The 1957 Dodge Custom Royal Lancer: A Swept-Wing Beauty

February 26, 2012 § 2 Comments


Scan of an original 1957 magazine ad for the Dodge Custom Royal Lancer car

A hurricane of power with flight-sweep styling

This ad just screams its era: life was good, people were optimistic, the jet age was here (the following year would be the first that more trans-Atlantic passengers traveled by air than by ship), satellites and rockets were being developed (the space age is usually said to have begun in 1957, with the Soviet launch of Sputnik), and cars were big and powerful. “Torsion-Aire Ride,” “Push-Button Torque-Flite Drive,” “Autodynamics,” “mastery of motion,”  “the vibration barrier,” – they didn’t spare much in their attempt to describe the ’57 Swept-wing Dodge Custom Royal Lancer. The “Realm of Silence” cushioning the passenger even sounds like something out of the later Get Smart. One of these would have set you back about $2,900, and about 55,000 were produced. Only about 2,450 convertibles were made; here is a shot of one of them:

Recent photo of a rare convertible version of 1957 Dodge Custom Royal Lancer

A 1957 Dodge Royal Lancer convertible in similar color scheme to the ad

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