Virgil Exner ’s design philosophy was proudly at work in the 1955 DeSoto Firedome convertible coupe . Had Exner become a designer of edifice rather than railway car , he would have been an exponent of Louis Sullivan ’s notion that " form follows part . "
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Known for his modern design work for Pontiac and the Raymond Loewy studio , Exner produce vehicles that showcased his approach to self-propelling design , " art made practical . " One notable example of this philosophy is the 1955 " Forward Look " DeSoto .
appoint for explorer Hernando DeSoto , the cars were supposed to appeal to the possessor ’s sensory faculty of risky venture . But unimaginative , boxy postwar automobile became the antithesis of this spirit . With sales of all its gondola plunging , Chrysler had one selection : invest more than $ 200 million in design , developing , and tooling modelling restyled under Exner ’s direction . The investment paid off with record book gross revenue in 1955 .
This mend 1955 DeSoto Firedome is one of only 625 convertibles made that twelvemonth in the trade name ’s low - line series . Advertised as the machine " style for tomorrow , " the new Firedome was lower , across-the-board , and longer than before on a 126 - inch wheelbase .
A 291 - three-dimensional - column inch " hemi " V-8 engine with a two - barrel carburettor made 185 horsepower , enough to propel the Firedome to speeds up to 100 miles per hour , all on even gas . Even when rest , the Firedome appear to be in movement with its wraparound New Horizon windshield , aerodynamic hood ornament , and chrome - outline contrasting color sweeps that were Modern for the year .
There was nothing shy about the Firedome , get with its grin eight - toothed chrome grille at the end of its sloped , rounded nose . The reddened and white outside of this car was one of 55 color combination offer , each with a coordinated interior color scheme .
enhancement to the interior were more than cosmetic . The gullwing - form dual - cockpit instrument instrument panel include a baseball glove compartment , radio , clock , courtesy sparkle , and the chrome - plated " Flite Control " work shift lever for the PowerFlite transmission . Called the " finest completely robotlike transmission useable , " the two - speed PowerFlite help the driver voyage through traffic , sway the railway car out of snow or clay , brake down unconscionable hills , and drop away into tight parking spaces .
All five Series S-22 Firedome model were price at less than $ 3,200 without optional equipment such as power direction , brakes , windows , and radio feeler ; four - means power front rump ; and air conditioning . But the striking " Forward Look " styling of our feature film railway car was all it took to win first - in - class accolade at two National DeSoto Club one-year meetings .
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