Long before the prevalence of easily accessible online product information, dealerships relied on VHS tapes to educate themselves about upcoming models. These tapes now serve as intriguing time capsules illustrating manufacturers’ perspectives on their products—their aspirations, dreams, and most importantly, their target clientele. One of the most overly optimistic portrayals can be found in the series of tapes for Chrysler’s TC by Maserati, a widely recognized sales disaster.
The dealership VHS touts it as “a lavish sports coupe crafted by Maserati artisans.” Yet to the general public, it bore a striking resemblance to a budget-friendly Chrysler LeBaron. Despite its mechanical distinctions and a completely different platform, few were willing to shell out extra money for a few Maserati trident logos and a leather interior that would impress even Ricardo Montalbán.
Chrysler
The TC by Maserati failed to make a lasting impression. According to Alan Galbraith, the head of Concours d’Lemons, it fell short in every aspect. Galbraith expressed:
“It lacks sportiness, luxury, exceptional engine, transmission, features, or design. Despite its high cost, it struggled to attract buyers, especially since a LeBaron offered similar features, excluding the premium Italian leather and convertible hardtop, at a significantly lower price.”
The combination of questionable Italian-American craftsmanship and the frugality characteristic of the Iacocca-era Chrysler resulted in a vehicle widely regarded as a disappointment. Despite not being part of the J-body lineup like the LeBarons, the TC was built on a shortened version of the Dodge Daytona’s economically oriented chassis.
Its acronym, TC, denoted “Turbo Coupe,” however, its initial turbocharged engine was the Turbo II, which it shared with the LeBaron and Daytona models. Although the 2.2-liter Turbo II was enhanced with a Cosworth 16-valve head, forged pistons, an upgraded turbocharger, and Maserati-manufactured camshafts in its pricier Maserati engine version, Concours d’Lemons’ assessment indicates that only 500 units with this advanced engine were produced. Despite being connected to a five-speed Getrag manual transmission, the overall performance failed to create a significant impact.
Interestingly, the unique components of the “Maserati engine” led to challenges in part availability. Subsequent TC models featured a non-turbo six-cylinder engine sourced from Mitsubishi.
The relentless positivity of this dealership VHS remained unwavering. Indeed. Chrysler portrayed the TC by Maserati as a luxury grand tourer designed to attract yuppies, featuring standard anti-lock brakes, a sophisticated removable hardtop with a Maserati trident-adorned opera window, and a plethora of other distinctive features.
Oh, darling. Oh, dear. What on earth are you doing?, YouTube | Concours d’Lemons
The narrator from the dealership VHS exclaimed, “Chrysler’s TC by Maserati presents an unparalleled level of opulence! It can be perceived, touched, and even smelled in the meticulously handcrafted soft Italian leather adorning the entire interior.” Despite being labeled as “the most exclusive offering ever available through Chrysler Corporation dealerships,” this special car sourced from Italian parts failed to match the sheer elegance of a vintage Imperial.
However, as outlined by the VHS narrator, it came at a higher cost:
“The TC boasts a price tag higher than any other Chrysler vehicle ever sold. Coupled with its association with Maserati, this implies that the typical TC buyer differs from the traditional Chrysler, Plymouth, or Dodge customer. TC owners anticipate specialized attention and treatment to fulfill their needs.”
The addition of the hardtop was a delightful feature, and the numerous Maserati trident logos are quite striking!, YouTube | Concours d’Lemons
The scriptwriter for Chrysler’s VHS at least acknowledged the lack of preparedness of their Chrysler-Plymouth-Dodge dealerships to cater to high-end buyers, but that seems to be the only expectation grounded in reality.
“They should anticipate their vehicle to perform flawlessly at all times,” elaborated the VHS narrator on the ideal TC customer. They also emphasized the significance of fostering a strong relationship between the service department and the TC owner, while cautioning against exaggeration when dealing with said customer. Interesting.
Unfortunately for Chrysler, these ambitious aspirations did not lead to profitability. According to Galbraith, Chrysler invested approximately $600 million in developing the TC by Maserati. However, production numbers never surpassed five digits, resulting in Chrysler losing around $160,000 per TC sale in today’s currency.
To view the complete series of the TC dealership VHS, click on the following playlist link, and explore the Concours d’Lemons channel for more quirky vintage car content like this here.
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