By 1955, Chrysler made the Imperial its own division, setting it up to compete with Cadillac and Lincoln and stripping the “Chrysler” badge from its flanks. But whereas Cadillac and Lincoln had their own dealerships, the Imperial was sold alongside Chrysler’s more pedestrian cars, hampering its effort to build a luxury reputation. Too, the price of the Imperial was much higher than a plain-vanilla LeBaron, a car not too far removed from its more expensive sibling. Meanwhile, Virgil Exner remained enamored of flamboyant fins, and he could not resist layering in oddities like “freestanding” headlamps and a squared oval steering wheel. Sales in 1961 eased to about 12k, down from 17k in 1960. Chrysler veered away from the fin idiom in 1962, and facelifted the car completely in 1964, leaving the ’61 a standout in the Imperial lineup. Here on eBay is a 1961 Imperial Crown hardtop four-door project, with an asking price of $4800. The car is located in Arlington Heights, Illinois, and you’ll need a trailer because…
… that 413 cu. in. V8 engine isn’t running though it does turn. Once it’s revived, output should notch 350 gross horsepower. The transmission is Chrysler’s push-button three-speed TorqueFlite automatic. Though the Imperial was nearly 20′ long and weighed 5000 lbs, its zero to sixty time bested both Cadillac and Lincoln at around 10 seconds. A soft ride made the Imperial an outstanding freeway cruiser.
The interior is two-tone pink – Dusk Mauve with Dawn Mauve, obscured by a color-coordinated sheet. The entire interior is sunbaked, with cracks, tears, and escaped stuffing scattered about. A patch panel has been installed in the driver’s side floor pan. A rear quarter panel needs rust repair, but the underside is plagued only by surface rust. The glass is good. This car is optioned with nearly every accessory available back in the day – power windows, power seat, power locks, “Golden Touch” tuner radio, air conditioning up front and the rare rear air conditioning with separate controls. Here’s that “squoval” (square oval) steering wheel, with an aero-inspired pod to the left housing the transmission controls.
Exner liked the faux “Continental Kit” look, aka the “toilet lid”, euphemistically described in Chrysler’s option catalog as the Flitesweep deck lid. Seriously, these are rare. Earlier cars incorporated chrome trim around the outside of the fake “tire” – impossible to find. This car does come with extra parts including panels, door cards, and other miscellaneous. As is often the case, convertible Imperials draw the big bucks, while four-door sedans are at the bottom of the stack. What would you pay for this Exner extravaganza?
I remember not many of these cars in junkyards, but every one the headlights had “gone missing” for that hot rod project. I look at this thing, and shake my head, who in their right mind would even attempt a restoration? Grind ‘er up, fellas,,WAIT,,,I want the headlights,,,for something.
No, never was a fan of those strange separated headlights. It belongs on a 1930s car. I think this was the year when Chrysler started going downhill from their high flying mid to late 50s Exner styling.
Lincolns were typically sold at Lincoln-Mercury (or was it Mercury-Lincoln?) dealerships, so they did not have their own dealerships until Mercury folded.
@Jake – that the headlights belong in the 1930s was the point of the design. I’m with you, though. I just think they look odd, and cleaning behind them has to be a challenge.
Yes, ‘Lincoln-Mercury’ and where I grew up, it was ‘Buick-Cadillac’ dealerships. Sorry to disagree, Michelle.
Not Exner’s finest hour. Mechanix Illustrated’s Tom McCahill loved the big Chryslers for their highway comfort and mechanical strength, particularly the Torqueflite transmissions, although I don’t know anyone who loved the push-button shifters.
As far as GM dealerships were concerned it was up to the owner as to which order the divisions were named.
Actually, Mercury was a semi luxury brand similar to Oldsmobile so it wasn’t out of place to have it next to Lincolns in a separate showroom from pedestrian Fords. However, even if the Imperials would have had their own showrooms, their bad styling of the ’60s and 70s is what ultimately doomed them.
“their bad styling of the ’60s and 70s is what ultimately doomed them”. Uh, sorry Jake. not exactly true.
These were very “interesting ” cars. Another word could be ” unique “. A friend of mine many years ago, had a step dad who had one of these. I like how Michele used the word Squival for he steering wheel. I could never quote wrap my head around those wheels. Can you imagine if the front end was out of whack and that squoval was a quarter of a turn off??? Dear Lord that would drive me Bananas!!! You have to give Chrysler credit for trying to stand out from the crowd. But if you park this Imperial next to say….. A ’66, I think I’d lean towards that design more than this. I reallu enjoyed your write up Michelle and your research. If this was restored it would be quite a stand out for sure
Back in the early 60s, those free standing headlights made Imperials instantly recognizable, and distinct from the down market Chryslers, Plymouths, Dodges and Desotos. The fins were no longer the styling attribute they were in ’57-’59. They had become grotesque and ungainly. Still, it’s the very outrageousness that appeals to collectors today, and perhaps a certain segment of buyers even when new. This project will require a huge commitment of time and cash to be the glamorous yet outrageous head turner it once was.
Those eye socket headlights creeped me out.
Fair price for this Imperials condition. The 413 engine with factory AC and all 4 wheel covers are alone worth the asking price. A shame about that toasted rear pass quarter panel. I can’t imagine how involved replacing that would be. 1962 they lost the big fins, and I like the 64 and 65 year Imperials better. Someone sure has their work cut out for them.
I’m not sure if I want my great great great grandchildren to see this or a ’59 Cadillac or batwing Chevrolet along side one of those paint dribble “masterpieces” and then try to imagine what was the ethos behind our “style”?
I don’t think they’d appreciate the generic jelly bean style of the past 40 years any better.
I’m obviously in the minority but the 1961 Imperial (especially top of the line LEBARON) continues to be my ultimate dream car. Matched only by the final 61 DeSotos. IMO the grand finale for Exners fabulous finned fantasies for Chrysler. Yes, fins had fallen from favor, but with those high flying fins actually 1 inch higher than the fabled 59 Cadillac my *Too Much is NEVER enough * philosophy made me love the Devine Decadence of these OTT excessively chromed upscale Luxury liners. For 62 Exners Plucked Chicken Wing styling adorned 🤮 Dodge and Plymouth. Then for 63 and 64 Chryslers adopted an equally angular appearance. Only Imperial soldiered on virtually unchanged (except fins) until Engel brought a Continental look to Imperial. Imperial was a favorite for demolition derbies, thus few of the low production Imperials have survived. It would be almost impossible to restore THIS Imperial, but I hope someone will! The headlights were a throw back to the Classics, which Exner greatly admired.
Rick, I was lucky enough to be alive for my father’s last three cars. all white Imperial Crowns. A 60, a 63 and finally a 66, before he passed in 1967. Those were all incredibly beautiful cars for so many reasons.
I would love to take a trip across the U.S. in one of these while I am still alive, although I could afford to buy this, I don’t think I have enough time to finish it!