Even though the Chrysler DeSoto hasn’t been manufactured for nearly 50 years that doesn’t mean it’s been forgotten. Today, car buffs from around the globe buy, sell and trade the enigmatic coupe, sedan and truck models that became the stuff of legend in just 32 years of production.

The mystique of the DeSoto has been in America’s car-buying consciousness since its inception. The car has been visible in a dozen films, most notably Alfred Hitchcock’s 1958 classic Vertigo, Federico Fellini’s Le Notti di Cabiria produced the same year and the 1988 movie Mississippi Burning starring Gene Hackman. Add to that its appearance in TV shows - for the majority of Happy Days, Mr. Cunningham drove an old blue 1946 DeSoto - comic strips and ad campaigns and you get a feel for the popularity of the car named for famed 16th century Spanish explorer, Hernando de Soto.

The DeSoto make was founded by Walter P. Chrysler in August 1928 and introduced for the 1929 model year. Chrysler’s development of the DeSoto was based on his strategy to produce a mid-price model that would compete with GM’s mid-priced lines - Pontiac and Oldsmobile. However, shortly after the launch of the first DeSotos, Chrysler completed the buyout of Dodge, immediately giving the car maker two mid-priced models in their lineup. Most DeSoto enthusiasts are in agreement that the DeSoto would never have been introduced had the sale happened sooner.

Therefore, Chrysler lowered the price of the DeSoto in order to have a product in both the lower and mid-range tier. At first, this strategy was successful and by the time DeSoto production was in full swing at the end of 1928, there were 1,500 dealers selling the premier 1929 DeSoto Six, who found demand for this new Chrysler entry was high.

During the first 12 months after its launch, DeSoto set an industry record when the company produced over 80,000 cars for the U.S. market, outpacing Chrysler, Pontiac and Graham-Paige. . . a record that stood for nearly 30 years. DeSoto provided engineering advantages such as an oil filter and Lockheed hydraulic brakes that were either optional or not offered by contemporary makes. DeSoto niceties included standard automatic windshield wiper, ignition lock, brake light, full-instrumentation, steering hub controls for headlights, and a tool kit with grease gun.

The DeSoto was a smooth package made more appealing by seven different models with swank names. The roadster was called Roadster Espanol, the deluxe sedan was called Sedan de Lujo, an even the basic two-door benefited as the Coupe Business.

Despite the onset of the Great Depression in the early 30s, the DeSoto continued to sell well due to its reputation for quality and innovation. Chrysler’s knack for imaginative marketing also stimulated interest in the car. In 1932, for example, Chrysler hired famed race car driver Peter DePalo who sped across the United States in just 10 days at the wheel of a DeSoto. When his journey ended, DePalo took his DeSoto for a 300 mile race-track spin hitting speeds as high as 80 miles per hour.

DeSoto recruited another race car driver a year later for a more astounding publicity stunt. This time, Harry Hartz drove a DeSoto backwards across the country. Hartz peered his way across the continent through a rear window turned windshield.

In 1933, in order to stimulate sales of Dodge, Chrysler made a strategic decision to reverse the market positions of the two marques - offering the Dodge as the low-end product and moving the DeSoto to the mid-priced slot.

By the mid 30s, under the tutelage of Walter P. Chrysler who was more interested in engineering than style, the number and complexity of DeSoto’s forward-looking advancements grew. Downdraft carburetion, floating power, a vacuum-operated clutch and free-wheeling technology are just a few of innovations that came standard in the DeSoto.

The most controversial of these innovations was the introduction of the “air flow” body design. DeSoto engineers at this time, most notably Carl Breer, Fred Zeder and Owen Skelton, were convinced that there was something wrong with contemporary car designs. They felt high grills, squared-off lines and long fenders and hoods were limiting economy and top speeds.

With the aid of newly pioneered wind tunnel testing, Chrysler confirmed what they had suspected – the DeSoto actually had less resistance pointed backwards. The ongoing experimentation indicated that a teardrop shape would greatly improve the car’s aerodynamics and the odd shape was implemented into the design of the 1934 DeSoto Airflow. As expected, the Airflow was faster and more economical to drive but its radical body features were panned by the industry press and it was not popular with motorists.

This surge in popularity peaked in 1950 as sales that year rocketed 42% over the year before and production reached a record setting high of 133,854. There was even a new model introduced, the Custom Sportsman hardtop coupe, which added to the DeSoto euphoria at the time. Never had DeSoto moved so many cars during a model year and, unbeknownst to DeSoto, it never would again.

During the late 40s and early 50s, new V-8 engines from Cadillac, Chrysler and Oldsmobile were at the forefront of an emerging horsepower race. Large family cars with inline sixes, like DeSoto, were becoming passé.

DeSoto answered the challenge with their own muscle concept, the FireDome, a hemi-head V-8 powering a new car line by the same name. FireDome eclipsed its bigger Chrysler Firepower brother by delivering more road horsepower per cubic inch displacement than any other motor - it took the FireDome four seconds less to go from 0-60 than previous models while its top speed increased to 100mph.

Despite the production of 45,830 DeSoto FireDomes, overall DeSoto production in 1951 fell from a disappointing 106,000 units, then to an abysmal 88,000 in 1952. As if to punctuate the decline, that same year Chrysler Corporation was overtaken by Ford as the country's second most prolific auto maker.

DeSoto experienced a brief resurgence during the next few years. DeSoto had power styling to go with its hemi power. It was longer, wider, and sleeker than any previously and it was also more colorful - DeSoto Fireflites and Firedomes could be dressed up with enormous, fang-shaped color panels that were standard on the Fireflite convertible and hardtop. DeSoto even introduced one of the earliest three tone paint jobs on the 1955 Cornando spring special which was resplendent in white, turquoise, and black.

The critics were effusive in their praise of the kind of family cars being produced under the DeSoto brand. Cars & Parts magazine said this about the 1955 DeSoto lineup:

“Riding in a '55 DeSoto was an experience. The engine was whisper quite and the ride super smooth. There seemed to be miles between the driver and front seat passenger. Everywhere, there was quality whether it was the Fireflite Sportsman's leather upholstery or the Firedome's glossy dashboard. A '55 DeSoto was sure to please even the most jaded consumer.”

Sales were high as 114,765 DeSotos found happy owners for the 1955 model year. The calendar year total of 131,753 was the best since 1946.

In 1956, the auto industry experienced a significant downturn. DeSoto, however, built nearly as many cars in 1956 as it had in 1955. But, the dynamics that would lead to the demise of the marque five years later were in motion. Top management at Chrysler Corporation suggested Chrysler drop its bottom line – Windsor – to allow more room for DeSoto. But Chrysler protested because it was dependent on the low-end product. Plus, Chrysler no longer had the option of moving up-market. Having already put itself in a difficult place, Chrysler would make no concession to DeSoto.

In 1957, corporate-wide quality control problems resulted in some horribly built cars. This angered DeSoto's traditional clientele as DeSoto had always been a well-built car. Worse, those who had never bought a DeSoto before and were seduced by the styling resented the car's inability to live up to appearances. Customers didn’t return to the DeSoto showrooms in 1958. This was made worse by a nationwide recession which seriously affected demand for mid-priced automobile makes.

DeSoto delivered an improved product in 1959, but the sales slide continued and in 1960, and rumors began to circulate that DeSoto was going to be discontinued. 1960 saw sales down 40 percent from the already low 1959 figures. By the time the 1961 DeSoto was introduced in the fall of 1960, the rumors were fueled by a reduction in model offerings for the 1960 model year. After three decades, DeSoto production came to a halt November 30, 1960. Dealers were notified by telegram.

Don’t miss an opportunity to see a DeSoto up close at the Ypsilanti Orphan Car Show scheduled for Sunday, June 1st in Riverside Park. This year, the DeSoto and Plymouth brands are featured. The car show is dedicated to educating the public about an often overlooked segment of automotive history – namely the 99% of American auto makes that are no longer produced. For more information, go to www.ypsiautoheritage.org. For more information about other orphan cars, go to www.motorcities.org.