November 18, 1960 – Chrysler axes DeSoto

Chrysler introduced DeSoto as an affordable alternative to their more luxurious cars in 1928, but soon after acquired Dodge, giving them two makes aimed at the same crowd, as Plymouth was their low class model. They placed DeSoto as a mid luxury vehicle, between Chrysler and Dodge, but it continued to have identify problems and suffered from an array of strange designs. Following a long battle to keep the brand alive, even after relative success through the 1950s, a recession at the end of the decade led to Chrysler decision to cut the brand, which was announced on this day in 1960. The final vehicles would roll off the assembly line on November 30 and a flash sale would be put in effect to sell off the 1961 models already produced.