Chrysler Imperial Concept First Drive

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Design Brief

Though we see plenty of Rolls-Royce influence in the Imperial Concept, Chrysler says it looked into its own back catalog for inspiration. Aiming to create a provocative luxury automobile, the company cites the Imperials of the 1930s, 1950s, and 1960s as models of elegance, as well as previous Chrysler concept cars such as the d’Elegance, Falcon, Chronos, and Firepower.

Take the Imperial Concept’s grille, for example. Its horizontal bars resemble decorative elements found on the 1939 Custom Imperial Sedan, which carried up to seven passengers in stately splendor – not unlike a modern Cadillac Escalade, eh? Virgil Exner came to Chrysler in 1949 to head up the styling department, and he favored traditional design elements such as upright grilles, sleek profiles, and simple wheel openings – all of which are seen in the Imperial Concept. Exner’s vision dominated Chrysler design during the late 1950s and early 1960s, and the simple block lettering for the name “Imperial” and the floating headlamp housings under a heavily lidded brow are two elements of the concept that appear to be derived from this era (late 1950s and early 1960s, respectively). Don’t tell Chrysler, but we even see a little bit of the 1982 Chrysler Imperial Frank Sinatra Edition in this new concept car, in the LED strips under the front and rear lights and the bustle-back trunk.

Unfortunately, many Imperials of the past were hideous tanks. Wisely then, though Chrysler doesn’t admit it, the corporate heritage cues have been grafted onto shapes more British than American. There’s no mistaking the Imperial Concept’s front and rear fender lines for anything but vintage Rolls-Royce, and the roofline and greenhouse echo a long history of Rollers from the 1950s to today’s Phantom. It’s in these general forms, and not the Imperial’s details, where success could lie if Chrysler decides to build this car. The 300 sedan is a hit, in part, because it looks like a knock-off Bentley. Imagine how Americans would flock to showrooms to get their hands on a Rolls-Royce Phantom at an 80-percent discount. All Chrysler needs to seal the deal is fake Louis Vuitton upholstery, and these things would fly out of showrooms.