Chrysler Imperial.
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We all know about Chrysler‘s current terrible situation. They have nothing to sell than an old Minivan. Their last sedan, the Chrysler 300 was discontinued in late 2023. There has been many rumors of new models coming up, based on the STLA platform. So far, nothing yet…
What they need is something that gets noticed. In a big way. Cadillac seems to think the $340,000 Celestiq is the answer. I think Chrysler needs another approach. They do need a luxury car that isn’t that expensive. Not even close. they need something that can compete against the Mercedes EQS and BMW i7 at a lower price.
And just like the old days, they also need to be a bit cheaper than Cadillac and Lincoln. And yet, stand out. Over the years, many Imperial models stood out in the crowd. Many were more exuberant and originals than Cadillacs or Lincolns. Some were almost weird. And that’s what they need now.
Something that is almost odd. The illustration above shows a large sedan with a rear hatchback, similar to what Cadillac has done with the Celestic. Something that could have pretty narrow windows like what Jaguar is doing soon. Something that stands out. A new form of “American Luxury”, that is not a giant SUV. A new Chrysler Imperial.
In a world of bigger and bigger SUVs, a large American luxury sedan would stand out. The new 2025 Dodge Charger EV is over 206 inches long. Which is about the same as a Mercedes S-Class. Just adding a few inches would produce one impressive-looking sedan. One that could still be much more affordable than its competition. A large luxury STLA-based EV sedan competing with the Lucid Air, Mercedes EQS, and BMW i7. For less…
I’ve posted a few illustrations showing future large Cadillac and Lincoln sedans, but a Chrysler would have to be less expensive, just like Chryslers are supposed to be. The brand does have quite a glorious past and I think it’s time to use some of it for inspiration for a few future models.
Meanwhile, we’ll have to wait to see what Chrysler is preparing. If it can last that long. Unfortunately, it won’t be a large luxury sedan…
Over the past forty years, Chrysler has squandered their luxury rep to the point that I think it would be very difficult for the brand to compete in that portion of the market. Over that time, the brand simply sold fancier looking rebadges of corporate vehicles that didn’t really compete with offerings from the true luxury brands. I think Chrysler would be better off positioning the brand as an alternative to Buick (more “mainstream premium” than “luxury”). Since Chrysler isn’t sold outside the US at this point, they could make a point of being “uniquely American”, something that China-centric Buick can’t claim.
If Chrysler wants to enter the true luxury space again, I think they will need to launch a different brand to allow them to properly compete without the baggage of the past dragging them down. Imperial should be its own unique brand again instead of badged under the Chrysler name.
Also, as much as I like sedans and would love to see a resurgence of that body style, Chrysler desperately needs crossovers first if it wants a chance to stay alive in the market. Once the brand establishes its relevance in the market, it can maybe add one or two sedans to expand its presence.
The entire 1969 Chrysler Line from the Imperial down to the Plymouth Valiant was the best there Ever,Was! Remember the 69 Belvedere Line included the Best looking ROAD Runner GTX and Sport Satellite. My Fav and own one! The deep recessed Rear Taillights on the GTX And Sport Satellite, the Poor Man’s GTX were the BEST!
Bring back the imperial lebaron 2 doors and 4 doors make them somewhat sporty with the luxury
They really need to come out with a smaller car like the dart. Also a midsize family car like the Chrysler 200.
As a baby boomer and one who came of age in the 60’s the Imperials lagged behind Cadillac and Lincoln in sales, but were impressive vehicles in their own right. They might have been priced a little lower than the Caddy and Lincoln , but only by a minuscule margin (maybe $200-$300 less).
I totally agree with all the above comments…Stalwarts was and is a huge mistake for chrysler..too bad it happened and lots of us out here could easily see that those in doubt need only to look at what’s happening at jeep..it’s definitely loosing it’s way not to mention dodge..
My very first car was a 2006 Chrysler 300 v6 with a navigation radio.
I gave up on Chrysler when I realized they were dissolving SRT and we’d never get a 300 HELLCAT. I’ve owned three Chrysler 300 cars: a 2006 v6, a 2006 SRT8 and a 2012 SRT.
In that same amount of time, I’ve watched Hyundai take “Genesis” and make it a entry-luxury vehicle. This is the reason they wanted to separate Hyundai and Genesis. No one who spends this much on a car wants the same service you’d get buying the cheap cars. Without a separate SRT division, CDJR service only got worse – and worse. I’ve since traded my Hellcat Charger in and taken my money over to Cadillac and Mercedes. Carlos Tavares should be in PRISON for what he did to CDJR. And they won’t sell the products either – that’s their foothold into the American market even if they turn out crap. It seems to me, they were always gonna’ let Chrysler and Dodge fizzle out. I could care less about Dodge, but I had hopes for Chrysler. Jeep and Ram will be OK I think, but this company is going to mismanage both products into the ground with inferior reliability and poor service.
Is this dream car is to become reality, Stellantis needs to sell all Chrysler brands to Frank Rhodes Jr, the great-grandson of Walter Chrysler, compared to the current garbage management in charge of the Chrysler brand led by garbage Christine, Frank Rhodes would do wonders for Chrysler.
I still have my 2001 LHS. .. I love that car, …and I would buy one of those concept in the beginning of this thread in a heartbeat.
I think the Imperial and a Chrysler 300 could be a game changer or Chrysler corp.—-Fix it or sell it!
Love the imperial would love to see it again as well as a new 300 should be separate should be dynamic. People would buy them. They make great products put the quality in use quality material people that buy it name is Wayne thanks.
I ahree with comment that the designs of the chrysler designs are crap lets step to the early 70’s and look at chryslers designs were then and maybe trim off some of the hard edges and lighten them up a little and i think you will have a #1 seller because as things are right now every thing out there looks the exact same as everything else out there
Once the Crown Jewel of Chrysler, LeBaron needs to stage a grand return. Unfortunately Stelantis will never let that happen!
If they made the imperial should start with the 2006 chrysler concept. Next rework the front fascia of the chrysler phantom. And next the ai version I saw on this website to get thing moving.
I have a Chrysler Aspen 08 and it is probably the best vehicle I’ve ever bought! I’ve been buying a Chrysler product since 1971 and drove them over 200 thousand miles, and given them to my children or grandchildren! I have a 05 crossfire a 07Pacifica with the 4.0 . I have a2013 Chrysler 200 limited edition hardtop convertible and all my cars are the talk of my neighborhood!
I bought 2 Chrysler 300S new! My 2nd i still have a 2013 300S! Only 37000 miles on it. Now they took all the parts off the market! I f i ever have problems with it,which i don’t. I won’t be able to gets parts for it? That’s wrong. I love this car. Want another. Chrysler screwed up by not making more updated models with some changes. It’s will improve sales quickly.
Chrysler’s easiest path to a future would be if Honda buys the US brands away from Stellantis. Rebadged line-up for Chrysler to support volume, access to US-market truck, off-road, peformance for Honda instead of their token approach.