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Could Chrysler bring back DeSoto?

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Sure, they "could" in some sense. But it would not make business sense for them to do so. I think the DeSoto brand has very little equity in the current time beyond some hazy nostalgia amongst older folks who are increasingly not buying new cars. read more

Inside Chrysler: Losing DeSoto, 1957-1960. by Curtis Redgap. I cannot make any claim to accuracy for the materials that I have used to make these articles. read more

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