On This Day

Friday 18th November 1960

59 years ago

Just two weeks after the 1961 DeSoto was introduced to an uninterested market, Chrysler announced the termination of the DeSoto marque. The Chrysler DeSoto was a hit even before the first model was built in the summer of 1928. When Walter P. Chrysler announced that his Chrysler Corporation intended to build a mid-priced vehicle boasting six-cylinders, dealerships signed on immediately, and in the first 12 months of production the DeSoto set a sales record that stood for 30 years. The automobile, named after Spanish explorer Hernando de Soto, was a large and powerful vehicle marketed to the average American car buyer. The innovative designs of the DeSotos of the 1930s were as daring as their namesake. In 1958, DeSoto's designers introduced their most flamboyant cars ever, the Firesweeps, Firedomes, and Fireflites, but the public failed to embrace these new models, and all but the Fireflite was dropped in 1959. In 1960, William C. Newberg, the new president at Chrysler, decided to limit the DeSoto program, and the uninspired 1961 DeSoto was doomed for failure.