In 1929, the Imperial silhouette began to lengthen and relax into the sleek profile that would distinguish the brand during the 1930s. This illustration of the new Imperial phaeton shows the lengthened Imperial hood that cloaked all but a ribbon's width of the radiator shell. The visual effect was greater length but sporty weight.

Chrysler called the 1929 Imperial, "The Highest Expression of Chrysler Accomplishment," and a "richly groomed car in every sense of the word - designed, fitted and finished with restrained good taste and quietly effective in every large or small detail of its environment."