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Posts Tagged ‘Desoto’

A Very Belated Obituary for DeSoto

Another old Detroit plant falls to the wrecking ball.

by on May.26, 2011

The last DeSoto.

The last tangible evidence of one of Detroit’s iconic brands was rapidly disappearing this week as demolition contractors tore down the last of the DeSoto plant, 50 years after Chrysler Corporation discontinued the car line.

Moreover, the Albert-Kahn-designed DeSoto plant on Wyoming Avenue between McGraw Avenue and Ford Road at the western border of Detroit, was the only automobile assembly plant erected in America during the Great Depression.  Chrysler also built a truck plant in the period—but that was it for new auto assembly plants during those tough years.

Auto News When You Need It!

Until its demise, the DeSoto plant’s huge billboard stood as a nagging competitive symbol above the Ford Freeway (later I-94) that Ford and especially Mercury executives could not help seeing as they headed back and forth from their nearby Dearborn offices to downtown Detroit or their eastside homes.

DeSoto was conceived by Walter P. Chrysler a couple of years after the 1924 introduction of the Chrysler brand, a modernized Maxwell.  Walter P, a former Buick executive, had observed the success of Alfred P. Sloan’s reborn General Motors with its array of medium-priced cars based on “step-up” features.  So he set out to add to the new Chrysler Corporation a low-priced Plymouth to compete with Ford and Chevrolet and a medium-priced DeSoto, matched against Oldsmobile, Buick and the host of successful independents headed by Hudson, Nash, Studebaker and, well, Dodge.

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Marty’s Marketing Minutia

Argumentative, accolades and artifacts

by on Jun.05, 2009

New GM reinvention commercial continues previous arrogance

Guess who?

Guess who?

This week I’ve seen new commercials and videos produced for Government Motors, err, the new General Motors that are as arrogant, audacious and asinine as any produced ever by a company known for being arrogant, audacious and asinine! 

Well, at least twice in previous years, Gilded Motors emitted an electronic commercial stench on the airwaves: Once for their off-price commercial following 9/11, which I panned as the ad critic for Automotive News; the second for the introduction of the Silverado truck. In this campaign, Gaffe Motors assembled a kaleidoscope of cliché images and trucks as John Mellencamp sang “This is our Country” as a slap at the competition for their trucks. Hokey. Awful. Terrible It was satirized on SNL it was so bad. The comb-over of commercials. 

For the current Gasping Motors offerings during Chapter 11 proceedings — and they aren’t even out yet — so it must be Gratuitous Motors. Click here  but be forewarned to have a commercial sickness bag handy. 

Millions – workers, retirees, dealers, suppliers, stockholders and others — are in the ceramic financial receptacle without relief possible. Businesses are closing throughout America. Entire communities are devastated. Philanthropic institutions, the arts, sports, and other worthy causes are or will be bereft. There are years – yes, years of pain lie in the future for millions. And it’s all quite legal. 

And we America’s taxpayers who will own ~62% of the wreck that needed to be scrapped (read John DeLorean’s book) are asked to believe the new company has changed. Ha! GM’s new commercial gives us the new chapter two version of previous corporate arrogance, hubris and more of what caused the demise of the company. Just more of the same, but done by a new ad agency.  (more…)