Starting in 1948, the Swiss assembly plant run by AMAG in coordination with Chrysler Corporation produced Plymouth and Dodge cars in Switzerland, along with Volkswagen Karmann Coupes and Studebaker Larks. The plant was known for high quality, albeit at a relatively high production cost. It took over from a local assembler, Saurer-Arbon, which built some 2,000 Chrysler Corporation vehicles (including limousines and convertibles designed in Switzerland) from 1934 to 1939.
After the second world war, the Swiss AMAG company started an assembly operation (1948) and cars were built like Swiss premium watches, with a corresponding retail price. The Swiss, having come rich out of the war, had no poblem with these prices, but their market was closed and few were exported. This compact model plant was finally closed in 1972. Unfortunately there is no real publication about the Amag history.
A curious incident happened in the mid-60s when AMAG ordered in Rotterdam a small series of B body 4 door sedans. Two weeks after delivery to AMAG, the cars were back in Rotterdam, having been rejected by the Swiss quality control. But Rotterdam, being a low cost Chrysler plant, argued that for their production prices they could not build Swiss quality. After lengthy negotiations, Rotterdam put new bodies on the cars and was allowed to charge $200 more (quite some money in those days) and shipped the cars back to AMAG. After that, export business to AMAG was very low key.
Hans Ensing, of the Chrysler Rotterdam plant
Source: Internet, allpar.com
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