One of the forgotten names of the American car business is DeSoto. First launched by Chrysler in 1928, DeSoto was an all-new brand that would compete with Buick and Studebaker in the mid-market segment.
Due to their affordable price, DeSotos were popular right from the start. The 1929 models set a first-year sales record that stood for 31 years! DeSoto hit the peak of their popularity in 1956, when they had grown to become the 11th largest US automaker.
One of the cars that propelled DeSoto up the sales charts was this 1955 DeSoto Fireflite. It caught my eye on a recent visit to the Martin Auto Museum in Phoenix.