Imperial was a luxury automobile brand owned by Chrysler Corporation during two distinct periods: 1955-1975 and 1981-1983. The brand was originally a model under the Chrysler name, known as the Chrysler Imperial, dating back to 1926. However, in 1955, Chrysler decided to spin off Imperial as its own separate division in order to better compete with other luxury car brands, such as Lincoln and Cadillac.
During its lifespan, Imperial introduced new or modified body styles every two to three years, all of which featured V8 engines and automatic transmissions. The brand was also known for introducing innovative technologies that would later be used in other Chrysler Corporation models.
Imperial vehicles were designed to be luxurious and powerful, with a focus on comfort and refinement. The brand was known for its unique styling, featuring distinctive front grilles and sleek body lines. Imperial models also featured a range of luxury features, such as power windows and seats, air conditioning, and high-end audio systems.
Although Imperial was initially successful, the brand struggled to maintain its position in the luxury car market in the face of increasing competition from other brands. Chrysler ultimately decided to discontinue the Imperial brand in 1975, citing a lack of demand. The brand was briefly revived in 1981, but was discontinued again in 1983 due to poor sales.
