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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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00:00:07,658 --> 00:00:09,425
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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00:07:10,147 --> 00:07:13,348
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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00:10:14,031 --> 00:10:18,199
- William Knudsen was an
engineer that was absolutely
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00:10:18,302 --> 00:10:20,602
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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00:10:31,081 --> 00:10:35,150
- 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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00:10:55,172 --> 00:10:58,673
- There's only one
Ford in all of Michigan
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who's ever right Knudsen.
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00:11:03,980 --> 00:11:06,614
I think you'd a
known that by now.
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00:11:10,487 --> 00:11:13,221
(dramatic music)
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- Let's go.
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00:11:18,195 --> 00:11:19,928
- You can't be serious!
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- Come on, let's go!
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00:11:22,766 --> 00:11:25,266
- Knudsen knew
Henry Ford by then
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00:11:25,369 --> 00:11:27,702
to know what this meant.
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00:11:28,605 --> 00:11:29,738
(gun hammer clicks)
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00:11:29,840 --> 00:11:33,575
That was the end of Knudsen
at the Ford Motor Company.
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00:11:33,677 --> 00:11:36,077
(gunshot)
- Go, come on.
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00:11:36,179 --> 00:11:38,680
- Henry Ford never
did the firing.
218
00:11:38,782 --> 00:11:42,951
He always had somebody else
do it, namely, Henry Bennett.
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00:11:43,053 --> 00:11:44,586
- But when he gave an order
he wanted people to act
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00:11:44,688 --> 00:11:48,957
and not question him and he
thought his son was a weakling.
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00:11:49,059 --> 00:11:51,526
I think he was thinking
when he died, that Edsel
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00:11:51,628 --> 00:11:53,328
would not be able
to run the company
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00:11:53,397 --> 00:11:57,932
so he put obstacles
in Edsel's way
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00:11:58,034 --> 00:12:01,302
to try to teach
him to be tougher.
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00:12:03,507 --> 00:12:06,574
- [Narrator] Firing Knudsen
sends Edsel a clear message.
226
00:12:06,676 --> 00:12:08,743
He's president in name only
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00:12:11,415 --> 00:12:13,281
and his father's
decision not to innovate
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00:12:13,417 --> 00:12:15,617
has unintended consequence.
229
00:12:17,020 --> 00:12:20,455
It offers the competition a
rare chance to surpass Ford
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00:12:20,557 --> 00:12:22,991
if they can take advantage.
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00:12:23,660 --> 00:12:25,927
After being fired from
the company he founded,
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00:12:26,029 --> 00:12:28,596
William Durant has bought
his way back
233
00:12:28,698 --> 00:12:32,066
to the top at General Motors
234
00:12:32,169 --> 00:12:33,935
but just six years into
his second stint
235
00:12:34,037 --> 00:12:36,271
as president, with
sales dipping,
236
00:12:36,373 --> 00:12:40,241
the car conglomerate
is facing a challenge.
237
00:12:40,343 --> 00:12:43,211
Durant tries to spend
his way out of trouble,
238
00:12:43,313 --> 00:12:47,482
a move that deeply concerns
Vice President Alfred Sloan.
239
00:12:50,620 --> 00:12:53,688
- Billy Durant could charm
the birds out of the trees,
240
00:12:53,790 --> 00:12:57,692
but he was hell on
wheels to work with.
241
00:12:59,129 --> 00:13:01,529
- Billy Durant was a gambler.
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00:13:01,631 --> 00:13:03,298
Like a lot of gamblers,
243
00:13:03,400 --> 00:13:05,266
he could win big and
he could lose big.
244
00:13:05,368 --> 00:13:07,635
(telephone rings)
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00:13:07,737 --> 00:13:08,970
- It's getting bad.
246
00:13:09,072 --> 00:13:10,605
The sales aren't picking up.
247
00:13:10,707 --> 00:13:13,408
- That's how the market moves.
248
00:13:15,145 --> 00:13:19,247
- [Sloan] All 12 divisions
are overspending massively.
249
00:13:19,349 --> 00:13:20,582
- [Narrator] Sloan
is sharing his doubts
250
00:13:20,684 --> 00:13:24,118
not only with Durant
but also with GM's board.
251
00:13:25,322 --> 00:13:27,222
- Sloan was a manager type.
252
00:13:27,324 --> 00:13:30,158
He wasn't an engineer and he
had gone from one business
253
00:13:30,260 --> 00:13:32,660
to the next and people
who worked with him
254
00:13:32,762 --> 00:13:36,931
understand that he knew how to
get people to work together.
255
00:13:37,033 --> 00:13:39,400
-[Sloan] Did you read my report
on centralizing management?
256
00:13:39,503 --> 00:13:40,502
- I haven't had time.
257
00:13:40,604 --> 00:13:45,240
- Alfred Sloan was an
extremely intelligent guy
258
00:13:45,342 --> 00:13:50,345
with surprisingly his thumb
on the pulse of the market.
259
00:13:50,447 --> 00:13:51,246
- [Durant] Is the board
assembled?
260
00:13:51,348 --> 00:13:52,080
- [Sloan] They already
started.
261
00:13:52,182 --> 00:13:54,682
And they've see the debt number.
262
00:13:54,784 --> 00:13:58,119
(dramatic music)
263
00:13:58,221 --> 00:13:58,987
- How bad is it?
264
00:13:59,055 --> 00:14:00,054
- 30 million.
265
00:14:01,358 --> 00:14:03,258
- The bankers were very
concerned with the extent
266
00:14:03,360 --> 00:14:06,327
of the debt that
GM had incurred.
267
00:14:06,429 --> 00:14:10,598
They weren't certain about
where the industry was headed.
268
00:14:12,302 --> 00:14:14,369
(door clicks)
269
00:14:14,471 --> 00:14:17,205
(dramatic music)
270
00:14:25,215 --> 00:14:26,381
- What's this?
271
00:14:35,592 --> 00:14:39,027
- The board has
voted to retire you.
272
00:14:39,129 --> 00:14:40,595
- You can't do this!
273
00:14:41,665 --> 00:14:43,331
I made GM what it is!
274
00:14:43,433 --> 00:14:45,366
- It's already been done.
275
00:14:45,468 --> 00:14:48,469
General Motors needs
new leadership.
276
00:14:51,074 --> 00:14:54,142
- [Man] Alfred Sloan is
very careful with expenses,
277
00:14:54,244 --> 00:14:58,313
very calculating, whereas
Durant was the gambler.
278
00:15:00,684 --> 00:15:02,450
- This is wrong Al.
279
00:15:02,552 --> 00:15:04,552
You'll regret it.
280
00:15:04,654 --> 00:15:07,555
- After Durant was kicked
out of General Motors
281
00:15:07,657 --> 00:15:09,557
the second time, he went
into personal bankruptcy
282
00:15:09,659 --> 00:15:14,062
following that and then
died a short time later.
283
00:15:14,164 --> 00:15:17,432
- [Narrator] As history repeats
itself for William Durant,
284
00:15:17,534 --> 00:15:20,501
Alfred Sloan will have
just one chance to turn
285
00:15:20,604 --> 00:15:23,171
General Motors around.
286
00:15:23,273 --> 00:15:25,206
- Congratulations Mr. President.
287
00:15:25,308 --> 00:15:26,307
- Gentlemen.
288
00:15:28,378 --> 00:15:32,280
Let's discuss how to beat
the Ford Motor Company.
289
00:15:32,382 --> 00:15:35,149
(dramatic music)
290
00:15:38,063 --> 00:15:39,696
- [Narrator] America's
car industry is driving
291
00:15:39,798 --> 00:15:41,898
an economic boom
292
00:15:42,000 --> 00:15:45,601
and as innovation leaps
forward in the 1920's
293
00:15:45,704 --> 00:15:48,938
the competition is as
aggressive as ever.
294
00:15:50,342 --> 00:15:51,341
- The public sees this car.
295
00:15:51,443 --> 00:15:54,711
- Just stay out of
the low cost market.
296
00:15:54,813 --> 00:15:56,679
- [Narrator] Henry Ford
has built his business
297
00:15:56,781 --> 00:15:59,849
into one of the largest
companies in America.
298
00:15:59,951 --> 00:16:02,652
- Nothing stands
up to the Model T!
299
00:16:02,754 --> 00:16:04,620
- [Narrator] His best
selling Model T allows Ford
300
00:16:04,723 --> 00:16:07,557
to double the size of its
two biggest competitors,
301
00:16:07,659 --> 00:16:08,925
GM and Chrysler
302
00:16:10,662 --> 00:16:12,729
but Ford's refusal to
innovate gives engineer
303
00:16:12,831 --> 00:16:16,699
Walter Chrysler the opening
he's been looking for.
304
00:16:16,768 --> 00:16:18,601
- Top line features throughout.
305
00:16:18,703 --> 00:16:19,869
You're looking at
the future here.
306
00:16:19,971 --> 00:16:21,070
(dramatic music)
307
00:16:21,172 --> 00:16:23,106
- [Narrator] While GM's new
president, Alfred Sloan,
308
00:16:23,208 --> 00:16:27,577
is dealing with the massive
debt left by his former boss.
309
00:16:27,679 --> 00:16:29,045
- If you had a big organization
310
00:16:29,147 --> 00:16:30,813
that had lots of moving parts,
311
00:16:30,915 --> 00:16:33,216
and you wanted it to run
efficiently make a profit,
312
00:16:33,318 --> 00:16:34,884
Alfred Sloane was your guy.
313
00:16:34,986 --> 00:16:36,719
(dramatic music)
314
00:16:36,821 --> 00:16:39,255
(chattering)
315
00:16:46,097 --> 00:16:49,165
- [Narrator] Sloane knows
efficiency can help GM
316
00:16:49,267 --> 00:16:51,100
get on the right path.
317
00:16:51,970 --> 00:16:55,805
He sets his sights on
GM's assembly line.
318
00:16:55,907 --> 00:16:59,175
The goal, to get it running
not just as fast and cheap
319
00:16:59,277 --> 00:17:02,345
as Ford's, but to get
it running better.
320
00:17:06,651 --> 00:17:07,583
- Quite a view in this place.
321
00:17:07,685 --> 00:17:10,787
- Times are changing,
like it or not.
322
00:17:12,690 --> 00:17:14,590
- Progress doesn't stop.
323
00:17:14,692 --> 00:17:17,260
- William Knudsen
worked for Henry Ford.
324
00:17:17,362 --> 00:17:19,862
He was a strong man,
he was a strong leader,
325
00:17:19,964 --> 00:17:22,865
he was a gifted industrialist.
326
00:17:22,967 --> 00:17:26,436
So much so that Henry
pretty much fired him.
327
00:17:29,340 --> 00:17:30,807
- Your work on
Model T production
328
00:17:30,909 --> 00:17:32,341
hasn't gone unnoticed.
329
00:17:32,444 --> 00:17:34,043
- That's very kind.
330
00:17:34,145 --> 00:17:36,312
But that place is a mess.
331
00:17:36,414 --> 00:17:39,749
(dramatic music)
332
00:17:39,851 --> 00:17:40,950
- Well how would you
feel about working
333
00:17:41,052 --> 00:17:43,052
in a less chaotic place?
334
00:17:44,122 --> 00:17:46,789
- Is this an official job offer?
335
00:17:48,426 --> 00:17:49,892
- Vice President of production,
336
00:17:49,994 --> 00:17:53,830
at GM you'll have everything
you could ever want.
337
00:17:53,932 --> 00:17:55,431
- All I want to do
338
00:17:57,402 --> 00:17:59,268
is crush Henry Ford.
339
00:18:02,707 --> 00:18:05,074
(clinks)
340
00:18:05,176 --> 00:18:08,644
- Alfred Sloan found him a
place and put him in head
341
00:18:08,746 --> 00:18:10,079
of General Motors
342
00:18:11,349 --> 00:18:12,682
and that's when General Motors
343
00:18:12,784 --> 00:18:15,785
began to Henry Ford's nemesis.
344
00:18:17,322 --> 00:18:19,255
- Alfred Sloan is
the quiet mob boss.
345
00:18:19,357 --> 00:18:22,792
He pulls the levers
behind the scenes,
346
00:18:22,894 --> 00:18:25,995
not in the face of the
public, not as the front man.
347
00:18:26,097 --> 00:18:29,432
That's Alfred Sloan,
he's the quiet don.
348
00:18:30,401 --> 00:18:31,901
- He was knows as Mr. Sloane.
349
00:18:32,003 --> 00:18:34,103
He was not called Alfred or Al.
350
00:18:34,205 --> 00:18:36,739
He was Mr. Sloane to everybody.
351
00:18:36,841 --> 00:18:38,608
He had the soft
way about talking
352
00:18:38,710 --> 00:18:43,279
but people could tell that
he was extremely strong.
353
00:18:43,381 --> 00:18:45,314
- He was really the
person who gets credit
354
00:18:45,416 --> 00:18:48,851
for creating, not just
the modern General Motors,
355
00:18:48,953 --> 00:18:51,187
but the modern corporation.
356
00:18:53,358 --> 00:18:56,158
- [Narrator] Sloan realizes
that even more than innovation,
357
00:18:56,261 --> 00:18:59,295
efficiency is the
key to profitability.
358
00:19:00,832 --> 00:19:03,132
But to truly rise
above his rivals,
359
00:19:03,234 --> 00:19:05,101
he'll need to capture
the imagination
360
00:19:05,203 --> 00:19:07,904
of a country that's
experiencing prosperity,
361
00:19:08,006 --> 00:19:11,641
unlike anything the
world has ever seen.
362
00:19:11,743 --> 00:19:14,110
(dramatic music)
363
00:19:14,212 --> 00:19:16,212
- The roaring '20s were
roaring in large part
364
00:19:16,314 --> 00:19:20,182
because the automobile industry
was roaring at that time
365
00:19:20,285 --> 00:19:23,185
and it made possible
this independence,
366
00:19:23,288 --> 00:19:26,622
this freedom that people
hadn't had before.
367
00:19:26,691 --> 00:19:29,158
- Young people, people
of modest means,
368
00:19:29,260 --> 00:19:33,663
anyone with a job could gain
access to the automobile.
369
00:19:33,765 --> 00:19:36,265
What this means is
that the use of the car
370
00:19:36,367 --> 00:19:40,169
then goes towards obvious
pursuits of young people.
371
00:19:40,238 --> 00:19:41,971
Going out and having
fun with their friends.
372
00:19:42,073 --> 00:19:46,309
- Far more than jazz
or anything else,
373
00:19:46,411 --> 00:19:50,613
it was the automobile who
brought in modern times.
374
00:19:50,715 --> 00:19:52,315
In freeing people from the farm,
375
00:19:52,417 --> 00:19:57,286
it also freed them from ancient
family and courting rituals.
376
00:19:57,388 --> 00:20:00,590
The general loosening of
morals from that being to get
377
00:20:00,692 --> 00:20:03,826
away from your aunt and uncle.
378
00:20:03,928 --> 00:20:07,229
Being able to have a little
traveling private space,
379
00:20:07,332 --> 00:20:09,098
that was brand new.
380
00:20:10,435 --> 00:20:13,102
(dramatic music)
381
00:20:13,204 --> 00:20:15,104
- There were plenty people
thought this was the ruination
382
00:20:15,206 --> 00:20:16,806
of American morals.
383
00:20:19,844 --> 00:20:22,244
- Henry Ford never drank.
384
00:20:22,347 --> 00:20:23,145
He didn't swear.
385
00:20:23,247 --> 00:20:24,947
He didn't carouse.
386
00:20:26,451 --> 00:20:31,020
He was virtuous in these
ways beyond question.
387
00:20:31,122 --> 00:20:34,390
- John Steinbeck, 10 years
after the Model T was invented,
388
00:20:34,492 --> 00:20:37,760
that half of the babies in
America were conceived in one.
389
00:20:40,131 --> 00:20:44,233
And that went against
some deep Puritan grain
390
00:20:44,335 --> 00:20:45,501
in Henry Ford.
391
00:20:47,205 --> 00:20:50,406
Henry Ford a man who never
truly embraced change,
392
00:20:50,508 --> 00:20:53,943
orders the back seat of
all Model Ts shrunken
393
00:20:54,045 --> 00:20:55,978
to prevent
inappropriate behavior
394
00:20:56,080 --> 00:21:00,182
and begins enforcing his strict
moral code on his employees.
395
00:21:02,754 --> 00:21:04,754
- Something that
seems like a prying
396
00:21:04,822 --> 00:21:06,656
and busybodiness today,
397
00:21:06,758 --> 00:21:09,592
but he formed something called
the Sociological Department.
398
00:21:09,694 --> 00:21:13,195
- He literally had
Bennett's Ford Service,
399
00:21:13,297 --> 00:21:16,232
which was in essence
his secret police force
400
00:21:16,334 --> 00:21:19,135
looking in the
windows of workers.
401
00:21:19,237 --> 00:21:21,937
If a worker was
found philandering,
402
00:21:22,040 --> 00:21:24,340
it was cause to get you fired.
403
00:21:26,377 --> 00:21:29,645
- [Narrator] While Ford
imposes his rigid moral code,
404
00:21:29,747 --> 00:21:33,816
Alfred Sloan is embracing
America's cultural change.
405
00:21:33,918 --> 00:21:35,785
(dramatic music)
406
00:21:35,887 --> 00:21:37,153
- General Motors is emblematic
407
00:21:37,255 --> 00:21:39,188
of the great wheel of progress.
408
00:21:39,257 --> 00:21:41,090
Spokes of this wheel
409
00:21:41,192 --> 00:21:44,326
are our outstanding
operations divisions,
410
00:21:44,429 --> 00:21:50,199
design, engineering,
research, sales.
411
00:21:50,301 --> 00:21:54,070
At the hub of this
wheel is the GM family.
412
00:21:54,172 --> 00:21:57,907
Each person here contributes
their own talents
413
00:21:58,009 --> 00:22:02,178
and skills to one vital idea.
414
00:22:02,280 --> 00:22:03,379
Innovation.
415
00:22:03,448 --> 00:22:05,347
The new name for
progress will be
416
00:22:05,450 --> 00:22:08,184
(dramatic music)
417
00:22:10,054 --> 00:22:11,320
General Motors!
418
00:22:13,057 --> 00:22:16,192
(cheering and applause)
419
00:22:22,366 --> 00:22:25,201
- The headline writers
will love this Alfred.
420
00:22:25,303 --> 00:22:28,804
- I just want to see the
look on Henry Ford's face
421
00:22:28,906 --> 00:22:32,174
when his Model Ts
start piling up.
422
00:22:32,276 --> 00:22:34,076
- [Narrator] To reinforce
his progressive views,
423
00:22:34,178 --> 00:22:38,147
Sloan launches a car that
exudes luxury and prestige.
424
00:22:38,249 --> 00:22:41,183
Chevrolet series K Superior
425
00:22:41,285 --> 00:22:44,687
takes direct aim at
the Ford Model T.
426
00:22:44,789 --> 00:22:47,056
The 26 horse power
four cylinder engine
427
00:22:47,158 --> 00:22:49,925
is more powerful and with
a top speed of nearly
428
00:22:50,027 --> 00:22:53,796
60 miles per hour,
it's also 33% faster.
429
00:22:54,866 --> 00:22:58,134
It features smooth lines,
and stylized trim accents,
430
00:22:58,236 --> 00:22:59,969
giving it a sleek modern look
431
00:23:00,071 --> 00:23:02,905
that outshines the Model
T and gives Americans
432
00:23:03,007 --> 00:23:06,008
the stylish design
they now desire.
433
00:23:06,110 --> 00:23:08,377
(applause)
434
00:23:10,047 --> 00:23:11,714
But the car isn't
the true innovation.
435
00:23:11,816 --> 00:23:14,383
(dramatic music)
436
00:23:15,820 --> 00:23:19,021
- With General Motors, the
connection of this product,
437
00:23:19,123 --> 00:23:21,824
a car, to a lifestyle,
438
00:23:21,926 --> 00:23:25,127
and one's vision
of oneself begins.
439
00:23:25,229 --> 00:23:27,062
(dramatic music)
440
00:23:27,165 --> 00:23:30,299
What Alfred P. Sloan,
General Motors, realized was,
441
00:23:30,401 --> 00:23:34,170
cars could be like clothes
where every year you need
442
00:23:34,272 --> 00:23:35,805
a new suit, you
need a new wardrobe,
443
00:23:35,907 --> 00:23:39,041
because you need to show that
you have the latest fashion.
444
00:23:39,143 --> 00:23:43,145
The emphasis shifted from
production to marketing.
445
00:23:43,247 --> 00:23:44,246
(dramatic music)
446
00:23:44,348 --> 00:23:48,184
- He changed the way
automobiles are designed.
447
00:23:48,286 --> 00:23:52,188
He was the first to bring
clay into the studios
448
00:23:52,290 --> 00:23:54,924
and the clay allowed them
to create more fluid,
449
00:23:55,026 --> 00:23:58,627
more passionate
shapes for a vehicle.
450
00:23:58,729 --> 00:24:02,998
- Ford's cars were all
black but Alfred P. Sloan
451
00:24:03,100 --> 00:24:07,102
came up with a way to create
desire for an automobile
452
00:24:07,205 --> 00:24:10,372
by introducing color,
choice, options.
453
00:24:17,982 --> 00:24:20,349
(guitar music)
454
00:24:22,386 --> 00:24:26,021
- [Narrator] Sloan's decision
to focus on style is about
455
00:24:26,123 --> 00:24:29,792
to send ripples through
the entire industry.
456
00:24:31,162 --> 00:24:31,961
- Nice work Bill.
457
00:24:32,063 --> 00:24:34,897
Henry Ford won't
know what hit him.
458
00:24:36,033 --> 00:24:38,801
(dramatic music)
459
00:24:44,332 --> 00:24:46,566
- [Narrator] America is fast
becoming the most modern
460
00:24:46,668 --> 00:24:48,635
country in the world.
461
00:24:49,538 --> 00:24:53,239
Boasting the best transportation
and the largest cities,
462
00:24:53,341 --> 00:24:58,077
a new generation is embracing
style like never before.
463
00:24:58,180 --> 00:25:02,282
But some in the auto industry
failed to take notice.
464
00:25:03,251 --> 00:25:05,718
- Six cylinder engine,
hydraulic brakes,
465
00:25:05,821 --> 00:25:08,154
top line features throughout.
466
00:25:08,256 --> 00:25:10,256
- It won't sell.
467
00:25:10,358 --> 00:25:15,195
- Henry Ford fails to recognize
the demand for innovation,
468
00:25:15,297 --> 00:25:18,731
allowing his rivals to
launch cars superior in both
469
00:25:18,834 --> 00:25:21,301
style and engineering.
470
00:25:21,403 --> 00:25:25,238
- The new name for progress
will be General Motors!
471
00:25:25,340 --> 00:25:26,606
(cheering and applause)
472
00:25:26,708 --> 00:25:30,877
- [Narrator] By 1927, Alfred
Sloan's GM overtakes Ford.
473
00:25:31,813 --> 00:25:33,513
For the first time
in two decades,
474
00:25:33,615 --> 00:25:37,784
General Motors is America's
number one car company.
475
00:25:41,623 --> 00:25:44,324
(phone rings)
476
00:25:47,162 --> 00:25:49,529
As his competitors focus
on fighting each other,
477
00:25:49,631 --> 00:25:53,099
Walter Chrysler sees a
chance to lure some talent
478
00:25:53,201 --> 00:25:54,601
from his competition.
479
00:25:54,703 --> 00:25:56,736
(dramatic music)
480
00:25:56,838 --> 00:26:00,607
KT Keller, a rising
star engineer at GM.
481
00:26:00,709 --> 00:26:04,744
- KT Keller met Walter
Chrysler in 1911
482
00:26:04,846 --> 00:26:09,315
when Chrysler was
involved with Buick
483
00:26:09,417 --> 00:26:12,485
and Chrysler liked
him immediately.
484
00:26:12,587 --> 00:26:16,389
Chrysler and Keller
understood one another
485
00:26:16,491 --> 00:26:20,393
when they talked anything
to do with mechanics.
486
00:26:21,496 --> 00:26:23,296
- [Narrator] Keller and
Chrysler immediately being
487
00:26:23,398 --> 00:26:26,266
work on a car they believe
has the style of a Chevy
488
00:26:26,368 --> 00:26:28,601
at a cost that rivals Ford.
489
00:26:29,671 --> 00:26:31,738
- What do you think?
490
00:26:31,840 --> 00:26:33,573
Chrysler Plymouth.
491
00:26:33,675 --> 00:26:34,507
Too much?
492
00:26:35,577 --> 00:26:37,310
- It's perfect.
493
00:26:37,412 --> 00:26:41,514
The pilgrims were pathfinders
just like this car.
494
00:26:43,451 --> 00:26:44,617
- We on schedule?
495
00:26:44,719 --> 00:26:48,054
- Absolutely, it's
gonna be huge.
496
00:26:48,156 --> 00:26:50,456
Are you sure about the pricing?
497
00:26:50,559 --> 00:26:52,792
- Chrysler was very clever.
498
00:26:53,795 --> 00:26:57,230
The Plymouth was basically
out of the Chrysler parts bin
499
00:26:57,332 --> 00:26:59,566
and that saved a lot of money.
500
00:27:00,569 --> 00:27:02,735
- Don't worry, give the public
something better to buy,
501
00:27:02,837 --> 00:27:04,737
that's what they'll do.
502
00:27:08,443 --> 00:27:11,210
- There's no incentive
to get rid of your car
503
00:27:11,313 --> 00:27:13,313
if you're just gonna buy
something that is gonna be
504
00:27:13,415 --> 00:27:16,182
just the same as the old one.
505
00:27:16,284 --> 00:27:18,084
And that is why the
other car manufacturers,
506
00:27:18,186 --> 00:27:19,686
when they start innovating,
507
00:27:19,788 --> 00:27:24,157
they leave the Model T behind
and Henry Ford with it.
508
00:27:26,194 --> 00:27:28,194
- A car definitely
reflects the owner.
509
00:27:28,296 --> 00:27:29,762
The owner looks for the vehicle
510
00:27:29,864 --> 00:27:32,865
that kind of fits
them, their style.
511
00:27:35,236 --> 00:27:37,403
- Here's another one of
these kind of Americanisms,
512
00:27:37,505 --> 00:27:40,607
which have now become
defining of the entire world.
513
00:27:40,709 --> 00:27:43,509
The idea that you're
defined by your car.
514
00:27:43,612 --> 00:27:46,245
You're defined by
the style of the car.
515
00:27:46,348 --> 00:27:49,215
It tells the world your class.
516
00:27:49,317 --> 00:27:51,784
It tells the world your hobbies.
517
00:27:53,321 --> 00:27:55,455
- [Narrator] Ford doesn't
understand the new generation.
518
00:27:55,557 --> 00:27:58,558
Their desire for
style doesn't mesh
519
00:27:58,660 --> 00:28:01,394
with his focus on substance.
520
00:28:01,496 --> 00:28:04,030
- Henry Ford had
no fashion sense.
521
00:28:04,132 --> 00:28:05,231
He was an engineer.
522
00:28:05,333 --> 00:28:09,335
You couldn't tell a 1910
Model T from a 1918 Model T.
523
00:28:10,171 --> 00:28:13,306
With GM, the idea is to
524
00:28:13,408 --> 00:28:14,273
impress the folks
525
00:28:14,376 --> 00:28:17,677
and there was the
ladder of aspiration.
526
00:28:17,779 --> 00:28:20,413
So GM had several models.
527
00:28:20,515 --> 00:28:23,082
You'd start out with
the low cost Chevy,
528
00:28:23,184 --> 00:28:25,752
and you'd move from the
Chevy to the Pontiac.
529
00:28:25,854 --> 00:28:28,087
And then when you're
making a little bit better,
530
00:28:28,189 --> 00:28:30,223
you move up to the
Oldsmobile, and finally,
531
00:28:30,325 --> 00:28:32,392
when you struck it rich
you get the big Cadillac.
532
00:28:32,494 --> 00:28:34,360
And everybody would know,
533
00:28:34,462 --> 00:28:37,730
when you got the
Cadillac, you had it made.
534
00:28:37,832 --> 00:28:39,732
(dramatic music)
535
00:28:39,834 --> 00:28:43,670
- It was hard to talk about
the Model T in the same breath
536
00:28:43,772 --> 00:28:46,105
with a car like the Chevrolet.
537
00:28:46,207 --> 00:28:49,776
You could see it was
much more of a car.
538
00:28:49,878 --> 00:28:53,246
It was vastly
improved, more stylish,
539
00:28:53,348 --> 00:28:57,450
more comfortable, more
powerful than the Model T.
540
00:29:04,159 --> 00:29:07,093
- [Narrator] Despite his
father's rejection of his plan
541
00:29:07,195 --> 00:29:08,995
to update the Model T,
542
00:29:09,097 --> 00:29:12,465
Edsel continues trying
to find ways to modernize
543
00:29:12,567 --> 00:29:15,201
the Ford Motor Company.
544
00:29:15,303 --> 00:29:18,037
- GM is pricing their cars
at twice what we're selling
545
00:29:18,139 --> 00:29:19,038
the Model T for.
546
00:29:19,140 --> 00:29:20,673
- That's no surprise.
547
00:29:22,243 --> 00:29:26,279
Sloan is wasting six million
a year in advertising.
548
00:29:26,381 --> 00:29:29,348
- It's not a waste,
it's working.
549
00:29:34,222 --> 00:29:37,523
The public looks at
GM and they see style.
550
00:29:39,327 --> 00:29:42,295
- The public doesn't
care what cars look like,
551
00:29:42,397 --> 00:29:44,097
they care what they do!
552
00:29:44,199 --> 00:29:47,166
(dramatic music)
553
00:29:49,237 --> 00:29:52,171
Nothing stands up
to the Model T.
554
00:29:53,241 --> 00:29:55,141
- Father we are
resting on our laurels
555
00:29:55,243 --> 00:29:58,211
while our competition
is evolving.
556
00:29:58,313 --> 00:30:01,247
We need to progress or
we'll be left behind.
557
00:30:01,349 --> 00:30:04,217
- If your goal is to convince me
558
00:30:04,853 --> 00:30:08,721
it's been a pathetic attempt.
559
00:30:10,792 --> 00:30:12,158
- The sales people are
too afraid to tell you
560
00:30:12,260 --> 00:30:14,127
what you need to know.
561
00:30:14,229 --> 00:30:16,729
(dramatic music)
562
00:30:16,831 --> 00:30:19,398
The Model T has run its course.
563
00:30:22,237 --> 00:30:25,238
- We've cut production
to bolster demand.
564
00:30:25,340 --> 00:30:27,240
- This is not temporary.
565
00:30:27,342 --> 00:30:30,443
Our sales have
dropped every year.
566
00:30:30,545 --> 00:30:34,180
We are going to fail
if we don't act now.
567
00:30:41,356 --> 00:30:44,557
- Henry, I think it's time.
568
00:30:47,929 --> 00:30:49,796
(dramatic music)
569
00:30:49,898 --> 00:30:52,832
(steps clattering)
570
00:30:54,736 --> 00:30:57,303
- For Henry Ford, there
was a piece of his soul
571
00:30:57,405 --> 00:30:58,571
in that car.
572
00:30:58,673 --> 00:31:02,775
He could hardly bear the
thought of it going away.
573
00:31:05,180 --> 00:31:07,647
- The Model T was more to him
574
00:31:07,749 --> 00:31:10,783
than a fine utilitarian
object that had put
575
00:31:10,885 --> 00:31:12,885
all America on the road.
576
00:31:14,189 --> 00:31:16,088
It was a moral force.
577
00:31:16,191 --> 00:31:19,525
It was just as much car as
people needed and no more.
578
00:31:19,627 --> 00:31:21,194
Anyone who wanted
to tamper with it
579
00:31:21,296 --> 00:31:24,363
was personally
assaulting Henry Ford.
580
00:31:27,669 --> 00:31:32,071
- The Model T had not
evolved as an automobile
581
00:31:32,173 --> 00:31:33,306
over many years.
582
00:31:33,408 --> 00:31:37,577
Henry Ford finally figured
out he had a serious problem.
583
00:31:39,180 --> 00:31:42,548
He didn't have anything
to replace it with.
584
00:31:56,297 --> 00:31:57,496
- [Narrator] As sales plummet,
585
00:31:57,599 --> 00:32:02,101
Ford finally comes to terms
with the painful truth.
586
00:32:02,203 --> 00:32:06,105
America has moved
on from the Model T.
587
00:32:06,207 --> 00:32:08,174
With 15 million
cars on the road,
588
00:32:08,276 --> 00:32:13,079
it's made Ford's company among
the biggest in the world.
589
00:32:13,181 --> 00:32:17,783
But, his refusal to innovate
has left him vulnerable.
590
00:32:17,886 --> 00:32:19,518
- [Edsel] The Model
T has run its course.
591
00:32:19,621 --> 00:32:23,222
The public look at GM
and they see style.
592
00:32:25,226 --> 00:32:26,792
- [Knudsen] Edsel
is right Mr. Ford.
593
00:32:26,895 --> 00:32:30,296
- [Edsel] Our
competition is evolving.
594
00:32:30,398 --> 00:32:33,733
We're going to fail
if we don't act now.
595
00:32:36,838 --> 00:32:38,104
- [Chrysler] You're
looking at the future.
596
00:32:38,206 --> 00:32:39,338
- [Knudsen] Edsel
is right Mr. Ford.
597
00:32:39,440 --> 00:32:42,108
-[Edsel] Chrysler already
gave up...
598
00:32:42,210 --> 00:32:44,343
-[Knudsen] It's forward thinking
here Henry...
599
00:32:44,445 --> 00:32:48,814
- [Clara Ford] Henry,
I think it's time.
600
00:32:48,917 --> 00:32:51,284
(crashes)
601
00:32:52,553 --> 00:32:54,553
(gasps)
602
00:33:00,862 --> 00:33:03,296
(clanking)
603
00:33:03,398 --> 00:33:06,165
(dramatic music)
604
00:33:12,466 --> 00:33:14,032
- [Narrator] The 1920's
bring one of the greatest
605
00:33:14,134 --> 00:33:17,435
economic booms
America has ever seen.
606
00:33:17,537 --> 00:33:21,406
Fueled by modern technology,
and mass production
607
00:33:21,508 --> 00:33:25,043
this prosperity
creates a new culture.
608
00:33:25,145 --> 00:33:28,480
America is now a
nation of consumers
609
00:33:28,582 --> 00:33:31,049
hungry for more of everything.
610
00:33:31,151 --> 00:33:32,917
Cars are no exception
611
00:33:33,854 --> 00:33:36,754
and America's car makers fight
for the public's attention
612
00:33:36,857 --> 00:33:38,256
and buying power.
613
00:33:39,392 --> 00:33:42,393
- The new name for progress
will be General Motors!
614
00:33:42,496 --> 00:33:44,028
(cheering and applause)
615
00:33:44,130 --> 00:33:45,997
- [Narrator] General
Motors, led by Alfred Sloan,
616
00:33:46,099 --> 00:33:49,567
gets that style will
be what Americans want.
617
00:33:50,637 --> 00:33:53,838
At Chrysler, the Plymouth
captures the imagination
618
00:33:53,940 --> 00:33:57,775
of a public that's
tired of the Model T.
619
00:33:57,878 --> 00:33:58,977
- Are you sure
about the pricing?
620
00:33:59,079 --> 00:34:01,813
- Don't worry, give the
public something better to buy
621
00:34:01,915 --> 00:34:03,815
that's what they'll do.
622
00:34:05,151 --> 00:34:07,886
(dramatic music)
623
00:34:09,589 --> 00:34:11,422
- [Narrator] Henry Ford
must face the fact.
624
00:34:11,525 --> 00:34:15,226
The country has moved
on from the Model T.
625
00:34:16,096 --> 00:34:19,063
- If Henry had had his way,
626
00:34:19,866 --> 00:34:23,368
he would have stuck
with the Model T
627
00:34:23,470 --> 00:34:26,871
until he had driven
the company down too.
628
00:34:28,041 --> 00:34:30,441
- Henry Ford is the man who
629
00:34:30,544 --> 00:34:34,946
most influenced the
changing American culture
630
00:34:35,048 --> 00:34:37,181
and economic scene.
631
00:34:37,284 --> 00:34:39,851
It allowed America
to change
632
00:34:39,953 --> 00:34:42,754
and it became a car culture
because of Henry Ford,
633
00:34:42,856 --> 00:34:44,422
more than any other man.
634
00:34:44,524 --> 00:34:47,492
(dramatic music)
635
00:34:51,398 --> 00:34:53,364
- When you look at the
automobile and its influence
636
00:34:53,466 --> 00:34:55,066
on American society,
637
00:34:55,168 --> 00:34:57,435
it's almost beyond
measure in the sense that
638
00:34:57,537 --> 00:35:00,405
people now have
access to a technology
639
00:35:00,507 --> 00:35:04,943
that's going to allow them
to travel vast distances
640
00:35:05,045 --> 00:35:06,277
but what comes with that
641
00:35:06,379 --> 00:35:08,413
is the need for roads that
are going to be able to
642
00:35:08,515 --> 00:35:12,483
safely and conveniently get
people from point A to point B.
643
00:35:16,856 --> 00:35:19,924
- The modern tourist
industry comes out of this.
644
00:35:20,026 --> 00:35:22,727
There had been a
tourist industry before,
645
00:35:22,829 --> 00:35:24,495
but it was a fixed
point kind of thing,
646
00:35:24,598 --> 00:35:28,433
because it had to be closely
connected to the railways.
647
00:35:28,535 --> 00:35:29,434
(dramatic music)
648
00:35:29,536 --> 00:35:31,102
- We got roads going
to the National Parks.
649
00:35:31,204 --> 00:35:34,405
We got roads through
the National Parks.
650
00:35:34,507 --> 00:35:37,408
This means you got the
great American road trip.
651
00:35:37,510 --> 00:35:38,910
This is a family destination.
652
00:35:38,979 --> 00:35:40,878
An affordable vacation.
653
00:35:45,352 --> 00:35:46,918
- I love a great road trip.
654
00:35:47,020 --> 00:35:50,421
To be able to have the
opportunity to hit the road.
655
00:35:50,523 --> 00:35:52,323
It's special.
656
00:35:52,425 --> 00:35:56,227
I always longed for that
one on one time with my dad
657
00:35:56,329 --> 00:35:59,364
and in the car, you can't
go anywhere. (laughs)
658
00:35:59,466 --> 00:36:01,466
I mean, sometimes that
wasn't always great,
659
00:36:01,568 --> 00:36:03,401
but it was the perfect situation
660
00:36:03,503 --> 00:36:07,205
because you had his
attention and had some great
661
00:36:07,307 --> 00:36:10,441
conversations just
riding down the road.
662
00:36:13,480 --> 00:36:16,147
- [Narrator] With the Model
Ts legacy firmly established,
663
00:36:16,249 --> 00:36:19,350
it's up to Henry Ford's
long maligned son Edsel
664
00:36:19,452 --> 00:36:22,453
to help define the
future of the company.
665
00:36:22,555 --> 00:36:24,956
- Thank God that Henry
Ford had a son named Edsel
666
00:36:25,058 --> 00:36:27,825
who was really into style.
667
00:36:27,927 --> 00:36:29,861
Cause it was Edsel that
really pushed his dad
668
00:36:29,963 --> 00:36:33,398
to start creating some
really stylish automobiles.
669
00:36:33,500 --> 00:36:36,901
(dramatic music)
670
00:36:37,003 --> 00:36:40,238
- Edsel had a good
sense of how to change
671
00:36:40,340 --> 00:36:43,374
and where the car
market was going.
672
00:36:43,476 --> 00:36:48,246
- Now Edsel thought that
the Model T not only needed
673
00:36:48,348 --> 00:36:51,115
to be updated, it needed to
be abolished and replaced
674
00:36:51,217 --> 00:36:54,886
by something far more
modern and snappier looking.
675
00:36:54,988 --> 00:36:56,087
- [Narrator] Edsel
makes designing
676
00:36:56,189 --> 00:37:00,124
Ford's next generation
car his personal mission.
677
00:37:01,394 --> 00:37:04,095
But his father's
outsized expectations
678
00:37:04,197 --> 00:37:06,364
aren't his only challenge.
679
00:37:09,235 --> 00:37:10,268
- Not bad kid.
680
00:37:10,370 --> 00:37:12,370
But the production line
would have to stay down
681
00:37:12,472 --> 00:37:15,773
for six months to
make this change over.
682
00:37:15,875 --> 00:37:17,875
That's not gonna happen.
683
00:37:21,247 --> 00:37:23,381
- You don't scare me Bennett.
684
00:37:25,552 --> 00:37:26,384
- Oh yeah?
685
00:37:30,123 --> 00:37:32,156
Don't be so sure of that.
686
00:37:32,258 --> 00:37:35,326
(dramatic music)
687
00:37:35,428 --> 00:37:40,031
- Bennett obviously saw that
Edsel Ford was a threat
688
00:37:40,133 --> 00:37:43,067
and so he began to
undermine Edsel.
689
00:37:44,437 --> 00:37:47,371
(dramatic music)
690
00:37:48,374 --> 00:37:52,877
- Harry Bennett was born just
a year before Edsel Ford
691
00:37:52,979 --> 00:37:56,013
and in many ways,
was like a brother.
692
00:37:56,116 --> 00:37:59,550
But like the evil
brother, the dark side.
693
00:38:02,489 --> 00:38:04,388
- Edsel and Bennett
could not even stand
694
00:38:04,491 --> 00:38:06,257
to be in the same room together
695
00:38:06,359 --> 00:38:10,128
because Henry Ford liked
Bennett so much more.
696
00:38:12,432 --> 00:38:15,032
- Edsel is the heir apparent,
697
00:38:15,135 --> 00:38:16,300
but Bennett starts to get ideas,
698
00:38:16,402 --> 00:38:18,903
well he could take over
and Henry Ford is actually
699
00:38:19,005 --> 00:38:20,171
feeding this notion
700
00:38:20,273 --> 00:38:23,374
that Edsel isn't gonna be
the one who's gonna inherit
701
00:38:23,476 --> 00:38:26,377
this company, it's
gonna be Bennett.
702
00:38:26,479 --> 00:38:27,779
Edsel is left in the dark here
703
00:38:27,881 --> 00:38:32,049
and it's a very problematic
situation for the entire family.
704
00:38:40,059 --> 00:38:43,060
- [Narrator] Despite Bennett's
attempts to sideline him,
705
00:38:43,163 --> 00:38:47,331
Edsel convinces Henry the
time has come for a new Ford.
706
00:38:49,402 --> 00:38:54,405
- If Ford was going to continue
they needed a new product
707
00:38:54,507 --> 00:38:58,409
and everything for the
future hinged on that.
708
00:38:58,511 --> 00:39:01,979
- Edsel, he worked on
him and he worked on him
709
00:39:02,081 --> 00:39:03,214
and he worked on him
710
00:39:03,316 --> 00:39:05,283
and it was only the bottom
line that finally convinced
711
00:39:05,385 --> 00:39:08,386
Henry that okay, we have
to retool the whole concept
712
00:39:08,488 --> 00:39:10,421
of a car for America.
713
00:39:12,392 --> 00:39:15,193
- The Model T was
such a successful car,
714
00:39:15,295 --> 00:39:19,263
like any inventor, like
any good business man,
715
00:39:19,365 --> 00:39:23,134
it becomes difficult to
move on from success.
716
00:39:24,938 --> 00:39:27,271
- Edsel's greatest triumph
was to convince his father
717
00:39:27,373 --> 00:39:28,539
to change.
718
00:39:32,278 --> 00:39:33,344
- [Film Narrator] The times have
changed and the car
719
00:39:33,446 --> 00:39:36,747
that have changed them
was no longer needed.
720
00:39:36,850 --> 00:39:40,184
Henry Ford decided
to stop producing it.
721
00:39:41,421 --> 00:39:45,122
In May, 1927, the
15th millionth Model T
722
00:39:45,225 --> 00:39:47,058
came out of the plant.
723
00:39:48,127 --> 00:39:50,928
And the assembly line
closed down forever
724
00:39:50,997 --> 00:39:53,364
on the world's most famous car.
725
00:39:54,400 --> 00:39:56,367
(dramatic music)
726
00:39:56,469 --> 00:39:58,336
- [Narrator] Working
together for the first time,
727
00:39:58,438 --> 00:40:02,273
father and son begin to
develop a new Ford model.
728
00:40:02,375 --> 00:40:05,243
- Henry Ford gave Edsel the
responsibility of the design
729
00:40:05,345 --> 00:40:09,513
and Henry would take
over the mechanical part
730
00:40:09,616 --> 00:40:11,082
of the vehicle.
731
00:40:14,053 --> 00:40:15,820
Edsel was taking care of the
things that he liked to do
732
00:40:15,922 --> 00:40:17,221
and then Henry was
taking care of the things
733
00:40:17,323 --> 00:40:19,090
that he wanted to do.
734
00:40:20,426 --> 00:40:23,327
- It took a long time
for them to figure out
735
00:40:23,429 --> 00:40:26,430
all the components
of the new model.
736
00:40:29,302 --> 00:40:33,104
- Henry Ford wanted that
vehicle to have 40 horse power.
737
00:40:33,206 --> 00:40:35,206
The Model T had 20 horses.
738
00:40:35,308 --> 00:40:37,541
Henry Ford was having a hard
time getting 40 horse power
739
00:40:37,644 --> 00:40:39,110
out of the car.
740
00:40:40,580 --> 00:40:43,848
Well Edsel walked in and was
looking at the blue prints
741
00:40:43,950 --> 00:40:47,184
and he goes, "It looks
like to me the valves
742
00:40:47,287 --> 00:40:49,487
that you have here are
too small to give you the
743
00:40:49,589 --> 00:40:51,222
horse power you need."
744
00:40:51,324 --> 00:40:54,225
This is Edsel Ford
telling Henry Ford
745
00:40:54,327 --> 00:40:56,861
and his engineers that.
746
00:40:56,963 --> 00:40:58,496
Well, they change the valves,
747
00:40:58,598 --> 00:41:01,399
and they got the 40 horse power.
748
00:41:04,037 --> 00:41:06,037
- [Narrator] While GM and
Chrysler have gained traction
749
00:41:06,139 --> 00:41:08,105
in the market place,
for many Americans,
750
00:41:08,207 --> 00:41:11,976
the car and the Model
T are the same thing.
751
00:41:13,880 --> 00:41:16,514
A buzz starts to build
around Ford's new design
752
00:41:16,616 --> 00:41:20,985
and ever the showman, Henry
aims to take advantage.
753
00:41:38,004 --> 00:41:43,007
- My friends, there are
15 million Ford Model Ts
754
00:41:43,076 --> 00:41:45,309
scattered around the globe.
755
00:41:46,045 --> 00:41:52,583
This car blazed a trail for
the entire automobile industry.
756
00:41:54,020 --> 00:41:55,252
It's phenomenal success
757
00:41:55,355 --> 00:42:00,324
literally paved the
entire country.
758
00:42:00,426 --> 00:42:02,893
It will never be replaced.
759
00:42:02,996 --> 00:42:04,595
Only succeeded.
760
00:42:06,899 --> 00:42:11,202
Ladies and gentlemen, we
bring you the Ford Model A.
761
00:42:11,304 --> 00:42:14,238
(dramatic music)
762
00:42:15,341 --> 00:42:18,342
- [Narrator] The Model A was
the most technology advanced
763
00:42:18,444 --> 00:42:20,077
car of its time.
764
00:42:20,179 --> 00:42:22,747
It features a water
cooled 40 horse power
765
00:42:22,849 --> 00:42:27,118
four cylinder engine capable
of 65 miles per hour,
766
00:42:27,220 --> 00:42:31,122
20 miles per hour
faster than the Model T.
767
00:42:31,190 --> 00:42:33,024
It has hydraulic
shock absorbers,
768
00:42:33,126 --> 00:42:36,227
four wheel brakes, and its
stylish body exemplifies
769
00:42:36,329 --> 00:42:40,131
Edsel's vision for the
future of Ford design.
770
00:42:40,233 --> 00:42:44,201
It seems to the be right car
for America at the right time.
771
00:42:46,272 --> 00:42:48,806
- When he introduced
the Model A in 1927,
772
00:42:48,908 --> 00:42:50,107
this is the same
year that Babe Ruth
773
00:42:50,209 --> 00:42:52,209
60 home runs for the Yankees,
774
00:42:52,311 --> 00:42:54,378
it's the same year
that Lindbergh flew
775
00:42:54,480 --> 00:42:57,415
from New York to Paris in
the Spirit of St. Louis,
776
00:42:57,517 --> 00:42:59,483
it was the introduction
of the Model A.
777
00:42:59,585 --> 00:43:01,919
That was the biggest
news story of 1927.
778
00:43:02,021 --> 00:43:03,487
It was huge.
779
00:43:03,589 --> 00:43:08,092
When finally the new
Model A came out in 1927,
780
00:43:08,194 --> 00:43:10,127
when Ford had finally given in,
781
00:43:10,229 --> 00:43:13,297
it was much better than
looking than the Model T.
782
00:43:13,399 --> 00:43:16,133
It was in every
way a better car.
783
00:43:18,271 --> 00:43:20,237
- Isn't she a beauty?
784
00:43:20,339 --> 00:43:22,573
(clacking)
785
00:43:26,822 --> 00:43:29,556
[Narrator] The first 25
years of the 20th century
786
00:43:29,658 --> 00:43:31,825
see unparalleled
growth in America.
787
00:43:31,927 --> 00:43:35,895
The economic boom is driven
by three massive car makers.
788
00:43:37,132 --> 00:43:38,531
Ford,
789
00:43:38,633 --> 00:43:39,899
Chrysler,
790
00:43:40,001 --> 00:43:41,534
and GM.
791
00:43:42,704 --> 00:43:46,806
Long the industry leader, Ford
is facing new competition.
792
00:43:46,908 --> 00:43:50,543
- Nice work Bill, Henry Ford
won't know what hit him.
793
00:43:50,645 --> 00:43:53,112
- [Narrator] As GM stylish
Chevrolet Series K,
794
00:43:53,215 --> 00:43:56,015
and Chrysler's high value
Plymouth begin to take
795
00:43:56,117 --> 00:43:58,751
market share from the Model T.
796
00:43:59,721 --> 00:44:01,721
- Father we are resting on our
laurels while our competition
797
00:44:01,823 --> 00:44:02,822
is evolving.
798
00:44:04,860 --> 00:44:06,626
- [Narrator] As profits decline,
799
00:44:06,728 --> 00:44:11,431
Henry Ford enlists and
unlikely ally to help him
800
00:44:11,533 --> 00:44:15,401
keep up with the
competition, his son, Edsel,
801
00:44:15,504 --> 00:44:18,972
who now has the opportunity
to define the car
802
00:44:19,074 --> 00:44:22,709
of the next generation,
the Ford Model A.
803
00:44:26,748 --> 00:44:29,415
- Old Henry, he
worked with his son,
804
00:44:29,518 --> 00:44:33,086
and everything for the
future hinged on that.
805
00:44:34,489 --> 00:44:36,856
As you look at Ford leadership,
806
00:44:37,759 --> 00:44:42,462
it's not as much company
as it is a royal court
807
00:44:42,564 --> 00:44:46,866
and Harry Bennett was
clearly jealous of Edsel.
808
00:44:46,968 --> 00:44:48,835
It came to a point where
Harry Bennett thought
809
00:44:48,937 --> 00:44:53,106
he could actually take
over Ford Motor Company,
810
00:44:53,208 --> 00:44:56,743
that he could become
it's president.
811
00:44:56,845 --> 00:44:58,711
- [Narrator] The Model
A, name to show the world
812
00:44:58,813 --> 00:45:01,848
that Ford is making a fresh
start marks the high point
813
00:45:01,950 --> 00:45:04,784
of Henry and Edsel's
relationship.
814
00:45:08,156 --> 00:45:10,623
As the '20's draw to a close,
815
00:45:10,725 --> 00:45:13,626
the Model A is a huge
success with a million sales
816
00:45:13,728 --> 00:45:18,598
in its first year, returning
Ford to the number one spot.
817
00:45:19,968 --> 00:45:21,601
But in October 1929,
818
00:45:21,703 --> 00:45:25,638
one fateful day will
halt Ford's turn around.
819
00:45:30,745 --> 00:45:32,979
(chattering)
820
00:45:35,250 --> 00:45:38,084
- The Great Depression
hit in 1929
821
00:45:39,654 --> 00:45:42,655
and that really changed
the face of not only
822
00:45:42,757 --> 00:45:43,890
the automobile industry
823
00:45:43,992 --> 00:45:47,627
but life in the United
States in general.
824
00:45:49,798 --> 00:45:51,464
All of the automobile
manufacturers
825
00:45:51,566 --> 00:45:52,665
were suddenly finding that
826
00:45:52,767 --> 00:45:55,535
their sales volumes
couldn't be sustained
827
00:45:55,637 --> 00:45:57,604
because people
didn't have the money
828
00:45:57,706 --> 00:45:59,739
to buy their automobiles.
829
00:46:01,676 --> 00:46:04,644
- [Narrator] As the country's
economy slows to a crawl,
830
00:46:04,746 --> 00:46:08,715
sales of Ford's Model A
decline by a massive 50%.
831
00:46:10,585 --> 00:46:14,053
But Henry Ford doesn't see
the depression as the cause.
832
00:46:14,155 --> 00:46:15,822
- It was all that crap we added.
833
00:46:15,924 --> 00:46:17,724
If it wasn't for your
design enhancements,
834
00:46:17,826 --> 00:46:19,759
the Model A would have
been just as profitable
835
00:46:19,861 --> 00:46:20,593
as the Model T.
836
00:46:20,695 --> 00:46:22,996
- The design is not the problem.
837
00:46:23,098 --> 00:46:25,565
- The lower the pricing gets
the more people can afford it.
838
00:46:25,667 --> 00:46:26,566
The more people can afford it.
839
00:46:26,668 --> 00:46:30,503
- You have never been
willing to innovate.
840
00:46:30,605 --> 00:46:32,939
On how many we sell, it
will not make a profit.
841
00:46:33,041 --> 00:46:35,475
- Because you had to
mess with a good thing.
842
00:46:35,577 --> 00:46:38,511
- No because you
priced it too low!
843
00:46:39,547 --> 00:46:43,616
What worked for the Model
T will not work forever.
844
00:46:43,718 --> 00:46:45,485
It's a new age.
845
00:46:45,587 --> 00:46:48,821
It's time you stopped
living in the past.
846
00:46:50,925 --> 00:46:53,660
(steps clattering)
847
00:46:53,762 --> 00:46:55,561
- The Model A sold pretty well,
848
00:46:55,664 --> 00:46:58,164
but it could have been
much better had Henry Ford
849
00:46:58,266 --> 00:47:01,134
followed Edsel's
advice completely.
850
00:47:01,936 --> 00:47:05,471
But he never forgave
his son for forcing him
851
00:47:05,573 --> 00:47:07,740
to get rid of the Model T.
852
00:47:07,842 --> 00:47:09,575
From that point on, he
did not believe that Edsel
853
00:47:09,678 --> 00:47:10,810
was on his side.
854
00:47:15,717 --> 00:47:18,351
- [Narrator] The Great
Depression spares no one.
855
00:47:18,453 --> 00:47:20,520
- The Great Depression
hits, all of a sudden now,
856
00:47:20,622 --> 00:47:22,422
it doesn't matter
how hard you work
857
00:47:22,524 --> 00:47:24,824
it doesn't matter how much you
want to support your family
858
00:47:24,926 --> 00:47:27,093
the jobs aren't there.
859
00:47:27,195 --> 00:47:30,730
That sense of powerlessness,
that there's no hope.
860
00:47:30,832 --> 00:47:32,665
This is something new.
861
00:47:33,635 --> 00:47:35,101
- It was ugly.
862
00:47:35,203 --> 00:47:37,003
People selling apples
on street corner,
863
00:47:37,105 --> 00:47:38,905
bread lines, and soup lines.
864
00:47:39,007 --> 00:47:40,873
That's not an exaggeration.
865
00:47:40,975 --> 00:47:43,042
The last thing in the world
most people were thinking about
866
00:47:43,144 --> 00:47:46,512
as hey, I need to
by myself a car.
867
00:47:46,614 --> 00:47:50,883
- The Depression hit
workers because they found
868
00:47:50,985 --> 00:47:52,685
that there was downward
pressure in the wages
869
00:47:52,787 --> 00:47:54,520
and they didn't want
to lose their job
870
00:47:54,622 --> 00:47:56,389
they didn't want to lose wages.
871
00:47:56,491 --> 00:47:59,459
And so workers began to
mount strikes against the
872
00:47:59,561 --> 00:48:01,027
automobile industry.
873
00:48:03,665 --> 00:48:05,531
- They are the most
strike-ridden years
874
00:48:05,633 --> 00:48:06,632
in American history.
875
00:48:06,735 --> 00:48:09,402
These are locally started,
for the most part,
876
00:48:09,504 --> 00:48:12,572
not general calls by
large national unions.
877
00:48:12,674 --> 00:48:17,477
They are driven by work force
that is looking to secure
878
00:48:17,579 --> 00:48:20,580
new advantages as
American laborers.
879
00:48:21,816 --> 00:48:23,549
The Depression is an accelerator
880
00:48:23,651 --> 00:48:26,552
for a new American institution,
881
00:48:26,654 --> 00:48:27,487
unions.
882
00:48:29,023 --> 00:48:32,792
The Big Three all resist
their growing power.
883
00:48:34,028 --> 00:48:35,795
- We're entering
a new era Harry.
884
00:48:35,897 --> 00:48:37,764
(gun fires)
885
00:48:37,866 --> 00:48:42,535
- [Narrator] But Ford, as
usual, is the most aggressive.
886
00:48:42,637 --> 00:48:44,737
- Bolsheviks, communists!
887
00:48:45,940 --> 00:48:49,375
We need to protect what's ours.
888
00:48:49,477 --> 00:48:52,979
- Ford wasn't just paranoid
about his competitors.
889
00:48:53,081 --> 00:48:56,182
He was paranoid
about his financiers.
890
00:48:57,051 --> 00:48:59,018
He was paranoid
about the unions.
891
00:48:59,120 --> 00:49:01,988
He did not want unions getting
involved in his business
892
00:49:02,090 --> 00:49:03,856
and was convinced they
were trying to take over
893
00:49:03,958 --> 00:49:05,458
the auto industry.
894
00:49:06,528 --> 00:49:07,593
(gun fires)
895
00:49:07,695 --> 00:49:11,063
- [Henry] I don't think
I can count on my son.
896
00:49:11,166 --> 00:49:15,735
- With all do respect sir,
I'm nothing like your son.
897
00:49:15,837 --> 00:49:18,171
(gun fires)
898
00:49:19,574 --> 00:49:21,974
All you gotta do
is say the word.
899
00:49:22,076 --> 00:49:24,844
(dramatic music)
900
00:49:27,457 --> 00:49:29,157
- [Narrator] The Great
Depression is slowing
901
00:49:29,259 --> 00:49:32,327
the American economy
like never before.
902
00:49:33,196 --> 00:49:35,030
The Big Three are
feeling the pinch
903
00:49:35,132 --> 00:49:36,698
as the country they've
helped to create
904
00:49:36,800 --> 00:49:40,168
is struggling to
hold itself together.
905
00:49:42,105 --> 00:49:46,274
While the Model A puts Ford
back in the number one spot,
906
00:49:47,110 --> 00:49:50,779
sales slow dramatically after
the stock market crashes.
907
00:49:50,881 --> 00:49:53,448
Henry Ford blames the
newly designed Model A
908
00:49:53,550 --> 00:49:55,483
for the company's problems.
909
00:49:55,585 --> 00:49:58,453
While they're also struggling,
910
00:49:58,555 --> 00:50:01,356
GM's Alfred Sloan
focuses on efficiency
911
00:50:01,458 --> 00:50:04,459
and Chrysler emphasizes
affordability,
912
00:50:04,561 --> 00:50:08,096
helping both to
stabilize losses.
913
00:50:08,198 --> 00:50:11,066
The poor economy results
in the creation of unions,
914
00:50:11,168 --> 00:50:14,269
something Henry Ford
immediately sees as a threat
915
00:50:14,371 --> 00:50:15,703
to his business.
916
00:50:21,411 --> 00:50:23,845
- I assume you have the list.
917
00:50:33,590 --> 00:50:35,723
That's everybody?
918
00:50:35,826 --> 00:50:39,661
- Harry Bennett was the rough
and ready tough guy
919
00:50:39,763 --> 00:50:42,764
to kind of enforce Ford's desire
920
00:50:42,866 --> 00:50:45,266
to keep everything
under control
921
00:50:45,368 --> 00:50:48,403
to keep a tight
lid on everything.
922
00:50:48,505 --> 00:50:51,172
No matter what it took to do it.
923
00:50:52,342 --> 00:50:55,210
- He kind of developed
this network.
924
00:50:55,312 --> 00:50:58,246
His spies would find out
if people were talking to
925
00:50:58,348 --> 00:51:00,115
union organizers.
926
00:51:00,217 --> 00:51:01,583
You might get beat up.
927
00:51:01,685 --> 00:51:02,784
You've gone to the
secret union meeting,
928
00:51:02,886 --> 00:51:05,587
well the car follows
you down the street,
929
00:51:05,689 --> 00:51:08,123
two guys get out and
beat the hell out of you.
930
00:51:08,225 --> 00:51:11,025
- Harry Bennett
installed more goons
931
00:51:11,128 --> 00:51:13,761
with more intimidation
within the plant to keep
932
00:51:13,864 --> 00:51:15,830
the union out.
933
00:51:17,300 --> 00:51:19,701
- [Narrator] Bennett knows
that dealing with the unions
934
00:51:19,803 --> 00:51:22,504
is the boss's
number one priority.
935
00:51:22,606 --> 00:51:25,140
(gun fires)
936
00:51:26,743 --> 00:51:29,344
- Henry Ford clearly
is a control freak.
937
00:51:29,412 --> 00:51:32,080
He's someone who wants to
be able to have his hand in,
938
00:51:32,182 --> 00:51:33,081
and more importantly,
939
00:51:33,183 --> 00:51:35,817
his control over
manufacturing processes,
940
00:51:35,919 --> 00:51:38,386
how his employees
work, how they live,
941
00:51:38,488 --> 00:51:42,290
and certainly anyone who was
strong as a union advocate
942
00:51:42,392 --> 00:51:46,661
was going to be weeded out
of the Ford Motor Company.
943
00:51:46,763 --> 00:51:49,063
- Management could fire
a person for any reason
944
00:51:49,166 --> 00:51:50,198
or no reason.
945
00:51:50,300 --> 00:51:51,533
There was no recourse.
946
00:51:51,635 --> 00:51:53,268
If you were fired you were gone.
947
00:51:53,370 --> 00:51:55,336
You walked out the
door, that was the end.
948
00:51:55,438 --> 00:51:57,739
- People on the
Ford line were fired
949
00:51:57,841 --> 00:52:00,241
if they worked too slow.
950
00:52:00,343 --> 00:52:03,211
They were also fired if
they worked too fast.
951
00:52:03,313 --> 00:52:06,314
By making these products
available to everyone,
952
00:52:06,416 --> 00:52:10,051
he brought it in a manner
of work which left people
953
00:52:10,153 --> 00:52:14,455
totally broken after a
few years of doing it.
954
00:52:14,558 --> 00:52:17,659
- [Narrator] Slow
sales of the Model A
955
00:52:17,727 --> 00:52:21,062
means Ford's profits
continue to take a hit.
956
00:52:21,164 --> 00:52:25,133
In response, Henry cuts wages
and slashes his work force.
957
00:52:27,204 --> 00:52:29,337
With Ford preoccupied,
958
00:52:29,439 --> 00:52:32,707
Walter Chrysler sees an
opening in the market place,
959
00:52:32,809 --> 00:52:38,079
one he hopes his newly
released Plymouth will fill.
960
00:52:38,181 --> 00:52:42,717
- The first Plymouth was brought
out just at the same time
961
00:52:42,819 --> 00:52:46,487
that Ford was producing
the first Model A's.
962
00:52:48,158 --> 00:52:52,493
So it was meant to rival
Ford from the beginning.
963
00:52:52,596 --> 00:52:55,263
The Plymouth was the life boat
of the Chrysler Corporation
964
00:52:55,365 --> 00:52:59,200
because it helped the
corporation get through
965
00:52:59,302 --> 00:53:02,537
the worse times
of the Depression.
966
00:53:02,639 --> 00:53:05,139
Chrysler Corporation
became the second largest
967
00:53:05,242 --> 00:53:08,409
manufacturer because
it outpaced Ford.
968
00:53:09,846 --> 00:53:13,181
- [Narrator] In 1932, the
Ford Motor Company slips
969
00:53:13,283 --> 00:53:15,016
to the number two spot,
970
00:53:15,118 --> 00:53:18,653
returning GM to
number one once again.
971
00:53:18,755 --> 00:53:21,789
Ford blames the fall on
Edsel and the unions.
972
00:53:21,891 --> 00:53:24,192
- Ford was the most begrudging.
973
00:53:24,294 --> 00:53:26,127
Henry Ford still had this idea,
974
00:53:26,229 --> 00:53:28,429
this is my company I'm
gonna do it my way.
975
00:53:28,531 --> 00:53:33,635
- Ford certainly didn't want
a bunch of outside agitators
976
00:53:33,737 --> 00:53:37,572
telling him how he
should treat his workers
977
00:53:37,674 --> 00:53:40,275
and saw them as an enemy.
978
00:53:42,479 --> 00:53:45,313
(muffled screams)
979
00:53:46,816 --> 00:53:48,182
- [Narrator] Ford's
push for efficiency,
980
00:53:48,285 --> 00:53:50,685
the lay offs, and the wage
cuts leaves his workers
981
00:53:50,787 --> 00:53:52,820
at the breaking point.
982
00:53:54,190 --> 00:53:56,724
On one of the coldest
days of the year,
983
00:53:56,793 --> 00:53:59,727
3,000 protestors
take to the streets
984
00:53:59,829 --> 00:54:02,730
ready to descend on
the Ford factory.
985
00:54:05,535 --> 00:54:07,402
- We have to stop this.
986
00:54:10,273 --> 00:54:13,841
The police are using
tear gas at city hall!
987
00:54:18,148 --> 00:54:19,814
- Filthy communists.
988
00:54:22,886 --> 00:54:24,585
What?
989
00:54:24,688 --> 00:54:27,722
- [Bennett] My men are already
down there Mr. Ford.
990
00:54:27,824 --> 00:54:29,624
- Then you should be too.
991
00:54:29,726 --> 00:54:32,694
- [Bennett] Let's go,
come on, go!
992
00:54:32,796 --> 00:54:35,563
- Put a stop to
this madness now.
993
00:54:37,167 --> 00:54:40,401
- Dad, he is going
to kill someone.
994
00:54:40,470 --> 00:54:43,237
(dramatic music)
995
00:54:53,817 --> 00:54:55,817
(yells)
996
00:55:00,757 --> 00:55:02,757
(machinegun firing)
997
00:55:08,565 --> 00:55:10,698
(gun fires)
998
00:55:15,805 --> 00:55:18,539
- It was a different world.
999
00:55:18,641 --> 00:55:21,309
People wound up in the hospital.
1000
00:55:22,212 --> 00:55:23,778
A young boy got shot.
1001
00:55:25,348 --> 00:55:29,183
That splashed all
over the newspapers.
1002
00:55:29,285 --> 00:55:33,521
This was how the Ford Company
was treating its employees,
1003
00:55:33,623 --> 00:55:34,522
its people.
1004
00:55:38,595 --> 00:55:42,563
- [Narrator] Four men die
and dozens are injured.
1005
00:55:42,665 --> 00:55:46,701
The newspapers call the
incident the Ford Massacre.
1006
00:55:46,803 --> 00:55:52,340
- Henry Ford became a
sort of working man's hero
1007
00:55:52,442 --> 00:55:56,077
for a while when the
Depression hit down
1008
00:55:56,179 --> 00:55:58,646
and the union movement started.
1009
00:55:58,715 --> 00:56:03,084
That element of his character
was long since gone.
1010
00:56:04,220 --> 00:56:05,553
- Suddenly, the friend
of the working man
1011
00:56:05,655 --> 00:56:09,257
seemed like the enemy
of the working man.
1012
00:56:10,326 --> 00:56:12,326
- [Narrator] The newspapers
point to Harry Bennett
1013
00:56:12,395 --> 00:56:16,197
as the shooter and blame
Ford for the deaths.
1014
00:56:16,299 --> 00:56:18,733
But despite the dead workers,
1015
00:56:19,602 --> 00:56:22,637
Ford and Bennett
are never charged.
1016
00:56:25,141 --> 00:56:28,476
- That gave Harry
Bennett more power.
1017
00:56:28,578 --> 00:56:30,478
That convinced Henry
that Harry was right.
1018
00:56:30,580 --> 00:56:32,213
Organized labor was bad.
1019
00:56:32,315 --> 00:56:35,349
That it was violence, the
violence was being propagated
1020
00:56:35,452 --> 00:56:36,484
by the union.
1021
00:56:36,586 --> 00:56:40,521
And so Harry Bennett, with
Henry Ford's blessing,
1022
00:56:40,623 --> 00:56:43,524
clamped down further
on the unions.
1023
00:56:47,679 --> 00:56:51,148
- [Narrator] For 30 years,
the car has shaped America,
1024
00:56:51,250 --> 00:56:54,718
creating roads, suburbs,
and the middle class.
1025
00:56:56,455 --> 00:57:00,223
But the Great Depression sees
America's biggest car makers
1026
00:57:00,325 --> 00:57:02,392
facing an uprising.
1027
00:57:02,494 --> 00:57:04,694
Workers rebelling against
oppressive conditions,
1028
00:57:04,797 --> 00:57:06,063
(machinegun fire)
1029
00:57:06,165 --> 00:57:07,697
but Henry Ford is
pushing back hard,
1030
00:57:09,501 --> 00:57:12,702
forcing a show down
that ends in death,
1031
00:57:12,805 --> 00:57:17,174
proving to Ford that rule by
fear is good for business.
1032
00:57:18,610 --> 00:57:20,677
Poverty reigns in America.
1033
00:57:22,414 --> 00:57:26,349
There is little hope and
the nation's desperate.
1034
00:57:26,452 --> 00:57:28,251
- There is a sense
that there is nothing
1035
00:57:28,353 --> 00:57:29,653
we can do about this.
1036
00:57:29,755 --> 00:57:32,489
There's nothing the
politicians can do.
1037
00:57:32,591 --> 00:57:35,125
This is what creates a
sense of despair
1038
00:57:35,227 --> 00:57:38,795
because there's no way of
getting out of it.
1039
00:57:40,899 --> 00:57:44,267
- [Narrator] Then in
1932, Franklin Roosevelt
1040
00:57:44,369 --> 00:57:45,769
is elected president.
1041
00:57:45,871 --> 00:57:47,637
- I, Franklin Delano
Roosevelt,
1042
00:57:47,739 --> 00:57:51,374
do solemnly swear
1043
00:57:51,477 --> 00:57:53,143
that I will
faithfully execute
1044
00:57:53,245 --> 00:57:56,213
the office of President
of the United States.
1045
00:57:57,616 --> 00:57:59,749
- Franklin Delano Roosevelt,
in his inaugural address,
1046
00:57:59,852 --> 00:58:02,486
says the only thing we have
to fear is fear itself.
1047
00:58:02,588 --> 00:58:05,222
He's speaking to an
economic reality.
1048
00:58:05,324 --> 00:58:06,790
- As a test of our courage.
1049
00:58:06,892 --> 00:58:09,559
- And the only way to
combat it with hope
1050
00:58:09,661 --> 00:58:11,728
and that is what FDR brings in.
1051
00:58:11,830 --> 00:58:13,830
- [Narrator] During his
first 100 days in office,
1052
00:58:13,932 --> 00:58:17,100
FDR initiates the New Deal,
1053
00:58:17,202 --> 00:58:18,602
a series of federal programs
1054
00:58:18,704 --> 00:58:20,704
to bring back American jobs.
1055
00:58:20,806 --> 00:58:23,607
Among them, landmark laws,
1056
00:58:23,709 --> 00:58:26,576
giving workers the
right to form unions.
1057
00:58:26,678 --> 00:58:29,346
- When the Wagner Act is passed,
1058
00:58:29,448 --> 00:58:33,450
for the first time it legalizes
the right of auto workers
1059
00:58:33,552 --> 00:58:38,855
to form collectively a body
that will speak for them
1060
00:58:38,957 --> 00:58:42,726
in legal terms, in terms of
wages, working conditions,
1061
00:58:42,828 --> 00:58:44,694
benefits, et cetera.
1062
00:58:45,664 --> 00:58:48,431
- [Narrator] Some
industrialists, like Henry Ford,
1063
00:58:48,534 --> 00:58:52,702
oppose FDR's plan calling
it a socialist threat.
1064
00:58:52,804 --> 00:58:57,574
Others, like GM's Alfred
Sloan, see an opportunity.
1065
00:58:57,676 --> 00:59:01,378
FDR's New Deal also contains
the public works act,
1066
00:59:01,446 --> 00:59:04,681
aimed at putting
Americans back to work.
1067
00:59:04,783 --> 00:59:09,186
So Sloan lobbies Congress to
build more roads and bridges
1068
00:59:09,288 --> 00:59:12,489
to complete the
national road system.
1069
00:59:12,591 --> 00:59:14,157
- Alfred Sloan
says, wait a second,
1070
00:59:14,259 --> 00:59:15,692
if we can't beat
em let's join em.
1071
00:59:15,794 --> 00:59:20,597
Let's lobby them to direct
their funds into building roads.
1072
00:59:20,699 --> 00:59:23,600
- Sloan was a very
capable manager.
1073
00:59:23,702 --> 00:59:26,102
He could see things
in the future.
1074
00:59:26,205 --> 00:59:27,771
His management style
was entirely different
1075
00:59:27,873 --> 00:59:29,139
from everybody else.
1076
00:59:29,241 --> 00:59:32,142
He was not one of these
authoritarian type of leaders,
1077
00:59:32,244 --> 00:59:35,545
he was an intellectual leader
1078
00:59:35,647 --> 00:59:38,748
and his style was
extremely effective.
1079
00:59:38,850 --> 00:59:41,751
- [Narrator] The decision is
huge for the car industry.
1080
00:59:41,853 --> 00:59:44,187
More highways mean more cars.
1081
00:59:44,289 --> 00:59:48,325
And Americans will
need a new kind of car,
1082
00:59:48,427 --> 00:59:52,596
with a smoother ride, faster,
and with better gas mileage.
1083
00:59:54,366 --> 00:59:57,234
The company that builds them
first will have a big lead
1084
00:59:57,336 --> 00:59:59,569
over their competitors.
1085
00:59:59,671 --> 01:00:01,871
Sloan makes designing a
new car for the open road
1086
01:00:01,974 --> 01:00:04,774
GM's number one priority,
1087
01:00:04,876 --> 01:00:07,444
starting a top secret
project to get it done.
1088
01:00:07,546 --> 01:00:12,115
Walter Chrysler also
seizes on the opportunity.
1089
01:00:12,217 --> 01:00:15,385
- How the hell's you come
up with this? (laughs)
1090
01:00:15,487 --> 01:00:17,153
- I wish I could
take the credit.
1091
01:00:17,256 --> 01:00:19,456
It was the engineers.
1092
01:00:19,558 --> 01:00:22,292
They asked a good question.
1093
01:00:22,394 --> 01:00:25,862
Why aren't our cars
aerodynamic like planes?
1094
01:00:27,366 --> 01:00:31,534
We need to build some sort
of air tunnel to test it.
1095
01:00:33,872 --> 01:00:36,473
- Chrysler was the very
first company to actually use
1096
01:00:36,575 --> 01:00:39,509
the wind tunnel for
production vehicles.
1097
01:00:39,611 --> 01:00:41,544
The wind tunnel was gonna
give him that competitive edge
1098
01:00:41,647 --> 01:00:43,146
on the competition from GM.
1099
01:00:43,248 --> 01:00:46,149
We're talking about aerodynamics
technology innovation
1100
01:00:46,251 --> 01:00:48,385
in a way that we
hadn't seen at the time
1101
01:00:48,487 --> 01:00:50,287
in the automobile industry.
1102
01:00:50,389 --> 01:00:52,589
- Until that time, the speeds
were so relatively low,
1103
01:00:52,691 --> 01:00:55,292
aerodynamics were
not that important.
1104
01:00:55,394 --> 01:00:56,926
-[Film Narrator] Rounded edges
offer less resistence
1105
01:00:57,029 --> 01:00:58,395
to the wind...
1106
01:00:58,497 --> 01:01:00,397
- Before wind tunnels,
everything was just a theory.
1107
01:01:00,499 --> 01:01:02,866
You know, it was put
your hand out the window
1108
01:01:02,968 --> 01:01:06,569
and that tells you what's
going on with aerodynamics.
1109
01:01:06,672 --> 01:01:08,171
- [Man] They blew
smoke into the tunnel
1110
01:01:08,273 --> 01:01:10,640
and watched its performance.
1111
01:01:10,742 --> 01:01:13,443
- One of the odd
things they found was,
1112
01:01:13,545 --> 01:01:16,379
the typical car
of the late 1920's
1113
01:01:17,616 --> 01:01:21,117
had less wind resistance
going backwards (laughs)
1114
01:01:21,219 --> 01:01:22,252
than forward.
1115
01:01:23,221 --> 01:01:24,454
- [Narrator] Chrysler's
gamble on the wind tunnel
1116
01:01:24,556 --> 01:01:27,490
produces a bold
new design style.
1117
01:01:28,527 --> 01:01:32,529
- Streamlining was an idea
that represented modernity.
1118
01:01:32,631 --> 01:01:35,765
Industrial designers
latched on to this.
1119
01:01:38,904 --> 01:01:41,338
- [Narrator] Chrysler
engineers streamlined the body
1120
01:01:41,440 --> 01:01:44,607
of their new model into an
aerodynamic tear drop shape
1121
01:01:44,710 --> 01:01:47,544
and moved the front wheels
and passenger seats forward
1122
01:01:47,646 --> 01:01:49,245
on the chassis.
1123
01:01:49,348 --> 01:01:51,481
These advances reduced
wind resistance
1124
01:01:51,583 --> 01:01:54,284
and improved weight
distribution.
1125
01:01:54,386 --> 01:01:56,786
The eight cylinder engine,
it enables the car to handle
1126
01:01:56,888 --> 01:02:01,491
comfortably while hitting
speeds over 90 miles an hour.
1127
01:02:01,593 --> 01:02:04,461
Chrysler also makes state of
the art safety enhancements
1128
01:02:04,563 --> 01:02:08,431
using reinforced glass
and a full steel body,
1129
01:02:08,533 --> 01:02:12,102
while other cars still
rely on wooden frames.
1130
01:02:12,204 --> 01:02:13,470
With all its innovation,
1131
01:02:13,572 --> 01:02:16,773
Chrysler stakes the future of
his company on the new model.
1132
01:02:16,875 --> 01:02:18,608
The Chrysler Airflow.
1133
01:02:20,212 --> 01:02:23,279
- Chrysler was developing
its products to compete
1134
01:02:23,382 --> 01:02:24,481
with General Motors.
1135
01:02:24,583 --> 01:02:28,318
They both worked assiduously
to get to that top spot.
1136
01:02:28,420 --> 01:02:30,320
- Detroit at the time,
was full of engineers,
1137
01:02:30,422 --> 01:02:31,488
information was shared.
1138
01:02:31,590 --> 01:02:33,356
Corporate espionage was alive.
1139
01:02:33,458 --> 01:02:35,158
- Guys were moving from
company to company to company
1140
01:02:35,260 --> 01:02:38,395
in this big swimming
pool of innovation.
1141
01:02:38,497 --> 01:02:40,196
It must have made your head
spin to try to keep up with
1142
01:02:40,298 --> 01:02:43,566
who had the best make
and model at the time.
1143
01:02:43,668 --> 01:02:44,901
- [Narrator] Refusing
to allow Chrysler
1144
01:02:45,003 --> 01:02:47,170
to beat him to market,
GM's Alfred Sloan,
1145
01:02:47,272 --> 01:02:50,573
rushes to put his car
in show rooms first.
1146
01:02:51,476 --> 01:02:55,478
- Sloan also brought
designers in who emulated
1147
01:02:55,580 --> 01:02:57,280
the way airplanes looked,
1148
01:02:57,382 --> 01:02:59,449
that they had a lot of
stream lined design.
1149
01:02:59,551 --> 01:03:01,151
- They immediately went
to the drawing board
1150
01:03:01,253 --> 01:03:03,386
to start crafting
a response to that.
1151
01:03:03,488 --> 01:03:06,322
So they brought in the Albonita.
1152
01:03:06,425 --> 01:03:10,360
- [Narrator] GM's big advantage
over Chrysler is financial,
1153
01:03:10,462 --> 01:03:14,230
so Sloan knows he
can out spend them.
1154
01:03:14,332 --> 01:03:16,833
- Alfred Sloan jumped
on the opportunity
1155
01:03:16,935 --> 01:03:19,335
in a way that only a
large company could,
1156
01:03:19,438 --> 01:03:21,671
which was to use their ability,
1157
01:03:21,773 --> 01:03:25,241
the amount of money they had
to actually launch a campaign
1158
01:03:25,343 --> 01:03:29,179
like the Albonita and
the marketing behind it.
1159
01:03:29,314 --> 01:03:31,381
When this amount of
competition came to light,
1160
01:03:31,483 --> 01:03:32,882
Chrysler started to move faster.
1161
01:03:32,984 --> 01:03:34,818
- [Narrator] But in
the race to be first,
1162
01:03:34,920 --> 01:03:38,755
one auto giant will
make a costly mistake
1163
01:03:38,857 --> 01:03:40,890
that changes its course forever.
1164
01:03:43,612 --> 01:03:45,145
The Great Depression
is putting the brakes
1165
01:03:45,247 --> 01:03:49,650
on a period of unprecedented
growth in America.
1166
01:03:49,752 --> 01:03:50,984
Attempting to spur the economy,
1167
01:03:51,087 --> 01:03:53,153
President Franklin
Delano Roosevelt
1168
01:03:53,255 --> 01:03:55,756
passes landmark
legislation to improve
1169
01:03:55,858 --> 01:03:58,559
the country's infrastructure.
1170
01:03:58,661 --> 01:04:00,694
- I pledge myself
1171
01:04:01,831 --> 01:04:04,998
to a New Deal for
the American people.
1172
01:04:06,535 --> 01:04:07,701
- [Narrator] America's
Big Three car makers
1173
01:04:07,803 --> 01:04:09,837
react in different ways.
1174
01:04:10,806 --> 01:04:14,174
While Ford is preoccupied
with keeping the unions out.
1175
01:04:14,276 --> 01:04:15,676
- Filthy communists.
1176
01:04:15,778 --> 01:04:19,012
- [Narrator] GM's Alfred
Sloan and Walter Chrysler
1177
01:04:19,115 --> 01:04:23,150
are battling to bring
a modern car to market.
1178
01:04:23,252 --> 01:04:25,686
Chrysler's Airflow is
among the most innovative
1179
01:04:25,788 --> 01:04:27,855
cars to ever hit the market
1180
01:04:28,724 --> 01:04:32,126
and they spare no
expense on advertising.
1181
01:04:32,228 --> 01:04:34,828
- These were very
streamlined automobiles.
1182
01:04:34,930 --> 01:04:36,864
They actually moved
the engine forward
1183
01:04:36,966 --> 01:04:40,601
so that the passengers
sat between the wheels,
1184
01:04:40,703 --> 01:04:42,035
which made for a smoother ride.
1185
01:04:42,138 --> 01:04:44,905
- [Man] Two plate
safety glass turns back
1186
01:04:45,007 --> 01:04:47,474
even the pitchers full delivery.
1187
01:04:47,576 --> 01:04:52,579
- It was a very modern,
very rugged kind of car.
1188
01:04:52,681 --> 01:04:55,716
The sheet metal was
welded onto the frame.
1189
01:04:55,818 --> 01:04:57,050
- [Man] There it goes!
1190
01:04:57,153 --> 01:05:00,854
Wow a complete double somersault
and lands on its feet,
1191
01:05:00,956 --> 01:05:01,989
nimble as a cat!
1192
01:05:02,091 --> 01:05:04,491
I'll say that car
deserves a cheer!
1193
01:05:04,593 --> 01:05:08,829
- [Narrator] Determined to
beat GM's Albonita to market,
1194
01:05:08,931 --> 01:05:12,666
Chrysler moves the
Airflow into production.
1195
01:05:12,768 --> 01:05:15,636
- Walter Chrysler was
bound and determined
1196
01:05:15,738 --> 01:05:19,640
that it should appear at
the auto show in 1934.
1197
01:05:20,609 --> 01:05:22,676
- [Man] Here it comes
on its death drop,
1198
01:05:22,778 --> 01:05:25,579
leaping clear of the ledge and
landing with crushing impact
1199
01:05:25,681 --> 01:05:27,648
in the rocky shales beneath.
1200
01:05:27,750 --> 01:05:28,515
Will the car run?
1201
01:05:28,617 --> 01:05:30,617
I'll say it will!
1202
01:05:30,719 --> 01:05:32,619
- When you make a
change that's as drastic
1203
01:05:32,721 --> 01:05:36,657
as the Airflow was, you
often run into problems
1204
01:05:37,126 --> 01:05:39,293
and they ran into problems.
1205
01:05:40,162 --> 01:05:42,095
- They hadn't really
figured it out
1206
01:05:42,198 --> 01:05:44,898
in terms of manufacturing it.
1207
01:05:45,000 --> 01:05:47,901
The first 3,000 or
so Airflow cars,
1208
01:05:48,771 --> 01:05:51,672
the dealers were getting a
lot of complaints about them
1209
01:05:51,774 --> 01:05:53,507
and they had to be fixed.
1210
01:05:53,609 --> 01:05:55,509
- [Narrator] The
Airflow's biggest problem
1211
01:05:55,611 --> 01:05:59,012
was that when the vehicle
hit 80 miles per hour
1212
01:05:59,114 --> 01:06:02,015
the engine would
often come lose.
1213
01:06:02,117 --> 01:06:04,017
- Chrysler forgot the
most important thing,
1214
01:06:04,119 --> 01:06:08,288
do not bring out a new
product before it is ready.
1215
01:06:11,093 --> 01:06:12,526
- [Narrator] Seeing
Chrysler's problems,
1216
01:06:12,628 --> 01:06:15,028
Sloan seizes his opportunity.
1217
01:06:16,131 --> 01:06:17,798
- Gentlemen.
1218
01:06:17,900 --> 01:06:21,468
- GM had a very deliberate
and carefully thought out
1219
01:06:21,570 --> 01:06:22,603
smear campaign.
1220
01:06:23,606 --> 01:06:26,673
It's not a safe car,
it's not a good design.
1221
01:06:26,775 --> 01:06:28,809
- Through advertising
and dealers,
1222
01:06:28,911 --> 01:06:33,480
the word got out that thing
was maybe too far ahead.
1223
01:06:33,582 --> 01:06:36,650
- It was a great idea,
it was poorly executed.
1224
01:06:36,752 --> 01:06:38,485
They put the
aerodynamics so in front
1225
01:06:38,587 --> 01:06:39,653
of creating a beautiful car,
1226
01:06:39,755 --> 01:06:42,589
that it ended up
to be a disaster.
1227
01:06:45,961 --> 01:06:48,595
- [Narrator] Alfred Sloan's
smear campaign is the last nail
1228
01:06:48,697 --> 01:06:51,198
in the coffin for the Airflow.
1229
01:06:51,300 --> 01:06:54,167
- What drove Chrysler
and what drove Sloan,
1230
01:06:54,270 --> 01:06:57,471
was they wanted to be the
best and the most powerful
1231
01:06:57,539 --> 01:06:59,006
in their industries.
1232
01:07:00,709 --> 01:07:04,511
These were titans, and
these titans had no limits
1233
01:07:04,580 --> 01:07:06,880
as far as they were concerned.
1234
01:07:08,584 --> 01:07:11,451
- [Narrator] Sloan steers
GM through the Depression
1235
01:07:11,553 --> 01:07:15,555
by closing factories
and laying off workers.
1236
01:07:15,658 --> 01:07:16,990
While the move cuts expenses,
1237
01:07:17,092 --> 01:07:21,161
they also make GM a
target for the unions.
1238
01:07:21,263 --> 01:07:22,963
(clanking)
1239
01:07:23,065 --> 01:07:25,832
(dramatic music)
1240
01:07:43,285 --> 01:07:45,152
- Unions had been
trying to organize
1241
01:07:45,254 --> 01:07:48,989
the automobile industry
for a long time
1242
01:07:49,091 --> 01:07:51,591
and the breakthrough of
unions occurred in the 1930's
1243
01:07:51,694 --> 01:07:55,462
when workers staged
a sit down strike
1244
01:07:55,564 --> 01:07:57,631
against General Motors.
1245
01:07:59,601 --> 01:08:03,770
And so to remove them would
have required physical force.
1246
01:08:04,974 --> 01:08:08,875
- What do you mean they've
taken over the factory?
1247
01:08:08,978 --> 01:08:12,813
The governor needs to
call the National Guard.
1248
01:08:16,585 --> 01:08:18,452
- People don't
realize sitting down
1249
01:08:18,554 --> 01:08:21,521
and taking private
property in 1936 '37,
1250
01:08:21,623 --> 01:08:23,156
that was huge.
1251
01:08:23,258 --> 01:08:26,059
I mean, what right do workers
have to take over property
1252
01:08:26,161 --> 01:08:28,895
and not allow the owners in?
1253
01:08:28,998 --> 01:08:30,931
- The sit down strike
was created because
1254
01:08:31,033 --> 01:08:33,133
when they were striking before,
1255
01:08:33,235 --> 01:08:35,802
the employers would just
bring in scabs to take the
1256
01:08:35,904 --> 01:08:37,904
positions behind the
machines and then continue
1257
01:08:38,040 --> 01:08:39,473
on with production.
1258
01:08:39,575 --> 01:08:41,441
Now we just say no.
1259
01:08:41,543 --> 01:08:44,011
When we go on strike, we're
just gonna strike here.
1260
01:08:44,113 --> 01:08:45,879
Everybody was
camped out for weeks
1261
01:08:45,948 --> 01:08:48,015
and the employer is
gonna lose their profits
1262
01:08:48,117 --> 01:08:50,217
and not gonna be able to
get the factories going
1263
01:08:50,319 --> 01:08:51,685
and yeah, we're gonna get hurt,
1264
01:08:51,787 --> 01:08:52,753
but so is he.
1265
01:08:52,855 --> 01:08:54,554
And this is the way
of getting leverage.
1266
01:08:54,656 --> 01:08:58,458
- By this time, democrats
were in control in Michigan
1267
01:08:58,560 --> 01:09:00,961
and in the country as a whole.
1268
01:09:01,063 --> 01:09:04,998
So they were not inclined
to send in the sheriffs,
1269
01:09:05,100 --> 01:09:07,401
to send in the National
Guard, to send in the Army
1270
01:09:07,503 --> 01:09:09,136
to displace the workers
1271
01:09:09,238 --> 01:09:11,938
because the workers were
an important constituency
1272
01:09:12,041 --> 01:09:14,808
for the democratic party.
1273
01:09:14,910 --> 01:09:16,977
And so, the sit down strike
forced General Motors
1274
01:09:17,079 --> 01:09:19,913
to recognize the
United Auto Workers
1275
01:09:20,015 --> 01:09:23,116
as the bargaining
agent for workers.
1276
01:09:23,218 --> 01:09:25,485
- [Narrator] After
a 44 day stand off,
1277
01:09:25,587 --> 01:09:28,055
Sloan signs a deal with the UAW.
1278
01:09:29,291 --> 01:09:33,627
The shut down costs GM
$175 million dollars,
1279
01:09:33,729 --> 01:09:35,996
almost three billion today.
1280
01:09:43,072 --> 01:09:45,605
- There are issues of human
resources that are easier
1281
01:09:45,707 --> 01:09:47,674
to deal with when you
deal with the union,
1282
01:09:47,776 --> 01:09:49,142
and they have a contract.
1283
01:09:49,244 --> 01:09:50,444
The contract's gonna
last for five years
1284
01:09:50,546 --> 01:09:51,845
or whatever length
the contract is.
1285
01:09:51,914 --> 01:09:53,480
You don't have to
worry about it anymore.
1286
01:09:53,582 --> 01:09:56,716
So, it was crucial to this model
1287
01:09:56,819 --> 01:10:00,487
that GM was really profitable
1288
01:10:00,589 --> 01:10:03,857
and eventually, the other
big automobile manufacturers
1289
01:10:03,959 --> 01:10:05,725
had to come on board.
1290
01:10:06,595 --> 01:10:09,529
(dramatic music)
1291
01:10:09,631 --> 01:10:11,898
- [Narrator] A month later,
1292
01:10:13,068 --> 01:10:16,670
Chrysler signs an
agreement with the union.
1293
01:10:17,272 --> 01:10:20,140
But Ford, dead set against it,
1294
01:10:20,242 --> 01:10:24,311
lashes out and triggers
a bloody chain of events.
1295
01:10:26,844 --> 01:10:29,511
America's industry is in turmoil
1296
01:10:30,514 --> 01:10:34,416
as Roosevelt signs new laws
that empower labor unions,
1297
01:10:34,518 --> 01:10:37,686
American car workers rise
up against an industry
1298
01:10:37,788 --> 01:10:39,888
that pushed them
to their limits.
1299
01:10:39,990 --> 01:10:42,724
- [Edsel] The police are
beating the protesters!
1300
01:10:42,826 --> 01:10:46,328
- What do you mean they've
taken over the factory?
1301
01:10:46,430 --> 01:10:49,431
- [Narrator] Both GM and
Chrysler caved to pressure
1302
01:10:49,533 --> 01:10:53,869
from the newly formed
United Auto Workers.
1303
01:10:53,971 --> 01:10:57,639
But Henry Ford refuses
to recognize the union.
1304
01:10:57,741 --> 01:11:02,310
The United Auto Workers
refused to give Ford a pass.
1305
01:11:02,412 --> 01:11:06,982
A small group of organizers
march on the River Rouge complex
1306
01:11:07,084 --> 01:11:10,352
demanding a $2 a day
raise for workers.
1307
01:11:11,488 --> 01:11:13,421
They quickly realize.
1308
01:11:14,324 --> 01:11:16,391
- Yes sir, Mr. Ford, yes?
1309
01:11:17,528 --> 01:11:19,194
- [Narrator] That no
one tells Henry Ford
1310
01:11:19,296 --> 01:11:21,263
how to run his business.
1311
01:11:21,365 --> 01:11:23,398
(dramatic music)
1312
01:11:23,500 --> 01:11:24,366
- Let's go.
1313
01:11:24,468 --> 01:11:25,934
- Bennett set some
of his goons loose
1314
01:11:26,036 --> 01:11:28,970
and beat them almost senseless.
1315
01:11:29,072 --> 01:11:30,405
Threw them down a
flight of stairs,
1316
01:11:30,507 --> 01:11:31,740
they were all bloodied.
1317
01:11:31,842 --> 01:11:35,911
They did it in front of
a group of photographers.
1318
01:11:37,080 --> 01:11:39,681
Now you have this
national scandal
1319
01:11:39,783 --> 01:11:42,417
against the Ford Company,
against Henry Ford.
1320
01:11:42,519 --> 01:11:45,854
That was just a public
relations fiasco.
1321
01:11:47,457 --> 01:11:49,257
They called it the
Battle of the Overpass.
1322
01:11:49,359 --> 01:11:51,159
The law gave them the right
to hand out those leaflets.
1323
01:11:51,261 --> 01:11:54,462
That was a huge
black eye for Ford
1324
01:11:54,565 --> 01:11:57,365
but in Henry's eyes,
it just proved again,
1325
01:11:57,467 --> 01:12:00,035
that he was right
about the unions.
1326
01:12:00,137 --> 01:12:02,871
(dramatic music)
1327
01:12:04,041 --> 01:12:06,842
- [Narrator] Despite public
support for the unions,
1328
01:12:06,944 --> 01:12:09,945
Ford continues to
stonewall the UAW.
1329
01:12:10,981 --> 01:12:14,249
(birds chirping)
1330
01:12:14,351 --> 01:12:18,353
It also hurts Henry's
relationship with his son.
1331
01:12:21,391 --> 01:12:25,193
- We need to make a
deal with the union now
1332
01:12:26,330 --> 01:12:28,063
before it's too late.
1333
01:12:30,367 --> 01:12:32,767
We're losing millions a week!
1334
01:12:36,506 --> 01:12:38,940
I warned you it
would come to this.
1335
01:12:39,042 --> 01:12:40,408
You never listened.
1336
01:12:42,045 --> 01:12:43,945
(glass shattering)
1337
01:12:44,047 --> 01:12:45,947
- You never learned!
1338
01:12:46,049 --> 01:12:46,882
- Henry.
1339
01:12:48,418 --> 01:12:51,386
- [Narrator] Clara Ford
said to Henry Ford,
1340
01:12:51,488 --> 01:12:53,855
that she would leave
him if he didn't give in
1341
01:12:53,957 --> 01:12:57,792
to the workers and
allow them to unionize.
1342
01:12:57,895 --> 01:13:00,295
- If you don't end this I will.
1343
01:13:02,199 --> 01:13:04,299
(steps clattering)
1344
01:13:04,401 --> 01:13:06,268
- To strike an agreement
with the auto workers
1345
01:13:06,370 --> 01:13:08,136
so that there was
uninterrupted production,
1346
01:13:08,238 --> 01:13:10,272
more sales, everybody wins.
1347
01:13:11,475 --> 01:13:14,042
Edsel was a forward
looking person.
1348
01:13:14,144 --> 01:13:15,877
Henry didn't see it that way.
1349
01:13:15,979 --> 01:13:18,513
(dramatic music)
1350
01:13:21,318 --> 01:13:22,417
- [Narrator] Alfred Sloan's deal
1351
01:13:22,519 --> 01:13:26,421
with the United Auto Workers
keeps GM in production.
1352
01:13:27,257 --> 01:13:29,424
- By allowing
workers to unionize,
1353
01:13:29,526 --> 01:13:33,028
that then forces across
the entire industry
1354
01:13:33,130 --> 01:13:35,964
all of the companies
to raise wages,
1355
01:13:36,066 --> 01:13:38,400
which in turn means that
those workers will have
1356
01:13:38,502 --> 01:13:40,168
the ability to buys cars.
1357
01:13:40,270 --> 01:13:42,270
The ability to buy houses.
1358
01:13:42,339 --> 01:13:45,240
The ability to feed the
engine of consumerism
1359
01:13:45,342 --> 01:13:47,142
and the American economy.
1360
01:13:47,244 --> 01:13:49,511
That is good for everybody.
1361
01:13:57,154 --> 01:13:58,954
- [Narrator] But in
the summer of 1940,
1362
01:13:59,056 --> 01:14:02,223
America loses one
of its great titans.
1363
01:14:06,463 --> 01:14:09,764
Walter Chrysler
succumbs to a stroke.
1364
01:14:11,068 --> 01:14:13,635
- Walter Chrysler had the
world's third largest
1365
01:14:13,737 --> 01:14:18,106
auto company by 1928 and by 1933
1366
01:14:18,208 --> 01:14:20,875
the second largest in the world.
1367
01:14:23,080 --> 01:14:26,748
He was a man of vision who
attracted like minded people
1368
01:14:26,850 --> 01:14:27,782
to himself.
1369
01:14:29,219 --> 01:14:32,320
Chrysler groomed Keller
for a number of years
1370
01:14:32,422 --> 01:14:34,322
to take over the company,
1371
01:14:34,424 --> 01:14:38,793
giving him more and more
important responsibilities.
1372
01:14:40,297 --> 01:14:45,100
So KT Keller and his
associates were on their own
1373
01:14:45,202 --> 01:14:49,371
and he succeeded very well
in running the company.
1374
01:14:51,375 --> 01:14:53,174
(dramatic music)
1375
01:14:53,276 --> 01:14:55,276
- [Narrator] Chrysler and
GM know their deals with the
1376
01:14:55,379 --> 01:14:59,280
UAW are meaningless unless
Ford agrees as well.
1377
01:15:01,918 --> 01:15:03,084
- Only way in which
we're gonna get out
1378
01:15:03,186 --> 01:15:05,653
of the Great Depression is
getting money into the pockets
1379
01:15:05,756 --> 01:15:09,024
of the majority, of the workers.
1380
01:15:09,126 --> 01:15:11,192
So that they in turn will
go out and buy products
1381
01:15:11,294 --> 01:15:14,963
which will create
profits for other owners.
1382
01:15:15,065 --> 01:15:19,100
So all boats are gonna
have to rise together.
1383
01:15:19,202 --> 01:15:22,170
(dramatic music)
1384
01:15:24,041 --> 01:15:26,708
- [Narrator] While Ford
continues to ignore them,
1385
01:15:26,810 --> 01:15:29,878
the UAW calls a massive strike,
1386
01:15:29,980 --> 01:15:33,381
ordering its 60,000
workers to picket.
1387
01:15:33,517 --> 01:15:37,085
Henry Ford finally realizes
that while he may have won
1388
01:15:37,187 --> 01:15:40,055
some battles, he's lost the war.
1389
01:15:42,826 --> 01:15:46,227
- Why are we giving
in to these bastards?
1390
01:15:51,101 --> 01:15:53,401
- Just sign the damn contract.
1391
01:15:54,237 --> 01:15:58,006
- Did Mrs. Ford have
something to do with this?
1392
01:15:58,108 --> 01:16:00,875
(dramatic music)
1393
01:16:04,482 --> 01:16:07,750
- [Narrator] The car industry
has shaped America for decades
1394
01:16:07,852 --> 01:16:11,186
creating the middle
class, the suburbs,
1395
01:16:11,288 --> 01:16:14,223
the highway system,
and the unions,
1396
01:16:15,192 --> 01:16:18,293
but now, a much bigger
problem is rising
1397
01:16:18,395 --> 01:16:20,129
across the Atlantic.
1398
01:16:20,231 --> 01:16:21,964
- [Radio Announcer] Germany
has invaded Poland
1399
01:16:22,066 --> 01:16:24,233
and has bombed many towns.
1400
01:16:24,335 --> 01:16:26,034
General mobilization
has been ordered
1401
01:16:26,137 --> 01:16:28,170
in Britain and France.
1402
01:16:28,272 --> 01:16:30,806
(speaking German)
1403
01:16:30,908 --> 01:16:32,975
- [Narrator] The Germans
have secretly spent years
1404
01:16:33,077 --> 01:16:36,245
building a massive
arsenal of weapons
1405
01:16:36,347 --> 01:16:39,081
and have a clear
advantage over the Allies
1406
01:16:39,183 --> 01:16:40,482
as the war begins.
1407
01:16:41,619 --> 01:16:43,218
They quickly move
east, taking Poland,
1408
01:16:43,320 --> 01:16:45,187
then west to France.
1409
01:16:46,624 --> 01:16:48,924
And President Roosevelt
believes that America
1410
01:16:49,026 --> 01:16:52,528
will inevitably be
drawn into the conflict.
1411
01:16:52,630 --> 01:16:56,165
- In 1940, the vast
majority of Americans do not
1412
01:16:56,267 --> 01:16:59,067
want to get into the
second World War.
1413
01:16:59,170 --> 01:17:03,138
The problem is, we do have
major national security threats.
1414
01:17:04,508 --> 01:17:07,309
For FDR, the solution
is to give the Brits
1415
01:17:07,411 --> 01:17:10,279
and then Soviets the
weapons to fight the war
1416
01:17:10,381 --> 01:17:13,081
so that America doesn't have to.
1417
01:17:13,184 --> 01:17:15,918
- Henry Ford was very much
against the United States
1418
01:17:16,020 --> 01:17:20,122
involvement in World War
II as it was being fought
1419
01:17:20,224 --> 01:17:23,091
by Britain against Germany.
1420
01:17:23,194 --> 01:17:27,196
- Henry Ford looked at the
onset of the second World War
1421
01:17:27,298 --> 01:17:28,764
as the end of capitalism.
1422
01:17:28,866 --> 01:17:32,801
That this thing is going to
blow the entire economic system
1423
01:17:32,903 --> 01:17:34,503
that we have built upon.
1424
01:17:34,605 --> 01:17:38,974
It's now gonna be the
communists are gonna take over.
1425
01:17:39,844 --> 01:17:43,111
- [Narrator] But not
everyone at Ford agrees.
1426
01:17:43,214 --> 01:17:45,948
(dramatic music)
1427
01:18:03,300 --> 01:18:06,201
- [Knudsen] Edsel, it's been
quite some time.
1428
01:18:08,472 --> 01:18:10,138
It's good to see you.
1429
01:18:10,241 --> 01:18:11,807
- You too Bill,
1430
01:18:11,909 --> 01:18:14,109
though I suppose I should
address you as General.
1431
01:18:14,211 --> 01:18:15,477
- [Knudsen] As you like.
1432
01:18:15,579 --> 01:18:18,146
But I haven't been
a General for long.
1433
01:18:18,249 --> 01:18:20,983
- [Narrator] Former Ford and
GM executive, William Knudsen,
1434
01:18:21,085 --> 01:18:23,819
is appointed head of the
Army's wartime production,
1435
01:18:23,888 --> 01:18:28,156
charged with catching up
to the German war machine.
1436
01:18:28,259 --> 01:18:30,392
- I have a request of you.
1437
01:18:30,494 --> 01:18:34,329
Ford wants to do its
part for the war efforts.
1438
01:18:35,366 --> 01:18:37,799
- Your father does not
make that very easy.
1439
01:18:37,902 --> 01:18:41,536
Doesn't he claim to be
some kind of pacifist?
1440
01:18:41,605 --> 01:18:44,439
- Let him claim
whatever he wants.
1441
01:18:46,110 --> 01:18:48,377
You an I know the truth.
1442
01:18:48,479 --> 01:18:51,246
(dramatic music)
1443
01:18:54,118 --> 01:18:56,818
- For the sake of the country,
1444
01:19:00,157 --> 01:19:01,590
I'll do what I can.
1445
01:19:05,229 --> 01:19:07,963
- [Narrator] Edsel Ford signs
a deal to build airplane
1446
01:19:08,065 --> 01:19:09,831
engines for the war effort
1447
01:19:09,934 --> 01:19:11,934
and while it's good
for the bottom line,
1448
01:19:12,036 --> 01:19:16,371
it deepens the divide between
Henry Ford and his son.
1449
01:19:16,473 --> 01:19:19,775
- Edsel's deal to
provide weapons
1450
01:19:19,877 --> 01:19:24,746
to the Brits right, is
totally inline with US policy
1451
01:19:24,848 --> 01:19:26,448
towards the war.
1452
01:19:26,550 --> 01:19:28,984
But Henry Ford hates this
idea that government's
1453
01:19:29,086 --> 01:19:31,720
telling me what to do, I
can't produce more cars,
1454
01:19:31,822 --> 01:19:34,823
I gotta start
producing B24 bombers.
1455
01:19:37,494 --> 01:19:38,760
- [Narrator] At GM,
1456
01:19:38,862 --> 01:19:41,396
the focus turns to
capitalizing on war preparation
1457
01:19:41,498 --> 01:19:46,234
while continuing to produce
cars for the American consumer.
1458
01:19:46,337 --> 01:19:48,503
- And our assembly line
upgrades should be proceeding
1459
01:19:48,605 --> 01:19:50,939
according to schedule
for our Ohio plant,
1460
01:19:51,041 --> 01:19:52,307
which is good but--
1461
01:19:52,409 --> 01:19:53,408
- Mr. Sloan!
1462
01:19:56,380 --> 01:19:59,014
- [Narrator] When
tragedy strikes.
1463
01:19:59,116 --> 01:20:00,382
- What son?
1464
01:20:00,484 --> 01:20:02,150
- A surprise attack.
1465
01:20:03,487 --> 01:20:05,420
The Japanese on Hawaii.
1466
01:20:06,423 --> 01:20:09,191
(dramatic music)
1467
01:20:14,064 --> 01:20:16,932
- [Narrator] On December 7, 1941
1468
01:20:21,105 --> 01:20:24,039
(engine rumbles)
1469
01:20:28,445 --> 01:20:31,179
the Japanese attack
Pearl Harbor.
1470
01:20:37,087 --> 01:20:40,522
For America, World
War II is starting.
1471
01:20:40,624 --> 01:20:42,257
- By the time
Pearl Harbor comes,
1472
01:20:42,359 --> 01:20:45,027
we knew we were gonna be
involved in a World War,
1473
01:20:45,129 --> 01:20:47,796
and the important thing at
that point for the government
1474
01:20:47,898 --> 01:20:50,298
was to quickly build
a lot of tanks,
1475
01:20:50,401 --> 01:20:53,869
a lot of planes, to
manufacture lots of rifles,
1476
01:20:53,971 --> 01:20:56,304
lots of artillery pieces.
1477
01:20:56,407 --> 01:20:59,408
- [Narrator] The German's
head start in war production
1478
01:20:59,510 --> 01:21:01,977
means the entire might
of the US economy
1479
01:21:02,079 --> 01:21:06,114
will be needed for an
Allied chance at victory.
1480
01:21:06,216 --> 01:21:10,318
Perhaps most important,
the Big Three car makers.
1481
01:21:14,224 --> 01:21:16,992
(dramatic music)
1482
01:21:17,995 --> 01:21:19,995
- Bill, what brings you?
1483
01:21:22,633 --> 01:21:26,101
- Actually, it's
General Knudsen now.
1484
01:21:26,203 --> 01:21:29,071
- [Narrator] Sloan, the man
who hired Knudsen at GM,
1485
01:21:29,139 --> 01:21:31,273
is hoping to keep
profiting from cars,
1486
01:21:31,375 --> 01:21:34,810
even as the country
prepares for war.
1487
01:21:34,912 --> 01:21:38,413
- I came myself because I want
to be sure you understand.
1488
01:21:38,515 --> 01:21:41,016
- [Narrator] But, as head of
the Army's wartime supply,
1489
01:21:41,118 --> 01:21:44,553
Knudsen is now the
one calling the shots.
1490
01:21:44,655 --> 01:21:48,323
- All civilian auto
manufacturing stops now.
1491
01:21:52,196 --> 01:21:54,062
For every US car maker.
1492
01:21:55,065 --> 01:21:57,899
You're working for Uncle Sam
and you should get used to it
1493
01:21:58,001 --> 01:22:02,304
because this war is going
to go on for a while.
1494
01:22:02,406 --> 01:22:05,373
- Of course, we wouldn't
expect any special treatment.
1495
01:22:05,476 --> 01:22:06,308
- Good.
1496
01:22:08,612 --> 01:22:10,445
- You can count on GM.
1497
01:22:12,049 --> 01:22:14,983
(steps clattering)
1498
01:22:20,224 --> 01:22:22,958
(dramatic music)
1499
01:22:24,161 --> 01:22:25,760
- [Radio Announcer] An
appeal to help has been made
1500
01:22:25,863 --> 01:22:27,829
as Allied troops are
moving to their support.
1501
01:22:27,931 --> 01:22:31,066
- [Narrator] Now, all of the
Big Three are using their
1502
01:22:31,168 --> 01:22:35,036
work forces to propel
the Allies to victory.
1503
01:22:36,240 --> 01:22:38,974
- There was a big chill on
the automobile production
1504
01:22:39,076 --> 01:22:40,242
in this country.
1505
01:22:40,344 --> 01:22:42,544
- [Reporter] A year ago, these
girls made automobile tires.
1506
01:22:42,613 --> 01:22:45,780
- All of these plants
were turned to war production.
1507
01:22:45,883 --> 01:22:47,482
- [Reporter] Today they inspect
some of the 15 hundred
1508
01:22:47,584 --> 01:22:49,451
precision parts that go into
the making of bull fours
1509
01:22:49,553 --> 01:22:51,987
anti-aircraft guns.
1510
01:22:52,089 --> 01:22:54,890
- There's a transformation
and a retooling in Detroit
1511
01:22:54,992 --> 01:22:56,958
for the automobile industry.
1512
01:22:57,060 --> 01:22:58,894
It takes time and
effort to reconstruct
1513
01:22:58,996 --> 01:23:00,962
the manufacturing process.
1514
01:23:01,064 --> 01:23:03,798
Now gonna be manufacturing
trucks, tanks,
1515
01:23:03,901 --> 01:23:06,101
artillery pieces, bombers.
1516
01:23:06,203 --> 01:23:10,005
They were building, at one
point, one bomber an hour.
1517
01:23:10,107 --> 01:23:12,974
- The notion of an
unbridled automobile culture
1518
01:23:13,076 --> 01:23:16,211
certainly takes a back
seat to winning the war
1519
01:23:16,313 --> 01:23:19,381
and providing the
materials to fight the war.
1520
01:23:19,483 --> 01:23:21,816
- The outcome of the war
without the effort of Detroit
1521
01:23:21,919 --> 01:23:23,485
and everything that was
happening in Detroit,
1522
01:23:23,587 --> 01:23:26,488
could have been much different.
1523
01:23:26,590 --> 01:23:29,257
(thunder claps)
1524
01:23:31,061 --> 01:23:32,928
- [Narrator] Edsel steers
Ford's vast resources
1525
01:23:33,030 --> 01:23:35,096
behind the US war effort.
1526
01:23:37,601 --> 01:23:41,369
But his biggest concern
is his son Hank Ford,
1527
01:23:41,471 --> 01:23:45,473
known affectionately to
the family as The Deuce.
1528
01:23:57,087 --> 01:23:58,987
- Is it that time already?
1529
01:23:59,089 --> 01:24:01,856
- Duty calls, I'm afraid.
1530
01:24:01,959 --> 01:24:02,958
Where's mom?
1531
01:24:04,061 --> 01:24:07,462
- She wanted you to
remember her smiling.
1532
01:24:08,966 --> 01:24:10,232
- I understand.
1533
01:24:13,937 --> 01:24:16,471
- Take good care
of yourself son.
1534
01:24:18,242 --> 01:24:20,842
I'll see you when you get back.
1535
01:24:24,581 --> 01:24:26,081
- Don't worry dad.
1536
01:24:27,317 --> 01:24:30,986
(solemn instrumental music)
1537
01:24:41,965 --> 01:24:44,633
(thunder claps)
1538
01:24:47,971 --> 01:24:50,438
- [Narrator] Henry Ford, who
put all America on the move
1539
01:24:50,540 --> 01:24:52,274
with his Model T,
1540
01:24:52,376 --> 01:24:56,077
is the figure head of a
company that's falling apart,
1541
01:24:56,179 --> 01:24:59,347
one that's no longer
even making cars.
1542
01:25:02,886 --> 01:25:05,854
For two decades, the
automobile has led the nation
1543
01:25:05,956 --> 01:25:07,088
into the future.
1544
01:25:09,826 --> 01:25:10,925
But now,
1545
01:25:11,028 --> 01:25:14,329
as America's auto makers
watch their country go to war,
1546
01:25:14,431 --> 01:25:16,831
for the fist time, the
America of tomorrow
1547
01:25:16,933 --> 01:25:18,967
is beyond their sight.
1548
01:25:22,539 --> 01:25:25,874
On the next episode of The
Cars that Made America.
1549
01:25:25,976 --> 01:25:27,275
(Hitler speaking German)
1550
01:25:27,377 --> 01:25:30,178
With World War grinding
car making to a halt
1551
01:25:30,280 --> 01:25:31,346
- The country's in good hands.
1552
01:25:31,448 --> 01:25:34,783
- [Narrator] Detroit shifts
gears to defeat evil.
1553
01:25:34,885 --> 01:25:37,352
In victory comes
unparalleled prosperity
1554
01:25:37,454 --> 01:25:39,521
as the Big Three
race to innovate.
1555
01:25:39,623 --> 01:25:42,490
- This car is the
future of Ford.
1556
01:25:42,592 --> 01:25:45,160
- [Narrator] And deliver
Americans the speed,
1557
01:25:45,262 --> 01:25:46,027
power,
1558
01:25:46,129 --> 01:25:46,995
(laughing)
1559
01:25:47,097 --> 01:25:49,097
and style they crave,
1560
01:25:49,199 --> 01:25:52,834
leading to the golden
age of American cars.
1561
01:25:52,936 --> 01:25:54,769
(tires squealing)
1562
01:25:54,871 --> 01:25:57,221
(engine rumbles)
121692
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