Imperial hit the road on its own in 1955
January 11, 2004
BY DAN JEDLICKA AUTO REPORTER
www.suntimes.com
The Chrysler Imperial long had been the automaker's top-line model, but a very special version of the car was needed for 1955. That was when the Imperial would become a separate, distinct make to more directly compete with luxury leaders Cadillac and Lincoln.
Those two rivals consistently outsold the Imperial. While handsome and luxurious, the Imperial was viewed by many as just another top-line Chrysler, and that image hurt its sales.
The new Imperial had a four-inch-longer wheelbase than other 1955 Chryslers and unique styling that really set it apart. Chrysler's brilliant styling chief, Virgil Exner, made sure the 1955 Imperial was as distinctive as a Cadillac or Lincoln, which were the only luxury cars from a major American automaker. Foreign luxury autos were virtually nonexistent.
Exner was responsible for all of Chrysler Corp.'s radically redesigned new models, but paid special attention to the Imperial. He styled it along the lines of his daring 1951 Chrysler K-310 auto show concept car and the three impressive 1954 Chrysler Parade Phaeton models -- assigned for parade use in New York , Detroit and Los Angeles .
The Imperial had the same side styling and mildly raised rear fenders as the Phaetons, and Exner took the car's prominent bird-shaped hood ornament, divided "eggcrate'' grille and "gunsight'' taillights from the K-310.
The most distinctive features of the 1955 Imperial were the split grille, sculpted flowing body lines, circular rear wheel openings and those free-standing taillights, which were perched atop the rear fenders. Most Americans never had seen such taillights, which looked as if from a custom car designer. One of the taillight mounts concealed the fuel filler.
It was the flamboyant 1950s, so the Imperial had a good amount of chrome. But it was tastefully applied. Some cars had splashy tri-tone paint treatments for the body and roof areas, but the new Imperial was available only with subdued two-tone paint treatments, with the second color only on the roof.
The 1955 Imperial came as a 130-inch-wheelbase sedan and Newport coupe. There also were an especially large 149.5-inch-wheelbase Crown Imperial eight-passenger sedan and limousine, but only a combined total of 172 were sold because Cadillac dominated the eight-passenger sedan and limo business.
A prototype Imperial convertible was built, but never produced.
The most popular new Imperial was the $4,483 sedan, which found 7,840 customers. The $4,720 coupe had 3,418 customers.
The Imperial was so well equipped that the only significant option was $567 air conditioning, which wasn't common for cars in the mid-1950s.
You could buy a 1955 Cadillac sedan for as low as $3,977, but higher-line Cadillacs cost about the same as the Imperial. The most expensive 1955 Lincoln was priced at $4,072.
The new Imperial had the same brilliant 331-cubic-inch "Hemi'' V-8 found in 1955 top-line Chryslers. But the new Imperial's "Firepower'' V-8 had 15 more horsepower than the 1954 Imperial V-8 for a 250-horsepower rating -- thanks to higher compression and a redesigned four-barrel carburetor.
Despite all that power and the Imperial's high weight, the car was surprisingly economical, winning luxury-class laurels in the Mobilgas Economy Runs.
Dual exhausts with outlets in the rear bumper ends were standard, as was a smooth two-speed "Powerflite'' automatic transmission controlled by a dashboard-mounted lever.
The Imperial's interior was roomy and luxurious. The trunk was enormous.
Sales of the 1955 Imperial were nearly 11,500 cars -- or about double the number sold in 1954. It was a good beginning. Both Cadillac and Lincoln still outsold the Imperial, but it remained a separate make for the next 20 years. |
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