Imperial Independence - 1964 to 1970 Chrysler Imperials

Though the Imperial was generally a perennial third-place finisher in a three-marque sales race against its most formidable foes Cadillac and Lincoln, the marketing department used that fact to its advantage by promoting exclusivity. The idea was that only an individual of discerning taste bought an Imperial, and didn't want too many others to have what he had.

First used in 1924 and 1925, the Imperial name gained prominence in 1926 when it was applied to a six-model luxury line to compete in that market. By the early 1950s, however, the distinction between the Imperial and other Chryslers had become blurred, so for the 1955 model, the Imperial became a separate marque and added some styling elements that were unique to it. The high water mark for Imperial sales came in 1957 with a new and exclusive body design, but those totals once again became elusive through the early 1960s.

The "Incomparable Imperial" for 1964 represented a new design era under the direction of Chrysler Design Chief Elwood Engel, who had replaced Virgil Exner a few years before. As mentioned in Part I, Engel had designed the 1961 Lincoln Continental (but not the 1961 Thunderbird, as was incorrectly stated) and had brought his talents to the Chrysler Corporation.

1964 Imperial

The 1964 Imperial was an exercise in elegant restraint. Head-lamps were set into the grille instead of on their own stanchions as they were in 1961-'63. The rhomboid-shaped split grilles featured bright mesh, and a standup eagle hood ornament was used.

Like Engel's 1961 Lincoln, the leading edges of the front bumper and fenders jutted purposefully forward. The upper character line from the front to the rear was highlighted with thin bright trim. Modestly sculpted flanks were also outlined in bright trim on the wheel wells and rocker panels. A formal roofline incorporated a smaller rear window, thereby increasing rear-seat passenger privacy. "Imperial" script adorned the fenders, and a Crown emblem was added, as was "Crown Coupe" lettering to the sail panel and deck lid of that model. A stylized suggestion of a Continental kit was integrated into the deck lid and boasted "Imperial" lettering.

1970 Imperial LeBaron Hardtop

Flanking the Imperial eagle medallion in the bumper, which served as both the centerpiece of the rear and as the fuel filler door, the taillamps and backup lamps were set into thin elliptical extensions that sprouted from either side. The bumper itself was integrated into the contours of the body, but it and the rear quarters extended to form sharp ends.

Overall length was 227.8 inches and width was 80 inches. A new three-piece convertible boot cover featured hard plastic ends and a soft vinyl center section.

For 1964, there was the two-door Crown Coupe and Crown Convertible, Crown four-door hardtop, LeBaron four-door hardtop and the Crown Imperial limousine in short- and long-roof canopy styles. HCC is focusing on the two-door hardtops and convertibles in this story.

The standard 413-cu.in. four-barrel V-8 was rated at 340hp and 470-lb.ft. of torque and had 10:1 compression ratio. Its single exhaust system was further improved to increase service life--the convertible still had dual exhaust. A pushbutton-controlled TorqueFlite three-speed automatic, a two-piece driveshaft and the 2.93-geared 8 3/4-inch Hotchkiss-style rear end remained standard, and Sure-Grip returned as the optional limited-slip unit.

A perimeter frame with a 129-inch wheelbase, box-section side rails and six crossmembers was employed. Rubber isolators used at 14 of the 22 frame attachment points reduced vibration and shock.

The familiar torsion-bar front suspension, featuring ball joints and unequal length control arms, was paired with a leaf-sprung rear suspension. An anti-roll bar was installed in front, rear axle stabilizer struts in the rear, and Oriflow shocks were used all around. Power steering had 3.5 turns to lock, and self-adjusting 11 x 3-inch four-wheel flared drum brakes were retained. Bias-ply 8.20 x 15 tires on 15-inch Safety Rim wheels with stainless steel wheel covers were standard.

The sci-fi gauge panel and squarish steering wheel of previous years were replaced with conventional designs. Though the padded (upper and lower) instrument panel was restyled, much of the controls could be found in similar arrangements. A barrel-type horizontal speedometer had four gauges for engine vitals under it. To the left of the instruments were the vertically stacked pushbutton controls for the transmission; to the right, the horizontally laid-out heater controls, and underneath were the ignition switch and various knobs and switches for the lights and accessories. The radio was centrally located on the panel above the ashtray/lighter combo, and the glove compartment was on the passenger side.

Inside door handles resembled airplane throttle levers. One was mounted in each door's console, which featured switches for power windows, window lockout and optional equipment, and had a storage area concealed under the armrest.

"Prime-grade," "Top-grain" leather upholstery was standard in the Crown Convertible and optional in the Crown Coupe, which normally came with a leather-and-nylon Bedford cord combination. "Executive aircraft"-type power bucket-style seats with a reclining passenger seat and center armrest were also standard in two-door models. The rear seats mimicked the appearance of the front--buckets, split by a center armrest. Removable headrests for the front seats were optional.

Power steering, brakes and windows; various courtesy lamps; electric clock; trip odometer; carpeted trunk; remote-controlled outside rearview mirror; passenger-side vanity mirror; variable-speed electric wipers; and illuminated ashtray and lighter units (one in front two in the rear) were all standard, as was the 5-year, 50,000-mile engine and drivetrain warranty.

Interesting options carried over from previous years included: Automatic headlamp beam changer, Auto Pilot (cruise control), remote deck-lid release, A/C; dual A/C, rear defogger, power door locks and vinyl top.

New options of interest were an AM/FM radio, reverb and seven-position tilt steering wheel.

For 1964, 5,233 Crown Coupes and 922 Crown Convertibles were built. Overall Imperial production was nearly 23,200 cars--a substantial increase over the 1963 total of a little more than 14,100.

1965 Imperial

Nineteen-sixty-five was a year of subtle refinement for the Imperial. The grille and headlamp assemblies were redesigned--the former forgoing the previous year's split for a new cross-hair motif in a field of thin, bright horizontal bars supported by vertical ones. In its upper trim was "Imperial" lettering. New headlamps, set into rectangular bezels at either end of the longitudinal chrome bar, also featured clear glass covers with horizontal lines that provided the subtle hint of composite assemblies. Except for the removal of the "Imperial" script and crown from the front fenders, the sides were unchanged, as was the rear.

The 340-hp, 413-cu.in. V-8; TorqueFlite; 2.93-geared differential; torsion bar suspension and drum brake systems returned. Improvement was made to the torque converter, and new lower profile 9.15 x 15 tires that promised better handling and tread life were standard.

"100-year-old claro walnut accents," were affixed to the instrument panel and steering wheel, but item placement remained relatively the same. The pushbuttons to shift the TorqueFlite, however, were replaced with a column-mounted lever, and the shift-range indicator was added to the instrument panel as was a "Park" position. A new Sentry Signal "Check Gauges" light warned of problems found by the other gauges. Previously optional power vent windows became standard on Crown models.

For the 1965 model year, 3,974 Crown Coupes were assembled, along with 633 Crown Convertibles. Total Imperial sales were approximately 18,400.

1966 Imperial

Horizontal trim pieces were added at the top, middle and bottom of the grille, and vertical divider bars formed square sections to house small elongated rectangular boxes in groups of four. Headlamp covers now had gold ceramic perimeter stripes.

The deck lid was redesigned to square up the area that formerly resembled a simulated spare-tire cover. Taillamps grew slightly larger by claiming the space previously occupied by the backup lamps, which were moved to a separate area of the bumper.

A 440-cu.in. four-barrel V-8 debuted with a larger 4.32-inch bore and the same 3.75-inch stroke of the previous years' 413 engine. It had a 10.1:1 compression ratio, 350 horsepower and 480-lb.ft. of torque--both 10 more than its predecessor.

Revised engine mounts reduced vibration, radiator capacity was increased and a new fan shroud was used. Exhaust system size increases made during 1965 were retained. Single exhaust was still used on the coupe, and dual exhaust on the convertible.

Multiple engineering upgrades were applied to the TorqueFlite transmission to reduce noise and harshness, improve speedometer accuracy and simplify the design. Its shift linkage was also new. The rear gear ratio was listed as 2.94:1, and the suspension and brake designs were carried over.

Even more claro walnut trim was added to the instrument panel, and the side panels got it as well. Upholstery patterns were updated, and new highly contoured shell-type bucket seats for the Crown Coupe and convertible featured six-way power adjustments. The passenger seat retained its reclining capacity and also gained a standard integral adjustable headrest. An optional non-adjustable headrest was offered for the driver's side. Vinyl top grain texture was revised.

The tilt-wheel option became the Tilt-A-Scope, which telescoped 2.7 inches, and the transistorized AM/FM radio now had a Search-Tune feature, which included the foot-operated floor selector switch, rear seat speaker and a power antenna. The automatic headlamp beam changer was revised.

Sales continued to fall, and for the 1966 model year just 2,373 Crown Coupes and 514 Crown Convertibles were built. Total Imperial production was just over 13,700.

1967 Imperial

An excellent example of understated class was the all-new Imperial for 1967. Its front end was conventional, featuring quad headlamps set into a rectangular grille. Centered chromed "Imperial" lettering was complimented by a black background. The grille pattern was mimicked in the trim above and below it, giving a three-tiered effect. Sharp fender edges housed parking/cornering lamps, and the bumper, which contained the turn signal lamps, matched the contours of the nose and cleanly wrapped into the lower area of the fenders. Imperial script was on the front fenders, and a rectangular crown emblem was added on those models.

The semi-wraparound windshield, which dated back to the Exner era, was replaced with a more modern design, and the roofline was as formal as ever. Sharp creases and thin bright trim running in a small cove characterized the body sides. Wheel well shapes were revised, and rear fender skirts contributed to the appearance of size, even though the overall length was reduced to 224.7 inches from 227.8 and width decreased from 80 to 79.6 inches.

By removing the protrusion in the deck lid, providing wall-to-wall taillamps on either side of the eagle-adorned fuel filler door, simplifying the rear bumper and adding vertical bumperettes to the trailing edges of the quarter panels, the stylists further refined the rear view.

A Canopy top became standard on Crown Coupe, the convertible's top boot was no longer the three-piece affair and a new door handle design featured simulated wood vinyl appliques.

"The new Imperial [four-door] sedan will make the stature of Imperial ownership a reality for more fine car buyers than ever before," said the ad copy. It was a clever way to say we now have a cheaper model for entry-level buyers. The Crown series retained its coupe, convertible and the four-door hardtop, and the LeBaron its four-door hardtop.

The 440-cu.in V-8 was carried over, as was the TorqueFlite and 2.94-geared rear end. Wheelbase was reduced to 127 inches from 129, and unit-body construction with an isolated front substructure replaced the body-on-frame construction.

Though torsion bar front suspension and the leaf-sprung rear suspension were retained, the rear now had a track bar instead of rear control struts to better laterally locate it. Suspension attachment points were rubber bushed to reduce noise and harshness.

Power-assisted front disc brakes with large 11.76-inch diameter rotors and 11-inch rear drums and a dual-circuit master cylinder comprised the new standard braking system.

Inside, a horizontal speedometer remained, but it finally used a marker needle instead of the drum, which some had said was difficult to read accurately. The odometer and trip odometer were moved above it, the four accessory gauges to the left of it and the clock to the right. On the lower plane was switchgear for lights, wipers and accessories to the left of the new energy-absorbing steering column, with the gear indicator above it and the ashtray to the right.

Heater and A/C controls were centrally located above the optional radio, and their outlets were better integrated into the panel with one each at the far left and right and two in the center, with additional A/C outlets at the lower left and right. An assist handle was on the passenger side, as was the glove compartment that housed an adjustable and removable vanity mirror. The optional radio was under a flip-down cover to hide it when not in use.

A four-bucket-seat-look with center armrests was retained for the coupe and convertible. Upholstery patterns, door panels, door handles and switchgear were all redesigned.

Four cigarette lighters were standard, as were fender-mounted turn signal indicators. An auxiliary door handle, at the rear of the passenger side door armrest, made it easier for rear seat passengers to get in and out of two-door models, as did the "door stretcher," which was activated with a light push on the passenger side seatback that moved the seat forward automatically.

An interesting new option for the Crown Coupe was the Mobile Director. It featured a folding walnut-covered table, swiveling (180 degree) passenger seat, headrests and a portable high-intensity reading lamp that plugged into the lighter socket and stored under the seat. Other new options of note were Safeguard Sentinel lighting, which turned the headlamps and taillamps on at dusk and off when not needed, shoulder safety harnesses and a rear heater. Power vent windows reverted back to an option.

Imperial Crown Convertible production was 577, Crown Coupe was 3,235, and the total for the year was just over 17,600.

1968 Imperial

Given the 1967 redesign, the 1968 models saw front end and mild side trim updates, plus the addition of federally mandated safety items including front (amber) and rear (red) side marker lamps to make the car visible from the side at night.

The grille was revised with a horizontal bar treatment that was split in the middle, had an inset eagle emblem and was dropped in the center to provide an aggressive appearance. Cornering lamps grew larger and were adorned with chrome trim similar to the grille, resulting in a wraparound look. The bumper was reshaped to accommodate those changes, the hood emblem was removed and "Imperial" script was added. Mild revisions were applied to fuel filler door and eagle emblem.

A new optional "TNT" 440 (aka "Dual" 440) with dual exhaust and dual snorkel air cleaner produced 360hp. The standard 440-cu.in. engine still put out 350hp, and the Cleaner Air System to reduce emissions was included on all models after being used on California cars for the previous two years. The TorqueFlite and 2.94 rear-end ratio remained, and the chassis was carried over from 1967.

The dash pad was deeper, and antiqued bronze panels (also on the door panels) and a ribbed horizontal section that matched the HVAC outlet design decorated the instrument panel, but the layout was much the same. Impact absorbent front seatbacks were new, cloth with leather-trimmed upholstery was standard and the interior door handles were redesigned.

An AM/FM stereo multiplex radio and 8-Track tape player were new options, as was the Auto-Temp air conditioner, which allowed the driver to set a specific temperature that the system would automatically maintain. A split-back bench seat with center armrest became standard on the Crown Coupe, and the previously standard bucket seats with center armrest and passenger's-side reclining reverted to the option list, but were still included in the Crown Convertible. It was the last year for the Mobile Director option.

Production for the Crown two-door hardtop was 2,656 units and the convertible was 474, with total Imperial production over 15,300.

1969 Imperial

Employing the design philosophy of an airplane, Fuselage styling debuted on the Imperial as well as the Chrysler, Dodge and Plymouth full-size cars. Chrysler described it as, "... a fuselage frame that curves up and around you in one fluid line ... from under the doors to over the cockpit." Though they shared an overall body shape, the Imperial's longer-than-the-rest 127-inch wheelbase was retained.

A drastic departure from the rigid formality of previous models, the new styling was organic and integrated. All edges were softened, the lower character line swept back from the front bumper to the rear. Full-length upper body side moldings were set-off by wheel opening moldings and rear fender skirts.

The front bumper encapsulated the entire front end, including the wide rectangular box grille with longitudinal center trim, doors to conceal the headlamps and upright outboard parking/turn signals. Cornering lamps were incorporated in the marker lamps on the lower front fenders.

A sloping roof, which housed a smaller backlight on LeBaron models, flowed into the deck lid that led to the bumper--a Salvador Dali-esque version of the 1968 bumper that looked like it melted right into the body shell. It was also large enough to accept the segmented taillamps with sequential turn signals, the backup lamps and centrally located "Imperial" lettering.

At 229.7 inches, overall length increased from 224.7 inches, and overall width was reduced from 79.6 to 79.1 inches. The two-door hardtop with A/C used vent-window-less door glass, which was optional on non-A/C cars.

The convertible was discontinued, a two-door hardtop joined the four-door hardtop in the LeBaron series, and the Crown four-door sedan remained. The Crown two-door hardtop and the Crown four-door hardtop were reinstated after some marketing materials were already completed.

Once again standard was the 440-cu.in. V-8 with 350hp and single exhaust, as was the TorqueFlite, which was now fitted with part-throttle kickdown, and the 2.94 rear axle ratio. The suspension design was carried over as were 9.15 x 15 tires.

Cloth-and-leather upholstery was standard in the LeBaron two-door, and all leather was optional. Simulated woodgrain vinyl was used on the new instrument and door panels, and the dash pad completely surrounded the former. The cluster featured the familiar horizontal speedometer with odometer, and trip odometer above it and gear selector underneath. The Sentry Signal and two gauges were to the left, and two gauges were lower down. Warning lamps and switchgear were to the far left, with the ignition below them.

HVAC controls and the radio were just to right and closer to the driver than the passenger. The clock and HVAC outlets were in the center and the glove box to the right. On the lower portion of the dash was an ashtray for the driver and another for the passenger. A/C outlets were on either end, with the ignition adjacent to the left one. Door-mounted consoles still had storage, but the switches and their panel were no longer angled up toward the instrument panel. The steering wheel featured a padded center and wood-grained vinyl handgrips at 9 and 3 o'clock.

New concealed wipers cleaned up the cowl area appearance, and the double-action driver-side arm allowed for clearing closer to the A-pillar. A transistorized voltage regulator was introduced. New optional fiberglass-belted tires promised improved puncture resistance, tread life, fuel economy and traction. Automatic Speed controls were moved to the turn signal lever. The leather bucket seat option still featured the "automatic doorway entrance enlarger."

Redesigned AM/FM stereo with 8-Track placed the radio's thumbwheel controls on the left side for easier driver reach, and incorporated the 8-Track into the instrument panel instead of under it like the previous year. Vinyl tops were optional on the Crowns and standard on the LeBarons, and they used different grain patterns.

While Crown two-door hardtop production was a modest 244, the new LeBaron two-door hardtop bounded to 4,572, despite costing $300 more. Total Imperial production increased sharply to just under 22,100.

1970 Imperial

Model designations carried over from the previous year except for the four-door sedan. The new grille had larger rectangular sections and no horizontal divider trim. Redesigned parking lamps and cornering lamps were employed. Bright lower body trim was added, and the thin upper side trim was removed. Optional protective vinyl trim was offered for the mid-point body character line. Rear fender skirts were eliminated and the taillamps became four boxed brightly trimmed separate sections per side. The backup lamps were moved to center of the bumper and received the same treatment;

"Imperial" lettering was placed above them. Rear marker lamps were moved to the bumper.

The engine's compression ratio dropped to 9.7:1, but the 350-hp rating was retained for the standard 440 V-8. The TorqueFlite and 2.94 rear gearing returned, and L78 x 15 (sources also say L84-15) fiberglass-belted tires became standard.

The ignition was moved to the steering column and had an integral steering wheel lock to thwart theft. A Rim-Blow steering wheel was standard, and the door panels and seat upholstery patterns were revised. The antenna was now concealed in the windshield, and the optional leather bucket seats were redesigned.

For 1970, the two-door hardtop production increased slightly to just over 250 examples, while the LeBaron two-door hardtop sales slumped to 1,803. Overall Imperial sales dropped dramatically to just over 11,800.

Conclusion

By 1971, the luxury-liner was once again marketed as a "Chrysler Imperial," and "Chrysler" lettering was affixed to it for the first time since the early 1950s. Engel retired in 1973 but consulted into 1974, and despite a few sales increases in the first half of the "me" decade, the big Imperial was phased out after 1975. There was a brief return of the nameplate on a smaller platform from 1981 to 1983.

During its golden age from 1955 into the 1970s, Chrysler and its Imperial Division strove to develop its vision of the ultimate luxury vehicle. Though it was never the top seller in the fine-car field, the Imperial was elegantly styled, expertly engineered and lavishly appointed. Those attributes make it collectable today.