Let us remind you that the American auto industry developed in the conditions of the fiercest competition. The domestic market was saturated with its own manufacturers, including such giants as Chrysler Corporation, Ford, General Motors and smaller semi-handicraft manufacturers, and from overseas European concerns periodically reminded of themselves, gradually saturating the American market with their successful models.

First, a little about the DeSoto brand itself and the history of its origin. This is one of the divisions of the Chrysler Corporation, whose main purpose was to occupy the niche of the American car market in the mid-price category, snatching a piece of the pie from General Motors, Studebaker and Willys-Knight. Nowadays, business class car rental in Lviv, which A-Transfer offers to its customers at an affordable price, is a kind of analogue of the middle price category of the 50s of the last century.

DeSoto was founded on August 4, 1928, and the idea belongs to Walter Percy Chrysler, the legendary American industrialist and car maker, who began his career as a simple janitor in railway workshops, and later became known as the founder of the Chrysler Corporation. Walter, when he founded his own company in 1924, was not so much an inventor as a talented organizer - the rich experience of a car production manager at the Buick Motor subsidiary allowed him to rally around the auto industry and infect them with his own enthusiasm, resulting in a close-knit Chrysler team. The development of the new automaker was so rapid that within a few years Chrysler Group LLC ousted the giants General Motors and Ford Motor Company in the automotive market. This oldest trio of the North American automobile industry later received the unofficial name - the Big Three of Detroit.

Although a clear division of price sectors in the American auto industry took place in the mid-30s, already in the early 20s it became necessary to keep a separate model line or even a car brand within the strict limits of the price range - this was a matter of the corporation's prestige, successful competition and a clear direction of the car. for a specific consumer. Walter was the man who in the auto business tried to control as many economic sectors of the consumer market as possible - from affordable economy cars to prestigious executive models. If Chrysler models were firmly rooted in the segment of luxury cars, and mass popular cars were represented by the Plymouth brand (a subsidiary of Chrysler, disbanded in 2001), then in the middle price category Chrysler has an empty niche. This gap in the market worried Walter very much, and it was not in vain - this price category was the most massive and best-selling, and therefore the most profitable company. Created almost from scratch, the DeSoto division was intended to completely saturate the car market in this niche. Moreover, for Walter, this market segment was so important that DeSoto was created deliberately at the very moment when negotiations for the purchase of Dodge by him were at the final stage (since 1928, the Dodge company became part of the Chrysler corporation).