Description
De Soto – Black and white 9 3/4″ x 14″ ad that is for the 1940 De Soto De Luxe Coupe and the De Luxe Sedan. This ad starts out with the words “One Look Is Worth A Thousand Words” as a lady stands there pointing towards the car that is sitting in the driveway of, possibly her mother-in-law. The ad text says that “We mean one good look! For beneath the lively beauty of this big, new De Soto lies a challenge to you, if you own a car 2, 3 or 4 years old. You may not realize it, but there are 39 new developments in car style, comfort and engineering that you don’t have! And they’re all in the 1940 De Soto. Let’s look at the length: De Soto is 122 1/2 ” hub to hub – 7″ t0 10″ longer than your car. All doors are full width at the bottom for easy entrance…the windows roll clear down! Seats are full 51″ wide – front and back. You ride “cradled” between the axles…”float” overt the bumps like a feather. How about safety? De Soto’s way ahead – with greater glass area all around…a curved glass rear window reduces glare…Sealed Beam Headlights with 50% better road light reduce eye-strain…a Safety-Signal Speedometer shows green, amber, red, as your speed increases. This smart 100-horsepower De Soto gives you all that’s new – at prices $20 to $48 lower than last year. See your De Soto dealer today for a good deal on the only car with all 39 features you don’t have now”.At the bottom of the ad it shows a full view of the car at the top, a Two-Door Coupe stopped and talking to another couple.
Source: May 20, 1940 Life magazine.
