In 1958, DeSoto dealers and Chrysler sales marketing used the the Firemite junior models to promote the introduction of the new 1958 DeSotos in their dealership showrooms across the country. Sears-Roebuck managers contacted Chrysler and agreed to purchase Firemite models for a Christmas toy promotion in there stores. Standard Oil service station operators agreed to buy Firemite models and assist in promotional contracts as well. However, it didn't seem to work. DeSoto sales fell at astounding 60 percent from the previous year's stellar performance.
In some ways the DeSoto Firemite junior car, with its Spanish Gold color sweep and vinyl upholstery, was a bigger hit than the real thing. In some ways the pricey $350 to own a Firemite model was allot of money in 1958 and during a recession year. The 1958, Firemite toy models did not hold up to the pressures of usage by adults and children. Many of them had cracked bodies before they were even received by the dealers that ordered them. In the cold of winter the bodies would freeze and crack when handled. Today, there are only a few Firemite junior models still around and they are very expensive for collectors.
A special thanks to Robert Tate, Automotive Historian and Researcher, for donating his story to the MotorCities Story of the Week program. Photographs- Courtesy "The National Automotive History Collection". For further information contact Robert Tate at btate@motorcities.org
If you have a story that you would like to donate to be featured as a MotorCities Story of the Week, email Lisa Ambriez at: lambriez@motorcities.org
