Imperial was the Chrysler Corporation's luxury automobile brand from 1955 until 1975 and again from 1981 through 1983.
The Imperial name was first used in 1926 for Chrysler's luxury model, the Chrysler Imperial. In 1955, the automaker repositioned and re-launched the Imperial as a separate make and division to better compete with its North American rivals, Lincoln and Cadillac.
After 1955, the Imperial would feature new or modified body styles introduced every two to three years, all with V8 engines and automatic transmissions, as well as technologies later introduced in Chrysler Corporation's other models.
Background
The Chrysler Imperial was introduced in 1926 at the New York City National Automobile Show as Chrysler's flagship luxury vehicle. The new models were based on extended-length platforms of the company's full-size cars and competed with the likes of rival Cadillac, Continental, Lincoln, Duesenberg, Pierce Arrow, Cord, and Packard.
Production began because Walter P. Chrysler wanted a share of the luxury car market in the luxury car market in the United States and to expand the company's lineup, since its most expensive car at the time had only a six-cylinder engine. The new model shared the same body as the lower-priced Chrysler Six, but included a larger engine. Subsequent generations were based on the Chrysler Royal, Airflow, Saratoga, and New Yorker.
Starting with the 1955 model year, the automaker dropped the Chrysler brand identification from the car and named it simply the Imperial. The objective was to separate the premium line from other Chrysler models and to better compete with other luxury manufacturers. Lincoln would make a similar move two years later, when Ford established the Continental Division as a standalone brand.
First generation (1955–1956): A separate make
In 1954, advertising by Chrysler Corporation began to separate the Imperial from the Chrysler Division car line to prepare for the big change coming in 1955. The Imperial was launched and registered as a separate marque (make) starting with the 1955 model year under the Imperial Division of Chrysler Corporation. The marketing objective was to position the luxury cars apart from the Chrysler brand. Chrysler Corporation sent notices to all state motor vehicle licensing agencies in the then-48 states, informing them, that the Imperial, beginning in 1955, would no longer be registered as a Chrysler; but as a separate make. Once the "Imperial" brand was introduced, Cadillac no longer used the "Imperial" name for its top-level limousines starting in 1955.
Chrysler introduced the "100 Million Look" Styling by Virgil Exner, who would define Imperial's look (and the look of cars from the other four Chrysler divisions) from 1955 until 1963.
Chrysler was also the supplier of engines and transmissions used in the Imperial with French automaker Facel Vega, which offered the Facel Vega Excellence, while Chinese automaker Hongqi used an Imperial locally found in China to manufacture the Hongqi CA72.
1955
The 1955 models are said to be inspired by Exner's own 1952 Chrysler Imperial Parade Phaeton show cars (which were themselves later updated to match the 1955-56 Imperials). The platform and bodyshell were shared with that year's big Chryslers, but the Imperial had a wheelbase that was longer, providing it with more rear-seat legroom, had a wide-spaced split egg-crate grille, the same as that used on the Chrysler 300 "executive hot rod", and had free-standing "gunsight" taillights mounted above the rear quarters, which were similar to those on the Exner's 1951 Chrysler K-310 concept car. Gunsight taillights were also known as "sparrow-strainer" taillights, named after the device used to keep birds out of jet engines. Such taillights were separated from the fender and surrounded by a ring and became an Imperial fixture through 1962, although they would only be free-standing in 1955-56 and again in 1961-62. Two C-69 models were available, including the two-door Newport hardtop coupe (3,418 built) and pillared four-door sedan (7,840 built), along with an additional C-70 Crown limousine (172 built). The Newport nameplate was only used for 1955 and renamed the Southampton beginning in 1956. The FirePower V8 engine was Chrysler's first-generation Hemi with a displacement of , developing . Power brakes and power steering were standard, along with Chrysler's PowerFlite automatic transmission. One major option on the 1955 and 1956 Imperials was air conditioning, at a cost of $535. Production totaled 11,430, more than twice the 1954 figure, positioning the Imperial as much more exclusive in comparison to more widely available and affordable Lincoln and Cadillac. Manufacturers list price for the Newport hardtop was $4,720 ($ in dollars), while the Imperial Crown limousine was $7,737 ($ in dollars).
1956
The 1956 models were similar, but had small tailfins. The Hemi V8 was enlarged to with , and a four-door Southampton hardtop sedan was added to the range. 10,268 were produced. With a wheelbase of , longer than the previous year's by , they had the longest wheelbase ever for an Imperial. This also contributed to an increase in their overall length to , making them the longest non-limousine post-WWII American cars until the advent of the Imperials of the "Fuselage Look" era in the 1970s. 1956 was the year that Chrysler introduced the push button PowerFlite automatic transmission becoming available mid-year with the control pod installed to the left of the driver; Packard also introduced a similar system called the Touchbutton Ultramatic in the Imperial's competitor, the Packard Caribbean and the Patrician. For 1957, Mercury introduced its version called "Keyboard Control" for the Merc-O-Matic, which also included a pushbutton to place the transmission in neutral so the engine could be started and a push/pull control to set the parking brake and lock the transmission in gear. The Mercury and Chrysler versions were operated mechanically while the Packard and the controversial and short lived Edsel Teletouch version used electric solenoids to change gears.
On April 28, 1955, Chrysler and Philco announced the development and production of the world's first all-transistor car radio,Wall Street Journal, "Chrysler Promises Car Radio With Transistors Instead of Tubes in '56", April 28th 1955, page 1 the Mopar model 914HR. It was developed and produced by Chrysler and Philco and was a $150 ($ in dollars) option on 1956 Imperials. Philco manufactured the Mopar 914HR starting in the fall of 1955 at its Sandusky Ohio plant, for Chrysler.Walter P. Chrysler Museum,
Second generation (1957–1966)
For the 1957 model year, the Imperial received its own platform, setting it apart from any other division of Chrysler and shared the all-new "Forward Look" appearance, showing a number of styling features introduced with the concept car Chrysler Norseman. Imperials during this period were substantially wider, both inside and out, than other Chrysler Corporation products, with front and rear shoulder room equal to and respectively. The front seat shoulder room measurement remains an unsurpassed record for Imperial and would remain the record for any car until the 1971–1976 GM full-size models. Exterior width reached a maximum of for 1961–1963, which remains the record for the widest non-limousine American car. After Lincoln downsized for 1961, this generation of Imperial had no real competitor for the title of largest car for the remainder of its decade-long lifespan. The Imperial Crown convertible was listed at $5,598 (approximately $ in ) and 1,167 were manufactured.
Unlike the rest of the Chrysler Corporation makes (Chrysler, De Soto, Dodge, and Plymouth) that began unibody construction for 1960, the Imperial retained separate full perimeter frames for rigidity through the 1966 model year. These substantial frames had a box cross-section with strong crossmembers connecting the frame. The convertible had extra strength built into its crossmembers that formed an "X". The driveshaft passed through a hole in the "X" frame. The parking brake gripped the driveshaft and was not connected to the rear drum brakes prior to the 1963 model year.
The Imperial, and all Chrysler-built cars, incorporated "Torsion-Aire" suspension for 1957. This was an indirect-acting, torsion-bar front suspension system that reduced unsprung weight and shifted the car's center of gravity downward and rearward. Torsion-bar suspension on the front combined with multi-leaf springs on the rear provided a smoother ride and improved handling.
Imperial's handling was better than its competitors of the time due to its stiffness from the torsion-bars combined with a thick anti roll bar in the front. Pillarless hardtops, in both two and four-door configurations, received the Southampton designation.
1957 (Series IMI-1, 2, 4)
The 1957 model year was based to an even greater degree on Virgil Exner's "Forward Look" styling (also used on other full-size Chryslers of the period). It featured a "biplane" front bumper, a full-width egg-crate grille, and quad headlights (where legal). Taller tailfins now encompassed the trademark gunsight taillights and framed a downward tapering decklid that met the rear bumper. Curved side glass was employed for the first time in a U.S. production car. The Hemi engine with a displacement enlarged to was standard for 1957-58. Power seats and dual exhaust were made standard across the line. A convertible was available for the first time on an Imperial and only offered in the mid-range Crown series. Sales were helped by Exner's "ahead of the competition" styling, with 1957 becoming the best-selling Imperial model year ever: 37,593 were produced; the more commonly available Cadillac sold over 120,000 cars in 1957.
Cadillac was shocked by the new popular design from Chrysler. Cadillac retaliated by implementing training to its sales force to call Imperial a Chrysler Imperial to try to dampen the sales of its competitor. This tactic was to create the thought that you were buying an over priced Chrysler.
Quality control also slipped considerably, a consequence of the second total redesign in two years. Failing torsion-bars that were made incorrectly was also a problem from being produced too quickly.
Starting in the 1957 model year, Imperials were available in three levels of trim: standard Imperial, mid-range Imperial Crown, and the new top-of-the-line Imperial LeBaron (a reference to LeBaron, Carrossiers). The custom-built Imperial Crown limousine was also offered. Through the late 1950s and into the early 1960s styling would continue to become "Longer, Lower, Wider", with the addition of some of the wildest fins on a car. The "FliteSweep Deck Lid", a simulated Continental tire bulge, was an option for 1957 through 1961 and again in 1963. It was shared with contemporary Mopars, including the Valiant. Exner's design extended to early-fifties concept cars like the 1953 Chrysler D'Elegance.
1958 (Series LY1-L, M, H)
Styling changes for 1958 were limited to the front grille and bumper. Quad headlights became standard. The 1958 Imperial is credited with the introduction of cruise control, which was called "Auto-Pilot", and was available on the Imperial, and on Chrysler New Yorker, 300, Saratoga and Windsor models. Power door locks were another new option. Sales slipped to 16,133 in a recession year. Dealers were frustrated with buyers referring to the cars as a Chrysler Imperial, which impacted sales as Imperial was not seen as having Cadillac's or Lincoln's prestige. It didn't help that Imperial continued to be sold at Chrysler dealerships, instead of standalone dealers, although it did have a separate Imperial dealership sign.
1959 (Series MY1-L, M, H)