We thought we’d take a slightly different approach with this week’s subject. We’ve touched on Chrysler’s financial problems during this period. So, rather than a lengthy recap of the origins of the Imperial marque itself, we’ve decided to present you with three short stories about this 1961 Imperial LeBaron: its name, its engine, and its transmission.
While there is a popular misconception in some sectors of the auto industry that you can become profitable simply by cutting your operating costs to the bone, the truth is that a car company lives or dies by the strength of its products. That was the hard truth that Chrysler faced in 1981, as it trepidatiously introduced the models that would determine its fate: the K-cars and the 1981 Imperial.