1974 Imperial LeBaron

The Chrysler Corporation was established in 1924 by Walter P. Chrysler and based heavily on the Maxwell car that he had re-engineered. A veteran of the car industry, Chrysler's new venture was immediately successfully championed by a quality product at a fair price. The product line quickly expanded with the addition of an up-market Imperial model in 1925. By 1932, Chrysler Imperials ranked among the finest in the luxury car segment, rivaling Cadillacs, Lincolns, and Packards.

The Chrysler Corporation registered the Imperial with the U.S. government as a separate marque in 1954, and the early examples were built at the Jefferson Avenue plant in Detroit. Based heavily on the new Chryslers that also appeared in 1955, they wore a distinctive split egg-crate grille, unique front-end styling cues, additional chrome rocker and side trim, and novel free-standing gun-sight tail lights.

The Imperial reputation was based on its engineering excellence, elegance, and exclusivity. The latter was courtesy of its price, higher than nearly every other foreign or domestic vehicle on the market.

By the early 1970s, Imperial sales had fallen considerably, prompting Chrysler to consider its discontinuation at the end of the 1973 model year. The cost of building an Imperial with a unique bodyshell was monumental, but the image and market position it gave Chrysler was invaluable, yet without sales, it was difficult to compete with rivals Lincoln and Cadillac.

The 1974 Imperial LeBaron was offered as a 2- and 4-door hardtop, and a Crown Coupe. The four-door hardtop was priced at $7,230 and 10,576 examples were sold. The two-door hardtop listed at $7,790 and 3,850 examples were sold. The Crown Coupe was an option for the two-door hardtop, and was priced at $7,860; just 57 examples sold. The 2-door LeBaron Crown Coupe was a 50th Anniversary model finished in Golden Fawn.

1974 Imperial rested on a 124-inch wheelbase with a generous length of 231.1 inches. The styling was modern and clean with restrained elegance, highlighted by a narrow and protruding 'waterfall' grille. There were wraparound front signal lights and vertical slanting rear tail lights (larger than the previous years). Imperials no longer wore the 'by Chrysler' script.

The well-equipped Imperial came with ribbed velour upholstery, power windows, four-wheel power disc brakes, windshield washer, and power steering. The Crown Coupe added opera windows and vinyl covering the front portion of the roof. A tasteful list of optional equipment allowed the buyer to customize their Imperial, adding amenities that appeal to their needs or desires. Among the list were a tilt and telescope steering wheel, power sunroof, security alarm, power bench seat, Sure-Grip differential, power door locks, rear window defogger, anti-lock brakes, and Safeguard Sentinal lighting. Most Imperials (over 97%) received power seats, and nearly 85% were equipped with a tilting steering wheel.

The 440 cubic-inch V8 engine had overhead valves, a cast iron block, 8.2:1 compression, a four-barrel carburetor, and produced 230 horsepower at 4,000 RPM.

The 1974 Imperial holds the distinction of being the production American passenger car to offer four-wheel disc brakes since the 1949 to 1954 Chrysler Imperials, the 1950 to 1952 Crosleys, and the post-1964 Chevrolet Corvettes. The electronic ignition system was a U.S. market first, as was the optional car alarm.

The combined total sales of the 1974 Imperial reached 14,483 units, which was down from 1973's total, but a solid figure considering the poor economy and the car's astronomical price tag. Sales would dip to 8,830 units in 1975, prompting Chrysler to temporarily retire the Imperial name. The role of the Imperial was passed to the Chrysler New Yorker Brougham for model years 1976 through 1978. The Imperial returned in 1981 at the insistence of newly hired Lee Iacocca, who believed 'a new flagship would assure the public that Chrysler had a future.' The name persisted until 1983, after which it re-entered retirement. The Imperial name would reappear in 1990, but as the flagship sub-brand Chrysler Imperial model.

by Daniel Vaughan | May 2024