• May 17, 2007
Chrysler may be in the middle of a major ownership change, but the beat goes on when it comes to future vehicle plans. The folks over at The Star are reporting that Chrysler is going to build a fifth model at their Brampton plant in Ontario, which currently assembles the 300, Charger, and Magnum. Challenger production is scheduled for next year, and the fifth vehicle, which could be built in 09' as a 2010 model, is expected to be the Imperial.

Chrysler is reportedly investing $700 million in the Brampton plant to bring the Imperial to life, and the Rolls-Royce and Bentley wannabe is expected to ride on an extended version of Chrysler's LX platform. The Imperial, which sported a 6.1L Hemi V8 as a concept, could also receive a diesel engine. Chrysler has yet to make an announcement on an additional vehicle at Brampton, but word is it that Chrysler Executive Vice President of Manufacturing Frank Ewasyshn is expected to do so June 11.

We aren't sold on the chunky, blocky, copycat looks of the Imperial, but Chrysler apparently thinks enough Americans will want the beast that they've all but pulled the trigger on making it all official

[Source: TheStar]


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  • 46 Comments
      • 7 Years Ago
      UGH! the 300 was a blatant rip of the Bentley Azure and this has always been recognized as a blatant rip of the Phantom.

      Whoever's stupid enough to put this into production and kill off any possible remaining respect for this brand that may be hanging by a thread...I hope such execs hang.
      • 7 Years Ago
      An uglier looking 300. Another mistake from Chrysler.
      • 7 Years Ago
      Damn thing looks like a bigger, uglier, 300C.

      This car has the same problem the VW Phaeton has. Anyone with money will not buy a Chrysler, just like they didn't buy the Phaeton.

      -ted
      • 7 Years Ago
      It seems that a lot of you are a little misguided on your comments. For one, this isn't a Rolls competitor. It's not meant to be, it's a large car that will be priced in the upper 40’s to lower 50’s and will get them into a segment that they don’t currently play in. With that kind of pricing it'll be a pretty damn good value, just like the 300. And to compare this to the VW Phaeton that was priced in the 80’s – 100’s is pretty far off. Two, say what you want about styling, but as with all cars save your final judgments until you see the production version first hand and in a color besides that crazy brown. And lastly, all of you who say it's a mistake to build obviously have no idea how platform sharing and plant capacity work in the auto industry. The short of it is that this is going to be built on an updated version of the LX platform, and instead of building X more 300 / Charger / Magnum / Challengers, idling plants, or laying off workers they can use this model to play in a different segment while not costing the company that much more money.
      • 7 Years Ago
      "Let's see auto manufacturers invest in more SUV's, Pickups, and 15mpg automobiles"

      Every niche of the auto industry is profitable. There are millions upon millions of trucks and SUV's made each year. Each successor is stronger, safer, more powerful, AND more fuel efficient.

      The only truck on the market that gets 15mpg is the Nissan Titan. Oh, the new tundra gets 17.

      GM and DCX have MDS, or a version thereof. GM and DCX have, or will have within a year, hybrid pickups and suv's across the board.

      the same hybrid system will be appearing in the LX and LY, among others.

      check your bias at the door and open your mind to facts.
      • 7 Years Ago
      Don't produce this thing. We're looking into the Future(smaller cars, more fuel efficient). The Past is History!
      • 7 Years Ago
      Beauty is in the eye of the beholder, and everyone is entitled to his/her opinions. I personally like the looks of the Chrysler Imperial. Just in case you are only relying on the one photo included on this Autoblog webpage, then you should do a Google image search and look at the car from different angles.

      As for the gas-guzzling engine: The 6.1L Hemi V8 was in the concept car, and there is no telling what kinds of bigger/smaller engines will be available for the production version. Also, the Chevy Corvette has two big engines, a 6.0L LS2 V8 and a 7.0L LS7 V8, yet these so-called gas-guzzlers manage respectable mpg numbers of 18/28 and 16/26, EPA city/highway. Just so you know big American V8 engines can have a relatively small carbon footprint.
      • 7 Years Ago
      The Imperial concept is incredibly ugly. I can't imagine it selling any better, in its market, than did the Imperial of the late fifties and early sixties. At least some of them were beautiful cars.

      The underlying, but unspoken, thesis of all this seems to be that the money in the car market is in the luxury and near luxury segments, so if you make cars, that's what you ought to be making, now that making trucks seems a less than stellar idea, at least for the moment.

      If Chrysler is going to build a luxury car, they need to recognize that which Cadillac has forgotten: there are now two parts to the luxury market: those who want European style luxury, such as Mercedes, BMW, or the copycat Lexus. The other segment is those who want a traditional American luxury car, such as the deVille/DTS. Cadillac has consistently tried to shift its product line to the European luxury model. Yet, the current DTS, a car that dates to 2000, outsells the STS, Cadillac's most recent effort to copycat the Europeans.

      People who want European luxury are going to buy imports. There is, however, still a market for the traditional American luxury car. If Chrysler is going to manufacture a new Imperial, it ought to abandon the incredibly ugly concept car and attempts to copy the Bentley (reminiscent of Korean attempts to copy the Rolls Silver Shadow) and, instead, actually design an American luxury car.
      • 7 Years Ago
      Tom, you are a moron.

      "After this, you can redesign the Durango and Ram again. (dripping sarcasm)."

      Ram is due for a 100% revision for the '09 model year.

      "How's that electric gizmo selling for Toyota you guys?"
      What does DCX, BMW, and GM have in common?
      • 7 Years Ago
      As the SUV fad fades away, there are still plenty of Big Guys that are still going to want to be able to drive something they fit in.

      If you are 6ft tall or taller, and wear a 'Tall' shirt/suit... you are in the predicament like I personally am... THERE ARE NO *&^%$ING CARS on the market place that you can sit in behind the drivers seat and look out the windshield without leaning to the side, or bending your neck or back, or reclining your seat way way back. These cars currently do not exist.

      If this Imperial does give adequate headroom, like the Rolls Royce / Bently does... then this car will have enough buyers to keep it going on the assembly line.

      But what Chrysler will have to do, is change it's appearance at least every 3 years and not expect to sell too many of them, but just enough to keep the line going and market the car to big guys, and yes, to the gals also who happen to be tall.

      • 7 Years Ago
      I saw the Imperial at the 2006 Chicago Auto Show and I was impressed with the exterior styling. I was NOT impressed by how inefficiently the interior space is utilized.

      In a car this big I would expect the rear passengers to be able to sit on the floor and play boardgames on the transmission tunnel. The reality is that the smaller Lexus LS460L (Long Wheelbase) has more interior room than the Imperial.

      What a disappointment. It's like buying a huge-ass mansion, opening the front door, and finding a studio apartment inside.
      • 7 Years Ago
      oh and tom:
      "How's that electric gizmo selling for Toyota"
      slightly less than targeted even with the $2,000 rebate.
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