Lodi Dealers See Preview Of New DeSoto Line

Lodi News-Sentinel
24 September 1955

DeSoto dealers of the San Francisco region, including Boyd Mitchell and John Koenig, of Lodi, yesterday previewed the new 1956 DeSoto line.

The group, representing Northern California, Northern Nevada, Utah, Southern Idaho, and Western Wyoming, unanimously accepted the challenge of visiting factory officials to again set new sales records, topping 1955's near 85 per cent improvement over 1954, which will be backed by unprecedented advertising and promotion.

Some 1000 dealers and their salesmen, along with the press, and civic and business leaders, got their first glimpse of the distinctly different new 1956 DeSoto at a luncheon meting in the Fiesta building, San Mateo, presided over by T. L. McManus, DeSoto regional manager.

The new cars offer well over a dozen major engineering and design advances, among them many daring style changes, plus mechanical improvements such as greater engine performance, roadability, safety, comfort and convenience features for the driving public.