Imperial was the Chrysler Corporation's luxury automobile brand from 1955 to 1975, and again from 1981 to 1983.
The Imperial name had been used since 1926, but was never a separate make, just the top-of-the-line Chrysler. However, in 1955, the company decided to spin Imperial off as its own make and division to better compete with its North American rivals, Lincoln and Cadillac. Imperial would see new or modified body styles introduced every two to three years, all with V8 engines and automatic transmissions, as well as technologies that would filter down to Chrysler Corporation's other models.
For the 1955 model year, the Imperial was launched and registered as a separate marque (make), apart from the Chrysler brand. It was a product of the new Imperial Division of Chrysler Corporation, meaning that the Imperial would be a make and division unto itself, and not bear the Chrysler name. Chrysler Corporation sent notices to all state 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 . Chrysler introduced Forward Look Styling by Virgil Exner, who would define Imperial's look (and the look of cars from the other four Chrysler divisions) from 1955 to 1963.
Even as early as in 1954, Chrysler Corporation ads at the time began to visibly and consciously separate The Imperial from the Chrysler Division car line in the eyes of the public, to prepare for the big change coming in 1955. Once the "Imperial" brand was introduced, Cadillac no longer used the "Imperial" name for its top-level limousines starting in 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 4.0 inches (102 mm) longer, providing it with more rear seat legroom, had a wide-spaced split eggcrate 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 model (172 built). The "FirePower" V8 engine was Chrysler's first-generation Hemi with a displacement of 331 cu in (5.4 L) and developing 250 brake horsepower (186 kW). 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, but far below Lincoln and Cadillac.
The 1956 models were similar, but had small tailfins. The Hemi V8 was enlarged to 354 cu in (5.8 L) with 280 brake horsepower (209 kW), and a four-door Southampton hardtop sedan was added to the range. 10,268 were produced. With a wheelbase of 133.0 inches (3,378 mm), longer than the previous year's by 3.0 inches (76 mm), they had the longest wheelbase ever for an Imperial. This also contributed to an increase in their overall length to 229.6 inches (5,832 mm), making them the longest non-limousine post WWII American cars until the advent of the Imperials of the "Fuselage Look" era later in the 1970s.
1956 was the year that Chrysler introduced the push button PowerFlite automatic transmission, with the three speed TorqueFlite becoming available mid-year; Packard also introduced a similar system called the Touchbutton Ultramatic in the Imperial's competitor, the Packard Caribbean and the Patrician.
On April 28, 1955, Chrysler and Philco announced the development and production of the world's first all-transistor car radio, the Mopar model 914HR. It was developed and produced by Chrysler and Philco and was a $150.00 "option" on the 1956 Imperial car models. Philco manufactured the Mopar 914HR starting in the fall of 1955 at its Sandusky Ohio plant, for Chrysler.
For the 1957 model year, the Imperial received its own platform, setting it apart from any other division of Chrysler. This would last through the 1966 model year. Imperials during this period were substantially wider, both inside and out, than other Mopars with front and rear shoulder room equal to 64.0 in (1,626 mm) and 62.0 in (1,575 mm) 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 81.7 in (2,075 mm) 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.
One advantage of Imperials of this vintage was their strength; their crashworthiness got them banned from most demolition derbies for being too durable and too tough to take down. 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 crossmembers forming an "X". The drive shaft passed through a hole in the "X" frame. The parking brake gripped the drive shaft, and was not connected to the rear drum brakes prior to the 1963 model year.
Another advantage was that Imperial, and all Mopars, received "Torsion-Aire" suspension for 1957. Torsion-Aire was an indirect-acting, torsion-bar front suspension system which 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. Pillarless hardtops, in both two and four door configurations, got the Southampton designation.
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 on a U.S. production car. The Hemi engine with a displacement enlarged to 392 cu in (6.4 L) 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, but Cadillac by contrast sold over 120,000 cars in 1957. Quality control also slipped considerably, a consequence of the second total redesign in two years.
Starting in the 1957 model year, Imperials were available in three levels of trim: standard Imperial Custom, 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 (due to demand). It was shared with contemporary Mopars, including the Valiant. Exner's design extended to early-fifties concept cars like the 1953 Chrysler D'Elegance.
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 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 inhibited sales as Chrysler was not seen as having Cadillac 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.
Production was moved from the traditional Jefferson Avenue Assembly plant in Detroit to an exclusive facility on Warren Avenue, north of the Jefferson Avenue factory. Other than a toothy new grill and revisions to side trim little changed in terms of exterior styling for the 1959 model year. A new option was the "Silvercrest" roof which featured a stainless steel front with a rear canopy that could be ordered either in any of the basic car colors or in the "Landau" version which had a black canopy with the appearance of leather. Another new option was swivel out front seats that were part of the six way electric front bench seat. Manually activated by a handle for this introductory year, for 1960 and 1961 the seats would automatically swivel when the front door was opened activated by a cable. The Hemi V8 was replaced with the less expensive 413 cu in (6.8 L) "Wedge" head V8 engine that nevertheless had more horsepower and weighed 101 lbs less, improving the power-to-weight ratio. For the model year 17,710 Imperials were produced, ahead of Lincoln, as the Packard luxury brand withdrew from the marketplace. The few Ghia-built 1959 Imperial Crown limousines continued to use the 392 cubic-inch Hemi, due to slow production. These cars got the 413 engine for 1960.
The design of the 1960–1963 period had elicited some controversy. At that time, Exner was increasingly struggling with the Chrysler president and board. "It was during 1962 Exner was dethroned as president of design in Highland Park. His successor was Elwood Engel, lured away from Ford to lead Chrysler Corporation along a more conventional path. Exner continued as a consultant through 1964, after which he had no further involvement." This source[which?] also states, "When he was good, he was very good ( re: styling). When he was bad.... it was the epitome of excessive design. Sales dropped off and the board stepped in." Exner's son went on further, in a 1976 interview, "it was time for a change. Their image needed changing. Dad was a great designer and he was always ahead of his time. He gained more freedom from Chrysler in his designs of the modern Stutz." This same source[which?] gives blow-by-blow accounts how Chrysler Corporation was revived through corporate changes in leadership. "But on the product front, the influence of Tex Colbert (ousted President of Chrysler in 1961) and Virgil Exner was still present, and it wouldn't be entirely washed away until 1965".
Despite the annual styling changes, all 1960-63 models featured a similar space age dashboard. The steering wheel was squared-off at top and bottom, designed for better leg room and view through the windshield in the straight ahead position. Dashboard lighting was electroluminescent, which used no incandescent lamps: electricity running through a five-layer laminate caused the phosphorescent paint to glow in the dark. Chrysler called it "Panelescent", and it was shared on some Chrysler models. The effect was eerie and surprisingly modern, with its glowing green face and bright red needles. The 1960-63 models were also united by a distinctive side trim that started above the headlights and that ran at a slight downward angle almost to the end of the rear fender (except in 1963 when it would actually wrap all the way around the rear of the car) that was undercut by a slight indent in the sides from the front until just before the rear wheel housing.
A significant change in the car's proportions had occurred between the 1959 and 1960 model years. Although, at 226.3 inches, the 1960 Imperials were exactly the same length as the previous year, the whole body had been shifted forward, with a 2.1 inch reduction in the rear overhang, and a corresponding increase at the front.
The 1960 Imperial adopted wildly exaggerated styling, featuring front fascia with a swooping bumper, gaping mesh grille, giant chrome eagle, and hooded quad headlights, and tall rear fins. Soaring fins had bullet style tail lamps at the peak of the fin, with a chrome ring surrounding it. The grille and bumper on the front of the 1960 used large pieces of heavy chrome, and the 'furrowed brows' of the fenders over the double sets of headlights gave the car a ponderous look. In common with most other 1960 Chrysler products, the Imperial featured the new "High-Tower" seat with the driver-side back individually contoured and raised above of the rest of the front seat for increased driver comfort and shoulder support. This would last through the 1962 model year. Also for 1960, Imperial changed back to 15 inch diameter wheels from the 14 inch diameter wheels that had been standard since the 1957 model. Imperial LeBarons now featured a distinctive smaller "formal rear window" for greater rear seat privacy. Sales increased to 17,719. Imperial again finished ahead of Lincoln, but never did so again. While the rest of Chrysler's lineup adopted unibody construction, Imperial retained its body on frame construction.
The 1961 model year brought a wholly new front end with free-standing headlights on short stalks in cut-away front
fenders (a classical throwback favored by Virgil Exner, used commonly in the 1930s Chryslers. He would continue his look with the modern Stutz), and the largest tailfins ever. Inside, the Imperial gained an improved dash layout with an upright rectangular bank of gauges. The pillared four-door sedan was cancelled and would not return until the 1967 model year. With the downsizing of Lincoln, at 227.1 inches (later increased to 227.8 inches in 1963), the Imperial would once again be the longest non-limousine car made in America through 1966. Sales fell to 12,258, the result of bizarre styling and continued poor quality control.
The tailfins were largely truncated in 1962, topped with free-standing gunsight taillights, but these were elongated, streamlined affairs. The front grille was split, as in 1955-56, and a large round Eagle hood ornament was fitted for the first time. The 1962 models had a new, slimmer TorqueFlite A727 automatic transmission, which allowed a smaller transmission "hump" in the floor. This provided greater comfort for passengers in the center seat up front. Dual exhaust was now only standard on convertibles. 1962 also marked the closing of Imperial's dedicated assembly plant. All later Imperials were once again built in the same Jefferson Avenue facilities in Detroit as Chryslers, as sales were insufficient to maintain a separate facility. 1962 production totaled 14,337. Shortly before leaving Chrysler, Virgil Exner had planned for a smaller Imperial to go along with the downsized 1962 Mopars, but the idea never went anywhere.
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