1955 Dodge Custom Royal

The Dodge models received a restyling for 1955, along with its Chrysler counterparts receiving Virgil Exner's new '100 Million Dollar Look.' While the Chrysler's were now solely powered by eight-cylinder engines, the Dodge brand continued to offer both six- and eight-cylinder powerplants. The body designs were modern, becoming more aerodynamic, longer, and lower than previous models. The Chrysler Corporation had begun the 1950s with tall and boxy cars, but as the marketplace switched to flamboyant designs, Chrysler was quick to follow. Chevrolet and Ford were well underway with the new style, but Chrysler was late to the game. Virgil Exner left Studebaker in 1949 to join Chrysler, and his vision and talents were quickly put to use, which Chrysler desperately needed in the early 1950s. Exner's new 'Forward Look' made all of Chrysler's products lower and longer.

The 1955 Dodge lineup consisted of the entry-level Coronet, the intermediate Royal, and the top-of-the-line Custom Royal. These model names were confusing, especially with the Lancer name (a body style) thrown into the mix. The name 'Custom' was an upscale level of trim and Lancer was initially Dodge's name for a pillarless hardtop, either coupe or sedan. The 'Royal' name was used to reference the V8 series. In 1955 this changed when Dodge applied the Lancer name to three of the four Custom Royal body styles.

A single 120-inch wheelbase platform was used for all three, with an overall length of 212.1 inches. A three-speed manual transmission was standard equipment while a fully-automatic two-speed transmission was optional. Overdrive was an option on standard transmission-equipped models for an additional $108.

The new Dodge models were marketed as 'Flair-Fashion' and the design was highlighted by tri-color paint schemes. In the front was a new grille divided into two separate openings, with similarities to the Chrysler models. It was elegantly styled with dazzling chrome and jet-inspired design.

They had simulated hood scoops and a wraparound windshield that Dodge described as 'new horizon' windshield. In the back, the taillights were wrapped with chrome trim pieces. Trim spears were used to accent the long and sleek lines that take a tasteful dip at the rear quarter. The Royal name and medallion were located on the rear fenders of the sedans. The Lancer hardtop and convertible models had chrome fins on the tops of the rear fenders.

The six-cylinder option was only available on the entry-level coronet. Body styles on the intermediate Royal Series included a sedan, Lancer hardtop, and a 6- or 8-passenger Sierra station wagon. The Custom Royal had a sedan, Lancer Hardtop, Lancer Convertible, and Lancer Sedan. Prices ranged from $2,450 for the sedan and rose to over $2,700 for the Lancer convertible. The sedan accounted for 55,503 sales while the 2-door Lancer Hardtop had 30,499 sales. The convertible found 3,302 willing buyers. The Lancer Convertible was the only convertible body style on the 1955 Dodge lineup.

The Red Ram overhead valve v8 engine had Hemispherical combustion chambers, a Stromberg two-barrel carburetor, hydraulic valve lifters, and five main bearings. It delivered 175 horsepower at 4,400 RPM. The Super Red Ram OHV V8 engine used a Stromberg two-barrel carburetor to deliver 183 horsepower, while the optional Carter four-barrel carburetor increased horsepower to 193 hp.

In the spring of 1955, Dodge began a marketing campaign directed at women with a model called La Femme. It was a Custom Royal Lancer hardtop in Heather Rose, a pink shade, and Sapphire White. Special upholstery and accessories, including a purse and a raincoat, were included in the package. Heather Rose with Sapphire White was a common color option. Non-LaFemme cars could have La Femme colors.

The public agreed with the new style of the Dodge vehicles, and sales rose by 161,272 units to 313,038.

by Dan Vaughan

Lancer Hardtop
Chassis number: 34843175

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 Dan Vaughan

Lancer Hardtop
Chassis number: 34767592

The Custom Royal was the top trim level for full-size 1955 Dodge cars. The Lancer name indicates hardtop or convertible body styles, with another Lancer feature being the chrome fins on the top of the rear fender. The car has a Power Flight two speed transmission, which was the first year for a full, automatic transmission. New for 1955 was the three-toned eye-catching paint which was offered in 17 different color combinations. This car is fully optioned with power steering, power brakes, radio, heater, dual outside mirrors and wire wheels. The engine in this was considered a 'small' Hemi and capable of 0-60 miles per hour in 16.2 seconds with a top speed of 101.8 miles per hour.

Engine: 270 cubic-inch; 183 hp; Hemi V8

Weight: 3,400 lbs; wheelbase 120 inch

Factory price: $2,518; production 30,499

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 1961. 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 with South African vehicle equipment regulation, white reflectors were mounted to the front bumper.

Though not meeting sales expectations, possibly due to the 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 LeBaron GTS 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 Jessican Donaldson