Background
In 1955, Chrysler began informing state licensing bureaus that their well-known luxury car, the Imperial, was to be registered as a separate make. This was Chrysler’s attempt at shedding the Imperial from the Chrysler lineup of vehicles and turning the name into a brand capable of competing with Cadillac and Lincoln. Frequently and erroneously referred to as the “Chrysler Imperial,” the car had no Chrysler badging whatsoever from 1955 up to 1971, and then the badging was removed again by 1974.
Despite the effort, the car still appeared alongside other Chryslers at dealerships, and there were few if any standalone Imperial dealerships. Furthermore, the car was universally known as the Chrysler Imperial in the public’s mind and separating the two names proved to be a much more difficult task for Chrysler than anticipated. Bad marketing aside, the Imperial is well reputed for being an excellent luxury automobile.







