1940 DeSoto DeLuxe Coupe 🇮🇹

The advertising headlines say it all, “Horsepower, Wheelbase Up  . . . Prices Are Down!"  and “1940 Desoto Bigger, More Powerful . . . Lower Priced.

The 1940 Desoto was a further evolution of the all new 1939 cars. The streamlining and modernization of the bodies advanced. The front of the cars featured a grille accenting the horizontal instead of the vertical, with thin grille bars stretching out on either side of  the sharp prow of the hood and front sheetmetal. The fenders grew taller, more massive and became more integrated with the hood. Conventional running boards were still available on all cars except the  Custom line where they became an option. Headlights were now set high on the fenders.

Both the Deluxe and Custom series cars came in two different wheelbases, the base 122.5 inch and the long 139.5 inch versions, 3.5 inches more than the previous year. The two series shared most body styles, each receiving the appropriate badging. Custom series cars got additional brightwork around the windshield, side windows and headlights and chrome strips on the rocker panels in place of running boards. 

New features for 1940 included the availability of “Simplimatic” a Fluid-Drive semi-automatic transmission, sealed beam headlights became standard, a new ignition system and a new stronger lower frame design. Passenger comfort would improve by virtue of the  “All Weather” air control system utilizing dual heater and blower units to better maintain interior comfort without opening windows.

Sales of the new Desotos supported that the new styling and pricing was working. Production increased 20% while new car registrations, a good indicator of sales, went up 38.5%.