9: Chrysler Imperial
The 1990s were an unusual time for Chrysler as an automotive brand. There was a concerted effort to brand Chrysler as a true luxury brand. With the onset of Lexus and Japanese automakers, Chrysler had to act quickly. The Imperial was a straight-laced luxury sedan that shared the Y platform with many other Chrysler models (via The Truth About Cars).
The Imperial is a nameplate Chrysler returns to from time to time. However, the final model simply didn’t do much to invigorate the brand. Consumers were looking for more than a jazzed-up K-Car and the Imperial simply didn’t cut the mustard. There were other luxury cars on the market at the time that offered a lot more for the equivalent price.