Filed under: Concept Cars, Sedans/Saloons, Chrysler, LLC., Daimler
Impending decision to produce Chrysler Imperial
Automotive News is reporting that Chrysler is very close to a decision on whether or not to build a sedan based on the Chrysler Imperial concept that was unveiled at the 2006 North American International Auto Show in Detroit. Frank Klegon, the Chrysler Group's product development chief, tells AN that development teams have delivered to management all of the info required to make the right decision, but unfortunately any hint as to what that decision will be was not forthcoming. Whether or not the Imperial will see showrooms should be decided before the end of Q1 2007, if not before the end of 2006. Based on the same LX platform underpinning the 300 and likely powered by a range of HEMI V8s, the Imperial would begin production in early '09 as a 2010 model.
Never one to let automakers make a decision without hearing our $.02 first, we think the Chrysler Group should take a pass on this one. The company should be lauded for the cajones it's shown in past production decisions that gave us the Viper, Prowler, Crossfire and other cars, for better or for worse. That doesn't mean, however, it should gear up the tooling every time someone smiles at one of its concepts. The Chrysler 300 is a unique, competent sedan that has proven it can go pretty far upmarket, both in performance with the SRT-8 version and size with the Long Wheelbase version. Take that money you would've spent on the Imperial and go buy yourself a nice small car for North America, instead.
[Source: Automotive News]
Reader Comments (Page 1 of 3)
Mike 5:09PM (11/06/2006)
I honestly like it, but...
by the time these dopes get it out to market the 300C fad will be over. sorry.
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Ryan 5:22PM (11/06/2006)
300C fad is already over.
This garbage is based on the 1995 E320.
It came out as 300C 4 years ago.
Chrysler needs to move on, not continue rebadging and refacing the same car and offering it to inteligent customers that will call it for what it it.
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JJ 5:29PM (11/06/2006)
Hey i figure why not GM does this for all its vehicles, every platform they have underpins like 9 cars.
But by 2010 the 300 and Charger and Magnum will be getting remodeled so a larger sedan on an updated LX platform might not be a bad idea to try and star moving Chrysler upmarket.
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Howard Kerr 5:35PM (11/06/2006)
Man, what balls. Rolls Royce builds a very similar looking car and DCX thinks there might be a market for a HUGE sedan that looks like a truck...but at a reduced price.
Chrysler has really abused the name Imperial over the years, but this would rank up there (or down there?) with that strange Imperial coupe of the early '80s.
Why build an Imperial, when DCX has Mercedes?
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Andy 5:53PM (11/06/2006)
The Beetle and the PT Cruiser were hot items when they came out, but the flame for them dimmed. They still sell well. The 300 is a nice luxury sedan. It's not the kind of car I would like to own, but it is nicer than the typical Chrysler. The new Imperial is handsome. Again--not my taste, but it will find an audience. The 300 was a Bargain Bentley, and the Imperial should be an improvement over that.
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RZ 5:55PM (11/06/2006)
I agree that 300C fad is over, but over the last few years Chrysler has showed nothing but guts, creativity, and style and more. I love their approach, they always making bold, fresh cars. Look at magnum, or charger or even Smart.
Way to go Chlysler
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Greg 6:09PM (11/06/2006)
My 3 cents....
As a long time fan of 4 door Mopar Sedans... I believe that Chyrsler should go all out and deliver the Imperial to the showroom floors across the globe.
With the addition of the Imperial, Mopar dealers will have the following sedans available...
Charger: This car is now being used as POLICE CARS... put another badge on it so the Civil Service deployment of these cars won't kill the 'Charger Name', and make a 2 door version of the Charger and you have a win win product line.
Challenger: The deployment in 08 of the Challenger, along with a 2 door Charger (mentioned above) will give showrooms 2 true Muscle Cars to choose from.
300: The current 300 is a modern reflection of the 1955 Chrysler 300 .. and the current model should follow through with evolving .. like the '55 did throughout the 60's.
Now the Imperial... Chrylser offering this product will not only give showrooms a top choice in the above models, but the top of the line Imperial will be the dagger in the heart of Lincoln Town Cars.
Now some of you readers out there that are not in the New York Area might not be aware of this, but the Lincoln Town Car is a big hit with the Black Car Services in the NYC Metropolitan area's. But the Lincoln Town car is a very uncomfortable car getting in and out of, and the look is very old. The Imperial will be the car of choice for many Black Car Services.
Also: Big Men who are tired of having to choose from Expeditions and Suburbans for transportation vehicles that offer room for 'Big Tall People'.
The Imperial appears to be designed for that crowd.
I also personally believe that the thirst for 4x4's have been quenched by high gas prices... There are no large vehicles on 4x4 platforms that offer high gas mileage... but I bet that the Imperial will be delivering 25mpg with a mighty V8 under the hood!
I like the 300 and the Magnum.. both cars offer Big Tall people plenty of room... Chyrsler should point this selling point out in it's TV adds, and they would sell more.
The 60's where great years for Mopar... they can and are about to do it again... and I see the Imperial as being a MUST product offering to the American Consumer.
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s0crates82 6:11PM (11/06/2006)
I think that Chrysler could make a nice looking Imperial on the LX chassis, but it should have significantly different sheetmetal than the 300/magnum/etc.
Curvy rather than square. Svelte instead of brutish.
It would be a shame if it were a basic rebadge with a different grille - that would be a move worthy of 80's Iacocca.
Also, I completely agree with the OP, in that they shouldn't try to dilute the Chrysler brand, but focus on the idea that Chrysler builds good cars that anyone can buy and make a small car: perhaps a smoother looking Caliber variant with some driver legroom instead of a hard plastic edge that cuts into your knees.
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BOB 6:14PM (11/06/2006)
WELL, THE PHANTOM ROLLS KEEPS SELLING -- THIS IS A KNOCKOFF. THE LINCOLN TOWNCAR, BEARD TO THE FLOOR, KEEPS SELLING -- THIS IS BIGGER. THE STRETCHED 300 IS STILL NOT AN "EASY IN, EASY OUT" CAR FOR LIVERY USE.
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BOB 6:19PM (11/06/2006)
AS FAR AS A SMALL CAR GOES-- Can they make a good one profitably with their labor contracts, or must they stick to gimmick cars such as the Caliber, where the look outweighs the plastic ?????????????
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Jeff Crew 6:21PM (11/06/2006)
Please don't build this car. It will tank. Remember the Cordoba and the old New Yokers... this is the next bomb after the Compass loses its direction in the market.
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G. Snyder 6:23PM (11/06/2006)
Bob - your caps lock is stuck.
The rest - who says the 300C "fad" is over? Is that because you all don't like it anymore? Last time I checked, the sales were still fairly strong.
While I am at it - Ryan: So, a car based on a very complex IRS setup from a Mercedes Benz from a few years back is somehow bad? I think you don't really understand what is going on here. DCX is offering a premium setup (was then and still is now) at a reduced cost since it has already been paid for/capitalized. It is not a rebadge/"reface" at all. A little research shows that it is mainly this suspension setup that was borrowed. Perhaps you would rather have a solid rear axle and/or leaf springs? Recall that a similar setup was considered way to expensive for the Mustang....now look at what you can get into a 300 for price wise.
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Windup 6:27PM (11/06/2006)
C'mon Greg! Gimme a hit, I need summa dat shit yo smokin'!
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Phil 6:52PM (11/06/2006)
Absolutely correct, Mr Kerr!!! The point of a true upscale brand is that there's no need for a FAKE UPSCALE BRAND. The Imperial kept appearing, disappearing and reappearing because it just doesn't make sense for Chrysler, just the egos of Chrysler executives. People would rather a Mercedes.
Even Hyundai was smart enough to 'indefinitely delay'
it's upscale endeavor! What happens when the next Cadillac CTS/STS/SRX hit the street? There will be damage to all except Lexus. Hell even Volkswagen will feel the heat. I think the decision should absolutely be NO.
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Greg 6:54PM (11/06/2006)
To #11 - Jeff ,
I loved my Cordoba... I had a black one with Tan Leather seats.. yes,, the 'Corinthian Leather'.
To #13 - Windup,
Sorry Windup,, former smoker here, from what I hear it's easy to see it in action in Denver.
Chrysler / Plymouth / Dodge's 360 V8's where duds, I agree, but they still went 140k before they fell apart, but back then oil changes every 3k where unheard of... with Chyrsler's improved Technology, no more prehistoric Carborators and dead #1 Cylinders... (hopefully).. these cars we are seeing today and soon to come from Chrysler are going to catch GM and Ford with their Pants Down!
Trucks are Duds.. done, finished, caput! America is thirsty for big family cars once again! With All Wheel Drive available.... Chyrsler can really take advantage of what they have... 'Inspiration'.
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AZMike 7:35PM (11/06/2006)
who thinks the 300 "is over"? cars that are "over" have big rebates and bad resale value. the 300 has neither.
the 300 brought people into Chrysler showrooms that had never been there before...and they drove out in a 300, leaving their Lexus, Infiniti, and BMW trades behind.
I worked at a Chrysler dealer in the early 80's. a man came in one day, and asked how much the most expensive car we sold was. at that time (1983) it was the Imperial, with a sticker price of about $22,000. he said it wasn't expensive enough, and walked out. I'm sure in the realm of mid-priced MBZ models in the mid $50K range, this is probably happening in Chrysler dealers right now.
build the Imperial! it will be on a longer wheelbase than the 300, and would do extremely well in the livery market.
the plans Chrysler has made to build a stretch version of the 300 will be a disaster. they have contracted with an outside company (Accubuilt, Lima, Ohio) to do the conversion. the base cost of the stretch will be over $11,000! this will put the Touring version of the 300 stretch at at least $40K, and the "C" version pushing $50K. the livery-trim version of the Town Car (Executive L) can be had for about $37K with incentives.
I would expect the Imperial to show up in the $45-$50K range, and they will have a winner.
Mike
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RZ 8:03PM (11/06/2006)
Hey who remembers this? I loved that ad.
"Thank you Mocha Cocca. Chrysler and Jeep came up on beaucoup awards and Dodge trucks last as long as the D-O-double gizzle. Plus, I got the hook up nephew, for sure."
Love it
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iQuack 8:06PM (11/06/2006)
I saw this car a year or 2 ago in San Francisco and the Imperial is impressive in a gross sort of way.
The Lincoln Town Car is so stale that this Imperial would compete well for the limo-buying crowd.
If that market is large and profitable enough, DCX could enjoy success.
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Tal D 8:09PM (11/06/2006)
#8 sOcrates82. I'm in agreement. It does not need to look so brutish. Stick a flag on it and you've got a military command car(like some butt ugly Russian design) or the fugly front end of a Rolls.
Add a little aerodynamic smooth aircutting design.
ToDCX: Once you've developed your own UNIQUE design and mechanics worthy of being able to compete with the current world class luxury sedans then continue with that basic design and top knotch mechanical works and continue to REFINE and IMPROVE the line over the long haul. Don't do what you have done over the years and be here today with the Imperial name then gone tomorrow until some jerk feels the need to Revive it again.
GEEZUS... you should be miles ahead of the rest of the auto industry in this format. A Chrysler IMPERIAL should be able to utilize the much heralded Mercedes ENGINEERING and design expetise. That does not mean to produce cookie cutter duplicates; just benefit from the knowledge and success of Mercedes but build the Imperial in the U.S. with its owm classic design. I don't believe the British, Germans, Italians or Japanese have the only talent and ingenuity to create classic lines.
The last unique Imperial designs I remember were 1955,56,57. Why not be creative and try harder. Lincoln seems ready to open the door(or close a door) with the much rumored demise of the Town Car. They seem reluctant to refine and upgrade a very good traditional luxury sedan.So----just do it---but do it RIGHT !!!
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Timmay 8:15PM (11/06/2006)
7. "put a dagger in the heart of the Lincoln Town Car"? They might have to remove the one that Ford put in it first This year Ford announced that it will no longer build the Town Car. Also low margins here i Think the Imperial will be more ambitious. If they build it please put suicide doors on it.
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