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Chrysler uses Imperial logo in NYC

by David Zatz on

Chrysler has resurrected the Imperial logo for use in its “license plates” at the New York Auto Show. The meaning of the letters and numbers should be clear: “313” is the main area code for downtown Detroit and if you can’t figure out “IFD,” you haven’t been paying attention (Imported From Detroit). The logo has been used in other Imported From Detroit merchandise, as well, with no explanation.

There have been rumors, off and on, of a new Imperial for years, and an Imperial concept was indeed shown a few years ago at the Detroit Auto Show, to mixed reviews. Chrysler did not have the headroom for a real Imperial when it was owned by the parent company of Mercedes, and today is limited more by public perception and funding, since Maserati, Ferrari, and Alfa Romeo are not in the same basic category as Imperial would be. (Thanks, Gabriel T. Dal’Maso and Gerald from NYC.)

Update: Allpar’s intrepid readers noted that IFD means Imported From Detroit while 313 is Detroit’s area code (Chrysler’s, incidentally, is 248 — Auburn Hills).


David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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