Imperial (automobile)

Imperial was the Chrysler Corporation's luxury car division, produced from 1926 to 1954, and again from 1955 to 1975. Initially, Imperial was simply the name of Chrysler's highest-priced model, intended to compete with brands like Cadillac and Lincoln. It became a separate division in 1955, aimed squarely at the top of the American luxury car market.

The first Imperials were known for their engineering and powerful engines. Throughout its history, Imperial frequently showcased advanced features and styling innovations. The "Forward Look" designs of the late 1950s and early 1960s, under Virgil Exner, are particularly notable, as are the "Fuselage Look" designs of the late 1960s and early 1970s.

While always positioned as a luxury marque, Imperial's sales performance varied considerably throughout its lifespan. It never consistently outsold its main competitors, Cadillac and Lincoln. Chrysler discontinued the Imperial brand in 1975, citing declining sales and increasing production costs. The Imperial name was briefly revived in the early 1980s as a model within the Chrysler brand itself, before being retired again. The brand is remembered for its opulent styling and its contribution to American automotive history.