DeSoto Airflow - Marketing Failure

Marketing Failure

DeSoto (and Chrysler) touted all of its Airflow bodies as "futuristic" in an age of streamlining, the public found the cars to be too different in a time of economic uncertainty. While Chrysler's cars looked better, with the Airflow bodies stretched over their longer wheelbases, the shorter 115 DeSoto wheelbase made the cars seem bulky. Walter P. Chrysler, who had been a strong proponent of the Airflow project, was stunned by the lack of interest in the car, which he believed pointed the way for the future of American cars.

Interest in the Airflow was strong when it was introduced. Unfilled orders for it totaled 15,580 on April 30, 1934. This was 48.3% of comparable Chrysler and DeSoto shipments in 1933.

In May 1936 the DeSoto Airflow began to be promoted in some 435 newspapers in the United States. The highly streamlined car was advertised together with more traditional airstream cars in general magazines and by itself in class magazines. The DeSoto advertising account was managed by J. Sterling Getchell.

Rumors persisted that the Aiflow's body was unsafe. Tests showed its all-steel unibody construction safer than those of other cars made at the time (most automotive manufacturers still used wooden sub-framing over which steel skins were applied for their car bodies). In one widely distributed advertising film shown in movie theatres, an empty Airflow was pushed off a Pennsylvania cliff, falling over 110 feet (34 m); once righted, the car was driven off, battered, but recognizable. Still, the myth persisted that Airflows were unsafe.

While Chrysler still built a more familiar-looking car in 1934, DeSoto only offered the Airflow. Despite selling more Airflows than Chrysler, Chrysler sold more cars overall with the majority being the redesign of the 1933 "regular" Chrysler.

For 1935 and 1936, Chrysler added the more traditional DeSoto Airstream, which it shared with Chrysler, and DeSoto regained a portion of its lost market share. While the Airflow was still offered, the bulk of DeSoto's sales were Airstreams and the Airflow was relegated to the back of the DeSoto catalog.

Those buyers who did choose the Airflow found that their models carried a more prominent peaked grille design. Other than cosmetic changes (hood louvers, etc.) the cars remained unchanged.

While Chrysler continued to use the Airflow body through 1937, Chrysler discontinued the DeSoto Airflow in 1936 to focus on more traditional designs and the higher sales volume that they brought the division.