Thumbs DOWN: Chrysler Imperial

Back in the long lost mist of time Chrysler had a long list of brands, including; DeSoto, Plymouth, Dodge, Chrysler and Imperial. Imperial was the top shelf brand going after Cadillac, at a time when Cadillac owned the Earth. In the early 1970’s they gave up and dropped the Imperial line, which had only ever been one car. Then in the 1980’s the Imperial name was revived for a gussied up New Yorker that was embarrassed by the Cadillac’s of the Eighties, ouch.


Now, as a concept car, the Imperial is back. It’s big. It’s bold. It’s uber luxury. It’s everything the Imperial should be. It’s also a blatant copy of the current Rolls-Royce. Cadillac’s Sixteen concept uber lux ride from a few years back looked great, and 100% Caddy, can’t Chrysler make their own car.


Part of the problem may be that Chrysler hasn’t had a consistent look since the mid 70’s and I am not a fan of constantly reinventing your look, not at all.