Lets take a detour away from the Edsel and lets look at the Desoto.
Formerly with the Plymouth, Dodge and Chrysler Family. The DeSoto make was founded by Walter P. Chrysler on August 4, 1928, and introduced for the 1929 model year. Chrysler wanted to enter the brand in competition with its arch-rivals General Motors, Studebaker, and Willys-Knight, in the mid-price class. The Desoto was manufactured until 1961 it met its demise. The iconic symbol that represented the company was the logo which featured a stylized image of Hernando de Soto.
Shortly after DeSoto was introduced, however, Chrysler finalized its purchase of the Dodge Brothers, giving the company two mid-priced makes. The irony is, had the transaction been completed sooner, DeSoto never would have been introduced.
Initially, the two-make strategy was relatively successful, with DeSoto priced below Dodge models. Despite the economic times, DeSoto sales were relatively healthy, pacing Dodge at around 25,000 units in 1932. However, in 1933, Chrysler reversed the market positions of the two marques in hopes of boosting Dodge sales. By elevating DeSoto, it received Chrysler's streamlined 1934 Airflow bodies. But, on the shorter DeSoto wheelbase, the design was a disaster and was unpopular with consumers. Unlike Chrysler, which still had more traditional models to fall back on, DeSoto was hobbled by the Airflow design until the 1935 Airstream arrived.
Aside from its Airflow models, DeSoto's 1942 model is probably its second most memorable model from the pre-war years, when the cars were fitted with powered pop-up headlights, a first for a North American mass-production vehicle. DeSoto marketed the feature as "Air-Foil" lights "Out of Sight Except at Night".
Moving forward, Desoto boosted in the early 50's with great lines and the heavy hitting Hemi Engine which would later be the number 1 choice for all racers on the drag strip.
Lets watch this great advertisement for the 1954 1955 Desoto.