1949 DeSoto Custom Series

DeSoto resumed civilian production following the end of World War II, using mildly updated pre-war products along two lines - the Deluxe and Custom Series. Both were built on the 1942 model line with changes to the wraparound bumpers, front fenders, new hoods, grilles, and redesigned rear fenders. The L-head six-cylinder engine displaced 236.7 cubic inches, had four main bearings, solid valve lifters, and delivered 109 horsepower at 3,600 RPM. Both the Custom and Deluxe rested on the 121.5-inch wheelbase chassis, with the long-wheelbase versions of the Custom using a 139.5-inch platform. The Deluxes used a three-speed manual transmission, and the Customs received Gyrol Fluid Drive with Tip-Toe Shift four-speed (optional on Deluxes).

DeSoto placed 13th in 1946 U.S. automobile sales with 62,368 examples produced, followed by 82,232 examples the following year and falling to 14th place. 93,369 examples were produced in 1949, but DeSoto fell to 15th place.

DeSoto's first all-new products arrived mid-year 1948 (around March), still offered under the banner of Deluxe and Custom models, resting on a 125.5-inch wheelbase except for the long-wheelbase models, which used a 139.5-inch platform. DeSoto marketed its new products as 'The Car Designed With You in Mind.'

The styling was highlighted by a large, tooth-like grille in the front complemented by shorter overhangs front and rear. The roof structure was taller with integrated bustle-back contours where the deck lid and roofline intersected. Above the rear fenders were taillamps placed within a long and narrow housing.

Body styles on the Deluxe series included a club coupe, sedan, Carry All, and station wagon. The Carry-All sedan was a new style that had a fold-down rear seat that, when folded down, would offer nearly eight feet of storage space from the front seatback to the rear of the body. The station wagon was a new body style to the DeSoto lineup, a configuration that had not been a part of the line since the 1930s. It had a steel body with ash wood exterior framing and a base price of $2,800. The club coupe was the least expensive model, selling for $1,870; the sedan was virtually identically priced as the club coupe, with a base price of $1,880.

The Deluxe and the Custom were powered by an L-head, 236.7 cubic-inch six-cylinder engine with a cast-iron block, Ball and Ball carburetor, 7.0:1 compression, and produced 112 horsepower at 3,600 RPM. The Deluxes continued to use a three-speed manual transmission, while the Customs had a Tip-Toe Hydraulic shift with Gyrol Fluid Drive. This transmission was optional on Deluxes for an additional $121.

Once again, Deluxes and Customs were distinguished by the level of trim, brightwork, and accouterments. The Custom line had two short strips of chrome trim positioned on the front fenders behind the wheel opening. A rear armrest was optional, and the Suburban had a roof-mounted luggage rack as standard equipment.

Body styles on the Custom Series began at $2,040 for the Club coupe and $2,060 for the sedan. The Convertible Coupe listed for $2,445. The 8-passenger sedan and the suburban used the long-wheelbase chassis, with a $2,860 and $3,180 base price, respectively.

Calendar year production for 1949 was 107,174 vehicles earning DeSoto 13th place in the U.S automobile production listing.

The DeSoto price range placed it in competition with the Oldsmobile Eighty-Eight, Studebaker Champion, Ford custom Series, Buick Series 50 Super, Packard Eight, Plymouth Special Deluxe, Mercury Series 9CM, and Pontiac Chieftain.

by Daniel Vaughan | Nov 2020