Our online world has opened up avenues for nerdiness that I could only dream about as a kid, one being uploads of dealer filmstrips from the golden age of the American automobile. Chrysler’s filmstrips were always entertaining, and a common theme of the Imperial filmstrips in particular was the idea that if the salesperson could only get the prospective buyer to take a test drive, they’d be sold. Unfortunately, Imperial never did compete head-to-head in sales with Cadillac, the industry leader, but they are still spectacular luxury cars. This 1954 Imperial (by Chrysler, as labeled on the ads and brochures, as it wasn’t until 1955 that Imperial became its own brand) is nearly perfect. Barn Finds reader Mitchell G. sent it to us by way of craigslist in southern New Jersey, with an asking price of $39,000: It’s a steep price, but it’s a beautiful car.
The heart of the Imperial was Chrysler’s famous 331-cubic-inch “FirePower” Hemi, which made 235 horsepower with a four-barrel carburetor up top (which has been rebuilt on this example). The engine compartment looks ready for any local car show. This car does not have the optional Airtemp air conditioning system, but it does have power steering, a nice option considering that the Imperial is over 220 inches long and weighs 4,345 pounds.
The ’54 Imperial had the Powerflite two-speed automatic and a 3.54:1 axle ratio; the gear was tempered by 8.20×15 white sidewall tires, which were over 29.5 inches in diameter. The owner has installed radials in their place, which are mounted on real chrome wire wheels. The Imperial’s plush green interior is new, and the original owner ordered power windows and a power seat. Power steering was big enough news in 1954 that Chrysler embossed it on the horn ring for all to see.
The trunk lining looks new, as does the weatherstripping. Although the seller doesn’t say in the ad, there is little chance that this car didn’t receive a full restoration at some point in its life.
And that leaves us with the color. I’ve examined the showroom book for the 1954 Chrysler, and if this is a factory two-tone combination, my guess is that the lower body is “Canary Yellow” and the top is “Sea Island Green”; however, the color chips in that same document almost match “Pebble Beige” a little more accurately (even though it wasn’t one of the recommended two-tone options). If anyone knows if this was a midyear change, feel free to post it in the comments.
Obviously, this handsome Imperial wasn’t a big seller when new, and the popularity of pre-Forward Look Chryslers isn’t much better today. The craigslist ad has been posted for three weeks, so it’s possible that the current price is too high, which is a shame. A ’54 Coupe DeVille in similar condition would almost certainly be worth $39,000, but the market is fickle, as Imperial salesmen back in the day most certainly found out. Either way, this car’s a beauty, and I certainly wouldn’t mind taking it home to enjoy for a week or two. Or three.
Sea Island Green is a darker green, I believe it would have looked better on the roof than the color they used. It seems maybe they picked a roof color that would match the interior….or vice versa. These are comfortable cars to ride in and the FirePower hemi is quite adequate to keep up with today’s traffic.
I can’t quite make out the body tag in the picture of the engine compartment, but it would be interesting to know what the original color scheme was.
While stationed at Sheppard AFB in Wichita Falls Texas between January,1968 and June 1969, I purchased a very clean 1957 Chevrolet Bel Air hardtop from a Master Sergeant for $450.00.That car was 283, 4 barrel car with a 3 speed stick shift transmission that I converted to a Dual Quad, 4 speed. Aside from being my “daily driver”, I used to make 3 and half trips between Texas and my home in New Jersey as well as it being my weekend drag race car. Well as I learned the hard way, it’s very difficult to have a vehicle that serves as a “daily drive” AND “part time, weekend drag car, and consequently, that 57 Chevy was broken more often than not. So to alleviate the problem of having to “walk all the time”, I also purchased a 1954 Chrysler Imperial 4 door sedan from another Sargent for a whopping $50.00. That Imperial was also a clean, rust free Texas car that was powered by a 331 Hemi, hooked to a 2 speed automatic. It also had power steering, power brakes, power widows, and power seats and if I remember correctly, Air Conditioning and it ran beautifully. Well over the next almost seven decades and the 36 different cars that I’ve owned (including two 1969 AMC Hurst SC/Ramblers) the car I still kick myself in the ass for getting rid of was that 1954 Chrysler Imperial. Sadly I do not have a photo of either that 57 Chevy Bel Air or that 54 Chrysler.
Well, here’s your chance to have another! I can’t imagine a nicer one.
Ready for another 71 years of faithful service!
Well, here’s your chance to have another! I can’t imagine a nicer one.
I totally agree, a person would be hard pressed to find a nicer 54 Imperial, and while 57 years have passed since I owned the one I had (which in no way came close to being as clean and as nice as the is one) there’s also the difference in price-$50.00 VS $39,000.00 something I could never afford with my monthly Social Security Checks.
I can see a comparison to a Cadillac of the period
What is that hood ornament?
Given the condition of this gorgeous car, I would think the price quite reasonable. Not surprising that it hasn’t sold quickly. What classic does when it’s priced at retail. This was the top-of-the-line Chrysler. The interior is exactly the same as my father’s 54 Windsor with that fantastic art deco dashboard, one of the earlier padded dashes, with the machine-turning. Our interior was blue and he got seat covers with it so that the upholstery would hold up longer. 220K miles before some drunk parking garage attendant managed to dent all four facets of the car, ending its usable life. He and several of his friends bought them together, but they bought New Yorkers which I think were about $600 more than the $3000 he paid. Even the Spitfire 6 would run all day at 70 with no complaint.
A beautiful car and a well written article. Informative and readable. I can’t imagine too many of the 54 Imperials that were made survive today, especially the two doors.
Thank you!
This particular imperial is incredibly nice and incredibly rare! However, this is not the car I would’ve bought in 1954. This Imperial looked outdated when new and the sale numbers certainly reflect it. Chrysler realized this too, and in 1955 introduced the all new $100 million look. It was a sales success The 1955 Chrysler Imperial hardtop in white with a gold top and matching two toned interior with wide white walls looked fantastic. Again this1954 model is very nice and I hope someone enjoys it.
My 54 New Yorker Deluxe (originally my grandfather’s) was very similar to this car in many ways, including the hemi. Wish I could have hung onto it longer.
My 54 New Yorker Deluxe
Beautiful car with great color combo. Somone might have spent more than $39K to restore it to this condition. However, I can think of a lot more stylish cars that I would like to have for $39K.