The rise and fall of Virgil Exner & Imperials
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The rise and fall of Virgil Exner & Imperials



Don,
 
The "fall" of the Imperial does not correlate with the ouster of Exner.  There were some banner years subsequently, 1964, 1967 and 1969, coincident with the introduction of new body styles.  The company turned vehemently away from the "Forward Look" years and tried to shuck off its unenviable reputation for shoddy workmanship.  And Exner was the fall guy, no doubt.  Engel was ordered to make the line more conservative to differentiate the new product from the old "bad" days.  Imperial did not exist in a vacuum, and something had to be done to keep up volume sales of Plymouth et al.
 
Hugh


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