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1955 Dodge Custom Royal news, pictures, specifications, and information
Lancer Hardtop
Chassis Num: 34843175
 
Sold for $12,100 at 2008 RM Auctions.
Virgil Exner, who had left Raymond Loewy's design firm in 1949, became Chrysler's head of advanced styling. Under his guidance, Chrysler would excel in the post war market. It was his 'Forward Look' designs of the mid-1950s that were of particular genius and distinguishing them considerably from other cars on the road.

Dodge shared their basic body design and layout with Plymouth, though they rode on a longer 120-inch wheelbase. They were offered with a multitude of color schemes that clearly distinguished them from the Dodge line.

This 1955 Dodge Custom Royal Lander Two-Door Hardtop is painted in a three-tone color scheme and is mostly an original car. It has had only one repaint to date. It is well equipped with chrome-plate bumper guards, dual rearview mirrors, and whitewall tires and 'spinner' hubcaps.

The interior has black and white vinyl upholstery, original carpeting, an AM radio, power steering and power brakes. Mounted under the hood is a 270 cubic-inch 'Red Ram' V8 engine capable of producing 193 horsepower. There is an optional two-speed PowerFlite automatic gearbox, four-wheel hydraulic brakes, and a Flowmaster dual exhaust system.

In 2008, this car was brought to the 2nd Annual Vintage Motor Cars of Hershey presented by RM Auctions where it was estimated to sell for $25,000-$35,000. It was offered without reserve. As bidding came to a close, the lot had been sold for a high-bid of $12,100 including buyer's premium.

By Daniel Vaughan | Oct 2008
Before the creation of the Daimler Chrysler in 1998, the Dodge Lancer was the model for the Dodge division and used to denote models three times in its history.

Designating both two and four door pillarless hardtop models in the Coronet, Royal and Custom Royal lines, the Lancer name was used by Dodge from 1955 to 1959.

A two door hardtop version of the mid-level models designed by Dodge in 1955, the Lancer ran in the production line until 1960.

On V8 powered models, a V8 emblem was customized to the side, just below the V in the side trim.

The Lancer name was passed on to a clone on the compact model Valiant which was met with huge success during the 1961 year. Given round taillights with full width grilles, Lancers used a Slant-6 engine.

South Africa introduced a right hand drive version of the Lancer that was sold from 1961 to 1963 though renamed as the DeSota Rebel. Equipped with the same 170 in³ Slant 6 engine, most came with the 3-speed manual transmission. In accordance to South Africican vehicle equipment ruglation, white reflectors were mounted to the front bumper.

Though not meeting sales expectations, possibley due to total resign of Dodge's compact car line, the Lancer was discontinued in 1963.

Re-introduced in 1985, a mid-sized 5-door hatchback version cloned from Chrysler LeBaronGTS and based on the Chrysler H platform.

Replaced by the Spirit, production ended April 7, 1989.

All production and design work was done in Sterling Heights Michigan.

By Jessica Donaldson
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