BREAKING: Chrysler nixes plans for Imperial
by Alex Nunez on Jul 17th 2007 at 1:40PM 
Chrysler has shelved plans to build a production version of the Imperial concept it introduced at the 2006 Detroit Auto Show. Citing increasing fuel costs and more stringent fuel economy standards expected from Capitol Hill, Chrysler said that the Imperial project was off, as a viable business case could no longer be made for the car.
According to the Detroit Free Press, Chrysler will still invest in the Brampton, Ontario plant that had been earmarked for Imperial production, but that focus will be on the next-gen 300 instead. Regarding the Imperial, Chrysler spokesman David Elshoff said that given the current climate, bringing the Imperial to production would have been "irresponsible." A side benefit of the cancellation is that we will be spared the sight of the "poor man's Phantom's" ghastly front end on American roads.
[Source: Detroit Free Press]
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Reader Comments (Page 1 of 3)
Chrysler Employee 6:27PM (11/14/2008)
Congradulations Chrysler another bad move! The new chrysler Imperial would have pushed you out in front of the crowed and boosted sales! Unless you want to spend over $100k there's nothing else out there. Chrysler's so afraid to make a bigg move it's costing them there reputaion. I currently own a Chrysler 300c and absolutly love it. my next vehicle would have been the imperial (it's a chrysler thing). Oh well, can't expect much more from this company!
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Jason 1:47PM (7/17/2007)
Thank goodness! Americans have enough obnoxious bling to choose from already.
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Nick 1:53PM (7/17/2007)
I completely agree, as it was this car was not vital to the chrysler line-up or the american market for that matter, not only did it steal styling from rolls royce but it was too similar to the 300 body style so chryslers energy would be better off spent on the next gen 300
Don 2:02PM (7/17/2007)
We didn't need another giant-assed RWD sedan anyway.
Jason 2:17PM (7/17/2007)
Exactly. These types of niche cars, which sell well for one or two years then die off, are huge financial risks for car companies. ...who are already struggling. Don't need to take more piss poor chances. Chrysler would be better off re-doing the lackluster Sebring so it can grab more marketshare and build some much needed brand respect (not by rappers and the pimp crowd). Must think long-term, not fly by night.
Brett Scrocroft 1:53PM (7/17/2007)
Someone call josh another vehicle just got shelved!
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Adam 1:57PM (7/17/2007)
Thank You Chrysler!
No good would have came from producing such a bad car.
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Jonathan Hicks 2:05PM (7/17/2007)
The Imperial would have been a great competitor to import luxury sedans if it were built. I am not impressed.
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Mike I 12:33AM (7/18/2007)
By pulling a Chinese automobile maker move and ripping off Rolls-Royce's design?
Heak no.
I know America can INVENT. That's what I want them to do.
UAW 2:31PM (7/17/2007)
A bright day for the auto industry - freshly intelligent decision from Chrysler.
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500 2:21PM (7/17/2007)
The concept car was not pretty, but I thought it had already been decided that the concept would be changed if it ever saw production. The idea of a car positioned above the Chrysler 300, bringing back some heritage from the past, was a sound one. Especially since now they don't need to worry so much about stepping on the toes of Mercedes. I would have bought a car modeled after the 81-83 Imperial or the Imperials from the 60's, especially if they offered a coupe.
Instead, we lose another potentially-great car in the name of political correctness. Wusses. Can you imagine Mercedes canceling the S-Class, or BMW canceling the 7-series? They just build the cost of the CAFE fines into the cost of the car, offer diesel models where viable, and get on with it.
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Mulad 2:27PM (7/17/2007)
Yeah, they brought this thing to the Twin Cities auto show and put it on a stand right next to a 1950s-era Imperial. A lady was on the small stage with this and talked about how the styling evoked the original car, but all I could see was a 300C with a different nose and a silly boat-like rear end. I thought the original was vastly more interesting to look at.
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Horst 2:34PM (7/17/2007)
Well, there's the first good decision by Chrysler Motors in a long time. Gosh that thing was ugly.
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jason 2:34PM (7/17/2007)
I'm pretty sure every rapper on the planet just shed a tear.
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All American Dude XX 3:11PM (7/17/2007)
add basketball basketball players to that list
mr.ed 2:45PM (7/17/2007)
There was never, ever a viable business plan for this ungainly POS.
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Brad 2:40PM (7/17/2007)
Thank you!!! At least the new owners have made one good decision. This thing was a disaster in waiting. Horrible looking and was intended for a part of the market that Chrysler did not need to be playing in.
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paulinc 2:42PM (7/17/2007)
[Regarding the Imperial, Chrysler spokesman David Elshoff said that given the current climate, bringing the Imperial to production would have been "irresponsible."]
Poor decision on the part of Chrysler. If the production car looked anything close to the concept, they would have made a killing. The "irresponsible" part sounds like a bunch of bullsht.
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TriShield 2:49PM (7/17/2007)
Don't they mean they killed it because it was immensely ugly and looks like something the Koreans and Chinese would come up with? Or was it because of the negative reaction it generated on forums like this one?
Whatever the case, thank goodness. The 300 should be Chrysler's top sedan, and the interior should reflect that next time around. Also make the extended model available outside of fleets.
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robz4 2:58PM (7/17/2007)
Somewhere in America I can hear a ganster rapper crying over this !!
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