Classic Car Auction of Toronto - Spring

Lot : 418
1940 Plymouth Five-Window Coupe 2D

Auctioned on Saturday, April 4, 2009

Sold at $18,810

    Shortly after Walter P. Chrysler created his new company in 1925, he replicated Alfred P. Sloan’s new business concept, which had proven a success at General Motors – stair-step marketing. The idea was to create a product line-up with little overlap or cross-brand competition, where customers would move along the Chrysler product range, as they progressed up the economic ladder.

    Chrysler’s first step was the introduction of the “low price” Plymouth brand in 1928; Dodge, DeSoto and Chrysler would also complement it in future years. The timing could not have been better, as Plymouth carried the other Chrysler marques through the Depression. By 1940, Plymouth had also earned an enviable reputation within the industry as a car of supreme reliability. Plymouth referred to their all-new 1940 offering as “The Low Priced Beauty with the Luxury Ride.” Lower and wider, it had 18% more glass, internal door hinges, twin taillights, a synchronized transmission, sealed-beam headlamps, and many other advances.

    This 1940 Plymouth Five-Window Business Coupe is a remarkable survivor with 7,900 actual miles. The car remains in nearly original condition today, and while the battleship gray paint finish does show signs of age, it is factory original, down to the silver pin stripe. The interior is as close to flawless as the passage of time has allowed, and while new white wall tires were installed, the car comes complete with the originals. A car is original only once, and this very attractive coupe presents a great opportunity to own an attractive, drivable, and mostly original car.