Chrysler may build Imperial to woo Cadillac buyers

Chrysler is considering building a production version of the Imperial Concept in an effort to move the brand slighter further upmarket, according to Automotive News. When the car debuted at the Detroit auto show in January, it was not as well received as smash-hit Dodge Challenger Concept. Still, there seems to be enough interest to warrant production. Chrysler's Joe Eberhardt believes the brand enhanced its image enough with the 300C that it can now push further into the premium segment, challenging Cadillac and Lincoln. Eberhardt wouldn't give specific prices, but he made it clear Chrysler is not ready for a $50,000 car. Contrary to recent rumors of a high price tag, Jeff Schuster of J.D. Power and Associates said he sees the Imperial being priced $5,000 to $7,000 above the 300.