The Chrysler Imperial, a name synonymous with American automotive luxury, is making a comeback as a large, rear-wheel-drive sedan. Following a well-received concept car debut at auto shows, DaimlerChrysler has greenlit the Imperial for production, with an expected arrival in U.S. showrooms as a 2011 model. This revival marks a significant step for Chrysler, aiming to recapture the premium market segment.
The concept Imperial garnered attention for its Bentley-esque styling, spacious interior, and opulent features. Currently, Chrysler lacks a model to cater to buyers seeking to upgrade beyond the 300C, leading to customer attrition to rival luxury brands. DaimlerChrysler seeks to reverse this trend with the Imperial.
The Imperial’s heritage dates back to 1926, when Walter P. Chrysler sought to challenge Lincoln and Packard with a luxury vehicle. Throughout its history, the Imperial has represented Chrysler’s flagship model, often marketed as a distinct marque. Various iterations have appeared over the years, typically as ultra-luxurious variants of the Chrysler New Yorker.
The 2011 Chrysler Imperial is expected to closely resemble the concept car, albeit without the suicide doors, which were included to enhance accessibility at auto shows. Industry reports suggest that features like the 22-inch wheels, Bentley-inspired grille, boxy silhouette, and lavish leather and wood trim will be retained. While official pricing remains unconfirmed, projections suggest a potential retail price of around $60,000, exceeding the 300C’s top-end price point of approximately $42,000.
The delay in production is partly attributed to DaimlerChrysler’s ongoing efforts to enhance the profitability of its Mercedes-Benz lineup, which involves investments in model updates. The new Imperial will likely be based on a modified version of the Mercedes-Benz R-Class platform, with both vehicles slated for release as 2011 models.
The Imperial concept features a 123-inch wheelbase and an overall length of 214 inches, significantly longer than the 300C. These dimensions are expected to be carried over to the production model.
The revival of the Imperial signifies a deepening collaboration between Chrysler and Mercedes-Benz. By leveraging a Mercedes-Benz platform, Chrysler can efficiently produce the Imperial, providing a much-needed flagship product. While the standard V8 engine, paired with a five or six-speed automatic transmission, may not prioritize fuel efficiency, a fuel-efficient Mercedes-Benz turbo diesel option is anticipated, marking a first for Chrysler.