Chrysler's Visionary Concept Cars of the 1960s

Although the 1960s Chrysler concept cars showcased immense potential, the DeSoto brand met its end on November 18, 1960, after 32 largely prosperous years. The primary factors were Chrysler Corporation's ongoing financial struggles and the steep development expenses for the new Valiant compact car.

The final DeSoto models — a mere two flashy 1961 hardtops — were essentially rebranded 1961 Chrysler Windsors, with only 3,034 units produced. This was a stark decline for a brand that had achieved over 125,000 sales as recently as 1957.

Hidden within the Highland Park styling studios was a groundbreaking concept car for the 1962 DeSoto, showcasing a bold and innovative design philosophy.

In fact, Chrysler's entire lineup of full-size cars was set for a complete redesign in 1962 as part of the ambitious "S-series" initiative. However, only the Dodge and Plymouth models from this family reached production, and even they deviated significantly from the original designs.

The S-series project began in late 1958 under the guidance of Chrysler's design vice-president, Virgil Exner. Inspired by his XNR show car, which was in development at the time, the S-series featured long-hood/short-deck proportions and distinctive blade-style fenderlines, elements that first appeared on the 1960 Valiant.

Following preliminary work with 1/8-scale models, a full-size "theme" clay model was finalized by May 1959 and displayed under the styling dome. This convertible, designed as a DeSoto, marked a dramatic shift in Exner's approach: it was more compact, featured a radically altered profile, eliminated fins entirely, and introduced a shortened rear deck, starkly contrasting the elongated designs of Ford and GM vehicles of the era.

Fins had positioned Chrysler as a styling leader from 1955 to 1957, but Exner recognized their decline in popularity. With the S-series, he aimed to redefine the "Forward Look" by shifting emphasis from the rear to the front of the vehicle.

Key elements of the May 1959 mockup included vee-shaped bumpers, a subtle beltline rise just behind the doors, and a small central fin (retained only on the 1962 Plymouth). Additional highlights were curved side glass (first introduced by Chrysler on the 1957 Imperial), a sharply raked windshield, and elongated fender blades inspired by the XNR, ending abruptly before the B-pillar. The rear quarters featured a high-set concave rhomboid that seamlessly blended into the rear deck's contour.

Details about the DeSoto and Chrysler-specific S-series models can be found on the following page.

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DeSoto and Chrysler S-Series concept cars

In the late 1950s, Chrysler's management enthusiastically endorsed bold styling mockups for the DeSoto and Chrysler S-Series concept cars. These mockups previewed the S-series and presented a challenge to designers, as they were selected over more conventional proposals from production studios (one resembling a Mercury design). This decision forced division designers to adapt their 1962 production models from an unconventional starting point.

Given that Chrysler and DeSoto traditionally shared body structures and numerous exterior components, DeSoto studio head Don Kopka collaborated closely with Fred Reynolds, his Chrysler counterpart, on the planned 1962 models.

For both the Chrysler and DeSoto models, the rear-quarter design of the theme car was swiftly adjusted to better align with the tapered rear deck, resulting in a feature junior stylists humorously referred to as "the chicken wing." Additionally, the front bumpers were redesigned with lowered center sections, as Chrysler's design chief Virgil Exner sought to move away from conventional straight-bar designs.

DeSoto's design team ultimately brought back the brand's signature triple-taillight theme from 1956-1959, reimagining it in a horizontal layout rather than the original vertical arrangement. Meanwhile, the emerging Chrysler models were equipped with large, single wraparound taillights.

Both models featured four headlights, each housed in individual chrome bezels and arranged in slanted vertical pairs, mirroring the design of the 1961 production vehicles. The grilles were crowned by a striking horizontal molding that extended outward and flowed seamlessly into the hood and beltline trim, accentuating the front-end design.

DeSoto designers experimented with numerous grille concepts before settling on a somewhat generic combination of thick and thin horizontal bars, highlighted by a large central emblem. Chrysler retained its inverted trapezoid grille from the 1960-1961 models, using different inserts to distinguish between series. The proposed letter-series 300 maintained the "crossbar" design introduced in 1957.

The S-series Imperial was equally distinct from its predecessors, though less radical than the DeSoto and Chrysler models. Its front fascia resembled the 1961 production design, featuring a finely textured grille beneath a broad chrome header boldly displaying the word IMPERIAL. Twin sets of freestanding headlights, housed in chrome pods and suspended from overhanging fenders, added a nostalgic "Classic" touch that Exner found appealing.

Despite sounding as unconventional as the 1961 design, this arrangement actually presented a clean and cohesive appearance. The front fenders adopted blade-like shapes similar to other S-series models, while the rear fenders featured a single short blade ending in pronounced fender tips.

Each fender tip housed a "gunsight" taillight, a signature Imperial feature since 1955. Among the senior S-series proposals, the Imperial was arguably the most elegant, while the DeSoto was considered the least appealing.

To discover more about the Dodge and Plymouth iterations of the S-series, continue reading on the following page.

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Dodge and Plymouth S-series Concept Cars

The initial Dodge and Plymouth S-series concept cars resembled the "downsized" 1962 production models but were more balanced due to their longer wheelbases compared to the final showroom versions.

The most fascinating design in this group was the Plymouth "Super Sport" coupe, which incorporated styling cues reminiscent of future GM vehicles. It featured a single side window for the door (similar to the 1970-91 Chevy Camaro/Pontiac Firebird), a roof cut reminiscent of the 1963 Corvette Stingray coupe, and wide, reverse-slant B-pillars leading to a massive wraparound rear window with a V-shaped profile (anticipating the 1967 Cadillac Eldorado).

While a toned-down version of this design appeared on the 1964-1966 Barracuda, the unrealized Super Sport executed it far more effectively. Other Plymouth S-series concepts, captured in surviving photos, included a more traditional semi-fastback hardtop coupe and a rear panel strikingly similar to the 1960 Pontiac.

The final S-series styling models were completed by February 1960, but the program was soon eclipsed by a scandal that rocked Chrysler. On April 28th, William C. Newberg, a 27-year company veteran, was named president, only to be fired two months later on June 30th for alleged conflicts of interest involving financial stakes in Chrysler suppliers. Other executives were also dismissed, with each resignation generating significant media attention.

Despite his short tenure as president, Newberg significantly influenced the S-series plans. Acting on a false rumor that Chevrolet would reduce the size of its 1962 Impala, he abruptly ordered the approved Dodge and Plymouth wheelbase to be shortened from 118 to 116 inches.

Chaos ensued as designers worked tirelessly to adapt the original styling to the new specifications. In the process, several elements of Virgil Exner's designs, including the curved side glass, were eliminated.

While more traditional, the final 1962 Plymouth and Dodge models still appeared unconventional, resembling oversized Valiants. They were poorly received, leading to Virgil Exner's dismissal and his replacement by Elwood Engel, who was recruited from Ford.

Meanwhile, L.L. "Tex" Colbert, the architect of Chrysler's impressive mid-1950s recovery, briefly resumed the role of president following the Newberg scandal. Concerned by the poor sales figures from 1958 to 1960, he revisited Newberg's 1962 plans and reconsidered their viability.

Although it was too late to halt the downsized Plymouth and Dodge models, Colbert decided to scrap the bulky S-series designs intended for DeSoto and Chrysler, opting instead to rely on heavily restyled (and definned) versions of the 1960-1961 models. He also made the decision to discontinue the DeSoto brand, attributing its declining sales to pricing conflicts with lower-end Chryslers and higher-end Dodges.

Without fins, both Chrysler and Imperial saw slightly improved sales in 1962. Chrysler's fortunes were further boosted by the introduction of a new "300" series, which replaced the mid-range Windsor and offered the aesthetic appeal of the iconic letter-series cars at a more affordable price, albeit without their performance capabilities.

One additional model was left stranded in the DeSoto development pipeline, details of which can be found on the next page.

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The Last DeSoto

Technically, the S-series planned for 1962 wasn't the final DeSoto. Chrysler's management briefly explored the idea of a 1962 DeSoto based on the definned Chrysler Newport. An engineering drawing was released, showing the only distinction between the two models being the grille emblems.

It's unlikely that Chrysler had any serious plans to produce this DeSoto model. The drawing might have been created solely to allow executives to truthfully inform the press, which had been inquiring about DeSoto's future since 1959, that the company was indeed developing new models.

In early 1960, a car magazine speculated that DeSoto would only offer a compact model for 1962 due to declining sales. This model was likely to be based on the Valiant rather than an entirely new design, though the report, which was essentially hearsay, didn't elaborate. It's possible the rumor was confused with insider information about Dodge's 1961 Lancer, a Valiant-inspired model.

Regarding the canceled S-series DeSoto, Fred Reynolds recalled examining the completed metal prototype six months after the project was terminated. He described it as unattractive, clumsy, and already outdated.

Overall, he was relieved that Chrysler chose not to proceed with production, suggesting he wasn't particularly fond of the abandoned Chrysler or Imperial models either. Considering the lackluster performance of the 1962 Plymouth and Dodge, it was likely for the best that the S-series was discontinued.

The conclusion to this story is that DeSoto's demise was only in name. Less than a year after its discontinuation, the brand was effectively revived at Dodge with the full-size Custom 880. Introduced quickly to counter the disappointing sales of the downsized 1962 models, it featured a range of body styles, including hardtops, a hardtop wagon, a four-door sedan, and even a convertible.

The Custom 880 combined a 1961 Dodge front end with a 1962 Newport rear, making it essentially the same vehicle as the 1960-1961 DeSoto, Chrysler, and full-size Dodge models. The two Custom 880 hardtops were priced similarly to the final DeSotos, and the entire lineup sold well, thanks to its conventional and appealing styling.

The Custom 880 remained a profitable model for Dodge through 1966. This success suggests that DeSoto's rapid decline, much like Edsel's, was less about market changes and more about a tarnished image and growing competition within the company's own divisions.

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