To say that Chrysler Imperial concept's debut at this year's Detroit Auto Show caused a mixed reaction among attendees and readers would be an understatement. Thus, we followed Matt Nauman's test drive of the concept with keen interest, to see if it might sway our staff's opinion one way or the other.Unfortunately, the Imperial concept was barely functional. Its transmission dictated that the test drive be a limited jaunt at 15 to 20 mph. None of the instruments were functional, as they had simply been glued to the dashboard. Nauman did find the sedan more attractive in person than when on display. The concept's size, at 17 inches longer and six inches taller than the full-sized Chrysler 300, continues to be its most impressive feature.
The transmission, instruments, and other issues are relatively minor if Chrysler decides to develop a prototype... but the question remains if the Imperial should even get to that stage. At $40,000, it would arguably be in direct competition with Mercedes-Benz, Chrysler's partner.
[Source: Mercury News]
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Reader Comments (Page 1 of 2)
Michael Karesh @ May 14th 2006 6:15PM
How this car drives isn't going to be the deciding factor. It's all about the size and styling. The new color helps--dung brown wasn't cutting it. I still hate it, but some people, perhaps 10-20%, seem to like it a lot. Including my old man.
I personally wouldn't greenlight it.
eatabagel @ May 14th 2006 6:30PM
I don't think that even at $40,000 it would be a remote threat to corporate cousin Mercedes Benz. I don't think they're competing in the same markets.
I think that a "luxury" Chrysler is a smart product to have, particularly because Chrysler would not be competing with European imports at that level. It would vie for marketshare wth domestic luxury cars commonly found in the limousine and conservative car buyers segment (read older Americans or real estate agents), where traditionally the competition is made up of the Cadillac DTS and the Lincoln Town Car. Neither of those cars compete with the E-Class Mercedes head on. Different shoppers.
Chrysler Imperial would be cool.
S @ May 14th 2006 6:49PM
I don't know if I agree with the comparison to the DTS and Town Car. The Imperial versus MB cars seems like the same conflict as the Avalon versus Lexuses. The Avalon is a cross between an LS and a Yaris, not a competitor for the IS or ES. In the same way, the Imperial is a Chrysler with hopefully some MB luxury mixed in, but its far from a C or E Mercedes.
Gardiner Westbound @ May 14th 2006 7:25PM
The 1955 Imperial was the classiest car on the road, though later versions were grotesque. A well styled, rear drive, hemi Imperial would bury the Cadillac DTS. The Lincoln Town Car is already dead.
http://upload.wikimedia.org/wikipedia/commons/6/68/1955_Imperial.jpg
M.L. BROWN @ May 14th 2006 7:36PM
The Imperial of 'yore was a sight to behold. The few that were around my neighborhood were looked at in awe, and thought to be in the same class as the Packard Clipper and Cadilac. Sure would be nice to see them again, and hopefully Chrysler will not chinz out the thing, make it a thing of beauty!!
PJ @ May 14th 2006 7:39PM
Nevermind the DTS and Town Car, I'm not sure buyers wouldn't rather spend $10,000 less on a Chrysler 300C, all without even leaving the Chrysler showroom. It's far more appealing aesthetically.
This isn't a cheap shot at the Korean brands, but the Imperial looks like a bargain-priced Kia rip-off of the Rolls-Royce Phantom--bulky, lumpy, awkward, and ostentatious. It's a matter of taste, of course, but I think the styling is a mess.
j-dawg @ May 14th 2006 8:04PM
American's Most Carefully Built Car has become a disgusting, bloated tribute to twenty-two inch rims. What an awful desecration of a legendary name.
GOKARTN @ May 14th 2006 9:06PM
hideous
...of course rap stars will probably like it and others who aquire money before taste
Howard Kerr @ May 14th 2006 9:16PM
Making a vehicle longer and TALLER than it's predecessor...isn't that the unwritten law when it comes to styling TRUCKS?
Oh well, at least now the windows should be big enough for them to be useful.
emulous1974 @ May 14th 2006 9:31PM
I also don't see how it would compete with a a similar priced Mercedes, even if they share the same underpinings. However, I saw this thing at the NY Auto Show and it's design is a mess of contradictions and the interior, while different it screamed more of money with no taste than what I deem is appropriate for an American Luxury car. I definetely think Chrysler needs a luxury vehicle above the 300, but this concept sure ain't it in my opinion.
Dodge Hater @ May 14th 2006 9:33PM
Hey, #7, don't look now, but they don't make those 300's in America. They are all made in Canada. There is nothing about those cars that is American. Until they get Dubs anyway.
gbh @ May 14th 2006 9:58PM
It'll be the 'step-up' vehicle for the bling crowd.
Hope they left room in the wells for 28s or 30s.
Personally I would never buy one, but compared to the other domestic luxo-barge offerings - it's not the worst looking thing.
naggs @ May 14th 2006 10:21PM
hideous, dont build it
Jim P. @ May 14th 2006 10:25PM
"The new color helps--dung brown wasn't cutting it"
Yeah, I agree too! I'll take mine in meconium green!!
iQuack @ May 14th 2006 10:59PM
I like the Imperial. Would be a refreshing change from the Lincoln Town Car that's been around too long in its current form.
nastinupe @ May 15th 2006 12:15AM
What's up with all the racial slurs? We all know what the "bling crowd" includes, and if it isn't a black person, then it's a person that's acting "black". So what if some people like changing the grilles and putting rims on their car? That's their own personal choice. I don't see you complaining when people change their shocks or put BBS's on their car. I also haven't heard of any complaints about superchargers or sway bars. To each's own. If a group of people like to put chrome rims on their car, let them do it. None of us are "unique" although we all like to think that we are. However, we are ALL cookie cutter and fall into some type of category, whether you mean to or not. So don't critize one group for their actions unless it has a negative impact on you and/or yours. And the last time I checked, the 300C on dubs and a chromed out grille never did anything to hurt anyone!
As far as the Imperial. I think that it will do well because it is unique and someone that wants to stay with an American car but have a little flavor has this car to pick. What other $40k American car has this type of flavor? Certainly not the DTS or STS and definately not the Crown Vic or Town Car. And the Impala doesn't even come close.
In fact, I believe that this car will have it's own special group of buyers, just like the 300C. Where did those demographics come from? The 300C is a success because it took buyers from SEVERAL groups instead of one. That was the difference. I even look at one, although I didn't like the interior. But people who were looking at BMW, Ford, Honda, Infiniti, etc all looked at the 300C. The Imperial will be no different.
Jay @ May 15th 2006 12:42AM
C'mon Chrysler! You have plenty of your own heritage (I assume). Why make something that looks like a bad copy of a Rolls Royce? If Chrysler wants to do something upmarket, then upmarket buyers are very good at seeing through imitations and products without substance. This is the thing a Chinese automaker would put out...a sign of immaturity.
naugahyde @ May 15th 2006 1:37AM
"I don't see you complaining when people change their shocks or put BBS's on their car."
Shocks and lightweight rims are things that modify / improve the function of a machine. Dubs and DVD's on a car actually degrade performance and are only there to proclaim, "Look at me!" Actually, that seems to be the whole point of the Imperial. I think people realize that there is something inherently phony about all this posturing and chest-thumping.
donald douglas @ May 15th 2006 2:10AM
Ok here is a new concept, take a totally outrageous concept car and make a kick ass production car ! put that thing on a diet, make the lines on it more stellar and pronounced, and give it 500 hp or so AMG engine standard and make sure it smokes mustang gt's for lunch and sell it for 45k and watch it fly off the showroom floor ! also fo mo co and siblings make close to 20 different suvs in the same price bracket and size so this imperial and merc wont hurt each other too much !
gbh @ May 15th 2006 3:01AM
nastinupe,
I guess 'bling crowd' is a 'racial slur', if you *want* it to be. Sorry if you take it like that. There's plenty of caucasians who do bling. There's plenty of non-caucasian people who don't do 'bling' - they're my customers. I could care less what color your skin is - friends are friends and cash is green, irrelevant of skin color.
I don't like big (over 18") wheels because they are incredibly expensive, and 999 out of 1000 times, negatively impact performance, simple as that. I also find the look to be generally 'look at me' tacky at best. But hey, if you like that, knock yourself out. Free country. Your bag. Just understand that they are seriously compromising every performnce aspect of your vehicle with a set of dub-deuces. Let alone 28's...
Black, white, red, yellow, whatever - 'bling' seems to be the the most straightforward way of referencing the style ethos. When I say 'riced out' it has nothing derogatory to do with Asian people, only a way of making a (generally) Asian car look. Once again, I know there to be plenty of Asian folks who don't follow that style, so how is it racist?
Point of interest: Do you know who styled/designed the 300?