The DeSoto was a car that sold better when it wasn’t named.
It was developed as an answer to Pontiac. Pontiac was a jumped-up Chevy, and DeSoto was a jumped-up Plymouth. At first DeSoto played up the Spanish theme, calling models Cupe De Lujo and Cupe De Business. This gimmick disappeared immediately.
Both had personal icons, appearing on the hood ornament, both illuminated in the ’50s. Both were heavy into Deco in the ’30s, and later just overDecorated. Both were favored by old ladies AND by young hotrodders.
New thought: The white-lighted conquistador fought the orange-lighted tribal chief. Not a coincidence. The chief won in the end.**
After the brand was trashed in 1961, Dodge realized that customers were still looking for a car in the price and style bracket. Dodge hastily assembled the 880, which turned out to be more distinctive than DeSoto ever was. It sold better than DeSoto ever had.
In 1975 Chrysler refilled the niche more precisely with the Cordoba. A lighter and fancier version of Chrysler, with a Spanish name and a Spanish frontman. It immediately sold better than all the other Chrysler models combined.
Clearly the niche was valuable, but it only worked when it wasn’t called DeSoto.
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** This should be a reminder to the Die-Verse idiots that ordinary Americans RESPECTED the tribal warriors. We don’t name products and towns and mountains after people we hate.
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Incidentally, the actual tribes weren’t swayed by the Pontiac symbol. They preferred Fords for the same reason that hillbillies and farmers preferred Fords in that era. The cars were simple and rugged, designed for dirt roads, and the company favored farmers and workers as customers.
Polistra's Mill 