Ford introduced all-new models for 1952, beating rival Chevrolet to the punch by a full year. The Customline became the company's mid-market entry, and it featured a more modern style. Wraparound windshield, curved rear glass, a modified grille, and more ornamentation to break up the earlier "Shoebox" Ford's slab sides gave the new Customline a fresh look. 

The Customline came standard with an overhead-valve six-cylinder that displaced 215 cid and made 101 hp. An optional 239-cid L-head engine using a two-barrel carburetor was available, with this choice lending 110 hp to the driver. A three-speed manual transmission was standard, while overdrive and Ford-O-Matic were optional with either motor. Body styles included a club coupe, Tudor and Fordor sedans, and a four-door Country Sedan station wagon. The base price for a Customline in 1952 was in the neighborhood of $1,700.