Bill Watson's Chronological History of Chrysler Corporation, Including Dodge, DeSoto, and Plymouth

Part IV: 1950-1963 (The Virgil Exner Years)

Quick navigation

Segments: 1864 - 1911 * 1912 - 1919 * 1920 - 1939 * 1940 - 1949 * 1950 - 1963 * 1964 - 1971 * Main History Page

Chrysler History, Part 5: The Story So Far

The Dodge Brothers, who originally supplied Ford, have started their own company, building vehicles with a strong reputation for durability. Walter P. Chrysler, after rising in the railroads as an engineer and, later, a supervisor and manager, was put in charge of faltering Buick, with excellent results. Walter Chrysler left Buick to head Willys, and started working with the firm of Zeder-Skelton-Breer Engineering on the most advanced car ever produced. Both Dodge Brothers die and the business is placed in the hands of people somewhat less qualified to run it. Maxwell-Chalmers runs into trouble. The prototype Chrysler is sold to William Durant as part of the auction of the Willys plant. Maxwell hires Walter Chrysler, who first rescues and then takes over the company, creating a new company called Chrysler Corporation and using it to buy Maxwell-Chalmers. The new Chrysler is produced with excellent reviews and results. Plymouth, Fargo, and DeSoto are started and Dodge is purchased, partly to gain manufacturing plants for Plymouth.

1950 - Keller and Colbert; Familiar car names debut; Newark announced

K.T.Keller becomes chairman of the board and L.L.Colbert becomes president.
Two door hardtops introduced - Dodge Coronet (Diplomat), DeSoto Custom (Sportsman) and Chrysler Windsor, New Yorker and Town & Country (Newport).
DeSoto Body Plant opens on Warren Avenue (former Graham plant)
New tank plants announced for New Orleans, LA, and Newark, DE.
6 millionth Plymouth
2 milllionth Chrysler
Read more: Plymouths of 1949-1952

1951: Proving ground purchased; new 331 Hemi; Fluid Torque Drive

Purchases land in Chelsea, MI for proving grounds.
DeSoto expands Warren Avenue plant to include engine production.
Chrysler Saratoga, New Yorker, Imperial and Crown Imperial replace in-line eight cylinder engine with new 331-cid hemi V8.
Fluid Torque Drive introduced - uses torque converter instead of fluid coupling.
Two door hardtop introduced in Plymouth Cranbrook series - Belvedere. Similar hardtop model, known only as "special club coupe", introduced in exort-market Dodge Kingsway Custom and DeSoto Diplomat Custom series.
February 25 - Fred M. Zeder dies.
William C. Newberg named president of Dodge Division.
L.I.Woolson named president of DeSoto Division.
New idea cars - Chrysler K-310, Plymouth XX-500..
7 millionth Plymouth

1952: Trenton plant; FireDome

New engine plant in Trenton, MI opened.
Last year for the Dodge 7-passenger, extended wheelbase sedan.
John P. Mansfield named president of Plymouth Division.
New 276-cid hemi V8 introduced for DeSoto - FireDome.
Three parade cars built on the Chrysler Crown Imperial chassis, one each for LosAngeles, Detroit and New York.
New idea cars - Chrysler C-200 convertible and Special coupe.
6 millionth Dodge car
Read more: Plymouths of 1949-1952

1953: Dodge shares Plymouth body; Red Ram; Powerflite

Last year Plymouth assembled at San Leandro, CA
New downsized Plymouth and Dodge. Dodge uses Plymouth body for the two door convertible, hardtop and wagon models.
An extended wheelbase (five inches) of the Plymouth body is used for Dodge club coupes and four door sedans.
Dodge Coronet offers new 241-cid hemi Red Ram V8.
Fresh air automobile air conditioning introduced.
Briggs Manufacturing Company automotive facilities in the U.S. purchased for $35,000,000. Chrysler builds bodies for Packard to the end of the 1954 model year.
DeSoto moves 6-cylinder production to Trenton Engine plant.
Body building facilities opened at LosAngeles, CA plant.
New plant opened in Indianapolis, IN to produce Powerflite.
Chrysler Custom Imperial and Crown Imperial offer Powerflite.
Plymouth introduces Hy-Drive - a torque converter between the engine and clutch - which shares oil supply with the torque converter and engine. This was a semi-automatic transmission to fill in the gap as the Powerflite was being developed.
Last year for semi-automatic in Dodge, DeSoto and Chrysler.
E.C. Quinn named president of Chrysler Division.
New idea cars - Chrysler D'Elegance, DeSoto Adventurer, Dodge Firearrow, Chrysler GS-1.
8 millionth Plymouth
See related article: Plymouths of 1953-1954

1954: Turbine, Belmont, more

San Leandro, CA, plant closes at end of 1954 model year.
June - Chelsea, MI proving grounds open.
Chrysler displays turbine-powered Plymouth.
Aitemp Division introduces first room air conditioner for casement windows.
Dodge, DeSoto and Chrysler offer Powerflite across the board.
Plymouth offers Powerflite in mid-year.
Last year for the DeSoto and Chrysler 7-passenger, extended wheelbase sedan and limousine.
Chrysler leases plant on Conant Avenue to Packard.
New idea cars - Plymouth Explorer, Plymouth Belmont
New show cars - Chrysler LeComte, Chrysler LaComtesse.
See this article on the turbine engine program
See Plymouths of 1953-1954

1955: Imperial on its own; dealer-installed A/C; HyFire.

Imperial separated from the Chrysler marque.
Dealer-installed air conditioning available (see 1955 Plymouth and Dodge pages).
Powerflite automatic uses dash-mounted lever.
Plymouth introduces a V8 - the Hy-Fire - initially a 241-cid poly-head version of the Dodge block.
Seat belts a dealer-installed option.
Boyhood home of Walter P. Chrysler in Ellis, KS dedicated as a memorial by City of Ellis.
Simca (Societe Industrielle de Mechanique et Carosserie Automobile) purchase Ford France SA from Ford Motor Company. Ford Motor Company acquires 25% interest in Simca.
New idea cars - Flight Sweep I, Flight Sweep II and Falcon.
9 millionth Plymouth, 7 millionth Dodge car
Also see extensive 1955 Plymouth and Dodge pages

1956: TorqueFlite debuts with push-button drive; Killer retires; transistor radio

New transmission plant at Kokomo, IN - to produce new Torqueflite, introduced mid-year on the Imperial.
Push-button drive introduced (for the Torqueflite) - right-hand drive vehicles continue with the 1955-style dash lever for one more year. (See the Insiders Guide to Chrysler and our transmissions page for more details on this system).
Aluminum piston foundry at Highland Park expanded.
April - K.T. Keller retires as chairman of the board.
Last year for the American-built, Imperial 7-passenger, extended wheelbase sedan and limousine.
Parade cars of 1952 are upgraded with styling themes of 1956 Imperial.
Chrysler Corporation becomes involved in the development of ballistic missile systems.
Chrysler Corporation introduces transistorized radio.
M.C.Patterson named president of Dodge Division.
New idea cars - Dart, Plainsman.

1957: "Dodge DeSoto"; B engines; New Process Gear

Introduction of DeSoto Firesweep - DeSoto body on Dodge chassis, with Dodge doors, Dodge engines, Dodge front end clip with DeSoto rille/bumper - assembled at Dodge Main, Hamtramck, MI.
Tank plant in Newark, DE, renovated, becomes assembly plant for Plymouth and Dodge cars
Imperial introduces curved side window glass.
Imperial limousines built in Italy by Ghia, based on Imperial two door hardtop..
Corporation doubles size Engineering Division has devoted to research on automotive turbines and piston engines.
Trenton, MI plant revised and expanded for production of new "B" V8 engines for the 1958 model year.
New Process Gear Corporation becomes New Process Gear Division.
Ohio Stamping Plant at Twinsburg, OH opens.
July - Chrysler Corporation purchases Ensamblaje Venezolana which becomes Chrysler de Venezuela S.A.
10 millionth Plymouth
3 millionth Chrysler

1958: Chrysler buys part of Simca.

DeSoto production moves from the Wyoming plant to Chrysler's Jefferson Avenue plant for 1959 model year.
Beginning with the 1959 models, Imperial production begins at the old Graham/DeSoto plant on Warren Avenue.
McGraw Avenue plant of former DeSoto complex is converted to glass production.
The main assembly building on Wyoming Avenue becomes the centre of Chrysler export operations in the 1960's.
Chrysler Corporation purchases 25% interest in Simca (Societe Industrielle de Mechanique et Carosserie Automobile) from Ford Motor Company. Begins importing Simca cars, including Vedette Beaulieu model, with ex-Ford flathead V-8.
Chrysler International S.A., headquarters in Geneva, Switzerland, is formed and succeeds the former Chrysler Export Corporation.
New Electrical Division begins operations in Indianapolis, IN..
Auto-Pilot speed-control introduced on Imperial.
America's first successful satellite, Explorer I, launched with Chrysler-built Jupiter-C missile.
The heads of the divisions are "downgraded", from president to general manager - Harry E. Cheseborough - Plymouth Division; M.C.Patterson - Dodge Division; J.B.Wagstaff - DeSoto Division; Clare E. Briggs -Chrysler Division and Imperial Division.
New idea cars - Imperial D'Elegance, Plymouth Cabana
11 millionth Plymouth

1959

Evansville, IN plant closed. New plant in St.Louis, MO opens for 1960 production.
Chrysler Corporation introduces swivel seats and automatic dimming electronic rear view mirror.
Chrysler acquires minority interest in Chrysler of Mexico and complete ownership of Chrysler South Africa Ltd..
SIMCA purchases Talbot-Lago, descendant of French arm of Sunbeam-Talbot-Darracq.
June - Harry E. Cheseborough named general manager of new Plymouth-Desoto Division
June - Clare E. Briggs named general manager of Chrysler-Imperial Division.
October - Harry E. Cheseborough named general manager of Plymouth-DeSoto-Valiant Division

1960: Dart replaces Plymouths at Dodge dealers; DeSoto reduced; Valiant appears; Colbert chair, president

Export Dodge Kingsway replaced by Dodge Dart for 1960.
New Plymouth-based Dodge Dart introduced and replaces Plymouth at Dodge dealers in U.S.
Export DeSoto Diplomat based on Dodge Dart.
DeSoto line reduced to Fireflite and Adventurer - all on 122" wheelbase.
New compact Valiant introduced for 1960.
Dodge Hamtramck renovated - two assembly lines, one for Valiant and the other for Dodge.
Unitbody construction introduced for all cars, except Imperial, and is first use of computers in body engineering
The alternator is introduced as standard equipment on the Valiant and optional on all other cars.
McGraw Glass Plant begins production.
April 28 - William C. Newberg president of Chrysler Corporation
April 28 - L.L.Colbert named chairman of the board.
June 30 - L.L.Colbert replaces William C. Newberg as president of Chrysler Corporation
November - Harry E. Cheseborough named general manager of Plymouth Division as DeSoto is dropped.
Byron J. Nichols named general manager of Dodge Division.
Societe Industrielle de Mechanique et Carosserie Automobile split into two companies - Simca Automobiles S.A. (for automotive products) and Simca Industries S.A. (for non-automotive products).
New idea car - Plymouth XNR
12 millionth Plymouth
8 millionth Dodge car
2 millionth DeSoto

1961: DeSoto ends; Valiant becomes Plymouth; Virgil Exner leaves

Imperial production reverts to the Jefferson Avenue plant with the 1962 models. The Graham/DeSoto/Imperial plant is sold.
Assembly of big Dodge Polara moved to Jefferson Avenue for 1961 model year.
Last year for DeSoto cars, now down to a 2-door and 4-door hardtop, and the export DeSoto Diplomat.
DeSoto replaced by Chrysler at Plymouth-DeSoto dealers and new, lower-priced Chrysler Newport moves into old DeSoto market.
Dodge Lancer introduced for Dodge dealers as Valiant officially becomes a Plymouth in the U.S.
Clare E. Briggs named general manager of new Chrysler-Plymouth Division as Chrysler-Imperial and Plymouth Divisions are merged.
George H. Love named chairman of the board,
Lynn A. Townsend named president of Chrysler Corporation
November - Virgil Exner leaves Chrysler Corporation and Elwood Engle is named head of corporate styling.
New idea car : TurboFlitte, Dodge Flitewing

1962: B bodies brought out based on reduced-size Exner theme

January - Dodge Custom 880 introduced, a 1961 Dodge Polara body with Chrysler rear quarter panels and taillamps, uses 1961 Dodge Polara interior. Assembled at Jefferson Avenue plant. Replaces old Polara series in medium-price range.
New "B" body Plymouths and Dodges introduced based on a shrunken version of Virgil Exner's "S" body theme.
See 1962 Plymouth specs at the end of the article here.

1963: Last direct Exner influence; Chrysler controls Simca; Super Stock 426-II

Chrysler restyled - last Exner input as body based on "S" body ideas, but greatly toned down.
Dodge Lancer dropped, replaced by Dodge Dart in compact market.
January - Chrysler Corporation increased its holdings in Simca to 63%
February - Acquires Therm-O-Rite Products Ltd., Toronto, ON, which becomes Chrysler Airtemp Canada Limited.
Acquires Chrysler Hella S.A.I, (Greece)
June - Plymouth announces development of the Plymouth Super Stock 426-II engine
December - Introduction of the 273-cid V8 engine as an option in 1964 Plymouth Valiant and Dodge Dart cars.
13 millionth Plymouth
9 millionth Dodge car
Note: Plymouth sold 239,327 cars, of which 36,089 were station wagons
See our 1963 Plymouth page, including specs, here.

Segments: 1864 - 1911 * 1912 - 1919 * 1920 - 1939 * 1940 - 1949 * 1950 - 1963 * 1964 - 1971 * Main History Page