The Forgotten Child: The Rise, Reinvention, and Collapse of an American Mid Price Marque

— —

Etienne Psaila Ai

The Forgotten Child

Name: The Forgotten Child
Price: 57.07 AUD
Availability: OutOfStock
ISBN: 9798901944790

The Rise, Reinvention, and Collapse of an American Mid Price Marque

Etienne Psaila, Ai

$62.95 $57.07

Paperback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We will update you on expected arrival time to us. If this delay is too long, please let us know within 2 business days and we can give you options regarding cancelling or adjusting your order. More details on cancelling your order can be found in our Terms of Trade.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Publishdrive
21 April 2026

History of engineering & technology; Road & motor vehicles: general interest

Summary
Details

In the crowded center of the American car market, success demanded more than good engineering. It required perfect timing, a clear identity, and a place in the showroom that buyers could understand instantly. DeSoto was created to fill that space: a step up for ordinary buyers who wanted style, substance, and status without crossing into luxury.

For a time, the formula worked. DeSoto built a reputation on strong design, solid engineering, and some of the most memorable cars of the 1950s. But the middle of the market is also where pressure hits first. As rival brands multiplied, corporate overlap deepened, and recession tightened consumer choices, DeSoto's carefully planned role began to blur.

The Forgotten Child: The Rise, Reinvention, and Collapse of an American Mid Price Marque traces the full arc of the brand's life, from its strategic birth and bold styling years to its abrupt disappearance. Drawing together product history, dealer realities, manufacturing decisions, and corporate politics, this book shows how a marque with real strengths could still vanish when the logic that created it turned against it.

DeSoto and other product, model, and brand names referenced in this book are trademarks or registered trademarks of their respective owners. Their use is for identification, historical reference, and commentary only, and does not imply any affiliation with, endorsement by, or sponsorship from any trademark owner.

If you want, I can also give you a shorter, more commercial blurb and a more formal legal-style trademark statement.

By: Etienne Psaila
Other: Ai
Imprint: Publishdrive
Dimensions: Height: 229mm, Width: 152mm, Spine: 19mm
Weight: 476g
ISBN: 9798901944790
Pages: 358
Publication Date: 21 April 2026
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active