The Chrysler Imperial, introduced in 1926, was Chrysler's top-of-the-line vehicle for much of its history. Models were produced under the Chrysler name until 1954 (after which Imperial became a standalone make) and again from 1990 to 1993. The company originally positioned the Imperial as a prestige marque to rival Cadillac, Continental, Lincoln, Duesenberg, Pierce Arrow, Cord and Packard. According to Antique Automobile, its name means "sovereign, supreme, superior or of unusual size or excellence. The word imperial thus justly befits Chrysler's highest priced model."
For several decades and multiple generations, the Imperial was Chrysler's top model and a choice of transportation for senior executive leadership, government officials, royalty, and celebrities, compared to the less expensive Chrysler New Yorker. Over time, its appearance, technology, and interior features were updated alongside contemporary design trends. Limousines, town cars, and convertibles were the usual body styles, while custom coachwork options were offered by third-party builders including Derham, Fleetwood, and LeBaron.
The Chrysler Imperial rose was cultivated in 1952 and used to promote the brand.
1926–1930
In 1926, Walter P. Chrysler decided to compete with North American marques Cadillac, Lincoln, Packard, Pierce Arrow, Studebaker, Cord, and Duesenberg in the luxury car field, while the newly formed company only had a large displacement straight-six to offer. The new model, called Imperial, had a new engine that was slightly larger than the company's standard straight 6 installed in the Chrysler Six. It was a six-cylinder with seven bearing blocks and pressure lubrication of . Large displacement engines provided the horsepower and torque clients wanted and due to the low quality of gasoline fuel at the time, and low compression ratios, 50 bhp was more than adequate. It is estimated that the rating equivalent of early gasoline available varied from 40 to 60 octane and that the "High-Test", sometimes referred to as "fighting grade", probably averaged 50 to 65 octane.Matthew Van Winkle, Aviation Gasoline Manufacture, McGraw-Hill, 1944, p. 10. The front axle was solid and the suspension consisted of semi-elliptic leaf springs, while the rear suspension was a differential axle, and also using semi-elliptic leaf springs. The use of the "imperial" name being exclusively used on Chrysler's flagship had been previously used by Buick, Cadillac, and Packard for top level limousines. The hood ornament/radiator cap was a stylized Viking Winged helmet.
The car set a transcontinental speed record in the year it was introduced, driving more than in a week. The car was chosen as the pace car for the 1926 Indianapolis 500. The model was designated E-80, with "80" representing the "guaranteed" all-day cruising speed. Acceleration was also brisk, breaking 20 seconds to . Four-speed manual transmission was added in 1930. The attention to luxury and multiple body styles was a similar approach to one that Walter Chrysler used as president of the Buick, his employer from 1911 to 1919. Chrysler offered a variety of body styles: a two/four-passenger roadster (four passenger if car had the rumble seat), a four-seat coupé, five-passenger sedan and phaeton, and a seven-passenger top-of-the-line limousine. The limo had a glass partition between the front and rear passenger compartments.
Imperials could be distinguished from Chrysler products by the use of a distinctive scalloped hood and radiator shell and a wheelbase, which shared an appearance with Packard and the Buick Master Six. The Berline Limousine was listed at US$3,595 ($ in dollars ).
The 1927 Imperial Series 80 saw minor engineering improvements, while the high compression "Red Head" straight-six was the only engine available on a choice of , or special order wheelbases. Five two-door coachwork choices included roadsters and convertible, while there were nine sedan, town car, phaeton and limousine choices. The top level Town Car was listed at US$5,495 ($ in dollars). Standard equipment on roadster and phaeton open-body coachwork selections included wind wings and leather exterior door trim panels, while many cars were painted in contrasting two-tone paint. The convertible was equipped with functioning landau irons. In 1927, an Imperial was driven at a high speed along the Lincoln Highway from San Francisco to New York to Los Angeles, covering a total distance of non-stop, with an average speed of .
1928 offered a wheelbase with the designation Series 80L. Coachwork choices expanded with five provided by Briggs, and six choices from LeBaron, one Derham Convertible Sedan, one Phaeton from Locke, and four Dietrich convertible coupes and sedans. The Dietrich Convertible Sedan was listed at US$6,795 ($ in dollars). Total Chrysler calendar year production was recorded at 160,670, their all-time pre-World War II high until decades later.
The 1929 and 1930 Series 80L were essentially unchanged from the 1928 version, as engineering efforts were focusing on the 1931 Series CG Straight Eight. There were some engineering advancements, such as a thermostatically controlled automatic adjusting exterior radiator shutters, vertical hood louvers, and a four-speed manual transmission. Coachbuilder Locke provided four convertible choices in both coupe and sedan configurations, and hydraulic four wheel brakes were now standard on all Chrysler products. The top level 1930 Series 80L Limousine was listed at US$3,575 ($ in dollars).
1931–1933
The 1931 Chrysler Imperial 8 introduced the new in-line 8-cylinder engine, which was shared with the Chrysler Eight Series CP in smaller displacements. The car received a new Chrysler flathead Straight-8 with a Stromberg Model DD-3 carburetor. The Imperial, which showed visual similarities to the Cord L-29, introduced a vee-type radiator, a long, straight hood that displayed "torpedo" styling, and wide flowing fenders with a split and slanted windshield. Various features considered luxurious in nature at the time included dual sun visors, adjustable front seats and steering column, rust-proof fenders, wire-spoked wheels, automatic heater control, safety glass and Lockheed-supplied hydraulic brakes. To minimize engine vibration from being felt by passengers, an isolation feature called "Floating Power" was introduced.
The Imperial Series CG, introduced shortly after the Rolls-Royce Phantom II, Mercedes-Benz 770, Packard Eight, Duesenberg Model J, Renault Reinastella, Cadillac Series 355, and Lincoln K-series, offered four sedan coachwork choices from Briggs, while LeBaron offered four convertible coupe and sedan choices. At least ten Individual Custom 2-door coupes were documented from individual coachwork providers Waterhouse, Drauz and LeBaron. These were custom built to specification, and were variously equipped with anything the customer desired, even a Dictaphone. Prices ranged from US$2,745 ($ in dollars) for the factory supplied four-door, five-passenger Sedan to US$3,575 ($ in dollars) for the LeBaron Dual Cowl Phaeton. Stock car driver Harry Hartz set numerous speed records with a 1933 Imperial sedan at Daytona Beach, Florida. A roadster was entered in the 1931 24 Hours of Le Mans competition, but did not finish due to radiator failure. Total documented CG production shows that 3,228 of all body style choices were manufactured, including chassis only supplied to individual coachwork providers. A stylized gazelle statuette was added to the Viking Winged helmet radiator cap and hood ornament for all Imperial vehicles starting in 1931.
For 1932, the junior Series CH Imperial was introduced, while the previous Series CG became the Series CL and took the name Imperial Custom to continue to provide individually requested, customized vehicles. The Series CH was related to the Chrysler Series CP, in that the straight-eight engine and most features were shared, while the Imperial Series CH was offered with many standard features that were optional on the Series CP. The Series CH and CL featured all steel body work, a double drop "girder truss" chassis frame, split windshields, dual sun visors, and trumpet horns. The ignition was provided by Delco-Remy, the brakes were hydraulic and the transmission was a four-speed manual transmission with an optional automatic vacuum operated clutch. The body styles offered on the Series CH were a two-door, two-passenger roadster convertible with available rumble seat, a four-door sedan or a four-door convertible. The roadster listed price was US$1,925 ($ in dollars), while the four-door convertible was US$2,195 ($ in dollars). This made the more esteemed Imperial brand almost identically priced to Chrysler-branded products, even though the engine displacement on the Series CH was larger. The 1932 Series CL remained the more prestigious Imperial model, and all coachwork was provided by LeBaron, offering four convertible body styles along with a conventional seven-passenger sedan or eight-passenger limousine. Documented records show that one two-passenger Roadster and one Landau Limousine were manufactured. Records show that 32 Series CL Sedan Limousine by LeBaron were sold for US$3,295 ($ in dollars).
The Series CQ Imperial was new for 1933 from the previous Series CH. The wheelbase lost and the Chrysler I8 had reduced displacement. Three two-door, two-passenger coupes to include a Victoria and Roadster Convertible, and two four-door, five-passenger choices with one sedan convertible were offered by Briggs. Mechanical improvements offered were a silent, helical gear three-speed transmission, an improved oil filter, and an automatic choke for the Stromberg IV Model EX-32 carburetor. Only three sedan coachwork choices were offered for the Series CL sedan with the wheelbase. According to production records, 3,838 Series CQ and 151 Series CL were manufactured, including six Chassis and Cowl only requests.
1934–1936
The Chrysler Imperial introduced in 1934 offered the "Airflow" design, reflecting an interest in streamlining. The car was marketed with the slogan "The car of tomorrow is here today." The 1934 Series CV featured eight-passenger seating and an eight-cylinder engine with additional optional features as standard equipment, including vacuum-assisted power brakes and a Stromberg two barrel carburetor Model EE-22. It was the first car to be designed in a wind tunnel. Initial tests indicated that the standard car of the 1920s worked best in the wind tunnel when pointed backwards with the curved rear deck facing forward. This led to a rethinking of the fundamental design of Chrysler's cars, with a primary focus on reducing wind noise inside the passenger compartment. Both engine and passenger compartment were moved forward, giving better balance and ride. An early form of unibody construction was employed, giving them a durability advantage in comparison to body on frame construction. It continued to offer a Chrysler engine vibration isolation feature called "Floating Power", and was one of the first automobiles to offer a one-piece curved windshield. Chrysler offered both the conventional Airstream models along with the Airflow models under the Chrysler marque, but only offered the Imperial marque with Airflow models.