THE PRIDE OF OUR HERITAGE:LEE IACOCCA

PHOTO: Arquivo Público do Estado de São Paulo

Lee Iacocca’s story began on October 15, 1924, in the blue-collar city of Allentown, Pennsylvania. His parents emigrated from a small village in Campania, Italy, arriving in America with little more than determination, faith, and the dream of a better life. Like so many Italian immigrants, they settled in the Lehigh Valley, where steel mills dominated the landscape and hard work defined the community. They opened Yocco’s Hot Dogs, a modest restaurant built on simple values: quality food, fair prices, and a welcoming atmosphere. The business flourished, eventually expanding into five successful locations across Allentown, becoming a true example of the American Dream.

From an early age, Iacocca demonstrated exceptional intelligence and ambition. He graduated at the top of his class from Allentown High School in 1942, earned an engineering degree from Lehigh University, and later received a prestigious scholarship to Princeton University, where he completed his master’s degree. Yet Iacocca possessed far more than academic talent. He also had remarkable instincts for business and marketing.

After joining Ford Motor Company in 1946, he quickly realized his strengths extended beyond engineering. His innovative “56 for ’56” campaign, which offered customers the opportunity to purchase a new Ford for $56 a month, became a nationwide success and established him as one of the company’s rising stars. By 1970, he had ascended to the presidency of Ford Motor Company.

At Ford, Iacocca built a reputation for bold vision and decisive leadership. He played a central role in the creation of the Ford Mustang, a vehicle that became an instant American icon and transformed the automobile industry. He also helped revive the Mercury brand while Ford’s racing teams achieved dominance at Indianapolis, NASCAR, and Le Mans.

In 1968, Iacocca championed the development of an affordable automobile that everyday Americans could purchase for under $2,000, approximately $18,000 today. That vision became the Ford Pinto, introduced in 1971. However, by 1977, serious safety flaws involving the Pinto’s fuel tank resulted in tragic accidents and a massive recall that damaged Ford’s reputation. Despite helping generate nearly $2 billion in profits for the company, Iacocca was dismissed by Henry Ford II in 1978 after years of internal conflict.

While Ford was forcing Iacocca out, Chrysler Corporation faced financial collapse. Burdened by massive debt and on the verge of bankruptcy, the company turned to Iacocca in the late 1970s to lead its recovery. What followed became one of the greatest corporate turnarounds in American history.

Iacocca successfully secured federal loan guarantees that allowed Chrysler to survive. He then introduced the affordable and practical K-Car platform, including the Dodge Aries and Plymouth Reliant, vehicles designed for hardworking American families. In 1983, he revolutionized family transportation with the introduction of the minivan, forever changing the way Americans traveled, commuted, and vacationed.

Under Iacocca’s leadership, Chrysler not only survived but prospered. The company repaid its government-backed loans seven years ahead of schedule. He later expanded Chrysler’s reach by acquiring American Motors Corporation, bringing the Jeep brand into the company’s portfolio. At the same time, Iacocca became a nationally recognized television personality through his memorable advertising campaign: “If you can find a better car, buy it.”

His leadership restored confidence in Chrysler and inspired millions of Americans who admired his direct, practical style. Chrysler’s slogan, “The pride is back,” became more than advertising. It symbolized the revival of an American institution. When Iacocca retired in 1992, he left behind a legacy as one of the most influential executives in American business history.

In 1984, Iacocca published his autobiography, which became a publishing phenomenon and remained a bestseller for two consecutive years. Yet rather than personally profit from its success, he donated the proceeds to diabetes research in memory of his late wife, Mary. He later followed the same charitable philosophy with his food company, Olivio, directing profits toward efforts to combat diabetes.

Long before electric vehicles became mainstream, Iacocca also demonstrated his forward-thinking approach to transportation. In 1997, he introduced one of America’s earliest electric bicycles, years before environmentally conscious transportation became widely popular.

Iacocca’s contributions extended far beyond business. In 1982, President Ronald Reagan asked him to lead the restoration campaign for the Statue of Liberty and Ellis Island. Iacocca accepted the challenge and successfully raised millions of dollars to restore both landmarks, including Ellis Island, where his own parents had first entered the United States.

Never hesitant to voice his opinions, Iacocca frequently urged political leaders to listen to workers, consumers, and small business owners rather than corporate elites. Despite his immense success, he maintained a sharp sense of humor and never took himself too seriously. He even appeared on the television series Miami Vice using his birth name, “Lido,” simply for the enjoyment of the experience.

Iacocca became far more than a business executive. He evolved into a true American cultural icon. During the late 1980s, there was even widespread speculation about a possible presidential campaign built around the slogan, “I Like I.” Political leaders from both parties regularly sought his advice and insight.

His influence extended throughout American popular culture. Saturday Night Live parodied him, The Office referenced his books, and actor Jon Bernthal portrayed him in the film Ford v Ferrari.



When Lee Iacocca passed away in 2019 at the age of 94, he left behind far more than corporate achievements. He saved thousands of American jobs, restored two of the nation’s most treasured landmarks, advanced diabetes research, and recognized the future potential of electric transportation decades before it became commonplace. Lee Iacocca did not simply live the American Dream. He helped preserve it for generations of Americans to come.