For the past couple decades Chrysler as a brand has gone downhill overall. Trying to do volume and rebadging in order to sell cars, to which there has been good and bad over the years. If you think about it, the Viper is the only Mopar luxury car they have. Why? Because they go out of their way to make that car the best of the best in several classes, and they do a very good job at that. SRT, in the beginning, was making the best in its class at a reasonable cost. Shortly afterwards, it became an overpriced machine that didn't meet the standards set with the first SRT model year. Now, given they can do the Viper the way they do, and SRT at a price only a few can afford, why can't they do a real luxury car the way they did 40 and 50 years ago. I'm not saying Chrysler, given her past 15 years of hardship and gutting by others, is not capable of being a luxury car or competing with the luxury models, but I am saying there has to be a reinvention, a resurrection of the glory days, something remembered by our parents and grandparents, in order to get rid of the bad reputation Chrysler has garnered over the past 15 years. Some good, some bad, but not luxury. Luxurious is different than luxury, time to tune, shape, and build a luxury model to compete with those BMWs, Cadillacs, Lincolns, L/A/I and Jags (etc), and show them how Imperial can do it with class, and let the world know besides word of mouth.
