Remember the delightful DeSotos?

Owners George and Nancy Wuszke of Southwest Michigan own probably one of the finest and most beautiful DeSotos ever assembled.   Designed under the leadership of Chrysler VP of Design Virgil Exner, Sr, the 1957 DeSoto Adventurer was the ultimate DeSoto and highly collectible today.

In auto columns past, I have shared with readers my favorite models produced by GM's Chevrolet and Oldsmobile divisions, Ford Motor Company's Mercury and Ford Division and Chrysler Corporation's Plymouth.  I came across a stunning photo of a mid-fifties DeSoto the other day and it reminded me of how much I miss that great American automobile brand.  Methinks it is time to pick my favorite DeSotos and share my reasons for my picks with readers.

DeSoto was introduced as a new marque, along with Plymouth, by Walter P. Chrysler in 1928 just four years after he had founded Chrysler Corporation.  The Spanish explore Hernando de Soto was the inspiration for the new car's name.   The new DeSoto was created to provide competition in the mid-priced class.

In a spasm of corporate expansion that year, Walter P. also acquired the Dodge Brothers operation.  In one swell swoop, the still wet-behind-the-ears Chrysler Corporation had grown almost overnight from a one car operation (Chrysler), created from the ashes of the Maxwell Car Company, to a successful and bona fide multi-divisional competitor to the mighty General Motors.  It has been reported that if the Dodge brand had been purchased earlier in 1928, DeSoto would never have been introduced, as the two models filled nearly the same sales niche.

DeSoto's success was immediate.  It's first year sales totaled over 81,000 units and the new brand became the most successful new car ever introduced up to that time.  Following its initial success just before the Great Depression, DeSoto went on to become an important part of the Chrysler Corporation team, especially in the late 40s and the 50s when sales sometimes were equal to those of sibling Chrysler. 

I first took note of DeSotos when the all-new models were introduced in 1955 along with the other 'Million Dollar Look' Chrysler Corporation vehicles designed by Virgil Exner, Sr.  It was a beautiful automobile.  The advertising jingle created for DeSoto and heard on the popular Groucho Marx show "You Bet Your Life" really hit the spot.  The DeSotos of that era were delightful and they were delovely.

At the time, as a junior high kid, I had no idea that the popular and catchy DeSoto jingle of "It's Delightly, It's Delovely, It's DeSoto" was taken from a Cole Porter song written for the popular 1934 Broadway play "Anything Goes." (Note:  Ironically "Anything Goes" is back on Broadway in 2012)

The quickness of DeSoto's demise in the fall of 1960 after being a huge sales success in 1957 still astounds me.  Who would have guessed in 1955 - 1957 when Desoto sold very well in the mid-priced field that the brand would be gone in three short years?  Its demise can be attributed to a number of factors: the Eisenhower Recession in 1958, an overcrowded mid-priced field, highly publicized quality issues and car buyer's shift to economical and smaller vehicles at the end of the 1950s.

The all-new and highly successful 1957 finned DeSotos were rushed into production and had significant quality issues.  When the little changed 1958 models were introduced, a severe recession caused sales to plunge by more than half.  With times tough, car buyers started ignoring the large-sized DeSoto (and other mid-priced brands like Buick, Olds, Mercury as well) and started buying smaller and more economical imports and models from AMC and Studebaker.  It didn't help either that DeSoto and Chrysler models were nearly exactly the same car except for different bumpers, grilles and taillights. 

Following the poor sales performance in 1958 and 1959, DeSoto never recovered.  By the1960 model year only two series with limited number of models were offered.  The plug was pulled on the once robust brand on November 30,1960 after only 3,034 units were built of the 1961 model.

DeSoto is no more, but during the brand's hay day a number of memorable cars were built. The pre-war DeSotos that catch my eye at car shows are the controversial and poor selling but influential 1934 - 36 Airflow and the 1942 model that was fitted with powered pop-up headlights (advertised at "Air-Foil" lights "Out of Sight Except at Night"), a first for a North American mass-production vehicle.  The 1936 - 37 Cord 810/812's hidden lights preceded DeSoto's but were mechanical and operated by hand with a crank.

The DeSotos following WWII were conservatively styled until Exner's all-new1955 models appeared.  Then for the next few years, DeSotos were styling homeruns.  I'm especially keen on the 1955 hardtop cars with the three-toned paintjobs.  The all-new (again) 1957 DeSotos, with bodies featuring the best expression of Exner's finned look, are still considered design benchmarks.  There is not a contrary line on that breathtakingly beautiful automobile.

To address and hopefully correct the severe quality issues of the beautiful but poorly built 1957 - 59 cars, Chrysler Corporation in 1960 introduced all-new "Unibody" construction across the line (excepting Imperial).  DeSoto new body was great looking and was again shared with sibling Chrysler.  Unfortunately a combination of little styling differentiation between DeSoto and sibling Chrysler and persistent rumors in the press of its demise, the brand's sales fell again, to under 30,000. 

The suits at Chrysler did what had to be done.  Despite an improving economy and a noticeable sales up tick by buyers of middle priced, large cars, the writing was on the wall.  After 32 years, the once successful and popular DeSoto brand was discontinued.  Alas, after sales of over 2,056,000 vehicles during its lifetime, another great American marque had bitten the dust.

The choice: 1959 Buick vs. 1960 Dodge

I get asked a lot of car questions.  Some via email, some by phone and some by folks on the street.  Yesterday a bride-to-be emailed me to ask if I could help her locate a vintage car to transport her and the groom from the church to the reception hall.  No stretch limo for her, she wants a 1965 Mustang like the one her husband once owned.

Unless I know the owner of a specific requested model, I usually forward the request on to Ned Wollengslegel, president of the local Southwestern Michigan Car Collectors car club, hoping that he can be of assistance.

Another often-asked question is to name my favorite vintage car.  Over the many decades since I became enamored with automotive design, the answer to that question changes by the week, sometimes by the day! 

For the longest time my favorite cars were the 1957 Chrysler Corporation finned cars created under the direction of designer Virgil Exner, Sr.  One week my favorite would be the Desoto, only to be replaced by the Swept-wing Dodge.  And the 1957 Imperial has appeared at the top of the list many times. 

I’m also a huge fan of the dramatically new1959 GM models that were rushed to market in response to the overwhelming success of the 1957 Chrysler Corporation models.  All five GM models were redone that year with the wild bat-wing Chevy at the bottom of the rung and the iconic “spaceship” finned Cadillac at the top.  I like them all but my favorites have always been the Delta-winged Buick and Linear Look Oldsmobile.  Pontiac with its all-new split grille was easy on the eyes too.

The car that ultimately bumped the 1957 Chrysler Corporation offerings from the top of my Mopar list was another Exner effort that came out in 1960 to replace the by-then dated 1957 Chrysler models.  As I wrote a few weeks back in this column, I was never a big fan of the 1960 Plymouth until recent years, but I really loved the 1960 Chrysler and especially the Dodge Polara/Matador offerings from the get-go.

One only has to attend a vintage car auction to discover the fact that American-built cars from the mid-fifties to the early 70s are favorites of collectors.  And why not?  During that brief 15 years some of the most flamboyant and powerful autos ever to grace a dealership showroom were designed, produced and sold.

Not before and not since have the automakers produced a more varied assortment of models that delighted the eyes with stylistic features (fins, retractable hardtops, tri-tone colors, etc.) and affordable performance (GTO, Roadrunner, etc.)  It certainly is my favorite era of automotive design, bar none.

On my recent Great Smoky Mountains family vacation my daughter asked me to name my favorite car.  Brain freeze prevented me from picking a favorite from my top two picks:  the 1959 Buick and the 1960 Dodge Polara/Matador.  To me, they are both automotive perfection.

It is very rare that a new car comes along that is designed so perfectly (to my eyes) that I wouldn’t change a thing.  I saw the Buick months before its introduction in a summer parade in downtown Flint.  GM held a parade to commemorate it’s golden anniversary. 

The 1959 Buick was on a float and my eyes couldn’t believe that this beautiful car with the canted headlights in front and delta-wing fins in back belonged to a Buick. It look nothing like the bulbous and chromey 1958 model.  I was ecstatic when later that fall my uncle who resided across the road bought a 4-door Special.

Designer Virgil Exner, Sr. had his work cut out for him when he had to replace his successful 1957-59 Chrysler Corporation models.  By 1959 his highly recognized finned look had become passe.  What do you do for an encore?

Exner stuck with the fin look one more year and again produced some spectacular vehicles.  I’ve always loved the Chrysler and DeSotos of that year and I’ve grown to appreciate the Plymouth but I’ve always been gaga over the premium large Dodge Matador and Polara.

Dodge also built a full-size Dodge Dart in 1960 but on a slightly shorter wheelbase.  It shared the Polara/Matador front fenders, roofline and doors but received smaller fins out back and had a cheaper looking grille and was built on the Plymouth platform.  By the way, a nice 1960 red Dart convertible will be in this summer’s Concours d’Elegance in Lake Bluff Park.

The Dart is nice but its bigger brothers, the Matador and Polara, are way better.  That’s because Exner attached two beautifully proportioned and integrated fins on the car’s rear quarters.  Then he topped the new look off by putting gorgeous rocket-like taillights at the rear and a rich-looking grille at the front. A perfect looking car.

I simply can’t decide which I like best.  Guess I’ll have to buy both and get rid of my Neon…after winning the lottery.

Mopar heaven in north Indiana

Virgil Exner, Jr. (right) and Monte Gillespie (left)

I learned a long time ago that not everyone is crazy about automobiles on a level equal to my passion.  So when I do find an automotive kindred spirit, it is a treat indeed. 

Finding a true kindred spirit is not easy.  My first kindred spirit discovery happened back in 1964 in my junior year at Michigan State University.  On a warm spring evening I had left my dorm room open for ventilation.  Walking by was "floor-mate" Cliff Ghetti of Belvidere, New Jersey.  He, also a car nut who would go on to become a designer at Chrysler, noticed my car photos that I had taped to the dorm room wall and poked his head into my room and asked, "So, you like cars?" or something similar.  The answer was yes and we stayed up most of the night sharing car stories.  We've shared car stories ever since and remain good friends.

That special "car connection" with Cliff was my first encounter with a genuine kindred spirit.  There have been a few since, the most recent happening this past fall at the Studebaker National Museum in South Bend.  Following an afternoon symposium on automotive design in which I was invited to participate, a gentleman named Monte Gillespie came up to me and introduced himself. 

Almost immediately, Monte, an AM General retiree, and I discovered that we had a common passion for Chrysler Corporation cars; especially those designed by Virgil Exner, Sr. A kindred spirit!

I discovered that Monte not only had a passion for Exner-designed Chrysler cars, but he also owns a 1962 Dodge Polara 500 convertible - probably one of my all-time favorite vehicles.  Monte and I exchanged email addresses and as I departed I asked if he would mind if someday I could stop by and see his Polara.  I had hopes that he would bring it to the 2012 Concours d'Elegance in St. Joseph.

It wasn't until later that I realized that Monte's and my path had crossed some years back.  In 2008, when the featured car at the then-Krasl Concours was all of the Chrysler 300 letter-series models, Monte had sent an application to show his 1960 300F convertible.  Unfortunately mechanical problems prevented Monte from bringing his red "Beautiful Brute" convertible to the car show. 

As I began to plan my meeting with Monte, who lives in Granger just northeast of South Bend, it occurred to me that retired Ford designer Virgil Exner, Jr., son of Virgil, Sr. lives only a short distance away in South Bend. I knew that not only was Monte a huge fan of Virgil Exner, Sr.'s automotive design work, he also had written a number of articles on the Chrysler 300s and had accumulated a great deal of Exner Sr's memorabilia.  I wanted Virgil to meet Monte.

How great would it be if the three of us could all meet at Monte's house?  It would be a perfect trifecta moment: I would enjoy seeing a vintage Dodge and getting Virgil, Jr.'s impression of the car; Virgil would get to see a car his dad had a hand in designing and Monte would have the honor of having the son of his design idol at his house.

Virgil accepted my invitation to join me on the visit and a meeting time was set.  My expectations were high when I picked up Virgil on a sunny afternoon from his lovely home in northeast corner of South Bend.  We both were looking forward to seeing the vehicles that his dad had overseen the creation of back in the 50s and 60s. 

We were not prepared, however, for what we saw after driving down a long driveway and rounded the corner to Monte's garage.  Sitting on a concrete driveway and bathed with the late winter sun was a gloriously red and shiny 1962 Plymouth Valiant Signet 200 two-door hardtop!  I thought Virgil, Jr. would hurt himself as he hurried out of the front seat of the Neon to get a closer look.

Neither Virgil nor I had an inkling that Monte had any other cars in his collection other than his 1960 300F and the 1962 Dodge Polara 500.  It was literally a breathtaking surprise to see the Valiant, both for the son of its designer and for me - a hopelessly devoted Mopar fan.

Monte had been waiting for us and was standing by the Valiant with a big smile on his face.  He knew that the Valiant was a special and important car for the senior Exner, as it was the designer's first effort at creating a new long hood/short deck look for Chrysler vehicles following the successful finned era that had brought Chrysler such success in the mid and late 1950s.

Virgil later shared with me that he "was struck by how beautiful the Valiant still looked" after all these years.  He hadn't seen one in a long time.  He added that his dad was "anxious to do a small car" and the senior Exner was "so proud of how the Valiant had turned out."

After spending a long time walking around and admiring the Valiant, Monte then invited us to see the rest of his auto collection.   Behind the Valiant stood a large garage with multiple doors.  Behind the first door was the 1962 Dodge Polara 500 convertible.  Obviously from first glance, it is not ready for a Concours car show.  But, using needed pieces off a nearby "parts" car, he has every intention to have it ready for show in 2013.

Next to the Dodge sat a beautiful 1956 Chrysler 300B in black.  A rare car - one of only 31 built - with the stick shift.  Beside the B stood an un-restored but whole 1936 Chrysler Airflow C-9 waiting to be put together and be a fabulous addition at any vintage car show.

Then, in another nearby garage, Monte showed us his aforementioned 300F convertible, a 1957 Chrysler 300C two-door hardtop and a 1972 Imperial LeBaron two-door hardtop.

Monte's most recent automotive acquisition is a 1963 Studebaker Lark 2-door sedan.  As a devoted and frequent volunteer at the Studebaker National Museum, Monte thought he ought to have at least one Studebaker in his collection.  It awaits a minor restoration effort before being ready for show time.

Those readers who are either Mopar or Exner fans will be pleased to learn that Monte plans to bring his Valiant Signet to the Concours in St. Joseph on August 4.  Be sure to stop by and say hello.  Tell him Dar sent you.