In spite of having a rather magnificent drivetrain, the Imperial had to suffer through 6 consecutive years of absolutely hideous "styling" (if you could even call it that), 1958-1963, on top of Chrysler being the "also ran" of the domestic automakers, and on top of that---no showroom exclusivity. Can you imagine the fate of Cadillac, had it stayed the same from 1959 through 1963, and was marketed at Chevrolet dealers sitting next to Corvairs? While Lincoln Continental suffered similar regrettable styling 1958-1960, at least they starting an upward trend in sales in 1961, even with an inferior drivetrain and marginal build quality. Imperial didn't stop staggering until 1964 or so, and by then had virtual lost any individuality it might have had.
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