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Desoto

A WikiMoment

The DeSoto (sometimes De Soto) was a brand of automobile based in the United States, marketed by the Chrysler Corporation from 1928 to 1961. The DeSoto logo featured a stylized image of Hernando de Soto.

The DeSoto make was founded by Walter P. 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.

Shortly after DeSoto was introduced, however, Chrysler completed its purchase of the Dodge Brothers, giving the company two mid-priced makes. Had the transaction been completed sooner, DeSoto never would have been introduced.

DeSoto's 1942 model is probably its second most memorable model from the pre-war years, when the cars were fitted with pop up headlights, a first for an American mass-production vehicle. DeSoto marketed the feature as "Air-Foil" lights "Out of Sight Except at Night".

 

30 DESOTO    
55 DESOTO 2 DR  
55 DESOTO    
DESOTO   3rd Car in from end
60 DESOTO   On left

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