Plymouth Deluxe Business Coupe

Shortly after Walter P. Chrysler created his new automobile company in 1925, he replicated Alfred P. Sloan’s new business concept, which had proven a success at General Motors—stair-step marketing. The idea was to create a product lineup with little overlap or cross-brand competition, where customers would move up the Chrysler family as they progressed up the economic ladder.

Chrysler’s first step was the introduction of the “low price” Plymouth brand in 1928; it would be complemented by Dodge, DeSoto, and Chrysler. The timing could not have been any better, as Plymouth would carry the other marques through the Depression, and by 1940, it had earned an enviable reputation within the industry as a car of supreme reliability.

Plymouth referred to their all-new 1940 offering as “the low priced beauty with the luxury ride.” The car was lower and wider, it had 18% more glass, internal door hinges, twin taillights, a synchronized transmission, sealed-beam headlamps, and a host of other advances.

Part of the RM Auctions Hershey event in October, 2012.

84 hp, 201.3 cu. in. L-head six-cylinder engine, three-speed column-shift manual transmission, independent coil spring front suspension with semi-floating rear axle and semi-elliptic leaf springs, and four-wheel hydraulic drum brakes. Wheelbase: 117 in.

Source: RM Auctions
Photo Credit: Copyright Darin Schnabel

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