By Imperial Decree, Chrysler Kills the Imperial

[YSSMAN]

Yes, its true!

Chrysler executives have approved production of the new Imperial luxury sedan, according to industry sources cited by the Toronto Star. The official announcement is expected June 11th, according to the newspaper.

The company will invest $700 million for Imperial production at its its Brampton, Ontario plant, which already builds the Dodge Charger, Chrysler 300, and Dodge Magnum.

The news comes not long after Brampton workers rejected a company proposal that asked them to give up $115 per week in exchange for a contract to build the Imperial. The move put plans for production in jeopardy, but about 1,800 workers overturned the decision a few weeks later and accepted changes, according to the Star.

Chrysler announced plans to produce the new Dodge Challenger in early July 2006. Production will begin in early 2008. Chrysler will unveil the production version of the Challenger at the Chicago Auto Show in February 2008.

It's not known when the company will reveal the production Imperial, or how closely it will match the concept version. Various reports have indicated it will retain its 214-inch length and 123-inch wheelbase.

Another mystery is the Imperial's price. Chrysler's Joe Eberhardt previously said he believes the brand enhanced its image enough with the 300 that it can now push further into the premium segment, challenging Cadillac and Lincoln. Eberhardt said Chrysler is not ready for a $50,000 vehicle, suggesting the Imperial will be priced comfortably below that. Analysts have predicted the Imperial will be priced $5,000 to $7,000 above the 300.

...Who wants to fondly remember the past while we're at it?

...I'm all for it. With the way Chrysler is right now, they need something fresh in the lineup to bring people in, and hopefully this would be the car to do it. That being said, I'd hate to see Chrysler cut corners once again (they're really good at it), especially if the Imperial was to line-up at $50K or more. Furthermore, with the competition being that much better, particularly with the improved V6 power (check the MKS and '08 STS), lets hope Chrysler is smart enough to do a well-equipped V6 model to start as well as a nicely done V8 model with those looking for more power.

It will be interesting to see what comes during the announcement. I did get an opportunity to see the car in person in Chicago, and it really is a nice-looking car. My guess is that they'll turn the styling down from 11 to about 9 by the end, and chances are they will do without the Gold/Brown paint as well.

Either way, Chrysler needs something new... Lets hope this is it...

 

[JCE]

I'm interested to see what it will look like. Hopefully, it won't be hideous like 95% of what is coming out of Chrysler these days.

 

[Gonz013]

Any pics of the prototype?

 

[Omnis]

It's probably going to look like a Mitsubishi Galant.

edit: the ugly one.

 

[YSSMAN]

I'm interested to see what it will look like. Hopefully, it won't be hideous like 95% of what is coming out of Chrysler these days.

I'd guess that the production car won't differ too much from what we saw with the origional concept. Turn the wheel sizes down to about 20" or less (18" a good starting point), put more "regular" headlights up-front and more "regular" tail lights out back... Basically, pull parts off of the 300C and Sebring that may look like they could be swapped on, and you get the idea...

 

[Jim Prower]

You're effing kidding me.

Well, Perhaps the sale wasn't a bad thing after all...

 

[Jay]

...Who wants to fondly remember the past while we're at it?

Always Beautiful, I just hope this new upcoming model can do justice to the old versions like the '55.

 

[ND4SPD]

Lets just hope it looks nothing like the fugly concept...

 

[Joey D]

It's ugly and crappy. I hated the prototype, it disgraced the original car.

 

[TopHat]

Hmm.... Chrysler Corp is alive and kickin! Woo! I can't wait to see this sucker.

 

[Joey D]

It'll look nothing like that because they always take concepts and screw them up. Anyone remember the PT concept?

 

[McLaren]

At least it looks as ugly as its ancestors (personal opinion; just not a fan of the 50's/60's overall styling).

Besides that, can you say, "Hello Rolls-Royce knock-off?"

 

[YSSMAN]

And once again, if Chrysler can sell their own Rolls-Royce for $50K, I'm sure that there will be plenty of people who would be willing to buy...

...That is, if they can get the interior right...

 

[McLaren]

And once again, if Chrysler can sell their own Rolls-Royce for $50K, I'm sure that there will be plenty of people who would be willing to buy...

...That is, if they can get the interior right...

The interior? I'd be turned away just by the ugliness. It's trying to be a Rolls without the beauty of a Rolls....

 

[V1P3R]

So... I see just a bigger 300c.

 

[YSSMAN]

It's trying to be a Rolls without the beauty of a Rolls....

Funny thing, the last time Rolls-Royce made an outstandingly good-looking car was 1959:

So... I see just a bigger 300c.

Its really all it is. I believe the 300C extended wheelbase is indeed the base for this car, and it will use the majority of pieces from the next LY 300C/300D. The big difference is going to be the distinct sheetmeal and interior, and a presumably less-sporty ride/drive.

Either way, its a good excuse for getting Buick to drag the Park Avenue over here from China...

 

[V1P3R]

The big difference is going to be the distinct sheetmeal and interior, and a presumably less-sporty ride/drive.

kinda like how "different" the Avenger is to the Charger... ?

 

[Jay]

Those top two pictures YSSMAN posted are just red X's for me, so I dropped their addresses in my browser and yes now I remember that concept, I sure hope that is not what the final product will look like.

 

[YSSMAN]

Good or bad looks aside, I think a lot of people are missing the point of the car; With Mercedes pretty much completely out of the picture, Chrysler no longer has a luxury arm to tinker with. The United States as a focal point of economic prosperity, there needs to be a luxury car or a luxury brand ready for Chrysler, and what I believe we will be seeing here is Chryslers return to the category by which it was banished from by its former owners...

Chrysler needs to have cars to compete, every so slightly, to Cadillac and Lincoln. If the Imperial is the best they have, then so be it, at least it makes a bold statement by comparison to the rather sedate MKS. Quite frankly, we all bitch and moan about Chrysler or even American car companies in general not making distinctive and truly American automobiles, and yet when a given company does so, we bitch and moan even more? I mean sure, there are little things on the car that will probably need to be changed to make it more appealing... But I'd be willing to bet that 80% or more of the concept will make it to production, and furthermore, a large amount of the average American car-buying public will find the idea of a "mini-Rolls' rather appealing for less than $50K.

Chrysler needs to set itself apart from Dodge and Jeep if they are going to have any kind of success in the near future, and lets be honest here, the Sebring isn't going to cut it in this business. With Chrysler practically unable to surpass the 'lesser' Buick of today (a mentality that is changing at GM), what is to stop Chrysler from fading away altogether?

...Loyalists and separatists need to realize that Chrysler is going to change whether they like it or not, be it for the good or the bad. Chrysler needs an Imperial right now, furthermore a more luxurious 300C replacement, a Pacifica that is on-par with the Enclave (or better yet, the SRX), and a Sebring that is actually better than the 'lesser' Dodge counterpart.

 

[Joey D]

The Pacifica is the worst crossover on the market period. I've never seen one vehicle have so many problems, and this is not just speaking about my mom's one either...everyone I know that has a Pacifica has had loads of problems with it. If you want a crossover for the love of christ buy a Enclave or SRX if you can afford it.

But I digress, just by looking at the thing and seeing that it's being built by the fine people at Chrysler I would gladly take any new Cadillac over this any day.

 

[YSSMAN]

...I think that is what Chrysler wants to get done. When you've got Cadillac drastically increasing prices and quality while chasing BMW and Mercedes, I think Chrysler hopes that they can swoop in and pick up those sales that they are leaving behind with the generic American luxury sedan thats good at one thing, and one thing only: Going in a straight line at 80 MPH.

 

[McLaren]

Funny thing, the last time Rolls-Royce made an outstandingly good-looking car was 1959:

That's an opinion though. I should have been more clear, but when I say beauty, I mean, you actually get a fantastic, extremely well built car.

No offense, but I'd rather go bankrupt trying to achieve the Phantom than head to Chrysler to "fill my Rolls-Royce fantasy."

 

[YSSMAN]

I understand what you mean, but I still wouldn't consider the Phantom anything special. Sure, its a big-ass, expensive car... But I'd much rather have the Bentley Flying Spur, or better yet, the Mercedes S600...

 

[McLaren]

I understand what you mean, but I still wouldn't consider the Phantom anything special. Sure, its a big-ass, expensive car... But I'd much rather have the Bentley Flying Spur, or better yet, the Mercedes S600...

Def. agreed on that. Black exterior, with the 7-spoke rims on the Flying Spur is just gorgeous.

 

[Robin]

Nah im sorry, A Rolls Royce Phantom is amazing because there is nothing like it! Its just the Rolls Royceness! I love mercs but if I had to choose for £275,000 I would buy a Phantom!

 

[YSSMAN]

...Right, because the BMW V12 and ZF transmission make it a Rolls? Please. I remember when they were considered to be the best vehicles in the world, designed and built in England, where it all should happen.

I've seen my fair share of Phantoms, and they just aren't that cool. Sure, they're better than your average Maybach, but they aren't anywhere near as awesome as the 200 MPH Flying Spur, or better yet, the incredible S600 or S65. The engine alone in the Mercedes is worth the entry price...

 

[McLaren]

Ok, wow, so it has a BMW engine? Since when it that bad? That's all that BMW does though, just send the engine over. Everything else is Rolls-Royce.

And what do you mean, "I remember when they were considered to be the best vehicles in the world, designed and built in England, where it all should happen" ?

How can there be a when, except for the best vehicles in the world, part?

 

[Robin]

...Right, because the BMW V12 and ZF transmission make it a Rolls? Please. I remember when they were considered to be the best vehicles in the world, designed and built in England, where it all should happen.

I've seen my fair share of Phantoms, and they just aren't that cool. Sure, they're better than your average Maybach, but they aren't anywhere near as awesome as the 200 MPH Flying Spur, or better yet, the incredible S600 or S65. The engine alone in the Mercedes is worth the entry price...

Um, they still are designed and hand built in England! The only thing that isnt english is the engine. You really want one of those original UK engines which always broke down, like the ones in the early jags?

I was in a Phantom today thats why I brought it up, you feel in the presence of something really special, almost like you dress up for it... its just so solid and refined, the way everything opens and how everything is laid out.

The exterior is really imposing and grand, angry at the front and understated at the rear, there is no styling like it, its not a case of going with the latest trendy style, they stick to the same look they have stuck to for decades... the rear on the Phantom is almost identical to the original phantom! The interior looks like its in a time warp but hidden is modern touches and the latest tech......

Its not run of the mill, basically is what im trying to say, yeah it may not have jaw dropping appeal of other cars but it just gives this look of total un-obtainability..... like you will never be worthy to own one... and that is a powerful feeling.

Robin

 

[YSSMAN]

Ok, wow, so it has a BMW engine? Since when it that bad? That's all that BMW does though, just send the engine over. Everything else is Rolls-Royce.

And what do you mean, "I remember when they were considered to be the best vehicles in the world, designed and built in England, where it all should happen" ?

How can there be a when, except for the best vehicles in the world, part?

My personal opinion has BMW generally removing all that was British about Rolls-Royce and just make them into over-sized 7-series rebuilds, driven by rappers and white people who don't know or don't care that the brand really isn't a force anymore. Personally speaking, I've always equated the British with making some of the best luxury vehicles on the planet, sticking more or less to tradition and old-world style and luxury than the new-found technological gizmos and gadgets that apparently make life that much easier to live.

...Sure, Bentley has suffered many of the same ills as Rolls-Royce, but their products still come out feeling and at least in my opinion looking British despite their deeply Germanic origins. A hypocrite? I may be in this case, but I'd certainly consider the Bentley to be the better vehicle.

Um, they still are designed and hand built in England! The only thing that isnt english is the engine. You really want one of those original UK engines which always broke down, like the ones in the early jags?

Hell yes I want the old, unreliable stuff! Thats what made the old Rolls-Royce models cool. Call me crazy, but if you can afford a Rolls, you certainly could afford the issues with the cars. Granted of course you should be paying for quality, but that just isn't British, is it?

I was in a Phantom today thats why I brought it up, you feel in the presence of something really special, almost like you dress up for it... its just so solid and refined, the way everything opens and how everything is laid out.

A girlfriend of mine in High School had one, well her father did, and I wasn't that impressed. Sure, there was the "ooh and ahh" required in seeing one of the more rare and expensive cars available to the public, but hand-on-heart, I've been more excited by classic Chevrolets and Fords than that particular Rolls. Sure, it looks mean and menacing with the black paint and rich, colored interior... But It just didn't stand out to me as stunning.

"Ooh look, umbrellas come out of my doors," she would say.

Then I walked over too my Jetta. "Ooh, look, umbrellas come out of my trunk."

Its not run of the mill, basically is what im trying to say, yeah it may not have jaw dropping appeal of other cars but it just gives this look of total un-obtainability..... like you will never be worthy to own one... and that is a powerful feeling.

Yes and no. Certainly it isn't run-of-the-mill by any means, and while it is imposing, I'm not certain if everyone goes crazy over it. Unobtainable? Its hard to say. I know of some used Rollers that dip well into the sub-$50K range just a few years after their debut. Of course, they were pre-Phantom, so it may be a different case.

----

Either way, this is supposed to be more about Chrysler than Rolls-Royce.

The fact of the matter is that the Imperial should prove to be an interesting car, particularly against the presumed Buick Park Avenue and Lincoln MKS, or the only other American option being the Cadillac STS.

We're still a while away from the Chrysler on the streets anyway...

 

[Robin]

Yeah, I think we are probably going a tad off topic here, we should probably go back to the Chrysler Imperial!

"Ooh look, umbrellas come out of my doors," she would say.

Then I walked over too my Jetta. "Ooh, look, umbrellas come out of my trunk."

... I found that bloody hilarious! Wish I had a girlfriend who had a dad who owned a Phantom, can't be a bad omen! How did she take that scarcasm?!

I saw those umbrellas today, they open like hydraulics, the handle is solid milled and anodized aluminum and they cost about £200 each! Its a cool feature to come out of the doors though!

Robin