In the automaker’s heyday, the Imperial was the top-end car for Chrysler. Big, bold, and luxurious, the opulent Imperial line was eventually canceled, but the car would later appear every now and then as a top-of-the-line Chrysler model, just above the New Yorker. Fortunately, an ugly late ’80s and early’ 90s version of the car was never successful, but the damage was done. The imperial name was tainted! Daimler chrysler [or DCX] Hope you’ve forgotten about those really hideous Imperials, as they showcase an Imperial concept at well-attended car shows in the US in 2006. Will the Imperial return? Maybe, but they need to work on the concept first!
The best thing that ever happened to Chrysler was its “merger” with Mercedes to form DCX. Well, now I’ve said it. Initially, the relationship between the two companies was extremely difficult, but thanks to good management, many of the above problems have been resolved. Today, several products found in the showrooms of Chrysler, Jeep and Dodge are there thanks to the injection of cash from DCX. In fact, the Dodge Charger, Dodge Magnum, and Chrysler 300C are derived directly from older Mercedes “M” bodywork platforms. This platform has allowed Chrysler to build a line of popular rear-wheel drive cars, and the three names I just mentioned are part of that line.
Get in the Chrysler Imperial.
Based on the Chrysler 300C platform, the Imperial will stretch several inches and be taller than the 300C. Borrowing styling cues from the Rolls Royce Phantom, the Imperial could sell for at least $ 60,000 and place it in the same category as Cadillac, Lexus, Infiniti, and even Mercedes models.
Fine luxury details including leather seats, real wood trim, special interior lighting and a powerful engine are among the hallmarks of the Imperial. Above all, the car would propel Chrysler to market to attract customers fleeing competing brands. Hey, you need something a little more luxurious than the 300C to keep mobile clients in the house!
Ultimately, the decision to build the Imperial may not come from Detroit, but from Stuttgart, the home of Mercedes. If the model is perceived to be in direct competition with various Mercedes models, the Imperial will not see the light of day. On the other hand, a revived Imperial could further strengthen the Chrysler name and help the brand better compete against Buick, Cadillac, Lincoln, Infiniti, Acura and Lexus.
Time will tell, but the imperial concept is certainly intriguing. The front end is a bit sloppy, so a car modification is certainly warranted. In all, I hope the Imperial revives.