| Imperial History | Chapter Six |
The change in Imperial was dramatic. Ads referred to the new look saying, "Imperial bespeaks power, leadership, and good taste. It is designed for the man who is successful and doesn't need to prove it . . . for the man who doesn't seek prestige because he already has it."
The 1955 Imperial was styled by Virgil Exner, the now famous designer credited with bringing a sense of style to the post war Chrysler Corporation. His belief in Classic era concepts manifested itself in the new Imperial's long hood, short deck proportions, bold grille work, and swank, freestanding taillights. Although the inspiration may have dated back to 1931, the look was thoroughly modern.
Ownership of an Imperial was limited to the very wealthy. The four door sedan cost $4,483, $700 more than Lincoln's unconvincing Capri and $506 more than Cadillac's Series 62 sedan. The sporty Imperial Newport hardtop coupe commanded $4,720. Remember, a new 1955 Plymouth Plaza cost as little as $1,639.
Those who could afford an Imperial received what Chrysler called, "The Finest Car America Has Yet Produced." Included as standard equipment were power brakes and power steering - items that Lincoln provided only at extra cost - the 331.1 hemi now rated at 250 horse power, PowerFlite two speed automatic transmission with dashboard mounted control wand, Imperial's first wraparound windshield, and the industry's most opulent interiors featuring fine fabrics, leather, and deep pile carpeting.
As had always been true, the super luxury Imperial enjoyed only limited production. Model year production came to just 11,430 cars.
Unfortunately, with Imperial now established as a separate entity and promoted as Chrysler Corporation's luxury division, Chrysler Corporation's delicate price hierarchy was disrupted. Chrysler, the previous luxury brand, now had to move down market to maintain volume. It would do so at the expense of DeSoto. Six years later, DeSoto would be canceled and Chrysler would be se lling a wide array of budget minded Windsors and Newports. All the while, Chrysler maintained its plush series of New Yorkers that squeezed ever upwards into Imperial's territory.
Back in the mid-Fifties, however, it must have seemed there was room for everybody. 1955 was a record sales year with Chrysler Corporation sales soaring. More Chrysler products were built that year than ever before, and the company regained 4.1 percentage points of lost market share to take 17.1 percent of industry wide sales. Market overlap ignored, Chrysler Corporation broadene d all of its offerings for 1957, and produced the most aggressive and popular Imperial in history.
The '57 Imperial was amazing. The styling, again by Virgil Exner, featured long, lean lines that contrasted sharply with the rotund, bloated designs themes favored by other car builders. Imperial's majestic tailfins, so subtle in rise they seemed completely logical and graceful, were revolutionary. The smooth, virtually chrome-free body sides were at least five years ahead of their time and the curved door glass was another industry first . Yet, all these features were just trimmings on a technical package that bristled with innovation and excellence.
Behind the intimidating Imperial eagle on the hood face lurked the luxury car field's biggest and hottest performing V8 engine. Though it had the lowest compression ratio in its class, the Imperial 392c.i.d., 325hp. V8 provided the most basic horsepower to cubic inches displaced. On top of that, the 392 c.i.d. hemi delivered 25 more horsepower than any other standard power plant in Imperial's price bracket, save for the 325 horse power Eldorado unit and the high performance version of Imperial's 392c.i.d. engine fitted in the contemporary Chrysler 300 C.
Hooked up to TorqueFlite, Chrysler's excellent push-button, three speed automatic transmission introduced the previous spring, the Imperial hemi propelled Chrysler Corporation's finest from zero to sixty in 9.8 seconds, a good two seconds faster than either Lincoln or Cadillac. Incidentally, Imperial's top speed was recorded as 125 miles per hour, highest among the big three luxury cars.
Despite its muscle car performance statistics, the '57 Imperial was not a gas guzzler and actually took the sweepstakes in the 1957 Mobile Gas Economy Run. Real world mileage figures were anywhere from 12 to 14 miles per gallon.
Drivers commanded the 1957 Imperial from the most functional and aesthetic dashboard in the industry. Two large circular drums placed side by side and a small one in the center provided all the information the driver would ever need. On the left was the speedometer, in the center a small clock, and in the right-hand drum were gauges for oil pressure, battery, temperature, and gasoline. Rival cars merely had idiot lights. Also found on the tooled steel panel was a high beam indicator and turn signal indicators. The only thing missing was the transmission quadrant, a feature made obsolete by the vertically stacked TorqueFlite push buttons found to the driver's left.
Unique in the luxury field was Imperial's padded steering wheel hub, on the other end of which was a standard power steering unit of extreme sensitivity and precision. This unit, combined with the new for 1957 Torsion Aire torsion bar independent front suspension, made Imperial the best handling car in its class , and maybe the industry.
The inherently good suspension was augmented by bodies that were only 57 inches tall, two inches lower than Lincoln and three inches lower than Cadillac. Complimenting the rakish profile was a wide 62 inch front track and an 81 inch overall width.
Bodies were offered as two door hardtops, four door hardtops, pillared sedans, and a beautiful convertible. Prices began at $4,838 for the standard sedan and topped off at $15,000 for the Crown Imperial. Imperial's most popular series, Imperial Crown, sold within a price range of $5,406-$5,598 competing di rectly with Cadillac's pricier series 62 models and Lincoln's top-line Premier series. The Imperial Le Baron existed within an even higher price strata and sold surprisingly well; 2,640 built at over $5,700 a piece.
Though other luxury car makers experienced drops in sales for 1957, Imperial production soared to 35,734 cars. Sales were so brisk that Imperial came within a hair of ousting Lincoln as America's second favorite luxury car. In fact, on a calendar year basis, Imperial outsold Lincoln by 76 cars.
Imperial's 1957 performance would not be repeated. The recession of 1958 blunted Imperial's appeal and buyers turned to less expensive cars - compacts especially. Mysteriously, when prosperity returned, Imperial's mass-market did not. Nineteen Fifty-Seven would remain Imperial's most productive year.
Imperial's basic 1957 engineering ideals would continue virtually unchanged through 1967. This is not to suggest that Imperial was in anyway stagnant. For 1958, Imperial debuted the first cruise control system and the first electric door locks. In 1959, Imperial took over DeSoto's assembly plant on Warren Aven ue in Dearborn, Michigan hoping an independent line would result in better quality control. Imperial also marked 1959 by introducing a new engine, a 413.2 c.i.d., wedge-head V8 that produced 350 horsepower at 4,600 r.p.m. The new motor found itself propel ling a 1959 Crown Imperial limousine that served as Queen Elizabeth's car during her tour of Canada.
Imperial's styling, on the other hand, was subjected to constant experimentation. Each model year brought a new look. 1961, however was a standout.
Chrysler Corporation had argued since it first debuted large tailfins, that tailfins were legitimately aerodynamic structures. Tailfins, wind tunnel test proved, lent cars high-speed stability. Some observers also found that cars with tailfins were less susceptible to crosswinds. Regardless of their actual function, tailfins were dramatic, as the 1961 Imperial demonstrated. Huge fins thrust from the rear fenders of the '61 models, and rushed upward to chrome trimmed points. They then lunged downward and forward to meet suspended chrome pods containing Imperial's traditional gunsight taillights. Imperial had used fins since 1956, but none like these.
The startling rear end was matched by an equally imaginative front. It was here that Virgil Exner's respect for Classic Era automobiles made itself most visible. Pockets beneath the leading edge of the front fenders, meant to resemble the free standing fenders of the Thirties, harbored sets of free stan ding headlights. Nestled in chrome pods and set upon tiny chrome supports, the headlights were the most unique element of an already unique design. These wild headlights were positioned along side a classically inspired upright grille complete with a driv er's side Imperial eagle crest.
Beneath it's frivolous fashions, the '61 Imperial remained all business. It was still the market's most powerful car, and the easiest to control with full power assists.
Despite their unsurpassed luxury, the 1961 Imperials saw only limited production. Just 12,249 were built.
Three years later Imperial was enjoying its second best model year to date, thanks to a fresh restyle that was the antithesis of the '55 through '63 models. Elwood Engel, Virgil Exner's replacement, was responsible for the '64 Imperial look. While at Ford in 1961, Engel had single-handedly redefined luxury car styling with the 1961 Lincoln Continental. With little change, he applied his 1961 Lincoln concepts to the '64 Imperial.
Imperial rediscovered its own sense of style in 1967 with the arival of the "Newest Prestige Car in a Decade." Chrysler's best reinvented itself into a Danish Modern masterpiece. Slender and sophisticated, lean and crisp, the '67 Imperial appeared as nimble and capable as its new Unibody platform actua lly was.
The gigantic '67 Imperial catalog insisted that, "If you have always expected too much from the American luxury car, if no prestige automobile has ever been able to meet your demands, you must examine the new Imperial." The copy also stated, "If you are a man who thrives on the drive and excitement of today's executive world, if you are a man who takes for granted w hat other men think exceptional - Imperial '67 was made for you."
The mechanicals lived up to the hype. Rapid acceleration was assured by a better power to weight ratio, and the enormous thrust of the 440c.i.d. V8, which had been introduced in '66.
Rated at 350 horse power at 4,400 r.p.m. and 480 foot pounds of torque at 2,800 r.p.m., the Imperial 440 was the most powerful motor in an American luxury car.
Controlling the power-packed Imperial was a simple matter due to quick power steering requiring just 3.5 turns lock to lock, quick shifting TorqueFlite automatic transmission, standard power front disc brakes, and a two inch reduction in wheel base length to 127 inches. Of course, there was the taut control of Imperial's torsion bar front suspension and isolated rear leaf springs plus rear track bar.
Comfort and appearance were genuinely exquisite. Inside, walnut paneling was tastefully applied to what Imperial called "Danish Modern cabinet doors" in the dashboard. Substantial lids concealed the radio, power antenna switch, rear speaker and reverberator controls, the emergency flasher switch, remo te trunk release, vanity mirror and ash tray. Gentle pressure raised the lids. When closed, they created a smooth surface, radiant with the contrast of warm woodgrain set against chrome.
Seating was outstanding, ranging from elegant leather bucket seats, plush bench seats, or novel 50/50 dual chair front seating. The elegant and personal Crown Coupe provided a fascinating seating option dubbed the Mobile Director package. It consisted of a foldaway conference table with high intensity lamp, turnabout front passenger bucket seat and head rests. The table was disguised as the armrest between the driver and front passenger. When the passenger's seat was turned around to face the back-seat, the table was unfolded and placed in either of two posi tions: between the front bucket seat and back seat in the manner of a restaurant booth, or between the two passengers in the back seat. The lamp, which was stored under the seat, was plugged into any of the four cigarette lighter sockets found in the cabi n.
Not just novel, the Mobile Director package was stunning to see. Seats were swathed in glowing western steerhide leather with nylon fur inserts. The customer had his choice of nine different interior colors.
Choice abounded in the '67 Imperial. There was a choice of conservative Imperial sedan, futuristic two-door Imperial Crown Coupe hardtop, sporty Imperial Crown convertible, casually classy Imperial Crown four-door hardtop, or aristocratic LeBaron. There was also a limousine. There was choice of vinyl tops and colors, and choice of exterior paint color. In fact, there were 22 paints from which to select, and they were all vibrant colors, not different shades of gray. There was choice of differential, choice of dual or single unit air-conditioning, choice of climate control, choice of radio, choice of seating and on and on.
Imperials remained rare sights on the road with production for 1967 reaching 17,620 cars. Cadillac counted 200,000 units while Lincoln experienced a bad year with 45,667 Lincolns built.
The 1967 Imperial had shared the Chrysler assembly line at Jefferson Avenue and Chrysler's internal body structure. For 1969, the decision was made that Imperial would also share Chrysler's exterior body panels. The move was probably dictated by increasing costs and Imperial's exclusive numbers.
Contrary to what one might assume, the '69 Imperial was not compromised. On the contrary, it was the biggest, most beautiful Imperial since 1955, and it set a standard for space, speed, and satisfaction that has never really been surpassed.
Like the Chrysler, the 1969 Imperial wore "fuselage styling,"a concept that considered the body of a car to be like an aircraft hull. The body panels curved outward, allowing the interior to be expanded. Styling was smooth and minimalist, wit h broad surfaces of uninterrupted hood and fender. The '69 Imperial gave every impression of being able to slice through the wind, its sinister slit of a grille leading the way. It was the sleekest, most modern looking luxury car money could buy.
Again, owning an Imperial took a lot of money. With the cheapest model costing $6,411, Imperial prices began higher than any other domestic luxury car.
The 1969 Imperial found receptive buyers in the upper reaches of the luxury car market. The nearly $7,000 Le Baron series, expanded to include a two door body style, outsold the less expensive Crown series by more than 16,000 cars. In fact, the hyper-luxury LeBaron counted for more than half of Imperial's 22,083 sal es - making 1969 Imperial's third best model year.
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