1953 Plymouth in Context

Chrysler Corporation's first new post- World War 2 designs shared the same basic body for model years 1949-1952.  Then for 1953, Plymouths and Dodges were given new bodies while DeSoto and Chrysler were massively facelifted.

From what I've read here and there, it seems that the Corporation's leadership thought that the trend in car size would be to smaller vehicles.  So wheelbases of Plymouths were reduced from 118.5 inches (3010 mm) to 114 inches (2896 mm) on standard models.

Competing 1953 Chevrolets and Fords had 115-inch (2921 mm) wheelbases, but their overhangs and overall lengths were greater, especially the Ford's: 198 inches (5029 mm) versus 189 inches (4801 mm) for the new standard Plymouth's.  So size was indeed a potential appearance and sales consideration.

Plymouth production for 1953 was 662,515 and 399,900 for 1954.  The '53 figure was comparable to  some previous Plymouth numbers, so the new design was not a liability at first.  1954 saw an industry-wide fall-off, but Plymouth's decline was noticeably stronger than the average, as was that for the rest of the Chrysler Corporation line.  Since DeSoto and Chrysler were on a different basic body than Plymouth (and Dodge), I don't think 1953-54 Plymouth styling itself was the only decline factor.

The Gallery below has a brief comparison of 1953 Plymouth Cambridge coupes to comparable competing cars from Chevrolet, Ford and Studebaker (a lesser rival).  Most are from entry-level price lines, though there is a partial exception.  Also, a four-door Ford is displayed, though it shouldn't affect the comparison much.

Images below are of cars listed for sale or assumed so.

Gallery

1953 Plymouth Belvedere
I wrote about the grille design here.  This is Plymouth's top-of-the-line model, showing what potential buyers might consider.  Below are entry-level cars.

1953 Studebaker Champion
Studebakers were redesigned for 1953.  This two-door is more awkward looking than the company's sleek coupes that share its front end and side sculpting.

1953 Ford Mainline Fordor
Not a coupe, but aside from the rear door, styling features are the same.  Fords were redesigned for model year 1952.

1953 Chevrolet One-Fifty
The entry-level Chevrolet.  Like Studebaker and Plymouth, '53 Chevy's were given new bodies.  Not very fresh styling, with carryover features (such as the fender design) from the previous (1949-1952) generation.

1953 Plymouth Cambridge
This is a typical entry-level Cambridge coupe.  I lack useful views of this car, so a variation is pictured below.

1953 Plymouth Cambridge
This is indeed a entry-level Cambridge -- note the lack or chrome around the windshield, for instance.  But the side chrome trim is the same as on the more-upscale Cranbrook line.  The appearance is more rounded than the competing cars.

Not much front overhang -- less than on the other designs.  But rear overhang is similar to the others'.  Side sculpting (enhanced by chrome trim here) visually reduces slab-sides somewhat.  Like Ford and Chevrolet, front doors are free of sculpting, more economical to form the steel.

A simple design, the lack of trim gives the car a 1950s-60s European appearance from this viewpoint.  The passenger compartment top is more domed than the Ford's, Studebaker's, and even the Chevy's.  That makes the car seem more old-fashioned.  A flatter roofline, coupled with the nearly horizontal fenderline would have made for a slightly sleek design.