California Chrysler Desoto

by Scott Pellegrin

Title

California Chrysler Desoto

Artist

Scott Pellegrin

Medium

Photograph

Description

The DeSoto make was founded by Walter 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.

When the DeSoto first came out, in 1929, it broke the first-year sales record, with 81,065 cars sold, a record that was not broken until 1960 by the Ford Falcon.[2] Shortly after DeSoto was introduced, however, Chrysler completed its purchase of the Dodge Brothers, giving the company two mid-priced makes. 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.

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COPYRIGHT DISCLOSURE NOTICE: THIS IS A COPYRIGHTED, ALL RIGHTS RESERVED PROTECTED IMAGE.

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December 2nd, 2022

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