With the '64-'66 Imperials, Chrysler was seeking to gain market share with better everything than Cadillac had. Materials, assembly, etc. But for all of their best efforts, sales tended to remain at prior levels.
The problem, unfortunately, was that Cadillac was the perceived luxury car leader ("Standard of the World"), back then. Cadillacs were their own breed, so there was no tie-ins with lesser brands. Imperial and Lincoln were tied to their lower-line relatives, by comparison. People knew what Cadillacs looked like and readily recognized them (AND the people that drove them). So few defections from the Cadillac ranks to Imperial, unfortunately.
Imperial and Lincoln were their own separate franchises, but were housed with Chryslers and Mercurys, respectively.
By the same token, the lower volume of Imperial sales put them into a much more exclusive class of lower production luxury automobiles. Didn't see them on each street corner. Imperial owners were usually more discerning than Cadillac customers ever were, by observation. Obviously preferring vehicles which had straight-line performance at the "touch of their toe", but also excellent cornering and braking without making a fuss about it.
Enjoy!
CBODY67
