1955-1960

1955-1960: The much-needed restyling came in 1955, part of Chrysler design chief Virgil Exner's heralded Forward Look makeover, an overnight transformation of all the company's products. Notable among the longer, lower and wider Dodge redesigns were the luxurious Custom Royal models, which offered push-button transmission selectors, three-tone paint schemes, a variety of trim options and V-8 power.

With these high-powered, high-style cars, Dodge began to establish its reputation as Chrysler's performance brand. In 1955, Dodge built 237,000 V-8s in a 273,000-unit model year. Dodge upped the horsepower stakes in 1956 with the D-500 HEMI V-8; the manual transmission-equipped version boasted 295 horsepower, compared to the 189-horsepower rating of that year's standard Dodge V-8. Dodges won 11 NASCAR races in 1956, a number that wouldn't be matched until 1964.

Another one-of-a-kind Dodge in this era was the LaFemme, a car specifically marketed to women. Clad in special Heather Rose and Sapphire White colors, the HEMI-powered LaFemme featured special interior tapestry with pink rose buds, pink trim and a matching umbrella, rain bonnet and make-up case.

Beginning with the 1957 models, Dodges became even lower and longer, giving emphasis to their dramatic tailfins, an iconic Chrysler design feature of the era. The light-filled, curved-glass cabins and broad, flat surfaces reflected a fundamental change, quickly copied by competitors, in the proportions of the American automobile.