Gerald C. Meyers, a former CEO of American Motors Corporation (AMC) who played a vital role in introducing sport utility vehicles (SUVs) and overseeing the development of unique cars in the 1970s, passed away on June 19 at the age of 94. Meyers’ daughter, Susan Meyers, confirmed his death.
Meyers joined AMC in 1962 after working at both Ford and Chrysler, and he quickly climbed the ranks in the highly competitive automobile industry, dominated by industry giants like Ford, Chrysler, and General Motors. Despite the challenges, AMC bravely fought to stay afloat, as the Big Three produced 90% of cars sold in the US during that time.
In 1970, Meyers, serving as a senior manufacturing executive, was tasked with evaluating the potential acquisition of Kaiser Jeep. He advised against the acquisition due to the brand’s inefficiencies in production. However, the board of directors disregarded his advice and appointed Meyers as the head of the newly acquired company.
To broaden their consumer base, Meyers focused on enhancing existing Jeeps with better engines, suspensions, and interiors. Additionally, he spearheaded the development of a new wagon, the Jeep Cherokee, which was launched in 1974. This move led to a significant increase in sales, stabilizing AMC’s financial situation and sparking consumer interest in spacious off-road vehicles.
Meyers was subsequently promoted to AMC’s top development executive. He led the design of a compact car that prioritized spaciousness and comfort, resulting in the introduction of the Pacer in 1975. The Pacer’s distinct glass-bubble appearance drew comparisons to futuristic vehicles from “The Jetsons” cartoon. While some mocked its design, Motor Trend magazine hailed it as the most innovative and people-centric car to come out of the US in 15 years. Following the Pacer’s success, AMC continued to release unconventional vehicles, such as the AMC Eagle, the first all-wheel drive passenger car manufactured in the US.
In 1977, at the age of 48, Meyers became the CEO of AMC, which was struggling with only 2% market share. Standing at 6 feet 2 inches tall, with a robust build from his days as a college football player and a handsome appearance, Meyers presented an imposing figure. He was known for his analytical approach to management, contrasting with the brash and tough-talking style of his rival, Lee Iacocca, who was striving to rescue Chrysler.
Under Meyers’ leadership, AMC experienced record profits in his second year as CEO. However, when the US economy experienced a downturn in 1979, banks refused to provide AMC with further loans. Meyers sought a partnership, and French automaker Renault came to their aid by purchasing a $150 million stake in AMC (equivalent to $670 million today). This partnership led to the introduction of Renault cars in the US market, and the two companies collaborated on the development of a new compact sedan called the Alliance.
Despite these efforts, AMC continued to face challenges. In 1982, Renault implemented new management, and Meyers retired at the age of 53. Chrysler eventually acquired AMC in 1987, leading to the dissolution of most of its operations, except for the Jeep brand.
After retirement, Meyers began teaching at Carnegie Mellon University, his alma mater, and wrote two books on corporate crisis management, one co-authored with his daughter Susan. From 1991 to 2017, he taught at the Ross School of Business at the University of Michigan. In his leisure time, Meyers enjoyed sailing a catamaran and relished the thrill of the wind carrying it on one hull.
Meyers’ impact on the industry can still be felt today, with all-wheel drive cars becoming a profitable niche for brands like Subaru and Audi. The Pacer gained cult status, particularly after its appearance as Mike Myers’ character’s powder-blue ride in the “Wayne’s World” movies. Furthermore, Americans’ love for Jeep-like vehicles remains strong, with SUVs accounting for half of all vehicle sales in the United States.
Gerald Carl Meyers, born on December 5, 1928, in Buffalo, New York, came from an immigrant background. His father, Meyer Smuzek, who originally hailed from Poland, worked in New York City’s garment district before moving to Buffalo and becoming a successful tailor. Meyers’ mother, Berenice Meyers, was an opera singer.
Meyers demonstrated exceptional academic capabilities during his early years, skipping two grades in elementary school and graduating from high school at the age of 15. He even managed to secure a parking attendant job at a garage despite not knowing how to drive. After spending a year at Canisius College in Buffalo, he transferred to Carnegie Mellon (then called Carnegie Technical Institute) where he excelled as the captain of the football team. After graduating in 1950, Meyers had the opportunity to try out for the Baltimore Colts but decided to forego a football career due to the injury risks.
He then began his professional journey as a management trainee at Ford. However, when the Korean War broke out, Meyers joined the Air Force officer training program and served as a lieutenant in Greenland. Upon returning, he earned a master’s degree from Carnegie Tech in 1954 and eventually landed a position at Chrysler, where he proudly wore suits tailored by his father.
At the age of 26, Meyers penned down his life goals, including marrying by the age of 30, having two children by 33, and a third by 35. He also set financial goals, aiming to earn $30,000 annually by the age of 45 and $50,000 by 55. Meyers listed all the positions he believed he needed to achieve to reach his ultimate goal of becoming a corporate officer.
While working at Chrysler, Meyers sought his roommate’s help in finding a potential date. His roommate retrieved a crumpled slip of paper from the trash, which contained the phone number of Barbara Jacob, a department store buyer. Meyers married Jacob in 1958, and the couple had three children. They eventually settled in Bloomfield Township, a prosperous suburb of Detroit.
Meyers’s wife passed away in 2009, and his son Andrew died in 2019. He is survived by his daughters Susan Meyers and Nancy Meyers, as well as a grandson.
Susan Meyers fondly recalls her father’s steady demeanor, even in challenging situations. When she once crashed the Pacer that he had leased for her, he didn’t utter a word of reproach. Instead, a new Pacer arrived within two weeks. Susan believed that her father considered the accident punishment enough on its own.
However, Meyers eventually became somewhat disheartened by the SUV craze that he helped ignite. In a column he wrote for The New York Times in 2000, he expressed his concerns about the enormous size and fuel consumption of the SUVs produced by Detroit at that time. He compared his role to that of Dr. Frankenstein, lamenting the unintended consequences of reviving a concept that had taken on a life of its own. Meyers suggested that if the automobile industry wasn’t willing to revert to producing smaller models, perhaps leaving Jeep’s legacy untouched would have been a better alternative.
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