Chrysler Corporation's 1954 Facelifts

While Chrysler Corporation was readying its soon-to-be-successful 1955 redesign, it was in a serious downwards sales spiral.  Its 1949-52 postwar redesign was not stylish, and Ford Motor Company edged ahead of it in total sales.  Chrysler's 1953 redesigned line was more attractive, but its biggest sellers, Plymouths and Dodges, became smaller while the American industry trend was to larger cars.  DeSotos, Chryslers and Chrysler Imperials were based on a body that carried features General Motors cars had been using since 1948.

Model year 1954 saw the corporation's sales dive, continuing its slide in market share.  GM had introduced redesigned Oldsmobiles, Buicks and Cadillacs that looked futuristic due to their wraparound windshields.  Chrysler's line looked dowdy by comparison.

Even so, Chrysler had made the effort to facelift its new 1953 designs in order to make them as appealing as possible while awaiting new styling boss Virgil Exner's 1955s.  As mentioned, that effort didn't pay off, though it's possible sales might have been even worse had nothing much been done for '54.

Below are examples of front-end styling for 1953 and 1954 Chrysler Corporation brands.  Fronts were where most of the facelift effort was made.

Gallery

1953 Plymouth Cranbrook Convertible - Mecum auction photo

1954 Plymouth Belvedere
The grille bars and turn indicator lights were rearranged and side trim was altered.  Plymouth grille designs for both years were different from the early-1950s norm.  The '53 version's theme is more coherent, but I suspect potential buyers might have expected both more artistry and convention.

1953 Dodge Coronet - factory photo

1954 Dodge Royal Convertible - Mecum photo
Redesigned grille fitting in the same opening, plus flipped side trim.  The 1953 grille design was a variation on a theme established for 1951.  This too was non-mainstream.  The 1954 design is more conventional, that central knob hinting at the 1955 design having a central hood prow flanked by openings.

1953 DeSoto Sportsman - Mecum photo

1954 DeSoto Firedome Sedan
DeSoto's grille teeth were restyled and the opening enlarged.  Reshaped bumper.  Once again, side trim was changed.  The vertical bars theme was a strong one, though also used by Buick and Mercury at various times.  I consider the '54 DeSoto's the most effective of these various facelifts.

1953 Chrysler New Yorker Convertible - Mecum photo

1954 Chrysler New Yorker Newport
Grille restyled, new headlight assemblies, new bumper and side trim for Chryslers.  The new grille design is an improvement because it is stronger than the previous one.

1953 Chrysler Imperial Sedan - factory photo

1954 Chrysler Imperial Newport - Mecum photo
The Chrysler Imperial was to become a separate brand for 1955.  Before that, its styling was made increasingly distinct from that of lesser Chryslers.  Its '54 facelift was in line with the other brands: new grille, bumper and side trim.  The 1953 grille was a somewhat weak, sunken affair, so almost any change would have improved it.
Unless otherwise noted, photos are of cars listed for sale by car brokers.