Ford is preoccupied
with keeping the unions out.
1175
01:04:14,290 --> 01:04:15,690
- Filthy communists.
1176
01:04:15,790 --> 01:04:19,030
- [Narrator] GM's Alfred
Sloan and Walter Chrysler
1177
01:04:19,130 --> 01:04:23,170
are battling to bring
a modern car to market.
1178
01:04:23,270 --> 01:04:25,700
Chrysler's Airflow is
among the most innovative
1179
01:04:25,800 --> 01:04:27,870
cars to ever hit the market
1180
01:04:28,740 --> 01:04:32,140
and they spare no
expense on advertising.
1181
01:04:32,240 --> 01:04:34,840
- These were very
streamlined automobiles.
1182
01:04:34,950 --> 01:04:36,880
They actually moved
the engine forward
1183
01:04:36,980 --> 01:04:40,620
so that the passengers
sat between the wheels,
1184
01:04:40,720 --> 01:04:42,050
which made for a smoother ride.
1185
01:04:42,150 --> 01:04:44,920
- [Man] Two plate
safety glass turns back
1186
01:04:45,020 --> 01:04:47,490
even the pitchers full delivery.
1187
01:04:47,590 --> 01:04:52,600
- It was a very modern,
very rugged kind of car.
1188
01:04:52,700 --> 01:04:55,730
The sheet metal was
welded onto the frame.
1189
01:04:55,830 --> 01:04:57,070
- [Man] There it goes!
1190
01:04:57,170 --> 01:05:00,870
Wow a complete double somersault
and lands on its feet,
1191
01:05:00,970 --> 01:05:02,010
nimble as a cat!
1192
01:05:02,110 --> 01:05:04,510
I'll say that car
deserves a cheer!
1193
01:05:04,610 --> 01:05:08,850
- [Narrator] Determined to
beat GM's Albonita to market,
1194
01:05:08,950 --> 01:05:12,680
Chrysler moves the
Airflow into production.
1195
01:05:12,780 --> 01:05:15,650
- Walter Chrysler was
bound and determined
1196
01:05:15,750 --> 01:05:19,660
that it should appear at
the auto show in 1934.
1197
01:05:20,630 --> 01:05:22,690
- [Man] Here it comes
on its death drop,
1198
01:05:22,790 --> 01:05:25,600
leaping clear of the ledge and
landing with crushing impact
1199
01:05:25,700 --> 01:05:27,660
in the rocky shales beneath.
1200
01:05:27,770 --> 01:05:28,530
Will the car run?
1201
01:05:28,630 --> 01:05:30,630
I'll say it will!
1202
01:05:30,740 --> 01:05:32,640
- When you make a
change that's as drastic
1203
01:05:32,740 --> 01:05:36,670
as the Airflow was, you
often run into problems
1204
01:05:37,140 --> 01:05:39,310
and they ran into problems.
1205
01:05:40,180 --> 01:05:42,110
- They hadn't really
figured it out
1206
01:05:42,210 --> 01:05:44,910
in terms of manufacturing it.
1207
01:05:45,020 --> 01:05:47,920
The first 3,000 or
so Airflow cars,
1208
01:05:48,790 --> 01:05:51,690
the dealers were getting a
lot of complaints about them
1209
01:05:51,790 --> 01:05:53,520
and they had to be fixed.
1210
01:05:53,630 --> 01:05:55,530
- [Narrator] The
Airflow's biggest problem
1211
01:05:55,630 --> 01:05:59,030
was that when the vehicle
hit 80 miles per hour
1212
01:05:59,130 --> 01:06:02,030
the engine would
often come lose.
1213
01:06:02,130 --> 01:06:04,030
- Chrysler forgot the
most important thing,
1214
01:06:04,140 --> 01:06:08,300
do not bring out a new
product before it is ready.
1215
01:06:11,110 --> 01:06:12,540
- [Narrator] Seeing
Chrysler's problems,
1216
01:06:12,640 --> 01:06:15,040
Sloan seizes his opportunity.
1217
01:06:16,150 --> 01:06:17,810
- Gentlemen.
1218
01:06:17,920 --> 01:06:21,480
- GM had a very deliberate
and carefully thought out
1219
01:06:21,590 --> 01:06:22,620
smear campaign.
1220
01:06:23,620 --> 01:06:26,690
It's not a safe car,
it's not a good design.
1221
01:06:26,790 --> 01:06:28,830
- Through advertising
and dealers,
1222
01:06:28,930 --> 01:06:33,500
the word got out that thing
was maybe too far ahead.
1223
01:06:33,600 --> 01:06:36,670
- It was a great idea,
it was poorly executed.
1224
01:06:36,770 --> 01:06:38,500
They put the
aerodynamics so in front
1225
01:06:38,600 --> 01:06:39,670
of creating a beautiful car,
1226
01:06:39,770 --> 01:06:42,610
that it ended up
to be a disaster.
1227
01:06:45,980 --> 01:06:48,610
- [Narrator] Alfred Sloan's
smear campaign is the last nail
1228
01:06:48,710 --> 01:06:51,210
in the coffin for the Airflow.
1229
01:06:51,320 --> 01:06:54,180
- What drove Chrysler
and what drove Sloan,
1230
01:06:54,290 --> 01:06:57,490
was they wanted to be the
best and the most powerful
1231
01:06:57,560 --> 01:06:59,020
in their industries.
1232
01:07:00,730 --> 01:07:04,530
These were titans, and
these titans had no limits
1233
01:07:04,600 --> 01:07:06,900
as far as they were concerned.
1234
01:07:08,600 --> 01:07:11,470
- [Narrator] Sloan steers
GM through the Depression
1235
01:07:11,570 --> 01:07:15,570
by closing factories
and laying off workers.
1236
01:07:15,670 --> 01:07:17,010
While the move cuts expenses,
1237
01:07:17,110 --> 01:07:21,180
they also make GM a
target for the unions.
1238
01:07:21,280 --> 01:07:22,980
(clanking)
1239
01:07:23,080 --> 01:07:25,850
(dramatic music)
1240
01:07:43,300 --> 01:07:45,170
- Unions had been
trying to organize
1241
01:07:45,270 --> 01:07:49,010
the automobile industry
for a long time
1242
01:07:49,110 --> 01:07:51,610
and the breakthrough of
unions occurred in the 1930's
1243
01:07:51,710 --> 01:07:55,480
when workers staged
a sit down strike
1244
01:07:55,580 --> 01:07:57,650
against General Motors.
1245
01:07:59,620 --> 01:08:03,790
And so to remove them would
have required physical force.
1246
01:08:04,990 --> 01:08:08,890
- What do you mean they've
taken over the factory?
1247
01:08:08,990 --> 01:08:12,830
The governor needs to
call the National Guard.
1248
01:08:16,600 --> 01:08:18,470
- People don't
realize sitting down
1249
01:08:18,570 --> 01:08:21,540
and taking private
property in 1936 '37,
1250
01:08:21,640 --> 01:08:23,170
that was huge.
1251
01:08:23,270 --> 01:08:26,080
I mean, what right do workers
have to take over property
1252
01:08:26,180 --> 01:08:28,910
and not allow the owners in?
1253
01:08:29,010 --> 01:08:30,950
- The sit down strike
was created because
1254
01:08:31,050 --> 01:08:33,150
when they were striking before,
1255
01:08:33,250 --> 01:08:35,820
the employers would just
bring in scabs to take the
1256
01:08:35,920 --> 01:08:37,920
positions behind the
machines and then continue
1257
01:08:38,060 --> 01:08:39,490
on with production.
1258
01:08:39,590 --> 01:08:41,460
Now we just say no.
1259
01:08:41,560 --> 01:08:44,030
When we go on strike, we're
just gonna strike here.
1260
01:08:44,130 --> 01:08:45,900
Everybody was
camped out for weeks
1261
01:08:45,960 --> 01:08:48,030
and the employer is
gonna lose their profits
1262
01:08:48,130 --> 01:08:50,230
and not gonna be able to
get the factories going
1263
01:08:50,340 --> 01:08:51,700
and yeah, we're gonna get hurt,
1264
01:08:51,800 --> 01:08:52,770
but so is he.
1265
01:08:52,870 --> 01:08:54,570
And this is the way
of getting leverage.
1266
01:08:54,670 --> 01:08:58,470
- By this time, democrats
were in control in Michigan
1267
01:08:58,580 --> 01:09:00,980
and in the country as a whole.
1268
01:09:01,080 --> 01:09:05,010
So they were not inclined
to send in the sheriffs,
1269
01:09:05,120 --> 01:09:07,420
to send in the National
Guard, to send in the Army
1270
01:09:07,520 --> 01:09:09,150
to displace the workers
1271
01:09:09,250 --> 01:09:11,950
because the workers were
an important constituency
1272
01:09:12,060 --> 01:09:14,820
for the democratic party.
1273
01:09:14,930 --> 01:09:16,990
And so, the sit down strike
forced General Motors
1274
01:09:17,100 --> 01:09:19,930
to recognize the
United Auto Workers
1275
01:09:20,030 --> 01:09:23,130
as the bargaining
agent for workers.
1276
01:09:23,230 --> 01:09:25,500
- [Narrator] After
a 44 day stand off,
1277
01:09:25,600 --> 01:09:28,070
Sloan signs a deal with the UAW.
1278
01:09:29,310 --> 01:09:33,640
The shut down costs GM
$175 million dollars,
1279
01:09:33,750 --> 01:09:36,010
almost three billion today.
1280
01:09:43,090 --> 01:09:45,620
- There are issues of human
resources that are easier
1281
01:09:45,720 --> 01:09:47,690
to deal with when you
deal with the union,
1282
01:09:47,790 --> 01:09:49,160
and they have a contract.
1283
01:09:49,260 --> 01:09:50,460
The contract's gonna
last for five years
1284
01:09:50,560 --> 01:09:51,860
or whatever length
the contract is.
1285
01:09:51,930 --> 01:09:53,500
You don't have to
worry about it anymore.
1286
01:09:53,600 --> 01:09:56,730
So, it was crucial to this model
1287
01:09:56,840 --> 01:10:00,500
that GM was really profitable
1288
01:10:00,610 --> 01:10:03,870
and eventually, the other
big automobile manufacturers
1289
01:10:03,980 --> 01:10:05,740
had to come on board.
1290
01:10:06,610 --> 01:10:09,550
(dramatic music)
1291
01:10:09,650 --> 01:10:11,910
- [Narrator] A month later,
1292
01:10:13,080 --> 01:10:16,690
Chrysler signs an
agreement with the union.
1293
01:10:17,290 --> 01:10:20,160
But Ford, dead set against it,
1294
01:10:20,260 --> 01:10:24,330
lashes out and triggers
a bloody chain of events.
1295
01:10:26,860 --> 01:10:29,530
America's industry is in turmoil
1296
01:10:30,530 --> 01:10:34,430
as Roosevelt signs new laws
that empower labor unions,
1297
01:10:34,530 --> 01:10:37,700
American car workers rise
up against an industry
1298
01:10:37,800 --> 01:10:39,900
that pushed them
to their limits.
1299
01:10:40,010 --> 01:10:42,740
- [Edsel] The police are
beating the protesters!
1300
01:10:42,840 --> 01:10:46,340
- What do you mean they've
taken over the factory?
1301
01:10:46,450 --> 01:10:49,450
- [Narrator] Both GM and
Chrysler caved to pressure
1302
01:10:49,550 --> 01:10:53,890
from the newly formed
United Auto Workers.
1303
01:10:53,990 --> 01:10:57,660
But Henry Ford refuses
to recognize the union.
1304
01:10:57,760 --> 01:11:02,330
The United Auto Workers
refused to give Ford a pass.
1305
01:11:02,430 --> 01:11:07,000
A small group of organizers
march on the River Rouge complex
1306
01:11:07,100 --> 01:11:10,370
demanding a $2 a day
raise for workers.
1307
01:11:11,500 --> 01:11:13,440
They quickly realize.
1308
01:11:14,340 --> 01:11:16,410
- Yes sir, Mr. Ford, yes?
1309
01:11:17,540 --> 01:11:19,210
- [Narrator] That no
one tells Henry Ford
1310
01:11:19,310 --> 01:11:21,280
how to run his business.
1311
01:11:21,380 --> 01:11:23,410
(dramatic music)
1312
01:11:23,520 --> 01:11:24,380
- Let's go.
1313
01:11:24,480 --> 01:11:25,950
- Bennett set some
of his goons loose
1314
01:11:26,050 --> 01:11:28,990
and beat them almost senseless.
1315
01:11:29,090 --> 01:11:30,420
Threw them down a
flight of stairs,
1316
01:11:30,520 --> 01:11:31,760
they were all bloodied.
1317
01:11:31,860 --> 01:11:35,930
They did it in front of
a group of photographers.
1318
01:11:37,100 --> 01:11:39,700
Now you have this
national scandal
1319
01:11:39,800 --> 01:11:42,430
against the Ford Company,
against Henry Ford.
1320
01:11:42,540 --> 01:11:45,870
That was just a public
relations fiasco.
1321
01:11:47,470 --> 01:11:49,270
They called it the
Battle of the Overpass.
1322
01:11:49,380 --> 01:11:51,180
The law gave them the right
to hand out those leaflets.
1323
01:11:51,280 --> 01:11:54,480
That was a huge
black eye for Ford
1324
01:11:54,580 --> 01:11:57,380
but in Henry's eyes,
it just proved again,
1325
01:11:57,480 --> 01:12:00,050
that he was right
about the unions.
1326
01:12:00,150 --> 01:12:02,890
(dramatic music)
1327
01:12:04,060 --> 01:12:06,860
- [Narrator] Despite public
support for the unions,
1328
01:12:06,960 --> 01:12:09,960
Ford continues to
stonewall the UAW.
1329
01:12:11,000 --> 01:12:14,270
(birds chirping)
1330
01:12:14,370 --> 01:12:18,370
It also hurts Henry's
relationship with his son.
1331
01:12:21,410 --> 01:12:25,210
- We need to make a
deal with the union now
1332
01:12:26,350 --> 01:12:28,080
before it's too late.
1333
01:12:30,380 --> 01:12:32,780
We're losing millions a week!
1334
01:12:36,520 --> 01:12:38,960
I warned you it
would come to this.
1335
01:12:39,060 --> 01:12:40,420
You never listened.
1336
01:12:42,060 --> 01:12:43,960
(glass shattering)
1337
01:12:44,060 --> 01:12:45,960
- You never learned!
1338
01:12:46,070 --> 01:12:46,900
- Henry.
1339
01:12:48,430 --> 01:12:51,400
- [Narrator] Clara Ford
said to Henry Ford,
1340
01:12:51,500 --> 01:12:53,870
that she would leave
him if he didn't give in
1341
01:12:53,970 --> 01:12:57,810
to the workers and
allow them to unionize.
1342
01:12:57,910 --> 01:13:00,310
- If you don't end this I will.
1343
01:13:02,220 --> 01:13:04,320
(steps clattering)
1344
01:13:04,420 --> 01:13:06,280
- To strike an agreement
with the auto workers
1345
01:13:06,390 --> 01:13:08,150
so that there was
uninterrupted production,
1346
01:13:08,250 --> 01:13:10,290
more sales, everybody wins.
1347
01:13:11,490 --> 01:13:14,060
Edsel was a forward
looking person.
1348
01:13:14,160 --> 01:13:15,890
Henry didn't see it that way.
1349
01:13:16,000 --> 01:13:18,530
(dramatic music)
1350
01:13:21,330 --> 01:13:22,430
- [Narrator] Alfred Sloan's deal
1351
01:13:22,540 --> 01:13:26,440
with the United Auto Workers
keeps GM in production.
1352
01:13:27,270 --> 01:13:29,440
- By allowing
workers to unionize,
1353
01:13:29,540 --> 01:13:33,040
that then forces across
the entire industry
1354
01:13:33,150 --> 01:13:35,980
all of the companies
to raise wages,
1355
01:13:36,080 --> 01:13:38,420
which in turn means that
those workers will have
1356
01:13:38,520 --> 01:13:40,180
the ability to buys cars.
1357
01:13:40,290 --> 01:13:42,290
The ability to buy houses.
1358
01:13:42,360 --> 01:13:45,260
The ability to feed the
engine of consumerism
1359
01:13:45,360 --> 01:13:47,160
and the American economy.
1360
01:13:47,260 --> 01:13:49,530
That is good for everybody.
1361
01:13:57,170 --> 01:13:58,970
- [Narrator] But in
the summer of 1940,
1362
01:13:59,070 --> 01:14:02,240
America loses one
of its great titans.
1363
01:14:06,480 --> 01:14:09,780
Walter Chrysler
succumbs to a stroke.
1364
01:14:11,080 --> 01:14:13,650
- Walter Chrysler had the
world's third largest
1365
01:14:13,750 --> 01:14:18,120
auto company by 1928 and by 1933
1366
01:14:18,220 --> 01:14:20,890
the second largest in the world.
1367
01:14:23,100 --> 01:14:26,760
He was a man of vision who
attracted like minded people
1368
01:14:26,870 --> 01:14:27,800
to himself.
1369
01:14:29,240 --> 01:14:32,340
Chrysler groomed Keller
for a number of years
1370
01:14:32,440 --> 01:14:34,340
to take over the company,
1371
01:14:34,440 --> 01:14:38,810
giving him more and more
important responsibilities.
1372
01:14:40,310 --> 01:14:45,120
So KT Keller and his
associates were on their own
1373
01:14:45,220 --> 01:14:49,390
and he succeeded very well
in running the company.
1374
01:14:51,390 --> 01:14:53,190
(dramatic music)
1375
01:14:53,290 --> 01:14:55,290
- [Narrator] Chrysler and
GM know their deals with the
1376
01:14:55,400 --> 01:14:59,300
UAW are meaningless unless
Ford agrees as well.
1377
01:15:01,930 --> 01:15:03,100
- Only way in which
we're gonna get out
1378
01:15:03,200 --> 01:15:05,670
of the Great Depression is
getting money into the pockets
1379
01:15:05,770 --> 01:15:09,040
of the majority, of the workers.
1380
01:15:09,140 --> 01:15:11,210
So that they in turn will
go out and buy products
1381
01:15:11,310 --> 01:15:14,980
which will create
profits for other owners.
1382
01:15:15,080 --> 01:15:19,120
So all boats are gonna
have to rise together.
1383
01:15:19,220 --> 01:15:22,190
(dramatic music)
1384
01:15:24,060 --> 01:15:26,720
- [Narrator] While Ford
continues to ignore them,
1385
01:15:26,830 --> 01:15:29,890
the UAW calls a massive strike,
1386
01:15:30,000 --> 01:15:33,400
ordering its 60,000
workers to picket.
1387
01:15:33,530 --> 01:15:37,100
Henry Ford finally realizes
that while he may have won
1388
01:15:37,200 --> 01:15:40,070
some battles, he's lost the war.
1389
01:15:42,840 --> 01:15:46,240
- Why are we giving
in to these bastards?
1390
01:15:51,120 --> 01:15:53,420
- Just sign the damn contract.
1391
01:15:54,250 --> 01:15:58,020
- Did Mrs. Ford have
something to do with this?
1392
01:15:58,120 --> 01:16:00,890
(dramatic music)
1393
01:16:04,500 --> 01:16:07,770
- [Narrator] The car industry
has shaped America for decades
1394
01:16:07,870 --> 01:16:11,200
creating the middle
class, the suburbs,
1395
01:16:11,300 --> 01:16:14,240
the highway system,
and the unions,
1396
01:16:15,210 --> 01:16:18,310
but now, a much bigger
problem is rising
1397
01:16:18,410 --> 01:16:20,150
across the Atlantic.
1398
01:16:20,250 --> 01:16:21,980
- [Radio Announcer] Germany
has invaded Poland
1399
01:16:22,080 --> 01:16:24,250
and has bombed many towns.
1400
01:16:24,350 --> 01:16:26,050
General mobilization
has been ordered
1401
01:16:26,150 --> 01:16:28,190
in Britain and France.
1402
01:16:28,290 --> 01:16:30,820
(speaking German)
1403
01:16:30,920 --> 01:16:32,990
- [Narrator] The Germans
have secretly spent years
1404
01:16:33,090 --> 01:16:36,260
building a massive
arsenal of weapons
1405
01:16:36,360 --> 01:16:39,100
and have a clear
advantage over the Allies
1406
01:16:39,200 --> 01:16:40,500
as the war begins.
1407
01:16:41,640 --> 01:16:43,230
They quickly move
east, taking Poland,
1408
01:16:43,340 --> 01:16:45,200
then west to France.
1409
01:16:46,640 --> 01:16:48,940
And President Roosevelt
believes that America
1410
01:16:49,040 --> 01:16:52,540
will inevitably be
drawn into the conflict.
1411
01:16:52,650 --> 01:16:56,180
- In 1940, the vast
majority of Americans do not
1412
01:16:56,280 --> 01:16:59,080
want to get into the
second World War.
1413
01:16:59,190 --> 01:17:03,150
The problem is, we do have
major national security threats.
1414
01:17:04,520 --> 01:17:07,330
For FDR, the solution
is to give the Brits
1415
01:17:07,430 --> 01:17:10,300
and then Soviets the
weapons to fight the war
1416
01:17:10,400 --> 01:17:13,100
so that America doesn't have to.
1417
01:17:13,200 --> 01:17:15,930
- Henry Ford was very much
against the United States
1418
01:17:16,040 --> 01:17:20,140
involvement in World War
II as it was being fought
1419
01:17:20,240 --> 01:17:23,110
by Britain against Germany.
1420
01:17:23,210 --> 01:17:27,210
- Henry Ford looked at the
onset of the second World War
1421
01:17:27,310 --> 01:17:28,780
as the end of capitalism.
1422
01:17:28,880 --> 01:17:32,820
That this thing is going to
blow the entire economic system
1423
01:17:32,920 --> 01:17:34,520
that we have built upon.
1424
01:17:34,620 --> 01:17:38,990
It's now gonna be the
communists are gonna take over.
1425
01:17:39,860 --> 01:17:43,130
- [Narrator] But not
everyone at Ford agrees.
1426
01:17:43,230 --> 01:17:45,960
(dramatic music)
1427
01:18:03,320 --> 01:18:06,220
- [Knudsen] Edsel, it's been
quite some time.
1428
01:18:08,490 --> 01:18:10,150
It's good to see you.
1429
01:18:10,260 --> 01:18:11,820
- You too Bill,
1430
01:18:11,930 --> 01:18:14,130
though I suppose I should
address you as General.
1431
01:18:14,230 --> 01:18:15,490
- [Knudsen] As you like.
1432
01:18:15,600 --> 01:18:18,160
But I haven't been
a General for long.
1433
01:18:18,270 --> 01:18:21,000
- [Narrator] Former Ford and
GM executive, William Knudsen,
1434
01:18:21,100 --> 01:18:23,840
is appointed head of the
Army's wartime production,
1435
01:18:23,900 --> 01:18:28,170
charged with catching up
to the German war machine.
1436
01:18:28,280 --> 01:18:30,410
- I have a request of you.
1437
01:18:30,510 --> 01:18:34,350
Ford wants to do its
part for the war efforts.
1438
01:18:35,380 --> 01:18:37,820
- Your father does not
make that very easy.
1439
01:18:37,920 --> 01:18:41,550
Doesn't he claim to be
some kind of pacifist?
1440
01:18:41,620 --> 01:18:44,460
- Let him claim
whatever he wants.
1441
01:18:46,130 --> 01:18:48,390
You an I know the truth.
1442
01:18:48,500 --> 01:18:51,260
(dramatic music)
1443
01:18:54,130 --> 01:18:56,830
- For the sake of the country,
1444
01:19:00,170 --> 01:19:01,610
I'll do what I can.
1445
01:19:05,250 --> 01:19:07,980
- [Narrator] Edsel Ford signs
a deal to build airplane
1446
01:19:08,080 --> 01:19:09,850
engines for the war effort
1447
01:19:09,950 --> 01:19:11,950
and while it's good
for the bottom line,
1448
01:19:12,050 --> 01:19:16,390
it deepens the divide between
Henry Ford and his son.
1449
01:19:16,490 --> 01:19:19,790
- Edsel's deal to
provide weapons
1450
01:19:19,890 --> 01:19:24,760
to the Brits right, is
totally inline with US policy
1451
01:19:24,860 --> 01:19:26,460
towards the war.
1452
01:19:26,570 --> 01:19:29,000
But Henry Ford hates this
idea that government's
1453
01:19:29,100 --> 01:19:31,740
telling me what to do, I
can't produce more cars,
1454
01:19:31,840 --> 01:19:34,840
I gotta start
producing B24 bombers.
1455
01:19:37,510 --> 01:19:38,780
- [Narrator] At GM,
1456
01:19:38,880 --> 01:19:41,410
the focus turns to
capitalizing on war preparation
1457
01:19:41,510 --> 01:19:46,250
while continuing to produce
cars for the American consumer.
1458
01:19:46,350 --> 01:19:48,520
- And our assembly line
upgrades should be proceeding
1459
01:19:48,620 --> 01:19:50,960
according to schedule
for our Ohio plant,
1460
01:19:51,060 --> 01:19:52,320
which is good but--
1461
01:19:52,430 --> 01:19:53,420
- Mr. Sloan!
1462
01:19:56,400 --> 01:19:59,030
- [Narrator] When
tragedy strikes.
1463
01:19:59,130 --> 01:20:00,400
- What son?
1464
01:20:00,500 --> 01:20:02,170
- A surprise attack.
1465
01:20:03,500 --> 01:20:05,440
The Japanese on Hawaii.
1466
01:20:06,440 --> 01:20:09,210
(dramatic music)
1467
01:20:14,080 --> 01:20:16,950
- [Narrator] On December 7, 1941
1468
01:20:21,120 --> 01:20:24,060
(engine rumbles)
1469
01:20:28,460 --> 01:20:31,200
the Japanese attack
Pearl Harbor.
1470
01:20:37,100 --> 01:20:40,540
For America, World
War II is starting.
1471
01:20:40,640 --> 01:20:42,270
- By the time
Pearl Harbor comes,
1472
01:20:42,380 --> 01:20:45,040
we knew we were gonna be
involved in a World War,
1473
01:20:45,150 --> 01:20:47,810
and the important thing at
that point for the government
1474
01:20:47,910 --> 01:20:50,310
was to quickly build
a lot of tanks,
1475
01:20:50,420 --> 01:20:53,890
a lot of planes, to
manufacture lots of rifles,
1476
01:20:53,990 --> 01:20:56,320
lots of artillery pieces.
1477
01:20:56,420 --> 01:20:59,420
- [Narrator] The German's
head start in war production
1478
01:20:59,530 --> 01:21:01,990
means the entire might
of the US economy
1479
01:21:02,100 --> 01:21:06,130
will be needed for an
Allied chance at victory.
1480
01:21:06,230 --> 01:21:10,330
Perhaps most important,
the Big Three car makers.
1481
01:21:14,240 --> 01:21:17,010
(dramatic music)
1482
01:21:18,010 --> 01:21:20,010
- Bill, what brings you?
1483
01:21:22,650 --> 01:21:26,120
- Actually, it's
General Knudsen now.
1484
01:21:26,220 --> 01:21:29,090
- [Narrator] Sloan, the man
who hired Knudsen at GM,
1485
01:21:29,160 --> 01:21:31,290
is hoping to keep
profiting from cars,
1486
01:21:31,390 --> 01:21:34,830
even as the country
prepares for war.
1487
01:21:34,930 --> 01:21:38,430
- I came myself because I want
to be sure you understand.
1488
01:21:38,530 --> 01:21:41,030
- [Narrator] But, as head of
the Army's wartime supply,
1489
01:21:41,130 --> 01:21:44,570
Knudsen is now the
one calling the shots.
1490
01:21:44,670 --> 01:21:48,340
- All civilian auto
manufacturing stops now.
1491
01:21:52,210 --> 01:21:54,080
For every US car maker.
1492
01:21:55,080 --> 01:21:57,920
You're working for Uncle Sam
and you should get used to it
1493
01:21:58,020 --> 01:22:02,320
because this war is going
to go on for a while.
1494
01:22:02,420 --> 01:22:05,390
- Of course, we wouldn't
expect any special treatment.
1495
01:22:05,490 --> 01:22:06,320
- Good.
1496
01:22:08,630 --> 01:22:10,460
- You can count on GM.
1497
01:22:12,070 --> 01:22:15,000
(steps clattering)
1498
01:22:20,240 --> 01:22:22,970
(dramatic music)
1499
01:22:24,180 --> 01:22:25,780
- [Radio Announcer] An
appeal to help has been made
1500
01:22:25,880 --> 01:22:27,850
as Allied troops are
moving to their support.
1501
01:22:27,950 --> 01:22:31,080
- [Narrator] Now, all of the
Big Three are using their
1502
01:22:31,180 --> 01:22:35,050
work forces to propel
the Allies to victory.
1503
01:22:36,260 --> 01:22:38,990
- There was a big chill on
the automobile production
1504
01:22:39,090 --> 01:22:40,260
in this country.
1505
01:22:40,360 --> 01:22:42,560
- [Reporter] A year ago, these
girls made automobile tires.
1506
01:22:42,630 --> 01:22:45,800
- All of these plants
were turned to war production.
1507
01:22:45,900 --> 01:22:47,500
- [Reporter] Today they inspect
some of the 15 hundred
1508
01:22:47,600 --> 01:22:49,470
precision parts that go into
the making of bull fours
1509
01:22:49,570 --> 01:22:52,000
anti-aircraft guns.
1510
01:22:52,110 --> 01:22:54,910
- There's a transformation
and a retooling in Detroit
1511
01:22:55,010 --> 01:22:56,970
for the automobile industry.
1512
01:22:57,080 --> 01:22:58,910
It takes time and
effort to reconstruct
1513
01:22:59,010 --> 01:23:00,980
the manufacturing process.
1514
01:23:01,080 --> 01:23:03,810
Now gonna be manufacturing
trucks, tanks,
1515
01:23:03,920 --> 01:23:06,120
artillery pieces, bombers.
1516
01:23:06,220 --> 01:23:10,020
They were building, at one
point, one bomber an hour.
1517
01:23:10,120 --> 01:23:12,990
- The notion of an
unbridled automobile culture
1518
01:23:13,090 --> 01:23:16,230
certainly takes a back
seat to winning the war
1519
01:23:16,330 --> 01:23:19,400
and providing the
materials to fight the war.
1520
01:23:19,500 --> 01:23:21,830
- The outcome of the war
without the effort of Detroit
1521
01:23:21,940 --> 01:23:23,500
and everything that was
happening in Detroit,
1522
01:23:23,600 --> 01:23:26,500
could have been much different.
1523
01:23:26,610 --> 01:23:29,270
(thunder claps)
1524
01:23:31,080 --> 01:23:32,940
- [Narrator] Edsel steers
Ford's vast resources
1525
01:23:33,050 --> 01:23:35,110
behind the US war effort.
1526
01:23:37,620 --> 01:23:41,390
But his biggest concern
is his son Hank Ford,
1527
01:23:41,490 --> 01:23:45,490
known affectionately to
the family as The Deuce.
1528
01:23:57,100 --> 01:23:59,000
- Is it that time already?
1529
01:23:59,110 --> 01:24:01,870
- Duty calls, I'm afraid.
1530
01:24:01,980 --> 01:24:02,970
Where's mom?
1531
01:24:04,080 --> 01:24:07,480
- She wanted you to
remember her smiling.
1532
01:24:08,980 --> 01:24:10,250
- I understand.
1533
01:24:13,950 --> 01:24:16,490
- Take good care
of yourself son.
1534
01:24:18,260 --> 01:24:20,860
I'll see you when you get back.
1535
01:24:24,600 --> 01:24:26,100
- Don't worry dad.
1536
01:24:27,330 --> 01:24:31,000
(solemn instrumental music)
1537
01:24:41,980 --> 01:24:44,650
(thunder claps)
1538
01:24:47,990 --> 01:24:50,450
- [Narrator] Henry Ford, who
put all America on the move
1539
01:24:50,560 --> 01:24:52,290
with his Model T,
1540
01:24:52,390 --> 01:24:56,090
is the figure head of a
company that's falling apart,
1541
01:24:56,200 --> 01:24:59,360
one that's no longer
even making cars.
1542
01:25:02,900 --> 01:25:05,870
For two decades, the
automobile has led the nation
1543
01:25:05,970 --> 01:25:07,100
into the future.
1544
01:25:09,840 --> 01:25:10,940
But now,
1545
01:25:11,040 --> 01:25:14,350
as America's auto makers
watch their country go to war,
1546
01:25:14,450 --> 01:25:16,850
for the fist time, the
America of tomorrow
1547
01:25:16,950 --> 01:25:18,980
is beyond their sight.
1548
01:25:22,560 --> 01:25:25,890
On the next episode of The
Cars that Made America.
1549
01:25:25,990 --> 01:25:27,290
(Hitler speaking German)
1550
01:25:27,390 --> 01:25:30,190
With World War grinding
car making to a halt
1551
01:25:30,300 --> 01:25:31,360
- The country's in good hands.
1552
01:25:31,460 --> 01:25:34,800
- [Narrator] Detroit shifts
gears to defeat evil.
1553
01:25:34,900 --> 01:25:37,370
In victory comes
unparalleled prosperity
1554
01:25:37,470 --> 01:25:39,540
as the Big Three
race to innovate.
1555
01:25:39,640 --> 01:25:42,510
- This car is the
future of Ford.
1556
01:25:42,610 --> 01:25:45,180
- [Narrator] And deliver
Americans the speed,
1557
01:25:45,280 --> 01:25:46,040
power,
1558
01:25:46,150 --> 01:25:47,010
(laughing)
1559
01:25:47,110 --> 01:25:49,110
and style they crave,
1560
01:25:49,220 --> 01:25:52,850
leading to the golden
age of American cars.
1561
01:25:52,950 --> 01:25:54,790
(tires squealing)
1562
01:25:54,890 --> 01:25:57,240
(engine rumbles)
121692
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