The Imperial Challenge

[HEMEEE]

The 'Imperial Challenge'

By Matt Nauman

Mercury News

Posted on Fri, May. 12, 2006





DaimlerChrysler- Chrysler's Imperial is 17 inches longer and six inches taller than a Chrysler 300.

CARMEL VALLEY - Driving a concept car is a privilege in the sense that not many people get to do it and they cost an awful lot of money.

How much? Maybe $1 million. "Plus of that,'' corrected Chrysler spokesman Sam Locricchio.

But it can be an exercise in futility, too. Driving the exaggerated but undeniably elegant Chrysler Imperial was like that.

The experience is not the same as driving a production car, or even a pre-production or prototype model. A production car should be perfect, and I've found that most prototypes are nearly flawless.

Concepts are unfinished. They're unready for the rigors of the road. They're designed to look good on a stage -- both literally and figuratively at a big auto show like Detroit or Geneva where the auto industry and the auto press gather.

The Chrysler Imperial concept was first unveiled at the North American International Auto Show in Detroit in January.

The idea here is to question whether there's space in the Chrysler lineup above and beyond the iconic 300C sedan. The Imperial is a huge, tall car, as in 17 inches longer and six inches taller than a 300. It's an evocative statement similar in its classical stance to such popular Chrysler concepts as the Atlantic from 1995. Most, though, see the current Rolls-Royce Phantom when they see the Imperial concept. (Not coincidentally, many see a Bentley when they see Chrysler's 300 sedan.)

Reaction to the Imperial has been mixed. Dan Lienert on Forbes.com proclaimed it one of the year's 10 coolest concepts and characterized it as "another stab from Chrysler at bringing sinister looks back into American sedans.'' But Motor Trend wrote that the "Detroit show reaction can be most charitably described as `lukewarm,' with one wag describing it as a cross between the Rolls Phantom and the Checker Marathon.''

It certainly is a better-looking car in person than when it's hoisted up on a pedestal at an auto show. In that space, it's tall, square shoulders say "stay away.''

Certain cues -- the front headlights, the wheels and the limo-like rear seats and all the adjacent accouterments -- are memorable.

Still, it's the size that sways you.

"When you see the Magnum,'' said Locricchio about Dodge's somewhat menacing station wagon, "you hear the `Jaws' soundtrack. When you see the Imperial, you hear `King Kong' because of its size.''

Power comes from the 340-horsepower, 5.7-liter Hemi V-8 that's connected to a five-speed automatic. Company press materials list a 0-to-60-mph time of 5.5 seconds, and a top speed of 160 mph.

But, in this case, driving the Imperial was simply something to tell my friends and neighbors. Transmission problems prevented anything other than a 15 to 20 mph drive down a long driveway, and back up it. The rear-opening rear doors, often called French doors, revealed no B-pillar for structural support. The result of that design statement meant the car's suspension isn't really suited for any back-seat passengers.

And, as in many concepts, the instruments -- speedometer, radio, AC -- don't work. They're simply glued in place.

Chrysler has used the Imperial name on various models over the years, starting in 1926 and ending in 1993. Its appearance in Northern California along with the Challenger concept was the first time the new version has been seen outside of the auto-show circuit.

Yet, even under these limited circumstances, there's no denying the elegance of the Imperial. The German and American bosses at DaimlerChrysler must figure out if there's a market for a $40,000-plus Chrysler, if that would leave enough separation between Chrysler and the luxury Mercedes-Benz brand, and whether the hip/Bentley visage of the 300C is wearing thin or if it's poised for expansion.

[Hemi-Roid]

sign me up for one!!!!

[mjr5150]

Starting to grow on me although I don't know why. I also remember not being ''bowled over'' by the 300C and now I think it's one of the coolest rides i've owned to date . Some things just take time I guess.

[Rambit]

Mr. DJ posted that a couple of days ago.

Rambit

[FirstChrysler]

Originally Posted by HEMEEE

Power comes from the 340-horsepower, 5.7-liter Hemi V-8 that's connected to a five-speed automatic. Company press materials list a 0-to-60-mph time of 5.5 seconds, and a top speed of 160 mph.

How can this be? I could see these numbers from an ungoverned 300C, but the Imperial is less aerodynamic and much taller, longer and heavier (especially with the chassis support to have no B pillar). I could see the 6.1 in the Imperial generating those numbers.

Its too bad the tranny was blown for the test. I can't really see figuring out how good the engine and chassis is when you can't exceed 20 mph!

[teahead]

I say they just need to build it. Who cares if it flops? The fact that DCX is so damn ballsy to make something like this, unlike Ferd and GM, is amazing in itself. I sure hope they keep the suicide doors and no B-pillar.

[HEMEEE]

Originally Posted by Rambit

Mr. DJ posted that a couple of days ago.

Rambit

I looked before posting, hmmm. Just checked and he sure enough did... same author/different title!? Weird... oh well, mine is on the front page and is getting replies so I'll just leave it.

[DanRealtor]

Wasn't the Imperial Challenge a commercial for margarine years ago?

Dunt dunt dunt dunnnnn!

I believe you had to taste the margarine ad then instantly you became royalty, crown and all!


Anyway, I'll take the margarine and pass on the car. Too fugly. They'd have to do a lot to transform that car from what it looks like, to something I'd buy. JMHO.

Hey maybe if they fed the car some margarine, then:

Dunt dunt dunt dunnnnn!

[phunter1]

Nothing that I would buy. IMHO it is fugly.


Phil

[TheSRTSaint]

I want one. I want one now. $50k+ is ok.