Paladin06

BREAKING: Chrysler nixes plans for Imperial
Filed under: Concept Cars, Sedans/Saloons, Chrysler


Chrysler has shelved plans to build a production version of the Imperial concept it introduced at the 2006 Detroit Auto Show. Citing increasing fuel costs and more stringent fuel economy standards expected from Capitol Hill, Chrysler said that the Imperial project was off, as a viable business case could no longer be made for the car.

According to the Detroit Free Press, Chrysler will still invest in the Brampton, Ontario plant that had been earmarked for Imperial production, but that focus will be on the next-gen 300 instead. Regarding the Imperial, Chrysler spokesman David Elshoff said that given the current climate, bringing the Imperial to production would have been "irresponsible." A side benefit of the cancellation is that we will be spared the sight of the "poor man's Phantom's" ghastly front end on American roads.

Paladin06

This kind of thing could KILL our Challenger!!

sirmagnum

Perhaps it could kill it, but it seems to me they have a much larger investment already in the Challenger to date. Do you think that would be a consideration before chopping it out of production, or not?

TechmanBD

Just speculation here, but they may just run a small production number and see how they sell as like sirmagnum says, they do have a large investment in it where as the imperial is or was just in the concept stage.

Jeremiah 29:11

Chrysler Kills Imperial, Blames Fuel Standards

DETROIT (AP) - Chrysler said Tuesday it has pulled the plug on planned production of what would have been its largest and heaviest luxury car because of expected increases in U.S. fuel efficiency standards.

Officials said the decision to scrap a production version of the Imperial - shown as a concept at the 2006 North American International Auto Show in Detroit - was made during the past two weeks.

"The decision to build the Imperial concept was always contingent upon our ability to create a profitable business case for the vehicle," said David Elshoff, a spokesman for DaimlerChrysler AG's Chrysler Group. "There was no way we could do that."

He said legislation passed in the U.S. Senate that would require the auto industry to meet a combined vehicle standard of 35 miles per gallon by 2020 prompted the decision to halt production plans.

"That was the motivating factor," Elshoff said.

No other vehicles in Chrysler's truck-heavy lineup currently face elimination because of the anticipated benchmarks, he said.

A production version of the Imperial was to have been built at Chrysler's Brampton, Ontario, plant. Elshoff said a decision likely will be made by the end of the year about future investment in the 3,500-employee plant that also produces the Chrysler 300 and Dodge Magnum, Charger and Challenger.

Canadian Auto Workers President Buzz Hargrove said Tuesday that he was told a week ago by Chrysler Group officials that the Imperial was being scrapped. He said preliminary production plans called for about 50,000 annual units, requiring three shifts and overtime.

Hargrove said Chrysler officials told him they will instead shift to the Brampton plant production of about 30,000 Chrysler 300C vehicles currently built in Austria by Magna International Inc.

Hargrove said Chrysler's decision does not contradict a March agreement between the company and Brampton local union members that promised an about $670 million investment toward increased production of the 300C models.

But he expressed concern about the prospect of automakers quickly changing in anticipation of tightening U.S. fuel efficiency standards.

1 Bad Mirada

the imperial would have taken away from the 300 sales...i never thought that they were actually going to make it.

Cuda340

With the Imperial axed, doesn't this give Chrysler to build additional Challengers at its Brampton plant if the demand is high (as expected)?

Even switching the 300C production from Austria to Canada, the flex manufacuring quota of the Brampton plant is still 20,000 cars under (50,000 Imperials less 30,000 300Cs).

TeeWJay426

I really can't see that the loss of the Imperial would have any effect on the Challenger.... the only sales lost to the Imperial would probably have been the 300, as Patrick said. It wouldn't have been much of a seller anyway, IMO.... the styling was not something that I think would have been all that appealling to most people.

Jeremiah 29:11

CAFE Casualty: Chrysler Axes Imperial Plans


Normally we’d lament the loss of a future rear-wheel-drive, large-engine sedan, but in the case of the Chrysler Imperial we’re not so sad to hear it won’t make it to production. Chrysler is saying that with new federal guidelines demanding much higher fuel economy than we have today, the thirsty Imperial won’t fit into its lineup.

Since the Imperial is one of the ugliest and least-practical Chrysler concepts we’ve seen in a while, we’re definitely not losing any sleep here. The company also says its next-generation RWD platform that underpins the new Dodge Challenger and future Charger and Chrysler 300 is still a go.

A Chrysler executive said it would’ve been “irresponsible” to bring the Imperial to market. Whatever the reason, we think the company is better off.

Jeremiah 29:11

This is a futuristic posting or somebody needs to get another battery for their computer. LOL!

Look at the date.

Chrysler Kills Plan To Resurrect Imperial

Date posted: 01-01-3000

DETROIT — The Chrysler Group has elected not to build a production version of its controversial 2006 Imperial concept, because of escalating gas prices and the threat of higher CAFE standards.

"We felt it would have been irresponsible to bring a vehicle like that to the market at this time," Chrysler spokesman Dave Elshoff was quoted as saying. Elshoff said a production version of the Imperial concept "would have been substantially bigger than our largest sedan, the Chrysler 300C."

Chrysler had planned to begin building the Imperial in early 2009, using components from the rear-wheel-drive 300C and its siblings, the Dodge Challenger, Charger and Magnum.

When the Imperial concept made its debut at the 2006 Detroit Auto Show, it drew decidedly mixed reviews. Some saw elements of Rolls-Royce in the design, while for others it conjured images of American Motors.

What this means to you: Chrysler goes back to the drawing board for a future flagship.