I know it seems like 85% of my columns are Cadillacs and Lincolns. I admit it: I love ’em. But I love the classic Mopar luxury marque, Imperial, just as well. The problem is, I don’t see nearly as many of them at shows. Fortunately for today’s post, my friend and long-time photo contributor, Jayson Coombes, saw this flawless, majestic, and absolutely gorgeous example at the Park Cities, Texas classic car show.
I knew about Imperials from an early age, because even at 6-7 years old, I loved gigantic American luxury cars. But outside of classic TV shows like Get Smart on TBS or Nick at Nite, I didn’t see too many in person.
Which is a shame, because despite their low production numbers compared to Cadillac, they were equally nice. The problem was that the Imperial name had a confusing past. Going back to prewar years, it was the top-of-the-line Chrysler model, frequently seen as long-wheelbase sedans with jump seats.
But starting in 1955, Chrysler Corporation decided to take powerhouse Cadillac head-on, registering the Imperial name as a separate marque. But then they had to contend with the vast majority of adults being familiar with it being the fanciest Chrysler for decades, not the equal of a Cadillac Fleetwood or Lincoln Continental.
And that persists to this day. If anything, it’s even worse. Go to any online auction, or blog post, or social media, and the odds are probably 7-to-1 that one of these classic conveyances will be identified as a “Chrysler.”
Chrysler itself did not help matters, as by the ’70s, many Imperials had a separate, tiny “by Chrysler” emblem on the trunk lid, below the Imperial script. And starting in 1971, it was lumped into the back part of the 1971 Chrysler brochure—though it got its own, Imperial-only plush brochure again starting in 1973.
But let’s get back to today’s featured Nimitz-class cruiser, shall we? 1969 was a big year for Imperial, because virtually everything except the engine and transmission was new. And the look was fresh and futuristic. Most Imperials of the ’60s, after the giant fins went away in 1962, were rather square-rigged, and that persisted through the 1968 model year.
New car shoppers in the fall of ’68 could be forgiven for not readily identifying a new 1969 Imperial; the look was completely different. And smoooooth!
Chrysler dubbed it Fuselage styling, because when looking at a cross-section of the car, there was a continuous curve from roof to rocker panels, a la the also then-new Boeing 747. Up to that point, most new cars had a “setback” where the side of the car sat proud of the car’s roof. But with the Fuselage styling, roof and car body were completely integrated.
And this all-new styling extended to all full-size 1969 model year Chrysler Corporation cars, from taxi-grade Plymouth Fury I to middle-class Dodge Monacos and…of course, top-of-the-line Imperials. And as the best car they offered, the Imperial wore the best aspects of the styling. I’ve always been smitten with the “shark gill” cornering lamps of 1969 Imperials.
And Imperial was proud of its new, “mod” look. As the brochure said, “Outside, Imperial’s styling is unlike that of any other luxury car for 1969. Unlike that of any other Imperial ever built. The lines are clean, with exceptional flair.
“This year’s Imperial is longer, too. With more head room, more shoulder room, more leg room. Even the trunk is more spacious. You may test drive an Imperial in a thorough, unhurried manner at well over a thousand dealerships throughout the United States.” As was the custom at Chrysler at that time, these cars had a torsion bar front suspension. Total length was 229.7 inches, with a 127-inch wheelbase. Yes, these were big cars.
The LeBaron was again the top model, available in four-door hardtop form for $6772 (about $59,372 today) and $6539 ($57276) two-door hardtop versions. Production was 14,821 sedans and 4,572 coupes. There were also three Crown models: $6233 ($54,596) two-door hardtop, $6411 ($56,155) four-door hardtop, and $6411 ($56,155) four-door pillared sedan. The Crown two-door was the rarest ’69 Imperial of all: just 244 made! And the lavaliere straps seen above, along with the pillows built into the C-pillar, were standard on only the LeBaron four-door hardtop. It would become a familiar feature on Imperials through 1975.
All 1969 Imperials had a 350 hp, 440 cubic-inch V-8, connected to Chrysler’s excellent Torqueflite automatic transmission. Power brakes, power steering, power windows, a remote control driver’s side mirror, and an electric clock were all standard. Options included A/C ($732.05, $6412 today), an MPX/AM/FM stereo with five speakers, power antenna, and tape player ($350.70/$3071), speed control ($91.75/$803), and leather bucket seats ($361.60/$3167; only 12.3% of production had them).
Vinyl roofs came in Dark Green, Dark Blue, Dark Walnut, Black, White, and Champagne. And you really had a choice in paint colors. Today’s car, is, I believe, Dark Briar, but just a few of the other available colors include Jade Green, Deep Plum, Tuscan Bronze, Bahama Blue, Platinum, Aquamarine, and Surf Green.
Most of these pictures are from the 2023 Park Cities show, where Jayson first saw the car. But it appeared again at the 2024 show, and he just couldn’t resist taking a few more. I personally have never seen a 1969 Imperial up close, but seeing this one was the next best thing!
Several of the ‘blacksploitation’ films of the early 70’s currently running on Soul Flix channel on Roku prominenty display this era Imperial. The Pam Grier flicks have the same Imperial stretch limo appearing in each. She also stole a regular size one from the bad guys in Coffy as well.. Think it is a 73 as it has the big bumper guards. Thomas did Mopar make a factory stretch Imperial? Keep the broghamage coming..
It’s Iola week in WI!!!!
There was no 1969 Imperial factory stretch limo available. Stageway Coach out of Arkansas did the stretch; internet sources cite 12 (maybe 13) built off of 1969 Crown four-door sedans. Additional information suggests they were not all sold as ‘69s-instead, it looks like there were six sold as ‘69s, six as ‘70s, and one as a ‘71. (Imperial Webpages 9/13/13).
To think that I piloted cars this size without (much) damage as a teen scares hell out of me now. To see rusted rocker panels and front fenders every spring reminds me how far we’ve come.
Tom, what a car, thank Jayson for documenting this amazing luxury cruiser. I am surprised you did not mention the clear (when it was new) acrylic steering wheel (yellow now that more the a half century has passed). An interesting debate as to the incorporation of the angle away dash in 69 with the loose of the concealment panels over the radio and climate controls from the previous generation, that provided for a less cluttered dash. Again beautiful car and the likes of which will never again grace the showroom floor.
Great car, Tom does your brochure say whether the conference option was available in 69 on the two or four door door with bucket seats? In 68 you could order the conference option that came with a small typing desk so that your secretary in the front passenger seat could turn the seat 180 degrees to face the rear seat passengers and have her typewriter on the table so she could take notes when the rear seat passengers were having a meeting. I know it was available in 68 because there is one at the Rockville show every fall but I have not seen that option on the redesigned 69 and never seen a brochure.
While I love these, they were more like badge-engineered New Yorkers. My postwar favorites were the stately ‘64-‘66 models. The convertibles were especially appealing.
I understand that the Imperial line didn’t generate enough sales to support a stand-alone body, but it was good while it lasted.
Man oh man oh man oh man what an amazing, awesome, beautiful, luxurious, luxury, magnificent,,splendrous and wondrous ride it surely is. From the mid 1950’s, 60’s and 70’s in 1975 Chrysler dropped the Imperial line up and the imperial became in 1976 New Yorker one of the biggest and greatest mistakes to me Chrysler has ever made. New Yorker was part of their luxury line up as well next to it and the Newport was a much cheaper version of the two if you couldn’t afford the Imperial or the New Yorker you bought the Newport. The New Yorker had the Brougham, St. Regis and top the line seller as well called The New Yorker Brougham St. Regis. In whatever choice of options you wanted. A 4 Door with or without the Pilar, hardtop, vinyl roof or a 2 door coupe hardtop, with a vinyl or landau soft vinyl roof. Whatever option that came to mind and you can think of it was there. Even though it came at a cost and a price.
77 or 78 last year for the fully sized New Yorker and the Newport. When they decided to really downsize their luxurious luxury rides that did for me. First GM and Chrysler then Ford. Today all I can remember, reminisce and think about is the Luxurious Luxury Rides the Big 3 had to offer back in the day you had a choice of whatever you wanted from any of the Big 3 Ford, Chrysler or GM. The Classic TV Shows, Series from MeTV and FeTV a lot of the Black Exploitation Films and Movies that used Chryslers back then.
Even as a kid growing up I remember riding along with my dad passing a lot of the Big 3 Dealerships along the way and as I got older I remember how he would stop at a few of them and he would speak and talk with the salespeople in letting him take a test drive in them, some of his friends he knew had luxury rides they would take us out for a spin and cruise around for a few minutes even stop at a convenience store or an ice cream shop.
Oh yeah by the way it’s an Imperial Created, Built, Made and Manufactured By Chrysler.
If I had an Antique, Classic and Vintage Automobile Collection and the other ones like the 3 sitting in the picture parked on its left and the yellow imperial convertible parked on it’s right i would add those to my collection too as well.
Man it’s a shame that they just don’t Build, Create, Make and Manufacture them like they used to.
I had a 1969 2 door Chrysler New Yorker which was the same platform and drive train. Loved that land yacht!
1969 was Chryslers best Year, from the entire product line, for Looks from the Imperial to the Valiant! Remember the Killer 69 Belvedere Series that included Road Runner, GTX and my Fac, the Sport Satellite! RIP PLYMOUTH, RIP Lee Iacocca!
Back in the day the Imperial was the the best. Very stately. The big boats Dodge, Plymouth and Chrysler had were somewhat similar. 1969 to 72. After 70 though horsepower was stifled and the designs outside not so grand. Car makers when to another stile of comfort inside (gadgets).
