C. W. Matheson
i : ; NEW DE SOTO SIX ROUSESIHIEREST To Ba Built by Chrysler as ' Separate Product Company Officials Named. DETAILS KEPT SECRET Mystery Surrounds New Auto - mobile Wi'H Be Unusual In Automotive Industry. IVobably no development of the last fire years has created so great a stir in the automobile industry as the announcement that the new DeSoto Six, which will be presented to the public within three months. is to be built by Walter P. Chrysler and his associates. The significant feature, of course, is that Walter P. Chrysler, whose production of four lines of cars bear - ins his own name has made him one of the outstanding figures of the industry, also is sponsor for and builds the new DeSoto Six. . . Chrysler's progressive policies of engineering and jnanufacturing have, in less than five years, elevated the Chrysler Corporation to an enviable position in the Industry. Its rise has been the most rapid In automobile history. But heretofore each new Chrysler development has had the name of the man who heads that organization as president and chairman of the board. . Sarprise t Industry. That Walter P. Chrysler would ever build a Car of another name came as a complete surprise to his friends tn the industry, it is said. Chrysler says the DeSoto Six is of a new type and will appeal to a different field from any of the present Chrysler products. That is why it will be the product of a new company, a division of the Chrysler Corporation. He adds that the DeSoto will be evidence of - the great strides which scientific manufacturing has taken even in the' last twelve months la greatly Increasing the buying power of the motor car dollar. "The DeSoto Corporation." says DePaoto's Car Not a Reo, ; Although Named as Such A great 'deal of attention is being paid these days to the smart little'; race ear on display in the window of Reo - Ehrkh - MaUrkyi Reo distributors at 923 North Meridian street. The car will be driven in the 500 - mile race May 3 at the Indianapolis speedway by Pete DePaolo and has been christened by DePaolo as Flying' Cloud Special. However, the car is not a Reo. The Re company felt highly complimented when DePaolo named his mount Flying Cloud and are proud of the great driver's request to name the ear after one of Reo's lines. . Reo has announced that it has not re - entered the .rating game and is not sponsor for the DePaolo entry. Chrysler, "is a division of the parent company and is owned 100 per cent, by.. the Chrysler Corporation. The new organization is composed of men of sound experience and high caliber. J. E. Fields, president, is also vice - president In Charge of sales and a director of the Chrysler Corporation. He does not relinquish his Chrysler duties in becoming president of DeSoto. C. W. Matheson. vice - president in charge O 4 Have Yon Seen It? of sales, and B. E. Hutchinson, vice - president and treasurer, also hold the same offices in the Chrysler Corpora - liOil. laud 14.C LTCOum fc - J - - siatu i judgment cf men and with the policies which have proved so successful in the growth of the Chrysler business. I am happy to be a director of the DeSoto Corporation." New MoTe Explained. Explaining the latest Chrysler manufacturing move. J. E. Fields, president of the DeSoto Motor Corporation, savs: - In approaching a new market with a car designed to satisfy a motoring need as yet not satisfactorily met. we were faced with an entirely new set of problems. In the DeSoto Six we will offer the public a radically new car. It is no j exaggeration to say that there is not j at this ume any car or its exact type on the market. This statement indicates why the DeSoto Six could not logically be included as one of the Chrysler models. Their place In the market is established. I reiterate to hundreds of thousands of patrons ilr. Chrvsler's assurance that the Chrysler Corporation will continue all their models. New Dealer Organization. "The DeSoto Six is so clearly a car fcr another field, so obviously a specialised product, that its market calls for an entirely separate - dealer organization. For the last few weeks, a ncwlv created executive organization has been engaged in the allotment of territory to DeSoto Six dealers. "Our plans do not permit at this time the giving cf details of the new DeSoto Six. It is to be a slx - cyimdei car. and I stress the fact that progress of the last year in manufacturing efficiencies and economies has made it pcesible to give in quality more than any one has heretofore been able to give. - ! DE PAOLO WITH HIS NEW REO, FLYING CLOUD ! ft 1T " - Jif Z W hi 1 . - ir - . I! - ' r . H . 1 a 1 ; 1 - .1 i Meet Mr. DePaolo this time not in his role as a race driver, but a an ordinary motorist. Pete Is shown beside his new Reo Flyin? Cloud, purchased from the Reo - Ehrich - Malarky Company, Indianapolis distributors of Reo Frcuct? - With DePaolo is Jo e Malarky, of the distributing organization. DePaolo t 1 1 TL A. 1 A 1 T ? 1 1 I nas cnrisienea nis mount in me ouv - mne race xnis ye ar f lying cioua. DODGE COUPE ANNOUNCED Four - Passenger Victory Six Model Addition to Line. A four - passenger Victory Six coupe in attractive color combinations has been announced by Dodge Brothers. Inc.. and production has been stepped up to supply all dealers immediately. T. A. Bell Company, 1104 North Meridian street, is . distributor In Indianapolis. The interior is finished In mohair and 'designed with seating arrangement that provides ample room for all passengers. Advantages cf the bat tleship type of body construction char' actertstic of the Victory Six. with it low center of gravity and powerful en gine, hare made this car a popular addition to the Victory Six line. The Victory Six is also built In the two - passenger coupe, sedan and cabriolet models.