It’s possible that the Ghia-built 1957-58 Crown Imperial limousine was Chrysler’s effort to show the other members of the Big 3 automakers that they too could sell an extravagantly assembled and appointed ultra-luxury car and lose big money on each and every unit they sold, just as Ford did with the Continental Mark II and the General Motors did with the Cadillac Eldorado Brougham. More likely, though, Chrysler executives saw the Imperial limos as carrying on a nameplate that had graced Chrysler’s most elegant and exclusive cars since the 1920s. Perhaps more than the other big Detroit automakers, Chrysler had a reputation for innovative engineering and it used that reputation to give the Imperial some cachet. The Hemi engine, disc brakes, power steering and the Powerflite, Chrysler’s first automatic transmission, were first offered on the Imperial. Still, as the 1950s went on, Cadillac’s dominance in the luxury class went from strength to strength. Though Packard fell by the wayside, Chrysler managers soldiered on with the company’s luxury marque.
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