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The DeSoto make was founded by Walter P. Chrysler on August 4, 1928, and introduced for the 1929 model year. It was named after the Spanish explorer Hernando de Soto. Chrysler wanted to enter the brand in competition with its arch-rivals General Motors, Studebaker, and Willys-Knight, in the mid-price class.
During the first twelve months, DeSoto production set a record 81,065 cars. DeSoto built more cars during its first year than had Chrysler, Pontiac, or Graham-Paige. The record stood for nearly thirty years.
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