The DeSoto car, a distinguished member of the Chrysler family, first graced American roads on August 6, 1928, quickly capturing the public’s attention and achieving impressive sales figures in its initial year. Named in honor of the Spanish explorer Hernando DeSoto, renowned for his discovery of the Mississippi River in 1541, this new automotive brand was formally announced by Walter P. Chrysler himself in the May 6, 1928, edition of the Detroit Free Press, signaling a significant expansion for the Chrysler Corporation.
In its nascent years, the DeSoto division saw J.E. Fields, a Chrysler vice president of sales, appointed as its president in 1929. The early DeSoto models, particularly the 1929 lineup, shared structural similarities with Plymouth, utilizing common bodies, fenders, hoods, and various other components. Among these was the popular Faeton, a five-passenger model celebrated for its attractive design and embodying the spirit of early DeSoto cars.
Despite the looming shadow of the Great Depression, DeSoto persevered, continuing its commitment to producing aesthetically pleasing and innovative vehicles. The 1930s witnessed the rise of groundbreaking designs, most notably the Chrysler Airflow, which significantly influenced DeSoto’s styling direction.
The 1934 DeSoto Airflow epitomized futuristic automotive design, often juxtaposed with streamlined trains in promotional materials to emphasize its modern aesthetic. Initially introduced as a two-door, five-passenger coupe, it was later marketed as a three-passenger coupe, priced at $995. The Airflow coupe featured a distinctive fastback design and a uniquely styled rear end. Automotive historians credit the influential designer Ray Dietrich with the Airflow’s revolutionary design. However, the Airflow III model S-2 marked the end of the line for this series in 1936, as Chrysler discontinued the Airflow due to underwhelming sales figures, impacting the DeSoto car lineup.
As the 1940s approached, DeSoto cars presented striking designs, including the 1942 models which featured concealed headlamps, marketed as “Airfoil” lights, a feature that garnered considerable customer admiration. This would be among the last models before automotive production shifted towards wartime manufacturing.
During World War II, DeSoto’s manufacturing plants were repurposed for wartime production. By January 1943, Chrysler Corporation’s workforce had expanded to 145,000 men and women fulfilling 30 major military contracts. The DeSoto assembly plant played a crucial role, manufacturing components for bomber planes, as depicted in images of factory workers painting wing sections.
Post-war, DeSoto, under the design influence of the renowned Virgil Exner, introduced a series of new and captivating designs aimed at the burgeoning consumer market. The 1950s were characterized by iconic tail fins and generous chrome embellishments, reflecting the exuberant American automotive styling of the era. This period was a golden age for automotive designers, and DeSoto cars were at the forefront of stylistic innovation.
The 1955 DeSoto models, shaped by Exner’s vision and marketed under the “Forward Look” campaign, were particularly successful. Automotive historian Don Butler noted that 1955 was a year of significant prosperity for the automotive industry, recovering from a slight downturn in 1954. The 1957 DeSoto models continued this trend, celebrated for their beauty and exciting designs. Throughout the latter half of the 1950s (1955-1959), DeSoto cars enjoyed robust sales figures, cementing their place in American automotive culture.
However, the dawn of the 1960s brought shifts in the automotive landscape. Chrysler Corporation’s focus turned towards the Valiant compact car in 1960. DeSoto began to face market challenges, offering only two series for the 1960 model year. The 1961 model year would tragically be the last for the DeSoto nameplate. On November 30, 1960, DeSoto dealerships received a somber telegram from Chrysler, announcing the cessation of DeSoto production in the United States.
Despite a relatively brief history of just over 32 years, the DeSoto car brand left an indelible mark on automotive history, remembered for its design innovations and contributions to American car culture. Its legacy continues to fascinate automotive enthusiasts and historians alike. For those seeking to delve deeper into the rich history of DeSoto, the National DeSoto Club (www.desoto.org) remains a valuable resource.
Bibliography
Butler, Don. “The Plymouth and De Soto Story.” Crestline Publishing, 1978.
The Auto Editors of Consumer Guide. “De Soto 1929-1933.”
Lamm, Michael & Holls, Dave. “A Century of Automotive Style 100 Years of American Car Design.” 1996-97.
