IML: base model, semantics, etc.

["Hugh & Therese" <hugtrees@xxxxxxxx>]

Ah, the howling of the wolves! It sounds so good to hear the pack form again 
and begin its spirited baying at the moon.

Now, this little spat began because of a simple declarative statement that 
has been revealed as untrue.  The base model was not simply a stripper model 
purchased only by the very cost conscious who wanted the cachet of owning an 
Imperial without paying the full price.

Here's how the marketing works today.  There is a base model, then a nicely 
priced value package that includes the items that most folks want and the 
top of the line model that has one or two very desirable features and other 
trim stuff as well.  The model that sells the best is the mid range trim 
level.  The base model exists so dealerships can run low priced specials and 
also for folks whose credit is not so hot.  The model you will see most on 
the lot is the mid range but they will have some top of the line models as 
well, certainly more than they will have of the base model.

In the Imperial era that I know most about, the world of Imperials was a lot 
less clear.  It was a halo car, something that attracted attention but would 
probably be beyond the reach of most buyers. As near as I can tell, just 
about every Imperial was custom made to the buyers needs.  Just about all of 
these cars had to be ordered.  I have never seen a picture of a dealership 
with loads of Imperials to chose from.  They were an inspirational car, much 
written about in the press.  Some of their features could be found in 
Chryslers, Dodges, Desoto's and Plymouths.

It seems you could choose a trim level and also what equipment was on the 
car.  This is what makes the situation then different from today, where trim 
level designation also includes equipment provided.  The Crown trim level 
was the most popular.  Then, as now, folks avoid the base model and go for 
the better package but not the top of the line package.  It is one of the 
ways that manufacturers change the focus away from other makes once a buyer 
is at a dealership and tighten it on their own offerings.  Many people will 
not allow themselves to have the top of the line model but also don't want 
to have the stripper version either.

What is unique about this era is that a buyer, having made the trim level 
decision, could then also decide on other equipment as well.  Air 
conditioning is a popular variation that is most often mentioned in this 
regard.  Every once in a while a very comprehensive and elaborate sales 
catalog comes up on e-bay that was created to allow buyers to "customize" 
their cars as they saw fit.

So, Kenyon, I cannot provide you with a clear cut equivalent of trim and 
equipment levels because the situation back then requires a more nuanced 
understanding of how these cars were sold, which is where, I believe, I came 
in.

And for those of you who don't appreciate these discussions and want to 
start calling names or accusing folks of making their underwear unduly 
uncomfortable for unnecessary reasons, the moon outside is still there, as 
deaf as I am to your protestations.

Hugh
58 Imperial 




-----------------  http://www.imperialclub.com  -----------------
This message was sent to you by the Imperial Mailing List. Please 
reply to mailing-list@xxxxxxxxxxxxxxxx and your response will be 
shared with everyone. Private messages (and attachments) for the
Administrators should be sent to webmaster@xxxxxxxxxxxxxxxx
To UN-SUBSCRIBE, go to http://imperialclub.com/unsubscribe.htm