 As Mercury sales progressed, the De Luxe approach was cancelled.This marketing approach was in response from the different General Motors brands, (Cadillac, Buick, Oldsmobile, Pontiac, and Chevrolet), and the Chrysler brands, (Chrysler, DeSoto, Dodge, and Plymouth).The De Luxe Fords of 1938 featured a more sloping hood and ornamental heart-shaped grille.