The De Soto make was founded by Walter P. Chrysler on August 4, 1928. It was named after the Spanish explorer Hernando de Soto. Chrysler wanted to enter the brand in the competition with the arch rivals Oldsmobile, Nash and Pontiac. Intially, this was quite a success. But because the make was often fitted with the same body work as the Plymouth and Dodge, it lost its individual character.