Back to the Forward Look

Chuck Pergiel remembers, sort of, the 1959 DeSoto:

The good old days, when beautiful girls wore gloves, cars were shiny, every seat had an ashtray, and a six by nine speaker in the parcel shelf was the epitome of automotive audio.

Indeed. My 1966 Chevrolet had a cutout in the rear shelf for a 6 x 9 speaker, which was presumably standard on higher trim levels. I installed one myself.

1960 was the last year for DeSoto.

Sad. There was a brief run of ’61s, with arguably the most hideous front end until, well, any current Toyota:

The Great Automotive Shakeout was well under way in those days. After 1957, Hudson and Nash were glued together to form American Motors; the last Packards, thinly-disguised Studebakers, appeared for ’58; Ford killed off Edsel, a mere child of three, after 1960; and Studebaker itself disappeared into Canada for its last two model years (1965-66).

I have long believed that the utterly gorgeous ’57 Plymouth killed demand for the pricier Dodge and DeSoto models on the same platform, to the extent that only one of them could possibly survive. By 1960, even the Plymouth was overwrought.

1 comment

  1. John Salmon »

    10 February 2019 · 6:43 pm

    By the end, with that dog-ugly grille, DeSoto deserved to die. Every time I see a 50’s DeSoto, I think of “You Bet Your Life”, with Groucho Marx, sponsored by that make.

RSS feed for comments on this post