Not to be confused with the short-lived de Soto of Edwardian times, the DeSoto arrived to much acclaim in 1929, setting a debut-year sales record that would last for 30 years. Chrysler Corporation was the new marque’s parent, DeSoto being intended to bridge the gap between up-market Chrysler and the newly introduced Plymouth. At the same time Chrysler acquired Dodge, and subsequent attempts to rationalize the two marques’ relative positions within the Chrysler Empire did DeSoto no favors. DeSoto sales roughly equaled those of Dodge for 1932, but a decision to adjust relative prices meant that from 1933 onwards the Dodge was the better bargain. Now more expensive than its in-house rival, the DeSoto moved closer to Chrysler in conception and gained the latter’s streamlined ‘Airflow’ coachwork for 1934. Without a conventional car in the range as an alternative, DeSoto saw its sales cut by more than half in twelve months. The arrival of the conventional - and cheaper - Airstream series for 1935 rescued the situation and production climbed back to its 1932 level of circa 27,000 units; Dodge, meanwhile, produced almost 160,000 cars that year. For the 1937 model year there was only one DeSoto series – the S-3. Conventionally styled by Chrysler Corp’s new Chief Designer, Ray Dietrich, the S-3 was powered by a new shorter-stroke ‘six’ displacing 228.1cu in (3.7 liters). An innovation was the advanced, ‘safety styled’ interior, which incorporated many ideas that would become standard features after the war including flush-mounted gauges, recessed instrument panel knobs and padded front seat back tops. Model year production reached 82,000 units and a DeSoto Convertible Sedan was used as an ‘Official Car’ at that year’s Indianapolis 500. DeSoto’s 1938 range comprised no fewer than ten models on the standard 119” wheelbase chassis, plus a further three on the long-wheelbase 136” frame, each powered by the 228.1cu in ‘flat head’ six. The major styling alterations were a magnificent new die-cast front grille and bullet-shaped headlamps now recessed into the fenders. Standard equipment included hydraulic brakes and independent front suspension, while a high-compression aluminum cylinder head was one of the options. This unique, coachbuilt DeSoto was sold to the USA via Oldtimer Garage in Berne, Switzerland and acquired by the current owner in 2005. Combining American Art Deco looks with Swiss/German build quality, this S-5 is a four-door Convertible Sedan bodied by Tüscher of Zürich, almost certainly on the longer chassis as the body has a division between the driver and passenger compartments. How it came into being is not known, although a commission from an American executive or diplomat stationed in Switzerland seems the most likely explanation. The build quality is quite exceptional: the interior appointments, leather upholstery, door mechanisms and hood are of Mercedes/Horch quality, while the car remains in very original condition.
Not to be confused with the short-lived de Soto of Edwardian times, the DeSoto arrived to much acclaim in 1929, setting a debut-year sales record that would last for 30 years. Chrysler Corporation was the new marque’s parent, DeSoto being intended to bridge the gap between up-market Chrysler and the newly introduced Plymouth. At the same time Chrysler acquired Dodge, and subsequent attempts to rationalize the two marques’ relative positions within the Chrysler Empire did DeSoto no favors. DeSoto sales roughly equaled those of Dodge for 1932, but a decision to adjust relative prices meant that from 1933 onwards the Dodge was the better bargain. Now more expensive than its in-house rival, the DeSoto moved closer to Chrysler in conception and gained the latter’s streamlined ‘Airflow’ coachwork for 1934. Without a conventional car in the range as an alternative, DeSoto saw its sales cut by more than half in twelve months. The arrival of the conventional - and cheaper - Airstream series for 1935 rescued the situation and production climbed back to its 1932 level of circa 27,000 units; Dodge, meanwhile, produced almost 160,000 cars that year. For the 1937 model year there was only one DeSoto series – the S-3. Conventionally styled by Chrysler Corp’s new Chief Designer, Ray Dietrich, the S-3 was powered by a new shorter-stroke ‘six’ displacing 228.1cu in (3.7 liters). An innovation was the advanced, ‘safety styled’ interior, which incorporated many ideas that would become standard features after the war including flush-mounted gauges, recessed instrument panel knobs and padded front seat back tops. Model year production reached 82,000 units and a DeSoto Convertible Sedan was used as an ‘Official Car’ at that year’s Indianapolis 500. DeSoto’s 1938 range comprised no fewer than ten models on the standard 119” wheelbase chassis, plus a further three on the long-wheelbase 136” frame, each powered by the 228.1cu in ‘flat head’ six. The major styling alterations were a magnificent new die-cast front grille and bullet-shaped headlamps now recessed into the fenders. Standard equipment included hydraulic brakes and independent front suspension, while a high-compression aluminum cylinder head was one of the options. This unique, coachbuilt DeSoto was sold to the USA via Oldtimer Garage in Berne, Switzerland and acquired by the current owner in 2005. Combining American Art Deco looks with Swiss/German build quality, this S-5 is a four-door Convertible Sedan bodied by Tüscher of Zürich, almost certainly on the longer chassis as the body has a division between the driver and passenger compartments. How it came into being is not known, although a commission from an American executive or diplomat stationed in Switzerland seems the most likely explanation. The build quality is quite exceptional: the interior appointments, leather upholstery, door mechanisms and hood are of Mercedes/Horch quality, while the car remains in very original condition.
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.jpg "Quelle: Christie's")
.jpg "Quelle: Christie's")
