DeSoto (automobile)
Encyclopedia
The DeSoto was a brand of automobile
based in the United States
, manufactured and marketed by the Chrysler Corporation from 1928 to 1961. The DeSoto logo featured a stylized image of Hernando de Soto. The De Soto marque was officially dropped 30 November 1960, with a bit over two million built since 1928.
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 reversed the market positions of the two 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 powered pop-up headlights
, a first for a North America
n mass-production vehicle. DeSoto marketed the feature as "Air-Foil" lights "Out of Sight Except at Night".
After wartime restrictions on automotive production were ended, DeSoto returned to civilian car production when it reissued its 1942 models as 1946 models, but without the hidden-headlight feature, and with fender lines extending into the doors, like other Chrysler products of the immediate postwar period.
Until 1952, DeSoto used the Deluxe
and Custom
model designations. In 1952 DeSoto added the Firedome
with its 276-cid hemi engine. However, in 1953, DeSoto dropped the Deluxe and Custom names and designated its six-cylinder cars the 'Powermaster
' and its V8 car remained the 'Firedome
'.
At its height, DeSoto's more popular models included the Firesweep
, Firedome
, and Fireflite
. The DeSoto Adventurer
, introduced for 1956 as a high-performance hard-top coupe (similar to Chrysler's 300), became a full-range model in 1960.
In 1955, along with all Chrysler models, De Sotos were redesigned with Virgil Exner
's "Forward Look". DeSotos sold well through the 1956 model year. That year, for the first, and only, time in the marque's history, it served as Pace Car at the Indianapolis 500
. For the 1956 update Exner gave the DeSoto soaring tailfins fitted with triple taillights, and consumers responded by buying record numbers.
The 1957 had a well integrated design, with two variations: the smaller Firesweep, the Firedome/Fireflite body placed on the concurrent Dodge 122" wheelbase chassis with Dodge front fenders; and the Firedome and Fireflite (and its halo model Adventurer sub-series), based on the larger 126" wheelbase chassis shared with Chrysler. As was conventional in the era, subsequent 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, taillight changes, color choices, instrumentation and interior design changes and often additional external trim.
The 1958 economic downturn hurt sales of mid-priced makes across the board, and DeSoto sales were 60 percent lower than those of 1957 in what would be DeSoto's worst year since 1938. The sales slide continued for 1959 and 1960 (down 40 percent from the already low 1959 figures), and rumors began to circulate DeSoto was going to be discontinued.
For 1961, DeSoto lost its series designations entirely, in a move reminiscent of Packard's
final lineup. And, like the final Packards, the final DeSoto was of questionable design merit. Again, based on the shorter Chrysler Windsor
wheelbase, the DeSoto featured a two-tiered grille (each tier with a different texture) and revised taillights. Only a two-door hardtop and a four-door hardtop were offered. The cars were trimmed similarly to the 1960 Fireflite
.
The final decision to discontinue DeSoto was announced on November 30, 1960, just forty-seven days after the 1961 models were introduced. At the time, Chrysler warehouses contained several million dollars in 1961 DeSoto parts, so the company ramped up production in order to use up the stock. Chrysler and Plymouth
dealers, which had been forced to take possession of DeSotos under the terms of their franchise agreements, received no compensation from Chrysler for their unsold DeSotos at the time of the formal announcement. Making matters worse, Chrysler kept shipping the cars through December, many of which were sold at a loss by dealers eager to be rid of them. After the parts stock was exhausted, a few outstanding customer orders were filled with Chrysler Windsor
s.
, which seriously affected demand for mid-priced automobile makes, hurt DeSoto sales particularly badly, and sales failed to recover in 1959 and 1960. With falling sales, the 1959 and 1960 models were very similar to the concurrent Chryslers, and rumors began to circulate that DeSoto would be discontinued.
, Chrysler had a large number of dealers that carried two or more Chrysler makes, with DeSoto-Plymouth and Chrysler–Plymouth relationships being the most common. However, as Chrysler attempted to spin Plymouth off into stand-alone dealerships, existing dealers typically chose to become higher-volume Plymouth dealerships over the slower-selling DeSoto brand, leaving the marque with a weakened dealer network and fewer outlets selling its cars. Also, DeSoto Division's failure to adjust to changing market trends by introducing a new compact car model in 1960 as its GM and Ford counterparts, as well as its own Dodge and Plymouth siblings did, also hastened its demise.
in 1960, advertising for which compared the Dart to the "C" car, the "F" car, and the "P" car—Chevrolet, Ford, and Plymouth. While Dart sales soared in 1960, they did so at the expense of Plymouth, which lost sales to the Dart. Plymouth, traditionally one of the "low priced three" fell out of third place, only to regain it twice (1971 and 1974) before its own demise in 2001.
Dodge moved upmarket with the Custom Royal in the mid-1950s which cut into and eroded Desoto's market. The introduction of the 1957 DeSoto Firesweep, a model that used the Dodge engine, chassis front fenders and hood, pushed DeSoto down into Dodge territory competing directly against the Custom Royal. The Firesweep sold well, but at the expense of the higher priced Firedome and Fireflite models. And the DeSoto began looking like a Chrysler with a different grille and taillights. In an era of strong make identification, DeSoto styling was a recipe for disaster.
When Chrysler marketing showed that consumers were likelier to buy an entry-level Chrysler than a DeSoto, Chrysler introduced the Chrysler Newport
as a 1961 model, selling more than 45,000 units in its first year. At less than $3,000, the Newport covered the same price range as the 1961 DeSoto, which had sold 3,034 units total. Thus the DeSoto was dropped and replaced by Chrysler Newport.
Going in the opposite direction, Chrysler pushed into the luxury market by marketing the luxury 'Imperial
' as a separate make and division starting in 1955. To make room for the new make,Chrysler Division began expanding downward, while Dodge Division began expanding upward, with larger and more luxurious models. Both Chrysler and Dodge began eating into DeSoto's already small market; and Chrysler's upper management did nothing to stop them.
and Fargo
commercial vehicles. The DeSoto brand was badge engineered
sporadically on Dodge trucks made in Australia, Argentina, Spain, Turkey, and the UK.
Chrysler ended its truck operations in international markets. However, both the DeSoto and Fargo brands continue to be used on trucks made by Askam
in Turkey. In 1978, Chrysler sold its share in the Askam venture to its Turkish partners.
DeSoto sponsored the popular television game show
You Bet Your Life
from 1950 through 1958, in which host Groucho Marx
promoted the product by urging viewers to visit a DeSoto dealer with the phrase "tell 'em Groucho sent you". There was also a DeSoto Plymouth logo visible in the background all during the show.
The Cole Porter
song "It's De-Lovely
", with his permission, was used in DeSoto advertising between 1955 and 1957. "It's delovely, it's dynamic, it's DeSoto."
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
based in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, manufactured and marketed by the Chrysler Corporation from 1928 to 1961. The DeSoto logo featured a stylized image of Hernando de Soto. The De Soto marque was officially dropped 30 November 1960, with a bit over two million built since 1928.
1929–1942
The DeSoto make was founded by Walter ChryslerWalter Chrysler
Walter Percy Chrysler was an American machinist, railroad mechanic and manager, automotive industry executive, Freemason, and founder of the Chrysler Corporation.- Railroad career :...
on August 4, 1928, and introduced for the 1929 model year. It was named after the Spanish explorer Hernando de Soto
Hernando de Soto (explorer)
Hernando de Soto was a Spanish explorer and conquistador who, while leading the first European expedition deep into the territory of the modern-day United States, was the first European documented to have crossed the Mississippi River....
. Chrysler wanted to enter the brand in competition with its arch-rivals General Motors, Studebaker
Studebaker
Studebaker Corporation was a United States wagon and automobile manufacturer based in South Bend, Indiana. Founded in 1852 and incorporated in 1868 under the name of the Studebaker Brothers Manufacturing Company, the company was originally a producer of wagons for farmers, miners, and the...
, and Willys-Knight
Willys-Knight
Willys-Knight is an automobile that was produced between 1914 and 1933 by the Willys-Overland Company of Toledo, Ohio.John North Willys purchased the Edwards Motor Car Company of Long Island, New York, in 1913, moving the operation to Elyria, Ohio, where Willys owned the plant that had previously...
, in the mid-price class.
Shortly after DeSoto was introduced, however, Chrysler completed its purchase of the Dodge Brothers
Dodge
Dodge is a United States-based brand of automobiles, minivans, and sport utility vehicles, manufactured and marketed by Chrysler Group LLC in more than 60 different countries and territories worldwide....
, 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 reversed the market positions of the two marques in hopes of boosting Dodge sales. By elevating DeSoto, it received Chrysler's streamlined 1934 Airflow
Chrysler Airflow
The Chrysler Airflow is an automobile produced by the Chrysler Corporation from 1934-1937. The Airflow was the first full-size American production car to use streamlining as a basis for building a sleeker automobile, one less susceptible to air resistance...
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
DeSoto Airstream
The Desoto Airstream is an automobile built by the Chrysler Corporation and sold through its DeSoto division during model years 1935 and 1936. During both years, the car was sold along with the streamlined DeSoto Airflow. The DeSoto Airstream 4-door sedan sold for $220 less than a 4-door DeSoto...
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 powered pop-up headlights
Hidden headlamps
Hidden headlamps, also commonly known as pop-up headlamps or headlights, are an automotive styling feature that conceals an automobile's headlamps when they are not in use...
, a first for a North America
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
n mass-production vehicle. DeSoto marketed the feature as "Air-Foil" lights "Out of Sight Except at Night".
1946–1960
Until 1952, DeSoto used the Deluxe
DeSoto Deluxe
The DeSoto Deluxe is an automobile produced by the Chrysler Corporation and sold under its DeSoto brand from 1946 through to the 1952 model year. While in production, the Deluxe was DeSoto's entry-level car, and was offered primarily as two and four-door sedans. The Deluxe range also included...
and Custom
DeSoto Custom
The DeSoto Custom is an automobile produced by the Chrysler Corporation and sold under its DeSoto automotive brand from 1946 until the 1952 model year...
model designations. In 1952 DeSoto added the Firedome
DeSoto Firedome
The DeSoto Firedome was a full-size automobile produced by the Chrysler Corporation for its DeSoto brand vehicles from 1952 to 1959. Introduced as DeSoto's premium line of vehicles in 1953 and 1954, the Firedome also occupied the least expensive position in the model lineup during 1955 and 1956...
with its 276-cid hemi engine. However, in 1953, DeSoto dropped the Deluxe and Custom names and designated its six-cylinder cars the 'Powermaster
DeSoto Powermaster
The DeSoto Powermaster was an automobile built by the Chrysler Corporation for sale through its DeSoto division during model years 1952 to 1954...
' and its V8 car remained the 'Firedome
DeSoto Firedome
The DeSoto Firedome was a full-size automobile produced by the Chrysler Corporation for its DeSoto brand vehicles from 1952 to 1959. Introduced as DeSoto's premium line of vehicles in 1953 and 1954, the Firedome also occupied the least expensive position in the model lineup during 1955 and 1956...
'.
At its height, DeSoto's more popular models included the Firesweep
DeSoto Firesweep
The DeSoto Firesweep was an automobile produced by the Chrysler Corporation and sold under its DeSoto brand from 1957 through 1959.-Interior and exterior description:...
, Firedome
DeSoto Firedome
The DeSoto Firedome was a full-size automobile produced by the Chrysler Corporation for its DeSoto brand vehicles from 1952 to 1959. Introduced as DeSoto's premium line of vehicles in 1953 and 1954, the Firedome also occupied the least expensive position in the model lineup during 1955 and 1956...
, and Fireflite
DeSoto Fireflite
-Design:The DeSoto Fireflite was introduced in 1955 as De Soto’s flagship model. The car was wider and longer than previous DeSoto models and it came equipped with a V8 engine producing 255 hp and PowerFlite automatic transmission. The transmission was operated by a Flite-Control lever located on...
. The DeSoto Adventurer
DeSoto Adventurer
The DeSoto Adventurer is an automobile produced by the Chrysler Corporation and sold under its DeSoto automotive marque from 1956 through the 1960 model year. It was initially DeSoto's special, limited-production, high-performance model, similar to the Chrysler 300. While in production, the...
, introduced for 1956 as a high-performance hard-top coupe (similar to Chrysler's 300), became a full-range model in 1960.
In 1955, along with all Chrysler models, De Sotos were redesigned with Virgil Exner
Virgil Exner
Virgil Max "Ex" Exner, Sr. was an automobile designer for numerous American companies, notably Chrysler and Studebaker. He is known for his "Forward Look" design on the 1955-1963 Chrysler products and his fondness of fins on cars for both aesthetic and aerodynamic reasons.-Early life:Born in Ann...
's "Forward Look". DeSotos sold well through the 1956 model year. That year, for the first, and only, time in the marque's history, it served as Pace Car at the Indianapolis 500
Indianapolis 500
The Indianapolis 500-Mile Race, also known as the Indianapolis 500, the 500 Miles at Indianapolis, the Indy 500 or The 500, is an American automobile race, held annually, typically on the last weekend in May at the Indianapolis Motor Speedway in Speedway, Indiana...
. For the 1956 update Exner gave the DeSoto soaring tailfins fitted with triple taillights, and consumers responded by buying record numbers.
The 1957 had a well integrated design, with two variations: the smaller Firesweep, the Firedome/Fireflite body placed on the concurrent Dodge 122" wheelbase chassis with Dodge front fenders; and the Firedome and Fireflite (and its halo model Adventurer sub-series), based on the larger 126" wheelbase chassis shared with Chrysler. As was conventional in the era, subsequent 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, taillight changes, color choices, instrumentation and interior design changes and often additional external trim.
The 1958 economic downturn hurt sales of mid-priced makes across the board, and DeSoto sales were 60 percent lower than those of 1957 in what would be DeSoto's worst year since 1938. The sales slide continued for 1959 and 1960 (down 40 percent from the already low 1959 figures), and rumors began to circulate DeSoto was going to be discontinued.
1961
By the time the 1961 DeSoto was introduced in the fall of 1960, rumors were widespread that Chrysler was moving towards terminating the brand, fueled by a reduction in model offerings for the 1960 model year. The introduction of the value priced Chrysler Newport, a brand with more upscale market appeal, no doubt hastened the decision to end production of DeSoto, which was very similar in size, styling, price, and standard features.For 1961, DeSoto lost its series designations entirely, in a move reminiscent of Packard's
Packard
Packard was an American luxury-type automobile marque built by the Packard Motor Car Company of Detroit, Michigan, and later by the Studebaker-Packard Corporation of South Bend, Indiana...
final lineup. And, like the final Packards, the final DeSoto was of questionable design merit. Again, based on the shorter Chrysler Windsor
Chrysler Windsor
The Chrysler Windsor was a full-sized car built by the Chrysler Corporation of Highland Park, Michigan from 1939 through to the 1960s. The final Chrysler Windsor as known to Americans was produced in 1961, but continued production in Canada until 1966...
wheelbase, the DeSoto featured a two-tiered grille (each tier with a different texture) and revised taillights. Only a two-door hardtop and a four-door hardtop were offered. The cars were trimmed similarly to the 1960 Fireflite
DeSoto Fireflite
-Design:The DeSoto Fireflite was introduced in 1955 as De Soto’s flagship model. The car was wider and longer than previous DeSoto models and it came equipped with a V8 engine producing 255 hp and PowerFlite automatic transmission. The transmission was operated by a Flite-Control lever located on...
.
The final decision to discontinue DeSoto was announced on November 30, 1960, just forty-seven days after the 1961 models were introduced. At the time, Chrysler warehouses contained several million dollars in 1961 DeSoto parts, so the company ramped up production in order to use up the stock. Chrysler and Plymouth
Plymouth (automobile)
Plymouth was a marque of automobile based in the United States, produced by the Chrysler Corporation and its successor DaimlerChrysler.-Origins:...
dealers, which had been forced to take possession of DeSotos under the terms of their franchise agreements, received no compensation from Chrysler for their unsold DeSotos at the time of the formal announcement. Making matters worse, Chrysler kept shipping the cars through December, many of which were sold at a loss by dealers eager to be rid of them. After the parts stock was exhausted, a few outstanding customer orders were filled with Chrysler Windsor
Chrysler Windsor
The Chrysler Windsor was a full-sized car built by the Chrysler Corporation of Highland Park, Michigan from 1939 through to the 1960s. The final Chrysler Windsor as known to Americans was produced in 1961, but continued production in Canada until 1966...
s.
Termination factors
Despite being a successful mid-priced line for Chrysler for most of its life, DeSoto's failure was due to a combination of corporate mistakes and external factors beyond Chrysler's control.Recession
The 1958 recessionRecession of 1958
The Recession of 1958 was a sharp worldwide economic downturn in 1958, and the most significant one during the post-World War II boom between 1945 and 1970....
, which seriously affected demand for mid-priced automobile makes, hurt DeSoto sales particularly badly, and sales failed to recover in 1959 and 1960. With falling sales, the 1959 and 1960 models were very similar to the concurrent Chryslers, and rumors began to circulate that DeSoto would be discontinued.
Dealer networks
Chrysler's dealer network also had an effect on the termination of DeSoto. Following World War IIWorld War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, Chrysler had a large number of dealers that carried two or more Chrysler makes, with DeSoto-Plymouth and Chrysler–Plymouth relationships being the most common. However, as Chrysler attempted to spin Plymouth off into stand-alone dealerships, existing dealers typically chose to become higher-volume Plymouth dealerships over the slower-selling DeSoto brand, leaving the marque with a weakened dealer network and fewer outlets selling its cars. Also, DeSoto Division's failure to adjust to changing market trends by introducing a new compact car model in 1960 as its GM and Ford counterparts, as well as its own Dodge and Plymouth siblings did, also hastened its demise.
Brand management and marketing
It was Chrysler's own brand management in 1950s, which pitted each of the five marques (Plymouth, Dodge, DeSoto, Chrysler and Imperial) against one other, that did the greatest damage to DeSoto and, ultimately, to the company itself in long-range product planning. Rather than carefully managing the market relationship to specific price points for all consumers, as General Motors had done so successfully, Chrysler allowed its own divisions to develop products targeting markets covered by their own sister divisions. Dodge was, by far, the most successful when it introduced the lower-priced Dodge DartDodge Dart
The Dodge Dart is an automobile built by the Dodge division of the Chrysler Corporation from 1960-1976 in North America, with production extended to later years in various other markets. The Dart was introduced as a lower-priced, shorter wheelbase, full-size Dodge in 1960 and 1961, became a...
in 1960, advertising for which compared the Dart to the "C" car, the "F" car, and the "P" car—Chevrolet, Ford, and Plymouth. While Dart sales soared in 1960, they did so at the expense of Plymouth, which lost sales to the Dart. Plymouth, traditionally one of the "low priced three" fell out of third place, only to regain it twice (1971 and 1974) before its own demise in 2001.
Dodge moved upmarket with the Custom Royal in the mid-1950s which cut into and eroded Desoto's market. The introduction of the 1957 DeSoto Firesweep, a model that used the Dodge engine, chassis front fenders and hood, pushed DeSoto down into Dodge territory competing directly against the Custom Royal. The Firesweep sold well, but at the expense of the higher priced Firedome and Fireflite models. And the DeSoto began looking like a Chrysler with a different grille and taillights. In an era of strong make identification, DeSoto styling was a recipe for disaster.
When Chrysler marketing showed that consumers were likelier to buy an entry-level Chrysler than a DeSoto, Chrysler introduced the Chrysler Newport
Chrysler Newport
The Newport was a name used by the Chrysler division of the Chrysler Corporation used as both a hardtop body designation and also for its lowest priced model between 1961 and 1981...
as a 1961 model, selling more than 45,000 units in its first year. At less than $3,000, the Newport covered the same price range as the 1961 DeSoto, which had sold 3,034 units total. Thus the DeSoto was dropped and replaced by Chrysler Newport.
Going in the opposite direction, Chrysler pushed into the luxury market by marketing the luxury 'Imperial
Imperial (automobile)
Imperial was the Chrysler Corporation's luxury automobile brand between 1955 and 1975, with a brief reappearance in 1981 to 1983.The Imperial name had been used since 1926, but was never a separate make, just the top-of-the-line Chrysler. In 1955, the company decided to spin it off as its own make...
' as a separate make and division starting in 1955. To make room for the new make,Chrysler Division began expanding downward, while Dodge Division began expanding upward, with larger and more luxurious models. Both Chrysler and Dodge began eating into DeSoto's already small market; and Chrysler's upper management did nothing to stop them.
DeSoto trucks
Chrysler Corporation introduced the DeSoto brand of trucks in 1937 to provide a greater number of sales outlets overseas for the American-built DodgeDodge
Dodge is a United States-based brand of automobiles, minivans, and sport utility vehicles, manufactured and marketed by Chrysler Group LLC in more than 60 different countries and territories worldwide....
and Fargo
Fargo (truck)
Fargo was a brand of truck manufactured by the Chrysler Corporation. In general terms, Fargo trucks were a mere rebadging of Dodge trucks models.-History:...
commercial vehicles. The DeSoto brand was badge engineered
Badge engineering
Badge engineering is an ironic term that describes the rebadging of one product as another...
sporadically on Dodge trucks made in Australia, Argentina, Spain, Turkey, and the UK.
Chrysler ended its truck operations in international markets. However, both the DeSoto and Fargo brands continue to be used on trucks made by Askam
Askam (trucks)
Askam, a subsidiary of Çiftçiler Holding, is a manufacturer of trucks and commercial vehicles in Turkey.-History:Askam was founded in 1962 as joint venture with 60% ownership by Chrysler...
in Turkey. In 1978, Chrysler sold its share in the Askam venture to its Turkish partners.
Models
- DeSoto AdventurerDeSoto AdventurerThe DeSoto Adventurer is an automobile produced by the Chrysler Corporation and sold under its DeSoto automotive marque from 1956 through the 1960 model year. It was initially DeSoto's special, limited-production, high-performance model, similar to the Chrysler 300. While in production, the...
(1956–1960) - DeSoto AirflowDeSoto AirflowThe DeSoto Airflow was an automobile built by the Chrysler Corporation for sale through its DeSoto division during model years 1934, 1935 and 1936. DeSoto received the then-revolutionary Airflow model due to its price structure relationship to larger and more expensive Chrysler brand cars. The 1934...
(1934–1936) - DeSoto AirstreamDeSoto AirstreamThe Desoto Airstream is an automobile built by the Chrysler Corporation and sold through its DeSoto division during model years 1935 and 1936. During both years, the car was sold along with the streamlined DeSoto Airflow. The DeSoto Airstream 4-door sedan sold for $220 less than a 4-door DeSoto...
(1935–1936) - DeSoto CustomDeSoto CustomThe DeSoto Custom is an automobile produced by the Chrysler Corporation and sold under its DeSoto automotive brand from 1946 until the 1952 model year...
(1946–1952) - DeSoto DiplomatDeSoto DiplomatThe DeSoto Diplomat is an automobile produced by Chrysler Corporation for sale in export markets outside of the United States. DeSoto Diplomats were "Plodges"": Dodges or Plymouths or a mix of Dodge and Plymouth components, rebadged as DeSotos...
(Export) - DeSoto DeluxeDeSoto DeluxeThe DeSoto Deluxe is an automobile produced by the Chrysler Corporation and sold under its DeSoto brand from 1946 through to the 1952 model year. While in production, the Deluxe was DeSoto's entry-level car, and was offered primarily as two and four-door sedans. The Deluxe range also included...
(1946–1952) - DeSoto FiredomeDeSoto FiredomeThe DeSoto Firedome was a full-size automobile produced by the Chrysler Corporation for its DeSoto brand vehicles from 1952 to 1959. Introduced as DeSoto's premium line of vehicles in 1953 and 1954, the Firedome also occupied the least expensive position in the model lineup during 1955 and 1956...
(1952–1959) - DeSoto FirefliteDeSoto Fireflite-Design:The DeSoto Fireflite was introduced in 1955 as De Soto’s flagship model. The car was wider and longer than previous DeSoto models and it came equipped with a V8 engine producing 255 hp and PowerFlite automatic transmission. The transmission was operated by a Flite-Control lever located on...
(1955–1960) - DeSoto FiresweepDeSoto FiresweepThe DeSoto Firesweep was an automobile produced by the Chrysler Corporation and sold under its DeSoto brand from 1957 through 1959.-Interior and exterior description:...
(1957–1959) - DeSoto PowermasterDeSoto PowermasterThe DeSoto Powermaster was an automobile built by the Chrysler Corporation for sale through its DeSoto division during model years 1952 to 1954...
(1953–1954) - DeSoto Series K-SA (1929–1932)
- Desoto Series SC-SD (1933–1934)
- DeSoto Series S (1937–1942) (S-1 through S-10, except the Airstream and Airflow)
Advertising
Game show
A game show is a type of radio or television program in which members of the public, television personalities or celebrities, sometimes as part of a team, play a game which involves answering questions or solving puzzles usually for money and/or prizes...
You Bet Your Life
You Bet Your Life
You Bet Your Life is an American quiz show that aired on both radio and television. The original and best-known version was hosted by Groucho Marx of the Marx Brothers, with announcer and assistant George Fenneman. The show debuted on ABC Radio in October 1947, then moved to CBS Radio in September...
from 1950 through 1958, in which host Groucho Marx
Groucho Marx
Julius Henry "Groucho" Marx was an American comedian and film star famed as a master of wit. His rapid-fire delivery of innuendo-laden patter earned him many admirers. He made 13 feature films with his siblings the Marx Brothers, of whom he was the third-born...
promoted the product by urging viewers to visit a DeSoto dealer with the phrase "tell 'em Groucho sent you". There was also a DeSoto Plymouth logo visible in the background all during the show.
The Cole Porter
Cole Porter
Cole Albert Porter was an American composer and songwriter. Born to a wealthy family in Indiana, he defied the wishes of his domineering grandfather and took up music as a profession. Classically trained, he was drawn towards musical theatre...
song "It's De-Lovely
It's De-Lovely
"It's De-Lovely" is one of Cole Porter's hit songs, originally appearing in his 1936 musical, Red Hot and Blue. The song was later used in the musical Anything Goes, first appearing in the 1962 revival. The hit records in late 1936 and early 1937 included versions by Eddy Duchin, Shep Fields, and...
", with his permission, was used in DeSoto advertising between 1955 and 1957. "It's delovely, it's dynamic, it's DeSoto."
Films
- 1936 DeSoto Airstream 4 door sedan Taxicab in 1946 film The Big SleepThe Big Sleep (1946 film)The Big Sleep is a 1946 film noir directed by Howard Hawks, the first film version of Raymond Chandler's 1939 novel of the same name. The movie stars Humphrey Bogart as detective Philip Marlowe and Lauren Bacall as the female lead in a film about the "process of a criminal investigation, not its...
. - 1940 DeSoto 4 door sedan in the 1993 Troma film Space Zombie Bingo. The car is used in a chase scene near the end of the film.
- 1949 DeSoto CustomDeSoto CustomThe DeSoto Custom is an automobile produced by the Chrysler Corporation and sold under its DeSoto automotive brand from 1946 until the 1952 model year...
in the 1960 film Classe Tous RisquesClasse tous risquesClasse tous risques is a 1960 French Italian International co-production black-and-white gangster film directed by Claude Sautet and starring Lino Ventura, Jean-Paul Belmondo and Sandra Milo, which wasn't in high esteem at the time of its release, overshadowed by the French New Wave, but...
(The Big Risk). - 1948 DeSoto Custom Club Coupe in the 1950 film "Sunset Blvd".
- 1951 DeSoto Custom Convertible in the 1957 film Le Feu aux Poudres (Burning Fuse).
- 1954 DeSoto FiredomeDeSoto FiredomeThe DeSoto Firedome was a full-size automobile produced by the Chrysler Corporation for its DeSoto brand vehicles from 1952 to 1959. Introduced as DeSoto's premium line of vehicles in 1953 and 1954, the Firedome also occupied the least expensive position in the model lineup during 1955 and 1956...
driven by Albert EinsteinAlbert EinsteinAlbert Einstein was a German-born theoretical physicist who developed the theory of general relativity, effecting a revolution in physics. For this achievement, Einstein is often regarded as the father of modern physics and one of the most prolific intellects in human history...
(Walter MatthauWalter MatthauWalter Matthau was an American actor best known for his role as Oscar Madison in The Odd Couple and his frequent collaborations with Odd Couple star Jack Lemmon, as well as his role as Coach Buttermaker in the 1976 comedy The Bad News Bears...
) in the 1994 film titled IQ. Four door in the beginning of the film and convertible by the end. - 1956 DeSoto FirefliteDeSoto Fireflite-Design:The DeSoto Fireflite was introduced in 1955 as De Soto’s flagship model. The car was wider and longer than previous DeSoto models and it came equipped with a V8 engine producing 255 hp and PowerFlite automatic transmission. The transmission was operated by a Flite-Control lever located on...
Convertible in the 1957 Federico FelliniFederico FelliniFederico Fellini, Cavaliere di Gran Croce OMRI , was an Italian film director and scriptwriter. Known for a distinct style that blends fantasy and baroque images, he is considered one of the most influential and widely revered filmmakers of the 20th century...
film Le Notti di Cabiria (Nights of Cabiria). - 1956 DeSoto Firedome driven by Scottie Ferguson (James StewartJames Stewart (actor)James Maitland Stewart was an American film and stage actor, known for his distinctive voice and his everyman persona. Over the course of his career, he starred in many films widely considered classics and was nominated for five Academy Awards, winning one in competition and receiving one Lifetime...
) in the 1958 Alfred HitchcockAlfred HitchcockSir Alfred Joseph Hitchcock, KBE was a British film director and producer. He pioneered many techniques in the suspense and psychological thriller genres. After a successful career in British cinema in both silent films and early talkies, Hitchcock moved to Hollywood...
classic VertigoVertigo (film)Vertigo is a 1958 psychological thriller film directed by Alfred Hitchcock and starring James Stewart, Kim Novak, and Barbara Bel Geddes. The screenplay was written by Alec Coppel and Samuel A...
. - 1956 DeSoto Fireflite Convertible in the 1958 film La Vie à DeuxLa Vie à deuxLa Vie à deux , is a French comedy film from 1958, directed by Clément Duhour, written by Clément Duhour, starring Pierre Brasseur and Louis de Funès...
(Life Together). - 1959 DeSoto FiresweepDeSoto FiresweepThe DeSoto Firesweep was an automobile produced by the Chrysler Corporation and sold under its DeSoto brand from 1957 through 1959.-Interior and exterior description:...
in the 1981 Australian post-apocalyptic action film Mad Max 2. - 1959 DeSoto Firesweep Convertible in the 1991 film Mystery DateMystery DateFor the Milton Bradley board game, see Mystery Date .Mystery Date is a 1991 teen comedy film directed by Jonathan Wacks and starring Ethan Hawke, Teri Polo, and Brian McNamara.-Cast:*Ethan Hawke as Tom McHugh*Teri Polo as Geena Matthews...
. - 1959 DeSoto Fireflite Convertible in the 1959 film Pillow Talk (Rock HudsonRock HudsonRoy Harold Scherer, Jr., later Roy Harold Fitzgerald , known professionally as Rock Hudson, was an American film and television actor, recognized as a romantic leading man during the 1950s and 1960s, most notably in several romantic comedies with Doris Day.Hudson was voted "Star of the Year",...
's car) - 1961 DeSoto 4-door hardtop early in the 1988 film Mississippi BurningMississippi BurningMississippi Burning is a 1988 American crime drama film loosely based on the FBI investigation into the real-life murders of three civil rights workers in the U.S. state of Mississippi in 1964. The film focuses on two fictional FBI agents who investigate the murders...
, from which a body is thrown into the street.
Comic strips
- In the comic strip The Piranha ClubThe Piranha ClubPiranha Club is the title of a comic strip written and illustrated by Bud Grace. It was originally called Ernie, but the title was changed to the current one in 1998. The club is meant as a parody on Lions Club International, and the strip made its debut in February 1988...
, the character of Ernie Floyd drives a purple 1957 DeSoto Fireflite. - In the comic strip ShoeShoe (comic strip)Shoe is an American comic strip about a motley crew of newspapermen, all of whom are birds. It was written and drawn by its creator, cartoonist Jeff MacNelly, from 1977 until his death in 2000...
, the main character, "Perfesser" Cosmo Fishhawk, drove a pink 1959 DeSoto. - A 1960 DeSoto squad car serves as the main transportation for the comic book characters Sam & MaxSam & MaxSam & Max is a media franchise focusing on the fictional characters of Sam and Max, the Freelance Police. The characters, who occupy a universe that parodies American popular culture, were created by Steve Purcell in his youth, and later debuted in a 1987 comic book series...
, and was also featured in the computer games Sam & Max Hit the RoadSam & Max Hit the RoadSam & Max Hit the Road is a graphic adventure computer game released by LucasArts during the company's adventure games era. The game was originally released for DOS in 1993 and for Mac OS in 1995. A 2002 re-release included compatibility with Windows and Amiga...
, Sam & Max: Season One, Sam & Max: Season Two, and Sam & Max: Season Three.
Television
- For the majority of the 1950s themed TV show Happy DaysHappy DaysHappy Days is an American television sitcom that originally aired from January 15, 1974, to September 24, 1984, on ABC. Created by Garry Marshall, the series presents an idealized vision of life in mid-1950s to mid-1960s America....
, Mr. Cunningham drove a navy blue 1946 DeSoto. - In the 1956–58 DesiluDesilu ProductionsDesilu Productions was a Los Angeles, California-based company jointly owned by actors Desi Arnaz and Lucille Ball, who were married to each other from 1940 to 1960....
syndicated series Sheriff of CochiseSheriff of CochiseSheriff of Cochise , renamed U.S. Marshal , is a 58-episode syndicated western-themed crime drama set in Arizona and starring John Bromfield as law enforcement officer Frank Morgan. In the first two seasons, Morgan was sheriff of Cochise County...
/ U.S. Marshal series star John BromfieldJohn BromfieldJohn Bromfield was an American film and television actor.Bromfield was born in South Bend, Indiana. He played football and was a boxing champion in college. He served in the United States Navy. In 1948, he twice harpooned a whale in the documentary film Harpoon...
drove a DeSoto station wagon with bulletproof glassBulletproof glassBulletproof glass is a type of strong but optically transparent material that is particularly resistant to being penetrated when struck by bullets, but is not completely impenetrable. It is usually made from a combination of two or more types of glass, one hard and one soft...
. - In the TV series Buffy the Vampire Slayer, the character Spike drove a 1959 DeSoto during Seasons 2 and 3. The car is often associated with the character in fan fiction.
- On the episode "Wheels" of the TV show Good Times, J.J. and three of his friends buy a pink 1954 DeSoto off of building superintendent Bookman for $200.
- In at least one episode of "Peter Gunn", the detective is seen driving a DeSoto.
- Was also widely talked about in the TV series M*A*S*H* by Hawkeye Pierce AKA:B.F.P. (Alan Alda) where he often talks about only buying American and owning a DeSoto.