A return of Imperial?

[RandalPark@xxxxxxx]

I hope that you are right Hugh. I have a few deep feelings that I could express 
on this topic, but will refain for the good of the order. I will say that given 
the expectation/fact that it will not live up to its previous reputation, I 
would hate to see the Imperial name suffer the same fate as our beloved 
LeBaron. 

Paul

In a message dated 1/21/2004 2:23:01 PM Eastern Standard Time, 
hugtrees@xxxxxxxx writes:

> 
> 
> I doubt if Daimler Chrysler will ever use the name Imperial again.  It has
> been resurrected twice since 1975.  The first time was by the former Ford
> Executive, Iacocca, who wanted to create a Chrysler version of the
> Thunderbird.  It reemerged in the early 1990s as a somewhat badge engineered
> version of the then New Yorker.  The car was a trim level variation only,
> but nicely executed.
> 
> I worked at a Chrysler dealership last year for four months and had to take
> a bunch of lessons on the then new Pacifica.  I realized that Chrysler was
> repeating old mistakes once more.  It was touting the Pacifica as an upscale
> car, one that would move the brand upscale in people's estimation but they
> did nothing on the dealerships to support the move.
> 
> I have been to Cadillac, Lincoln and Lexus dealerships.  They are not the
> same as Chevy, Ford and Toyota dealerships, in much the same way that a five
> star luxury hotel is not the same as a Holiday Inn.  Both cater to a
> different market segment.  Chrysler has always been a middle class brand.
> The company failed to support its Imperial brand with a seperate
> distribution and service chain and DCA did exactly the same thing with the
> Pacifica, which happens to be an excellent vehicle in may ways.
> 
> The Pacifica should have been the flagship of an upscale brand and it is not
> going too far to say it would not be an embarrassment to the fine tradition
> of Imperial.  The Pacifica should have been to a regular minivan what an
> Imperial was to a regular Chrysler.
> 
> However, it was badly marketed - the executive in charge was fired last
> fall - and it never took off.  It was put forward as the car that would take
> the brand upscale and it was a dismal failure.  The more things change the
> more they stay the same.
> 
> The reality is that the upscale brand of Chrysler already exists.  It has a
> different clientele and its own distribution network.  Its name is Mercedes.
> The parent company would be crazy to sacrifice unit sales of Mercedes by
> establishing yet another rival.  It will never happen.  The Pacifica
> experience goes to show that there can now be a whole new rationale for the
> same mediocre results,
> 
> Hugh
> 
> 
> 
>