Termination Factors
Despite being a successful mid-priced line for Chrysler for most of its life, DeSoto's failure was due to a combination of corporate mistakes and external factors beyond Chrysler's control. The Chrysler brand essentially moved from a luxury automaker to a mid-priced automaker when Chrysler launched the Imperial brand in 1954 for the 1955 model year. Most DeSoto models were merged into the new Chrysler Newport in 1961.
Read more about this topic: De Soto (automobile)
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