Chrysler’s DeSoto brand was still hanging in there in 1952 when the Firedome models were introduced. They would hold various positions in the DeSoto line-up, beginning with the top series through 1955. They were big, boxy-looking cars that would benefit greatly from the “Forward Look” redesign of 1957. This 1954 4-door sedan looks to have been recently freed from the barn where it had lived since 1986. It has cleaned up nicely but will need loads of work to get going again. Located in Rockford, Illinois, this DeSoto is available here on Facebook Marketplace for $4,000 and is another tip brought to us by T.J.!
DeSoto had a storied history, beginning its Chrysler association in 1928 when Walter P. felt there was room in the market for another upper mid-range brand. The division would have varying degrees of success until it became clear by the late 1950s that the DeSoto was too much like Dodge and not enough like Chrysler (or vice versa) to continue being viable. The last DeSoto was built in late 1960 for the 1961 model year.
The Firedome arrived about the same time that DeSoto was celebrating its 25th anniversary (it would not see #35). A V8 engine returned to the fold in the 1950s, the first time a DeSoto had been powered by one since the Great Depression. The powerplant in the seller’s car should be a Hemi with a displacement of 276 cubic inches, producing 170 hp. The Firedome would account for three-quarters of overall DeSoto production in 1954, and the six-passenger 4-door sedan like this one accounted for sales of 45,000 units.
We’re not told much about this DeSoto. It was in storage for 38 years and was covered by layers of dirt and grime in a barn with a dirt floor. The seller provides photos of it before and after it was cleaned up and light green paint is revealed in the process. It doesn’t look too bad for its hibernation, but some rust can likely be found, and the interior has run its course. Does the DeSoto run? We don’t know and the seller doesn’t say, so we guess not. But what a noble machine this could be again once restored.
That lead photo is very artistic.
I lived a few hours south of Rockford for 18 years on a small farm. Spring condensation rusted up everything metal in my machine shed before I finally got the whole floor in concrete. I’d be taking a close look at the undersides of that old gal.
Learned to drive on a55 Firedome. The 54 was still under control of K T Keller (head of Chrysler) who reportedly demanded the cars should have ample head room for a man to wear his hat, resulting in high, boxy look. By the time Exner brought the Million Dollar Look In 55, Keller was gone. You can see similarities from 54 to 55 most notably the Toothy Grille which was dropped for 56. 🎵 It’s Delightful 🎶It’s Delovely 🎵It’s DESOTO 🎶. So if you say the secret word, the duck will give you an extra $50 ,and tell them Groucho sent you 😉
Yes, rust was definitely a problem in Illinois. I grew up about an hour south of Rockford, IL in a small farming community myself.
Looks like it cleaned up pretty nicely. I’d sort it mechanically, put on a new set of tires, detail it some more and cruise
You know who’s to blame there, when GM closed in Janesville, Wisconsins Rock County and and neighboring Winnebago County in Illinois affected by Belvideres ups and downs, were devastated. I bet 90% of those unemployed had something to do with the auto industry. LIke all these “automotive ghost towns”, the area has rebounded some, but never to its former glory. Thank you Toyota,,,
Ooooooo, gots a hemi,,,there’s a buzz word for ya’, images of wheel standing, fire breathing monsters come to mind, when in reality, the hemis I remember, from cars like these, were oily, leaking, slugs, that burned oil, gas, and Ford could dust it easily. Guy down the block, a bit older and a terrible influence on us, had a ’53 Chrysler he bought for $100, in PERFECT shape with a bad 6 cylinder, fact is, he had to promise the old lady he got it from he’d take of it, well, he took care of it alright. He then found a ’54 DeSoto, just like this, bought just for the motor, another $100, and we put the hemi in the Chrysler. Initially, the swap went well, did some wicked burnouts, but eventually, the transmission went, and he junked the car, hemi and all.
Not sure about the “hat” story, I heard that about French cars, but a much more influential character of the time, was a man named Groucho Marx. TV was in its infancy, and some actors, perhaps riding on their movie careers, made it big in TV. Groucho was one, and he heavily promoted DeSotos on his shows. The car itself was a pig, but properly marketed through Hollywoods biggest star, was I’m sure the reason many bought one. It was one of the 1st cars with power steering, and Groucho made sure people knew that. Sadly, I see absolutely, positively no interest in this car today.
Congratulations! You said the secret word, the duck came down and will give you an extra $50! Rock Hudson actually did a commercial for 57 DeSoto. He like Groucho certainly got more than $50. Check my post for a chuckle! And remember Ed Sullivan having Lincolns on stage as one of his sponsors? Not to mention many car companies providing vehicles to TV shows for promotion.
My Mom had a ‘54. Unusual auto trans. To shift, you had to let up on gas pedal.
I can smell the mouse pee through my phone
I’m sure someone on this board knows the answer to this question. We had a 54 Chrysler Windsor and for the life of me, I can’t see a bit of difference in the body stampings between the Desoto and the Chrysler. The only difference appears to be in the trim out. I suspect that the drivetrains were also from the same source. I also can’t see any difference in the body stampings for the Plymouth and Dodge of this vintage. In fact in both cases 53 and 54 for the entire Chrysler Corp lines look to be the same bodies, with the same pairings low end/high end. Can anyone confirm this?
Clearly they changed for the 55-56 models, which again seemed to be the same stampings. I guess that this was pretty commonplace for all of the manufacturers.
Check my original post. Chrysler Corp did a lot of body sharing. Early 50s were among those who did it. DeSoto, Chrysler and Imperial differed mostly in grilles, trim and tail lights. 55 DeSoto and Chrysler had same body. Note similarities in Dodge and Plymouth. GM had similar set up with many body sharing issues. FMC not so much. Hope this helps.
My Grandfather’s (and later mine) ’54 New Yorker was the same body style as this.
This Desoto looks good and complete, but I would like to see the bottom. I suspect there are some rust issues under there but hopefully not too bad to be fixed. I think there is some validity to the K T Keller story of wanting enough roof height for men to wear their hats as I have read it many times in different automotive magazines over the years. I was a young car guy when the hemi engine came out and it was pretty big news. It was powerful but not presented as a racing engine, rather as a torquey engine for big Chryslers. We can thank Don Garlits for showing the performance potential of the hemi and starting the Hemi mystic.
See the USA, in your Chevrolet, America is asking you to call!
If I remember correctly, there were 3 different sized early hemis The Firedome was near the top with the Chrysler Fire Power leading the pack. The Dodge Red Ram hemi would be 3rd. Shared with Plymouth? Not certain about that.
On every Chrysler product stamped in the radiator was PD. Plymouth Dodge
DC DeSoto Chrysler
I remember in 1960 when Chrysler did away with DeSoto the stamp on radiator was still there on its products. So I ask a dealer why he said because Chrysler promised it would not forget its Brand. Funny they killed it later in 1965 if memory serves me. So my guess they got a new CEO
That was about the time that Iacoca killed off most of Chrysler Corp GREAT cars, focusing on vans and disgusting Kcars. Yes, I know he SUPPOSEDLY saved Chrysler. IMO he killed years of traditional Chrysler Corp vehicles! 👎 🤮 🤮 🤮
All Hemis were not created equal. Cubic inches and compression ratios grew significantly during the first generation’s lifecycle. One common feature was the unique design with hemispherical combustion chambers in the head. Hence the reference to Firedome. This design prevailed in these engines right up to the mighty 426. Of course everyone is entitled to their opinion so having owned and driven a 1955 DeSoto with the Hemi; I would argue that it was an excellent engine for its time. The car itself was very well built and a pleasure to drive and more than held its own in modern traffic. Unfortunately, Chrysler quality control went downhill starting in the late fifties and early sixties. That and redundancy doomed DeSoto. Too bad but times change. Essentially many other brands from Oldsmobile to Mercury eventually met the same fate. Since Stalantis bought Chrysler a once proud leader in Automotive History is essentially nothing now but a memory. BTW, the Keller hat clearance requirement was an actual influence of Chrysler design in the post war vehicles right up until Virgil Exner was given free reign. I sure hope someone can get this old car back on the road as it seems like a deserving candidate.
I think I saw several MMA matches at the Desoto Firedome.
Fair price for a 4 door sedan, 54 Desoto Firedome. Seller doesn’t state whether engine turns freely, or runs. Good entry level car for someone who is looking for a driver quality car. Not really valuable enough for a full blown restoration.
Would look.cool slammed with either air ride or properly set up with coilovers.
and a roof chop, that grill all polished up.
OMG 😲! Desecration! 🤮 🤮 ! HELL NO! 👎 😠 👎. 😠 😡 👎
Nice to see a seller taking the time and effort to wash the car! And also great that the air cleaner is still on! Nice find for someone looking to get into the old car hobby at reasonable cost.
Sorry we don’t have DeSoto to kick around any more. One of the better hood ornaments is on the 1950 model I think with an illuminated Hernando DeSoto in his cool metal helmet leading the way. You felt like you could crush civilizations with impunity. Try that in your Prius.
Unfortunately we don’t have many grand Marques left. In the early 50s Pontiac also had a lighted hood ornament featuring the Chief. Both DeSoto and Pontiac would now be politically inappropriate! For folks like us, you couldn’t Pri Us 😉 into any of the SUVS, crossovers and melted jelly beans now cluttering the roads! But, Gee our old LaSalle ran great 👍! Those were the days.
Unfortunately we don’t have many grand Marques left. In the early 50s Pontiac also had a lighted hood ornament featuring the Chief. Both DeSoto and Pontiac would now be inapropriate! For folks like us, you couldn’t Pri Us 😉 into any of the SUVS, crossovers and melted jelly beans now cluttering the roads! But, Gee our old LaSalle ran great 👍! Those were the days.
I need the front clip for my 1954 Firedome Convertible. Would anyone be interested in the rest of the parts?
arc, is there a way for us to communicate privately? I don’t have a use for the rest of this car, but I have a complete 54 Coronado I’ll give you. It’s got a good front clip.