Filed under: Plants/Manufacturing, Chrysler, LLC.
Chrysler to launch the Imperial in 2010, unless CAW refuses to build it
Evidently, Chrysler has decided to move ahead with production of the Rolls-Royce Phantom wannabe, the Imperial. Chrysler had been planning to add the luxury sedan to the lineup at the Brampton Assembly plant along with all of its LX platform mates, the 300, Magnum, Charger and Challenger. However, the local union at the plant rejected a wage concession plan that would have kept the plant on a three-shift schedule, despite that it was endorsed by union leaders.
What, if any effect this will have on the plans to build the Imperial is unclear at this point. Since the Imperial is likely to be relatively low volume and Brampton is the sole source of the LX (and next generation LY) rear-wheel drive platform, it certainly wouldn't make sense to build it anywhere else. A Chrysler spokesman said the union vote would have no effect on product plans through 2009, so the company will likely continue talking with the local CAW to hash out a compromise.
[Source: Ward's Auto World]
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Reader Comments (Page 1 of 3)
LBuzzer 1:07PM (3/06/2007)
Chrysler came out with the Sebring, the Charger, are planning to TRY to take on the MX-5, and now want to build this??? Nice, logical stream of decisions, in that they are all wrong...
Sell it off, quick.
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SSBR 1:20PM (3/06/2007)
The new Bentley looks good!
http://www.rolesor.com
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testa di cazzo 1:27PM (3/06/2007)
will people be willing to pay the price that chrysler will probably charge for this thing?
if it's anything above $45,000 i say no...
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Gardiner Westbound 1:39PM (3/06/2007)
This is the union thinking that is killing domestic brands. No jobs are preferable to jobs at a lower pay rate.
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mike355f1 1:49PM (3/06/2007)
My god that thing is ugly.
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Steve C 1:51PM (3/06/2007)
Two words: snow plow.
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Aaron 1:52PM (3/06/2007)
spot on gardner, why have a plant that makes 5 vechicles, maximizing their job security.. lol..
Funny when even union brass want them to ratify it..
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Elliott 1:52PM (3/06/2007)
I would be curious to know the deets behind their concessions. Was this going to be a pay cut to the hourly rate?
That would be difficult for anyone to agree to. Freezing wages, cutting paid holiday/vacation days, and tweaking benefits is an easier route to reaching a compromise.
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Fred 1:55PM (3/06/2007)
The CAW is probably doing Chrysler a favor by refusing to build this turd.
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CaliberSRT4 1:56PM (3/06/2007)
I wonder what the next gen. 300C/Charger will look like. I would think the Next gen. 300 would take cues from the Imperial or the Imperial will take cues from the Next gen. 300? I think the Imperial is a good idea, just needs some rework....it just looks like a fancied up 300...they should make it much more different and bigger...it doesn't look much bigger?
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Bryan 1:57PM (3/06/2007)
Nice looking car.
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BrainLazy 2:16PM (3/06/2007)
Having seen it in person, the Imperial is definitely bigger than the 300.
It's a nice car, but needs some design tweaking on the front end. The logo/grill integration needs to be completely rethought.
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Joe 2:23PM (3/06/2007)
Somehow I knew they would try to produce this abomination. Proof that things aren't going to get any better for Chrysler. Only morons would green light this thing. These are the people running that company? Unbelievable.
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Hondacura 2:27PM (3/06/2007)
this car is not needed plus than name (Imperial) stinks like an old senior citizens farm! Every time they used that name the car hardly sold since 80's.
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Typesbad 2:34PM (3/06/2007)
Well this is certainly unexpected. It seemed to me this thing was almost univerally panned when it came out. I've seen the thing in person a couple of times and it is nothing short of hideous. Than again, it was inspired by the 59 and 60 Imperials which were some of the ugliest vehicles of that era, and that's saying a lot.
But even if it had a design that out-sleeked an Astin Rapide, how can a range-topping Luxury vehicle make sense for a company in such trouble? My hopes are on a purchase Magna, but this could just as easily be a $50-60K luxury sedan newby from a Cherry, or some other Chinese firm-owned Chrysler. How many US luxury car buyers will find that attractive, when compared to all the other established luxury brands. Does the Pheaton come to mind?
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Nick 2:37PM (3/06/2007)
I'm not sure they could sell enough of these to make a business case. Pricing will be the crucial factor, and it's not as if this has to cost a lot more than the 300. I'm thinking back to when Chrysler was selling both the 300M and LHS at similar prices.
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paul34 2:38PM (3/06/2007)
wow, and here I was thinking this was something one of our friends in China made...
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The driver 3:02PM (3/06/2007)
I like it, looks as good as Rolls for what, 1/5-1/10 of the price. Depending on the price, it can be another winner for Chrysler, as 300 was. Grill needs some re-work, but overall it is a good looking vehicle.
The tricky part is to sell it to the potential buyer. 300 was easy - it looks $50k, it drives like $50K and it is equipped as $50k, all of that for $25K. Who can refuse? This one will be more expensive, so the buyer has to decide what they want a 90% of a Rolls for 20% of its price, but with Chrysler name, or they want a prestige name like Merc, BMW or Audi but far fewer features.
In essence, this car looks like it is in "Big Car" (BMW 7, Mercedes S, Audi A8) league, so if it is 1/2 the price many will buy it. If it is 10% less than others, it has no chance.
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Juan 3:04PM (3/06/2007)
I actually like it. Thing is, it'll be so low volume (if they're smart) that it will be pushed into a higher price bracket where it will face overwhelming competition.
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SherbornSean 3:09PM (3/06/2007)
Typically, car companies produce show cars like this to solicit opinion from professionals and consumers alike. What is interesting is that the car has been universally panned by everyone.
So why bother to build a concept car if you have already determined to produce it no matter what?
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