November 5th, 2009

A venerable name in autodom is being resurrected and it will shortly grace the body of a huge, rear wheel drive expensive car. After a successful “concept car” debut at a pair of recent vehicle shows, the Chrysler Imperial will be built and should be in U.S. Showrooms in 2010. Yes, it’s going to be a long wait for the Imperial’s return but the vehicle must first await further changes within DaimlerChrysler before it can be built. Read on to find out more on the Imperial’s impending return.

The Chrysler Imperial which has been currently making the rounds at various auto shows has been well received. Visitors have remarked positively about the car’s Bentley like look as well as its cavernous interior and luxury appointments. Now , the brand has nothing bigger or more splendid to offer buyers who might need to upgrade from the 300C, therefore Chrysler has been constantly losing buyers to more luxurious brands, something parent DaimlerChrysler [DCX] wants to stem.

The Imperial name can be traced all the way back to 1926 when Walter P. Chrysler decided to take on Lincoln and Packard with a luxury model all of its own. From its inception, the Imperial has always represented the top of the line car for Chrysler and it has, at numerous times, been sold as its own make. Various versions of the Imperial have shown up over time, with many of them being ultra luxurious versions of Chrysler’s New Yorker model.

The 2011 Chrysler Imperial will be similar in design to the concept car, but without the suicide doors. Chrysler put the special doors on the concept car to to make it easier for auto show visitors to see inside the car. Still, reports from the company are indicating that the 22 inch wheels, Bentley grille, boxy body, and leather/wood trim would be included. Costs for the Imperial won’t be related for many more years, but it could retail for as high as $60,000 in the opinion of some reports. Currently, the head of the line 300C maxes out at around $42,000.

So, why the hold up? Well, for one thing the Imperial program will be an added expense for DCX. Currently, the company is in the process of making its Mercedes line up more profitable and that involves the cost of updating several models. Based on the Mercedes “R Class” body, the coming Imperial is likely to be built on a more modern version of the R Class platform. Both cars would arrive in dealer showrooms at the same time as 2011 models, thus the long lead time.

The Imperial idea sits on a frame with a 123 in. Wheelbase. The auto measures 214 long, much longer than the 300C. Reports are showing that the idea vehicle dimensions are likely to be retained.

For Chrysler fans, the Imperial represents further reinforcing of the Chrysler-Mercedes relationship. By employing a Mercedes platform, the Imperial can be built and will give Chrysler a much needed product. With a standard V8 mated to a five or six speed automatic the car will certainly not be on the fuel efficient side. However, my best guess is that the car will also come optionally equipped with a thrifty Mercedes built turbo diesel, a first for any Chrysler car.

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