DeSoto
DeSoto was an American automobile brand founded by Chrysler Corporation in 1928, named after the Spanish explorer Hernando de Soto. The brand was introduced as a mid-priced vehicle line positioned between Chrysler’s more affordable Plymouth and the higher-end Chrysler models. DeSoto cars quickly gained a reputation for their style, advanced features, and reliable performance, helping to establish the brand in the highly competitive automotive market of the early 20th century. In its early years, DeSoto enjoyed significant success and popularity. The brand’s first model, the 1929 DeSoto Six, set a record for the best first-year sales in the U.S. automotive history at the time, with over 81,000 units sold. The brand continued to innovate throughout the 1930s and 1940s. Models like the DeSoto Adventurer and DeSoto Fireflite exemplified the brand’s commitment to combining performance with luxury and style. Despite its successes, DeSoto faced increasing competition from both within Chrysler Corporation and from other automakers. By the late 1950s, the brand’s sales began to decline due to overlapping market segments with other Chrysler divisions and changing consumer preferences. In 1960, Chrysler decided to discontinue the DeSoto brand
