The word "the" in all-capital letters in the title is not a mistake;
Chrysler's top of the line nameplate was highly revered at Chrysler. So
much so that it was registered separately from the rest of the Chrysler
line for quite a few years. So, it is entirely appropriate to place emphasis
on the word "the" when mentioning The Imperial. An automobile
of this stature, elegance, performance, and appearance deserves the consideration!
In the 1950's, Cadillac, Lincoln, Imperial, and Packard were generally
considered to be the finest automobiles built in America. The Imperial
had never managed to establish a look that was distinctly its own. Nor
had Lincoln, for that matter. Cadillac had the fins in back, and Packard
had a unique grille treatment that identified them immediately, but Imperial
and Lincoln were always looking for something new, never finding anything
worthwhile to call their own. Lincoln would eventually attain a presence
worth capitalizing on in 1961, but Imperial would continue to change every
few years, never managing to grasp anything that was distinctly Imperial.
In 1955, Imperial would begin to break away from the rest of the Chrysler
pack with unique styling touches, but at first glance an Imperial could
be mistaken for a New Yorker. This was not good for a car in the prestige
class, as appearances are given top consideration by the folks purchasing
such a car. Imperial's break away year would be 1957. The dramatic new
Imperials set the luxury car market on fire. Suddenly, the Imperial was
the talk of the town. Suddenly, it was 1960 and everything else on the
road looked like last year's model. Everybody knew about the spectacular
new Imperials, with their soaring tailfins and their sleek, uncluttered
styling. 1957 would be Imperial's best sales year ever. Packard ceased
to be a consideration after 1956, as the struggling company wasn't able
to carry on and compete in the luxury field. No doubt this helped Imperial
to some degree.
Regrettably, the Imperial was not able to sustain its 1957 sales levels,
as they dropped considerably for 1958. In Imperial's defense, America was
in the midst of a bad economic period during this time, and sales of all
1958 cars were pretty bad. Imperial would soldier on through the sixties
and seventies, always striving for better build quality and a look to call
its own. And year after year, Imperial would find itself - predictably
- in third place behind Cadillac and Lincoln. And this wasn't exactly a
bad place to be, since exclusivity was a big part of the prestige market.
A Cadillac driver was more likely to see a carbon copy pull up in the next
lane, which was not a good thing to have happen, especially if impressionable
friends are in the back seat!
The Imperial held on to the tailfin look perhaps a year too long, as by
1961 most other cars were shedding them as quickly as possible. They were
a distinct fifties look, in a time when America was looking only to the
future. They would be chopped off for 1962, which somehow made the car
look even longer. The man largely responsible for the elegant 1961 Lincoln
Continental moved to Chrysler and put his magic touch on the 1964 Imperial.
Overnight, the Imperial had shed what was left of its fifties-inspired
styling, and stepped right into the sixties! Few cars exhibited a more
elegant look in 1964, and Imperial's restrained use of chrome and distinct
body lines gave the car an air of prestige and affluence. It was, perhaps,
Imperial's best look to date.
A totally restyled Imperial arrived for 1967, continuing the sleek, clean
lines established in 1964. Sales would continue to fall behind Cadillac
and Lincoln, in spite of Imperial's improved quality control, and one of
the most functional, best laid out instrument panels on any car. Chrysler
rolled out the fuselage look for all of its 1969 cars, and the Imperial
looked especially good in this form. Sales would improve considerably over
1968, but still didn't come close to the competition. Minor styling changes
would continue each year through 1973, and unique teardrop-shaped tail
lamps would debut for 1972, giving the Imperial an elegant styling touch
that it could call its own.
For 1974, the Imperial was all new, and wore its new styling especially
well. It was clean, elegant, luxurious, distinctive...everything one could
want in a prestige car. But sales still trailed behind the competition,
and Chrysler decided to stop production after the 1975 model year. And
it was a shame, because it appeared the Imperial had finally found a look
it could call its own. The distinctive and elegant chrome waterfall grille
was flanked on either side by concealed headlamps, and the teardrop tail
lamps introduced in 1972 finished off the back of the car in high style.
The pillowed interiors were breathtaking, and the car drove and rode like
you would expect a luxury car to drive and ride, but was surprisingly agile
and responsive for such a large car, so it was a delight to drive as well.
The Imperial was not forgotten, and returned in 1981 as a two door coupe,
with a bustleback deck lid treatment that was reminiscent of the current
Cadillac Seville, (although the Imperial design was actually done before
the Cadillac design). To say the car was distinctive is an understatement.
Up front, concealed headlights framed a beautiful grille, which was topped
off by a simulated crystal hexagonal ornament. The sharp, crisp lines of
the car encouraged the eye to travel from one end to the other, and then
around to the other side. Everything made sense, and was proportionate
to everything else. The designers did a good job on this one.
Almost everything was standard, only a handful of options were available,
including a lush Mark Cross leather interior. Digital instrumentation was
standard, and the panel was very high tech looking for 1981. A Frank Sinatra
Edition came later, which included some of Sinatra's tapes to play on the
high fidelity sound system.
But as distinctive as it was, it was not to be for long. Sales were not
strong enough to justify continuing the line, and it was dropped quietly,
again, when the 1983 model year production came to a close. This was a
familiar scenario for Imperial, and it would return yet again, a few years
later, only to be discontinued once again. Certainly a disgrace for such
a proud nameplate, but the Imperial name lives on proudly in its heritage.
For the 2006 auto show circuit, Chrysler unveiled an Imperial show car,
built on an extended Chrysler 300 chassis. This car featured center opening
rear doors, often called suicide doors, and were a styling trademark of
the Lincoln Continental during the sixties. Television actress Eva Longoria,
of Desperate Housewives fame, commented that she was "desperate for an Imperial" after
viewing the show car. So, there is perhaps hope that The Imperial will
rise again. Proof that The Imperial name is timeless.
Imperials were always preferred by automotive magazines for their performance
and drivability. When compared to the Cadillac and Lincoln, testers preferred
the Imperial's roadability in almost every instance. Why sales didn't follow
these recommendations is a mystery that likely will never be solved. While
the Imperial may be relegated forever to third place in history, the fact
remains that the Imperial was the finest car built by Chrysler Corporation,
and it is to this day appreciated and respected by people who don't look
at luxury cars in the traditional way. The Imperial was not traditional,
because it stood apart from its competition. It handled well in a day when
handling came second to styling. It performed well when performance wasn't
necessarily something a luxury car had to do. And more than a few times,
it sent its competition scurrying back to the drawing board to rethink
what they were doing.
The Imperial was not a familiar presence on American roads, and for a prestige
car that was, and is, perhaps its greatest quality. In a time when luxury
cars no longer stand apart from the rest, cars like the Imperial prove
that rarity is perhaps one of the greatest accomplishments a prestige car
can offer.
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