    
|
1929–1942The DeSoto make was founded by Walter P. Chrysler on August 4, 1928, and introduced for the 1929 model year. It was named after the Spanish explorer Hernando de Soto. Chrysler wanted to enter the brand in competition with its arch-rivals General Motors, Studebaker, and Willys-Knight, in the mid-price class. Shortly after DeSoto was introduced, however, Chrysler completed its purchase of the Dodge Brothers, giving the company two mid-priced makes. Had the transaction been completed sooner, DeSoto never would have been introduced. Initially, the two-make strategy was relatively successful, with DeSoto priced below Dodge models. Despite the economic times, DeSoto sales were relatively healthy, pacing Dodge at around 25,000 units in 1932. However, in 1933, Chrysler flipped the marques in hopes of boosting Dodge sales. By elevating DeSoto, it received Chrysler's streamlined 1934 Airflow bodies. But, on the shorter DeSoto wheelbase, the design was a disaster and was unpopular with consumers. Unlike Chrysler, which still had more traditional models to fall back on, DeSoto was hobbled by the Airflow design until the 1935 Airstream arrived. Aside from its Airflow models, DeSoto's 1942 model is probably its second most memorable model from the pre-war years, when the cars were fitted with pop up headlights, a first for an American mass-production vehicle. DeSoto marketed the feature as "Air-Foil" lights "Out of Sight Except at Night".
1946–1960After restrictions on automotive production were ended, DeSoto returned to civilian car production when it reissued its 1942 models as 1946 models, and without the hidden-headlight feature. Until 1952, DeSoto used the Deluxe and Custom model designations. In 1953, DeSoto dropped the Deluxe and Custom names and designated its six-cylinder cars the Powermaster and its V8 car the Firedome. At its height, DeSoto's more popular models included the Firedome, Firesweep, and Fireflite. The DeSoto Adventurer, introduced for 1956 as a hard-top coupe, became a full-range model in 1960. DeSotos sold well through the 1956 model year. In 1957, they, along with all Chrysler models, were redesigned with Virgil Exner's "Forward Look". Exner gave the DeSoto soaring tailfins fitted with triple taillights, and consumers responded by buying record numbers of the car. The 1957 DeSoto had a well integrated design, with two variations: a full-size hardtop Sportsman coupe body based on the corresponding Dodge and a larger four door hardtop and conventional sedan based upon the chassies of the Chrysler models. Between the two levels there were variations in the front end design, primarilly around the headlight area, with the Sportsman using two dual beam headlights and a less aerodynamic front end and the larger models using the then popular quad design. As was conventional in the era, subseqent years within the typical three year model block were distinguished by trim, bumper, and other low cost modifications, typically by adding bulk to bumpers and grilles, tailight changes, color choices, instrumentation and interior design changes and often addtional external trim. The two 1957 designs were close to ideal in their balance of design elements, and the 1958 model was not at all an improvement (especially in the front bumper design), reflected by the fact that sales of the 1958 DeSoto were 60 percent lower than those of the preceding year—DeSoto's worst year since 1938. The 1960 model, almost identical to the re-styled Chryslers, saw sales down 40 percent from 1959 figures.
| |
|
||||||||||||||||||||||||
Home
Contact
Resources
Exchange Links
eBay
|
||||||||||||||||||||||||||
Home
