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Each 1939 Chrysler product had its own distinctive headlight lens and bezel shape. First year for their headlights to be mounted in the fender, and last for separate lens and reflector. In 1940, all U.S. (and Canada) production cars would have one-piece sealed beam headlights.
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While it was costly, it was also in an era of rapid changes. Then too, Plymouth sold over 400,000 of those cars in 1939, while it's taken Chrysler the last 10 years to sell that many 300s. Amortization was spread out enough that they still made money on those yearly updates.Further 1939 trivia; the Chrysler Corporation cars, Plymouth, Dodge, DeSoto, and Chrysler, were all a one year only body design. They were considerably sleeker than the 1938's, and different again than the 1940's. Something like the 1958 G.M. line-up. It must have been horribly expensive.