Description
De Soto – Full color 10″ x 13 3/4″ ad that advertises the 1937 De Soto Four Door. There is a drawing of a 1937 De Soto parked at a dude ranch where the driver is still sitting inside the car while his wife, dressed in western clothes just like everyone sitting on the fence rails around the car, is reading what I would assume is a map. The headline states that it “Costs Less To Buy – To Run” after the Sub-headline asks “Sure De Soto’s Big and Beautiful, but What Does It Cost to Run?”. The ad text says “We like to have people ask about De Soto’s mileage. We carefully avoided making gas mileage claims for De Soto’s new “Economy Engine” at announcement time. We waited until tens of thousands of new De Sotos were actually on the road. NOW reports are pouring in! “Getting 17 to 21 miles a gallon in hard city driving”…”In 8,576 miles my average is 20.3 on ‘regular’ gas!”…”Best gas and oil mileage I ever had on a car!” Owners have proved it! This new car…biggest De Soto ever built…costs even less to run. Now ADD THIS FACT. Lower prices now put De Soto within a few dollars of the lowest-priced cars. You save money every mile you drive. And you get SMARTNESS. pride of ownership, that you could not possibly enjoy in a small car. Drive a De Soto.”
Source: June 21, 1937 Life magazine.
