In the late 1920s, Chrysler Corporation was facing stiff competition from General Motors, Studebaker, and Willys-Knight in the mid-class price segment of the automobile market. To fill this niche, Walter Chrysler established the DeSoto Division of Chrysler Corporation in 1928. The new automobile logo featured a stylized image of Spanish explorer Hernando de Soto. Chrysler’s announcement of the new DeSoto immediately attracted 500 deals and by the end of the year there were 1,500 dealerships.
The first DeSoto automobiles were introduced in 1929 (shown above). The car featured a 55 horsepower six cylinder engine.
As Chrysler was bring out the new DeSoto, the company purchased the Dodge Brothers which gave Chrysler two mid-priced lines. With the DeSoto priced below Dodge, the two-make approach to the mid-priced market niche worked.
Shown above is a 1930 DeSoto Deluxe on display at the Montana Auto Museum. It sold for $995 and sold at a record-setting pace.
Shown above: 1930 DeSoto Model CF Deluxe 4-Door Sedan on display in Western Antique Aeroplane and Automobile Museum in Hood River, Oregon. The DeSoto CF, also known as the DeSoto Eight featured an inline eight cylinder engine with 70 horsepower. DeSoto called it “the world’s lowest-priced straight eight” and claimed that it provided “a vast reserve of power when you need it.”
Shown above is a 1931 DeSoto Convertible Coupe.
Shown above is a 1932 DeSoto 4-Door Sedan.
In 1933, Chrysler reversed the position of DeSoto and Dodge in the hopes of increasing Dodge sales. This meant that DeSoto was now priced higher than Dodge.
Chrysler began wind tunnel testing in 1927 and the quest for the ideal aerodynamic body which would save gasoline and increase speed. The result was the Airflow body. In 1934, the DeSoto used Chrysler’s streamlined Airflow bodies. The streamlined Airflow was originally designed for the Chrysler. However, the DeSoto wheelbase was shorter and the design was unpopular. While Chrysler offered both Airflow and standard models, the DeSoto was available only in an Airflow design.
Shown above is a 1934 DeSoto Airflow featuring a streamlined design and a front seat that could seat three. This car is on display at the Montana Auto Museum It sold for $995.
The Airflow design was a radical change in the way automobiles looked and performed. When asked if the public was ready for anything so radical, Mr. Chrysler replied:
“I know the public is always ready for what it wants... and the public is always able to recognize genuine improvement.”
In Europe, the DeSoto Airflow was a major hit and European carmakers such as Volvo, Renault, and Peugeot began to copy the look. In the U.S., DeSoto sales dropped by 47%. In 1935, DeSoto returned to conventional styling and sales doubled.
Shown above is a 1938 DeSoto 4-door Sedan.
Shown above is a 1939 DeSoto Coupe. DeSoto called the new look Hollywood Style.
Shown above is a 1941 DeSoto Custom Coupe.
Like all automakers, DeSoto production stopped during World War II. Following the war, DeSoto reissued the 1941 model as the 1946 model.
Shown above is a 1946 DeSoto.
Shown above is a 1948 DeSoto Deluxe Coupe.
In 1952, DeSoto addedthe Firedome with a 276-cid Hemi engine. In 1953, DeSoto dropped the Deluxe and Custom designations and designated its six-cylinder cars the Powermaster and its V-8 as the Firedome.
Shown above is a 1954 DeSoto Firedome on display at the Montana Auto Museum. It sold for $2,673.
Shown above is a 1956 DeSoto Firedome.
Shown above is a 1959 DeSoto Coupe.
Shown above is a 1960 DeSoto Fireflite. The Fireflite was introduced in 1955 as DeSoto’s flagship model. With a top speed of 110 miles per hour, it came with more standard horsepower than other cars in its class.
Shown above is a 1960 DeSoto Adventurer. The Adventurer was introduced in 1956 as a four seat high production sports coupe, but became a special, limited-production, high-performance model. It could reach well over 100 miles per hour. The model was discontinued in 1960.
In 1960, DeSoto production stopped shortly after the 1961 models were introduced. Nine DeSoto dealers in New Jersey, angered by the sudden cancellation of the DeSoto, filed suit against Chrysler Corporation. They eventually won their case.