Introduced in 1926, the Imperial was Walter P. Chrysler’s attempt to enter the luxury car market with a vehicle featuring a 288.6 cu in (4.7 L) six-cylinder engine producing 92 brake horsepower. The car was designed to compete with established luxury brands, despite Chrysler being a relatively new company at the time. The 1926 model set a transcontinental speed record, driving more than 6,500 miles (10,460 km) in a week, and served as the pace car for the 1926 Indianapolis 500.
The 1926 Imperial, designated E-80, was advertised as being capable of a guaranteed 80 miles per hour (129 km/h) cruising speed. It featured a solid front axle and semi-elliptic leaf spring suspension. Early models were available in a variety of body styles, including a two/four-passenger roadster, a four-seat coupé, five-passenger sedan and phaeton, and a seven-passenger limousine, with the limousine offering a glass partition between the driver and passenger compartments. In 1927, an Imperial was driven non-stop from San Francisco to New York to Los Angeles, covering 6,726 mi (10,824.4 km) at an average speed of 40 mph (64 km/h).
The 1928 Imperial featured a 136 in (3,454 mm) wheelbase and expanded coachwork choices, including designs from Briggs, LeBaron, Locke, and Dietrich. Total Chrysler production reached 160,670 in 1928, the company’s all-time high before the war. The 1931 Imperial introduced a new in-line 8-cylinder engine and “Torpedo” styling, featuring a long hood and wide flowing fenders. Innovations included dual sun visors, adjustable front seats, and hydraulic brakes. In 1932, the Imperial was offered in two series, the CH and CL, with the CL offering custom bodywork from LeBaron.
In 1934, the Imperial adopted the “Airflow” design, reflecting an interest in streamlining, and was marketed with the slogan "The car of tomorrow is here today." The 1934 model featured a vee-type radiator, split windshield, and was the first car designed in a wind tunnel. Despite the innovative design, public reception was mixed, and the “Airstream” appearance proved more popular. In 1937, an armored Chrysler Imperial was purchased as the official car for António de Oliveira Salazar, the Prime Minister of Portugal, following an assassination attempt.
Production of the Imperial was suspended in February 1942 due to World War II production demands. The nameplate was revived in 1946 as a limousine, but production was limited. The Imperial name was discontinued after 1948, but re-emerged in 1955 as a separate marque, intended to directly compete with Cadillac and Lincoln. The Imperial nameplate was again discontinued after 1983, and revived one last time from 1990-1993 as a Chrysler model, before being discontinued for good.
The Imperial attempted to establish itself as a distinct luxury brand, but often suffered from being sold through Chrysler dealerships rather than a dedicated network. Despite this, the Imperial was known for its innovative features, such as the first all-transistor car radio in 1955 and the first four-wheel disc brakes as standard equipment in 1956. The 1953 Imperial was also the first production car to offer automotive air conditioning. The long-term study of the Imperial’s marketing and brand identity challenges belongs to automotive historians rather than this article’s corpus.
The Imperial name was briefly applied to a two-door coupe based on the Chrysler Cordoba platform from 1981 to 1983. In 2006, a Chrysler Imperial concept car was presented at the North American International Auto Show, but production plans were cancelled in 2007 due to increasing fuel costs and anticipated fuel economy standards.