Dual-Quad Trivia Question of theWeek: 1. Can you name the three DeSoto model series used in 1957? 2. What famous TV game show from the fifties was sponsored by DeSoto 3. Fill in the blanks on this famous DeSoto jingle: It’s ______, it’s ______, it’s DeSoto! 4. In January of 1957, fad toy producer Wham-O introduced two fabulously successful toys. Can you name both of them? 5. What famous children’s book was published on March 1, 1957 and who was the author? 6. The hit song Young Love made it all the way to number one on Billboard Magazine’s top hits chart on February 16, 1957. Who sang this popular song which remained in the number one position for six straight weeks? 7. Fill in the blanks on this famous 1957 road side jingle: “Passing cars... When you can’t see... May get you... A glimpse... Of ________. (product name>) _________. 8. On October 4, 1957, the Soviet Union launched the first artificial satellite to orbit the earth. What was its name? Trivia answers can be found at http://groups.msn.com/the-fin-man/triviaanswers.msnw.

It was a time when fins were in and size did matter. Some of the finest automobile fins of the fifties were those of the mid decade, “forward look” models from Chrysler Corporation. Plymouth, Dodge, DeSoto and Chrysler all sported lofty fins... many, like the DeSoto Fireflite shown above, started their ascent well forward of the rear window, creating long, sweeping blade-like rear quarters. One of my favorite fin designs was that of the 1957 DeSoto.

Three years ahead of Chevrolet, DeSoto used a triple lens taillamp cluster (a carry over from the 1956 models), in a vertical configuration rather than horizontal as was the case with the Chevy of 1960. A nicely contoured and very clean rear bumper extended straight across the rear end, curving smoothly upward at each end into the slightly outward canted fins and tapering to a gentle point. The aforementioned set of three lenses were each slightly different in size, gradually becoming smaller as they reached the top to conform with the tapering trailing edge of the giant fins. While somewhat garish by today’s styling standards, the entire rear end was surprisingly clean. The license plate was set into the rear deck lid so as not to spoil the sweeping bumper, and, other than a slim chrome plate surround and small DESOTO letters directly above it, the rear deck was exquisitely simple, allowing the stylish fin/bumper assembly to carry the theme. The finishing touch was a pair of ultra slim oval exhaust bumperettes under each set of taillights. The practice of incorporating dual exhaust outlets into heavy, chrome bumpers was common during this era and similar through-the-bumper designs were used by other makes including Pontiac, Oldsmobile, Buick, Cadillac and Lincoln to name a few. This was the jet age after all, and the high profile, dual exhaust nacelles of the cars mentioned no doubt provided subliminal overtones comparing the automobile to the fashionable new breed of airliners. The downside of this popular styling cue, however, was constant discoloration and severe premature corrosion due to the high temperatures and the inevitable, ever present condensation. And, with their highly prominent positioning, they were quite unsightly when rusted through and the only corrective measure was replacement, a rather costly proposition.

Side views of the DeSoto emphasized the Forward Look that designer Virgil Exner created. The ‘57s were longer and lower than any previous DeSoto models and Chrysler lured many buyers from GM and Ford camps where body proportions were still somewhat taller as in earlier fifties designs. Greenhouse architecture was bright and airy, characterized by sweeping, compound curved windshields and rear windows which wrapped high up into the roof.

The 1958 DeSotos were little changed from the previous year and it takes an expert car spotter to tell the difference. The rear bumper/deck lid/taillamp design of the ‘57 was carried over with minor changes. The slim, bumperette exhaust tips were “dimpled” at the top edge and from a rear, 3/4 view, the sweep spear side trim turned up at the back end instead of down as on the ‘57 models. Up front there were only slight modifications to the grill, primarily the addition of a dropped down center bar which detracted from the simpler style of the previous models. All models now had quad head lamps, whereas in 1957, only the top-of-the-line model, introduced two months later than the others, was equipped with quads.

To power Chrysler’s mid line marque, Mopar offered a variety of V-8 engines, but few options. Each model line was powered by a cast iron block V-8 bearing the same name as the model into which it was installed. The entry level model was equipped with a 325 cubic inch (that’s 5.1 liters to all you gen-xers out there), 245 horsepower mill, fed by a Carter model 2532S, 2-barrel carb. A four barrel “power pack” option, available for an additional $45.00 on the entry level model only, added an additional 15 ponies bringing the total to 260. Climbing to the top were three additional models, a 341 cube, 270 horse; 341 cube 295 horse; and finally that awesome, dual quad, 345/345 model, available only in the top of the line model.

Nearly all DeSotos came with automatic transmissions as standard fare in 1957, and those so equipped were controlled by Chrysler’s push-button, dash-mounted, controls, introduced just one year earlier. Lesser models featured a 2-speed “PowerFlite” automatic and the upper end models were fitted with the 3-speed “Torque-Flite” model. Chrysler’s advertising touted their gearbox and pushbutton controller as “the finest automatic transmission and transmission control in the industry today.” They weren’t far off, particularly in the case of the Torque-Flite automatic which earned itself the reputation of being a rugged and dependable performer on the street and on the track.

Oddly, although the automatic tranny was considered “standard,” it added an additional $180.00 to the bottom line sticker price of the entry level models. A column shifted, manual transmission was found on a handful of ‘57 DeSotos and was a “deduct option.”

And, speaking of options... the list in 1957 was a far cry from today’s sophisticated models. Features we take for granted as being standard equipment on upscale models today were extra cost options in 1957. Power steering was an additional $106.00; power brakes tacked on another $39.00... and if you wanted such “luxuries” as back up lights, prepare to fork over $12.00. Hardly anything was “free.” Door arm rests added $27.00 to the sticker price for crying out loud. Even a padded dash, considered a safety feature to ensure your head didn’t leave a lasting impression in case of a crash, was a $21.00 option... standard on only the top-of-the-line model.

Purely frivolous add ons included an “Electrotune” AM radio with push-buttons for $120.00. Get real concert hall sound with the addition of a rear seat speaker for only $15.00 more! Sporty looking dual rear antennas, like the ones shown on our feature car photo above, would run an additional $16.00. For your summertime comfort, Chrysler’s renowned “Air Temp” air conditioning was offered for $493.00. To put that into perspective and show you just how lucky we are today... with inflation figured in, that air conditioning unit would run an additional $3,688.00!!! Good as it was, that was just a whole bunch of money. Is it any wonder so few were sold?

We tend to think of GTOs, Chevy 409s, Boss Mustangs and the like when it comes to performance milestones. It was DeSoto, however, that earned the title of the first production automobile to achieve one horsepower per cubic inch of engine displacement. The title was earned by the 345 cubic inch DeSoto V-8, circa 1957, which pumped out 345 brake horsepower, in part the result of generous feeding by dual quad Carter carburetors. With gas prices around twenty-five cents per gallon, however, who cared? A fill up at dad’s Mobilgas station cost less than $5.00– but with minimum wages of $1.00 per hour... well, I guess we were in about the same boat we’re in today. According to the CPI inflation calculator, that $5.00 in 1957 equals about $37.00 in 2007 dollars and that’s almost exactly what I paid just last night to fill up my wife’s Lincoln Continental.

And, while we’re on the subject of prices... the ‘57 DeSotos had a “factory base price (before options, taxes, delivery, etc.) range from around $2,777.00 for the entry level sedan all the way up to $4,369.00 for the top-of-the-line convertible. Sharpening up the Wallace, one discovers this converts to a range of $20,776.00 to $32,687.00. Based on this information, it seems the DeSoto was correctly placed as a mid to high end automobile in its day.

To sum it up, the 1957 DeSoto was truly an American family car... one my aunt Dorothy must have really loved. New, longer, lower styling... roominess and comfort for the whole family and a spacious trunk for packing the picnic baskets and sporting equipment. But that thirty-seven hundred dollar air conditioning unit? Nah... I think she would have passed on that.

Calender year 1957 produced banner sales for the DeSoto division which garnered 1.63 percent of total U.S. auto sales, making it the third best year in DeSoto history.

If you are interested in learning more about the ‘57 DeSoto, or any other year for that matter, you’ll want to visit the National DeSoto club at www.desoto.org. You can also check out the world’s largest Chrysler product club at www.chryslerclub.org.

Do you know the difference between antique, collectible and Classic Cars? Spend a week at the beautiful YMCA Trout Lodge on Sunnen Lake in Potosi, Missouri, June 3rd-8th or August 12th-17th, 2007, reminiscing about your first car while learning how to be an old car hobbyist from The FIN MAN himself. The 6-day, 5-night program for adults 55 and older, runs $548 each double occupancy, $628 single and includes The FIN MAN’s presentation, PLUS two additional programs, one discussing antiques and collectibles (what’s hot and what’s not) and the other covering Route 66, Main Street USA, plus lodging, meals, classes and entertainment. An evening of wine tasting is provided by a local winery. For more information or to register, go to the YMCA of the Ozarks web site at: http://www.ymcaoftheozarks.org/OlderAdults/index.cfm. Please tell them you heard about it here.

Bruce Kunz is available for your group’s special event and is currently booking dates for 2007 and 2008. During his appearances, he presents an overview of the collector car hobby plus a detailed look at American cars from the fifties and sixties. His program includes a PowerPoint presentation with images of collectible automobiles and various associated nostalgia and Americana. Guests also have the opportunity to play “FINS for FUN” (which inspired his nickname), the video car trivia game Mr. Kunz first produced in 1987, in which players compete for auto related prizes donated by supporting Fin Man sponsors. For more information, click on this link: http://groups.msn.com/the-fin-man/seminaragenda.msnw.

Bruce Kunz is a member of the Society of Automotive Historians, the St. Louis Chapter of the Buick Club of America and the Monte Carlo Owners Association of America. He welcomes your comments and suggestions. To e-mail him, click here > mailto:the_fin_man@msn.com.