Code Brown: That Time Chrysler Thought About Reviving the Imperial Nameplate

Colin
By Colin Wood
Jan 1, 2021 | Chrysler, Imperial, Rate It

The Imperial nameplate may have died in North America in 1993, though Chrysler attempted to revive the name in 2006 with its Chrysler Imperial concept. Based on a lengthened version of the LX platform that underpins the first-generation Chrysler 300, the Imperial concept measured over 17 feet long and a little over 6 feet wide.

Power came from a 5.7-liter V8 rated for 340 horsepower and 390 lb.-ft. of torque mated to a five-speed automatic transmission. A sprint to 60 was estimated to take five-and-a-half seconds with a top speed of 160 mph.

Exterior-wise, the Imperial was finished in a brown pearl coat called “Chrysler Bronze,” and even had a set of Lincoln Continental-esque rear suicide doors. As far as the interior went, the seating surfaces were covered in “Bay Brown” and “Birch Crème” leather, with plenty of metal and wood accents.

Unlike some concepts, however, the Chrysler Imperial was planned to enter production. However, it’s said that plans were scrapped in 2017 because of an increase in fuel prices as well as more strict fuel economy standards handed down from the government.

Was the 2006 Chrysler Imperial concept a promising return to true American luxury, or was it little more than a bloated 300?

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Comments
irish44j (Forum Supporter)
irish44j (Forum Supporter) MegaDork
1/1/21 6:03 p.m.

Looks like a 300....

Pete. (l33t FS)
Pete. (l33t FS) GRM+ Memberand MegaDork
1/1/21 6:04 p.m.

In reply to irish44j (Forum Supporter) :

I was thinking E8.

 

 

Donebrokeit
Donebrokeit UltraDork
1/1/21 6:30 p.m.

Not bad looking,  needed to refined a bit more.

captdownshift (Forum Supporter)
captdownshift (Forum Supporter) GRM+ Memberand UltimaDork
1/1/21 6:54 p.m.

The use of brown is the only thing redeemable about said vehicle. over 90% would have been some shade of silver, titanium, graphite, tungsten, slate or gray. 

If they'd been serious about it being a luxury performer they would have made it available with the V10. 

pres589 (djronnebaum)
pres589 (djronnebaum) PowerDork
1/1/21 6:57 p.m.

I have a hunch that computer aided styling resulted in a fairly featureless car (both inside and out) so they they just threw random "features" at it like those exposed headlights, the awful tail lights, and the interior purple lighting.  Seems like the consumer did not miss out on anything with this car not going into production.

mad_machine (Forum Supporter)
mad_machine (Forum Supporter) GRM+ Memberand MegaDork
1/2/21 10:13 a.m.

something that big is just screaming for hybrid, plenty of room for batteries and motors.

A 401 CJ
A 401 CJ GRM+ Memberand SuperDork
1/2/21 6:06 p.m.

Vajingo
Vajingo Reader
1/2/21 7:12 p.m.

I can hear old timers everywhere rolling in the grave. Chrapsler, good riddance. 

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