The all-new 1931 Chrysler Imperial was obviously inspired by the dramatic Cord L-29, which had first appeared two years earlier.

Reportedly, L-29 designer Al Leamy was actually responsible for the look of the new Imperial as well, having taken on the assignment during an interlude in his employment as chief designer for Auburn and Cord automobiles.

The Imperial's streamlined vee radiator grille was overtly Cord-like, and like the L-29, the Imperial windshield was set far back on the chassis, allowing for a very long hood/cowl line and sweeping front fenders.

With the Imperial's 145-inch wheelbase chassis being even longer than the L-29, the newer car's proportions were all the more breath-taking.

The new Imperial was offered in two sub-series, a standard line with production Briggs-built bodies, and a more prestigious Custom line featuring semi-custom bodies, finished to order.

LeBaron designed and built all but one of the Imperial “catalog custom” styles.

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