Excellent post and EXACTLY the same reason the Volkswagen Phaeton was doomed from day one in the U.S. God forbid I have to drive a Jetta loaner!CryCo has never had the mega quasi-billions of Ford & G.M.
CryCo has never either 1) had the money or was willing to spend the money, or 2) just didn't know HOW to MARKET a luxury car.
If you think back, (and that depends upon each reader's age - how far they can think back to).... CryCo's money from large sales numbers came from the persons only able (or willing) to spend entry level monies, at any given time-frame. Be it the Valiant, the Dodge Dart, the Coronet, the Belvedere, the Volare, the Aspen, the Omni, the Horizon, more recently the Neon, and the current cars. These are what kept CryCo afloat. This is what they were selling, while GM was selling LeSabres & Electras & Park Avenues, and Cadillacs, and Olds 98 & 88s and Pontiac Bonnevilles & Grand Prixs and Caprices and Ford was selling Mark 6,7 & 8s and Continentials & Town Cars, and Grand Marquis & Thunberbirds !
Sure, they could put a vertical grille and fancy interior into a Dodge Diplomat or Dynasty and "make" a New Yorker or Imperial, and sell like 50 thou of them, but that would be the limit, per any given year. They were the coffee and desert, but the meal that kept dealers afloat was the cheap(er) cars.
Put bluntly, CryCo has not a clue, as to how to market, and gain acceptance in the Luxury car arena. Never did - Never will ! It takes MEGA bucks, that CryCo has never really been fortunate enough to have.
Just because you bring out a nice Imperial, does not mean folks are gonna beat a path to your door. They have to "court" & cater to the wealthy, they have to TAKE the car to places where the wealthy congrate, they have to advertise in the reading material that the wealthy read and offer an unheard of warrantee, offer free Imperial loaners WITH gas, and all of that kinda stuff, and then it will take 8 years to register a blip on the luxury car screen.
Remember, year ago it was Cadillac & Lincoln as competition. Today it's still Cadillac & Lincoln, PLUS Mercedes, Jaguar, BMW, Audi, Volvo, Infiniti & Lexus.
Each of the above have EXCLUSIVE dealerships!! Mr & Mrs Wealthy coming in to see the Imperial have to endure passing a Nitro? A Wrangler? A Dodge ? Oh, Horrors.
Yes, it may be silly, but it's fact! The well to do DEMAND EXCLUSITIVITY ! Watch, keep your eye on Maserati. They got it down 100% & in the last quarter, all of the above mentioned cars sales were down. Maserati was up 70% and made the spotlight on the cover of the WALL STREET JOURNAL.
One Maserati dealer in Calif. took in 12 M-Bs in 1 month alone! Maserati knows how to do it. CryCo is lost out there between Pluto & Mars.
IF they ever bring back the IMP and it's a decent car, I'll buy one, but that's mostly in memory of my folks.
The original Mexican Road Race 300s were serious cars. About every "300" after that was as fake as a Ford Thunderbird; all styling and no go. They're still trying to feed off the originals.Chrysler has had plenty of success with the 300M and 300C. Luxury-aspirational cars priced right and well-optioned.
Both M and C are appealingly styled. This Imperial wasn't about moving Chrysler upmarket. It was about making a cartoon version of the 300. Not a darn thing about the Imperial concept said "Take me seriously."