That best describes how Chrysler changed the way automakers conducted auto show press conferences.
In the 1990s, fresh off its near-death rescue by Lee Iacocca and the American taxpayer, Chrysler Corp. realized that being gutsy No. 3 gave it the freedom to take chances.
In addition to an outpouring of cool concepts and production cars, Chrysler's press conferences changed the stale formula of rote recounting of sales data and production figures, followed by slinky models yanking the silk cover off the car. The play was the thing.