Word: desoto
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...color. When its 1954 cars come out in October, the top-price Chrysler's engine will have 235 h.p., the most powerful reported to date. Moreover, Chrysler is using its own torque-type automatic transmission (similar to Buick's Dynaflow) as standard equipment in Chrysler and DeSoto, and optional in Dodge and Plymouth. Chrysler is also going after the woman driver with bold use of color on interior fabrics, and new body-finish colors touted as the flashiest the industry has ever seen...
...compete with GM, Chrysler advertises a 160 h.p. engine in its DeSoto line; the Chrysler, Dodge, and Plymouth models remain relatively unchanged...
...hero's welcome. The crowd broke uncertainly into the new Iranian Oil Anthem: "Happiness dawned in the east, sorrow came to an end." Refrain: "The year had not elapsed before oil was nationalized. Home of lions-Iran! Iran!" It took Mossadegh's green 1950 DeSoto a full hour to make its way through the crowds to the Shah's Palace four miles away. One ragged, tearful old man trying to show his devotion by sacrificing himself under the car wheels was snatched away by the police...
Died. Fred Morrell Zeder, 64, vice chairman of the board and vice president of Chrysler Corp. (Plymouth, Dodge, DeSoto, Chrysler cars) ; and the company's chief engineer and designer; of a heart attack; in Miami...
...rest of the auto industry enjoyed the greatest boom in its history, Packard managed to lose $736,682. While total auto production went up 30%, Packard's dropped 20%. The company's sales had slipped from 13th to 14th place among U.S. cars, just ahead of the DeSoto and Kaiser...