The Chrysler Imperial In The 1950s
In the early 1950s, Chrysler Corporation decided that they had to have an upscale model to compete with Chevrolet’s Cadillac and Ford’s Lincoln brands. These flagship brands generated a considerable amount of profit for their respective companies and Chrysler wanted ta piece of the action. In this climate, Chrysler pulled the Imperial brand out of the bullpen and launched it as its brand with no Chrysler badging attached. This met with limited success, with most people still referring to the cars as Chryslers, but, the cars still sold, but not in the quantities to be profitable for Chrysler.