Observing people's reactions to my cars and what they think they are worth,
it appears to me to be a result of what they're familiar with. Many more
people could afford Chevys and Fords through the years than could afford
Imperials or Cadillacs. If they later have an interest in old cars, I
think they tend to consider why, and realize that they want cars that they
grew up with in the simpler times of the Eisenhower or Kennedy/Johnson era.
Since daddy had a Chevy, that's what they seek, no matter what the cost.
Since Mr./Ms. Collector's first car was a Mustang, that's what they want.
If daddy had an Imperial, then that may be what they'd try to find. Fewer
people owned Imperials then, so fewer want them now - a simple case of
supply & demand. I have a friend whose family owned what I half-kiddingly
call low-rent grandma-mobiles: Valiant, Dart, Fury 4-door post sedans with
few options. He now can afford Imperials, but he gravitates toward these
plain-Janes. Even when he was finally persuaded to get a gorgeous
low-mileage '61 New Yorker, he's now decided that he's not comfortable with
it (too big, too many options to go wrong - even though they don't), so
it'll be the first to go when he finds the next '61 Dodge Seneca (a study
in ugly, IMHO!)
The guy from whom I bought the Aquitania is another case in point. He
inherited the Imperial from a very close friend, but when he had the
opportunity to acquire his parents' '57 Chevy that he grew up with and took
trips in, the Imperial was put on the block so he could get and restore the
Bel Air. At the time, this concept mystified me, but I understand better
now.
Those '50s families who had Chevys and Fords likely one day dreamed of the
day they could move up, and the perceived pinnacle of status was the
Cadillac, not the Imperial, alas. The current crop of collectors remember
this, and even though they may finally have that Bel Air, what more obvious
statement to say "I've arrived!" than to buy a '59 Cadillac, the '50s
symbol of excess. Nowadays, a pristine Eldorado would go for twice as much
as a comparable Imperial convertible, LeBaron, Continental or even post '57
T-bird.
Those who owned a Mustang in high school, college, or shortly afterward may
have also wanted a Super Bird or Trans Am or something of that (icky)
muscle car ilk. An Imperial is just some big car the country club
Establishment owned that the boomer had to maneuver past to see the Hemi
Orange 'cuda. Unfortunately, I don't ever see that a late '60s or newer
Imperial will ever attain the price levels commanded by the muscle cars.
If there's any good news in that, at least Eldorados, Lincolns, Mark
III/IVs, Electras, Toronados, and even my boattail Riviera aren't going to
do much if any better.
I was approached last weekend by a maintenance worker for the apartment
building where I garage my Imperial and Riviera. He had never seen the
Imperial uncovered, and asked what it was worth. I told him realistically,
maybe $10,000, and, God willing, $15,000 when it's all restored with new
interior, etc. He was flabbergasted that it wasn't the $40,000 that he
thought. If someone offered me $40,000, I'd probably be the only one in
history to MAKE money on an Imperial!
People like the seller on eBay with the '55 Imperial Newport hear from
folks like the guy in my garage, and get this inflated opinion that their
Imperial, or Lincoln or Buick Limited is worth beaucoup bucks. "Since it's
more luxurious and exclusive than a Chevy Bel Air, and people tell me I
should get $40,000, then it MUST be worth that." Well, if it were a
Cadillac, maybe, but it's not. I wish things would change, because each of
these three are fine, unique cars, but I don't see that ever happening, at
least for many years.
Hoping to be proven wrong, have a Merry Chrysler and an Imperial New Year,
everyone!!
Neal Herman
1959 Imperial Crown 4-door Southampton "Aquitania", an acknowledged
loss-leader, and I DON'T CARE!!
1972 Buick Riviera "Bianca d'Azur", a pristine, well-maintained original
which I might break even on, if I ever sell her
1983 Chrysler Cordoba "Christine", which will never be a collectible, but
will be an interesting nostalgic Reagan-era car in all her plastic glory
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