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Reuther delivered contracts for his membership through brilliant negotiating tactics. He would pick one of the "Big three" automakers, and if it did not offer concessions, he would strike it and let the other two absorb its sales. Besides high hourly wage rates and paid vacations, Reuther negotiated these benefits for his union: employer-funded pensions (beginning in 1950 at Chrysler), medical insurance (beginning at GM in 1950), and supplementary unemployment benefits (beginning at Ford in 1955). These labor contracts made automobiles more expensive, but since there was very little competition from foreign brands in his lifetime, the consumer paid high prices, the workers took home high wages, and the companies made high profits.

Reuther delivered contracts for his membership through brilliant negotiating tactics. He would pick one of the "Big three" automakers, and if it did not offer concessions, he would strike it and let the other two absorb its sales. Besides high hourly wage rates and paid vacations, Reuther negotiated these benefits for his union: employer-funded pensions (beginning in 1950 at Chrysler), medical insurance (beginning at GM in 1950), and supplementary unemployment benefits (beginning at Ford in 1955). These labor contracts made automobiles more expensive, but since there was very little competition from foreign brands in his lifetime, the consumer paid high prices, the workers took home high wages, and the companies made high profits.

Toward the end of his life, however, when he took the UAW out of the [[AFL-CIO]] for a short-lived alliance with the [[Teamsters Union]], and marched with the [[United Farm Workers]] in California, Reuther seemed to be dissatisfied, looking for the ability to challenge the injustices that had made the union movement so vital in the 1930s. He strongly supported the Civil Rights movement; Reuther was an active supporter of African American civil rights and participated in both the March on Washington for Freedom and Jobs (August, 1963) and the Selma to Montgomery March (March, 1965). He stood beside [[Martin Luther King Jr.]] while he made the "I Have A Dream" speech, during the 1963 March on Washington.  

Toward the end of his life, however, when he took the UAW out of the [[AFL-CIO]] for a short-lived alliance with the [[Teamsters union]], and marched with the [[United Farm Workers]] in California, Reuther seemed to be dissatisfied, looking for the ability to challenge the injustices that had made the union movement so vital in the 1930s. He strongly supported the Civil Rights movement; Reuther was an active supporter of African American civil rights and participated in both the March on Washington for Freedom and Jobs (August, 1963) and the Selma to Montgomery March (March, 1965). He stood beside [[Martin Luther King Jr.]] while he made the "I Have A Dream" speech, during the 1963 March on Washington.  

Reuther supported Lyndon Johnson on the issue of the [[Vietnam War]], and rallied behind [[Hubert Humphrey]] as the Democratic nominee in 1968. That year he counter-crusaded against segregationist independent candidate [[George Wallace]], who was enormously popular among white autoworkers. Reuther warned heatedly that Wallace would destroy all their gains. Reuther mobilized UAW resources to minimize the threat that Wallace would win more than 10 percent of union votes (Wallace won about 9 percent in the North as a whole, and more among union members). Reuther died when his airplane crashed while en route to the unions recreational and educational facility at Black Lake, Michigan.

Reuther supported Lyndon Johnson on the issue of the [[Vietnam War]], and rallied behind [[Hubert Humphrey]] as the Democratic nominee in 1968. That year he counter-crusaded against segregationist independent candidate [[George Wallace]], who was enormously popular among white autoworkers. Reuther warned heatedly that Wallace would destroy all their gains. Reuther mobilized UAW resources to minimize the threat that Wallace would win more than 10 percent of union votes (Wallace won about 9 percent in the North as a whole, and more among union members). Reuther died when his airplane crashed while en route to the unions recreational and educational facility at Black Lake, Michigan.