The story goes that back in 1953, one of Chrysler’s newest hires, designer Virgil Exner, said, “Let’s try giving the quarter panel this treatment.” And he waved his hand through the air in an up-swinging arc. With that, Chrysler’s so-called Forward Look was born. It hit the showrooms for the 1957 model year as a brace of lower and longer cars with elegant towering fins sweeping off the rear. All of Chrysler’s divisions, including Dodge, Plymouth, De Soto, and Imperial got a unique version, and the public went wild. Chrysler’s share of the U.S. market rose from 15–19 percent, market leader GM was forced to scrap its plans and respond, and Exner—his underlings called him “Ex”—would become a legend.
This is a companion discussion topic for the original entry at https://www.hagerty.com/articles-videos/articles/2020/01/24/virgil-exners-forward-look-cars-rocket-upward