Written by Chrysler Corporation, 1966
On May 6, 1928, the Detroit Free Press reported: "Probably no development of the past five years has created so profound a stir in the automobile industry as the current announcement that the new De Soto Six, which will be presented to the public in the next three months, is to be built by Chrysler.”
With hardly any more information than this, over 500 dealers signed for franchises. Production for the 1929 model began in July, 1928, and official announcement was made at the January, 1929, New York Automobile Show. With the unveiling of De Soto at a price of $845, Walter P. Chrysler now felt that he had closed a marketing gap between Dodge and Chrysler. [That’s Chrysler’s 1966 statement. Some feel DeSoto was planned in case Chrysler could not buy Dodge Brothers, and was superfluous once Dodge Brothers was acquired.] (Also see our full History of DeSoto cars)
1957 figures apparently do not match up to at least one other source, but they have been verified by cross checking with the authoritative book Chrysler Engines 1922-1998.
See our DeSoto cars page!
All Mopar Car and Truck News