Home » That Time Chrysler Tried To Make Dune Buggy Headlights The Height Of Luxury

That Time Chrysler Tried To Make Dune Buggy Headlights The Height Of Luxury

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Vehicular lighting has long been a signifier of status, dating back to the earliest days of the automobile. In fact, I seem to recall some exchange from James Joyce’s Portrait of the Artist as A Young Man that involved an argument about acetylene vs. electric headlights on a car, and the relative status each affords, though I can’t seem to find any references to it online. Was it some other book? It’s driving me crazy. Well, still, the point holds: lighting design has always done its best to convey status, from the early days of those strange, slitty Woodlites to the elegant or elaborate LED strips of light used on modern cars in ever-more ornate ways and designs. But for most of the 20th century in America, the options for headlights were incredibly restrictive; from the 1940s to the 1950s, it was just two round sealed beams; then, two or four round sealed beams. Finally, by the 1970s you could have round or rectangular lights, but that was about it. So designers had to get clever. Sometimes, they had to get downright weird.

In 1961, Chrysler’s Imperial designers had a big job ahead of them: They had to design Chrysler’s luxury flagship, something that unmistakably conveyed wealth and class, even if you were seeing it from across a crowded parking lot or through multiple panes of leaded glass. The Imperial’s styling had a very specific job to do; it had to do the equivalent of sending a fervent man in an expensive suit out to everyone who sees the car, grabbing them by the shoulders, and explaining to them, loudly and forcefully, that they do not have nearly as much money or taste as the people in that Imperial do, and they never will, but by feeling intense envy for the Imperial owners, maybe they can find some shallow meaning in their tragic, shabby lives.

Vidframe Min Top
Vidframe Min Bottom

That’s what is expected of the look of the Imperial. And yet, somehow, the designers of the Imperial were expected to accomplish this task using the same shitty round headlights that any dirtbag in a Velveeta-stained T-shirt would have installed in his Chevy. These things:

Gead

Yep, the same basic round lamps that have been around since the ’40s. Well, these were the slightly smaller dual ones legalized in 1957, but the idea is the same. So, how did Chrysler’s designers solve this problem? They looked to the past!

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By “they” I mostly mean the legendary Virgil Exner, who was in charge of Chrysler’s Foward Look designs, which included the 1961-1963 Imperial. To get the sort of classiness and elegance demanded by the project, Exner made the unusual decision of designing headlights that were not integrated into the bodywork, something that had fallen out of favor around the later 1930s.

Exner’s love of the details of early 20th-century automotive design, before all of the expected elements of cars became integrated into a cohesive whole, was a persistent theme in his career. In 1963, he designed some “revival” cars for a 1963 Esquire magazine feature, bringing back some long-gone but legendary marques like Stutz, Mercer, Packard, and Duesenberg. Then, in the 1970s, Exner took another shot at reviving Stutz with the Blackhawk, a car that was owned by both Elvis and Evel Knievel. These cars featured large headlamps, not integrated directly into the bodywork. But before all of these, Exner first tried this strange and bold concept on the Imperial.

Just take a look at this:

Imp1

See what’s going on there? They look like the lights you’d see on a Meyers Manx or some other VW-based dune buggy. The bodywork, otherwise quite modern (well, early 1960s modern) has some large volumes scooped out to allow for the placement of a pair of gumdrop-shaped chrome headlamps, the sorts of things you’d see mounted on a car from the late 1920s or perhaps a dune buggy or even a Citroën 2CV (which, being built until 1990, had to be one of the last holdouts of this sort of headlamp design): 2cv Lights

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I’m not sure I can adequately convey how deeply weird this was. The 2CV at least had an archaic 1930s body style with separate fenders that was actually the sort of environment these kinds of lights existed in. The Imperial wasn’t like that at all; it was almost like Exner’s team took an ice cream scoop to the previous generation car and just gouged out material (the red area below there) until they left little caves for the chromed lights to exist in.

Lastimperial

It’s just so strange and perhaps even a touch misguided? I mean, I love Exner and his unhinged exuberance, and I do think these bizarre headlamps did bring some drama and gravity to the Imperial. I mean, let’s look at this thing again, in all its painterly-enhanced glory:

Imperial2

I mean, say what you will about the inherent absurdity of designing a car with weird headlights in funny little caverns, but I do think it worked. This thing has some drama. And, in case you think this may be some clever sheet-metal illusion, here are some images of old Imperial headlights for sale on eBay to confirm that these are indeed independent, gumdrop-shaped lights – though, interestingly, they are paired units:

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Headlightunits

This is a trend that seems to be very, very dead, as far as I can tell, though with all of the advances and freedom offered with modern composite lighting design, perhaps some daring designer will choose to throw some LEDs into stalked, chromed lollipops and refer back to this strange and exciting period of automotive lighting design.

 

Relatedbar

Can You See The Illusion In These Two Cars?

This Seems To Be The Only Car With Exposed Headlights And Pop-Up Driving Lights

I Think The First-Gen Honda Accord And The Citroën 2CV Are The Only Cars To Share This Strange Trait

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Aaron Headly
Aaron Headly
4 months ago

Opel GT pop-ups and the Bugeye Sprite carried the torch for a minute.

Last edited 4 months ago by Aaron Headly
ProudLuddite
ProudLuddite
3 months ago
Reply to  Aaron Headly

Porsche 928 Pop-ups even moreso

beachbumberry
beachbumberry
4 months ago

It’s bad but I instantly thought about that tiny niche fad in the off road world circa 2010 of pulling out headlights and installing a couple sealed beam or led pods. Maybe this is still a thing. I desperately wanted to rip the headlights out of my Tacoma and stick a couple spotlights in their place. I remember seeing a ton of Toyotas and xj’s with this treatment. Looking back now, it looks like someone trying to replace a fender bendered light on the cheap. Still like it if it’s well executed though.

Michael Beranek
Michael Beranek
4 months ago

These headlights were peak Imperial. My silent-generation dad never longed for a Cadillac or a Lincoln, but he desperately wanted an Imperial.

Drive By Commenter
Drive By Commenter
4 months ago

The Rivian vans in Amazon livery have circular headlamp/signal designs.

MikeT-MA
MikeT-MA
4 months ago

I’ve been waiting years for you to finally get around to these. Thankyou! 😉

Tom Herman
Tom Herman
4 months ago

But Torch what about the taillights? The rectangular steering wheel?

Genewich
Genewich
4 months ago
Reply to  Tom Herman

Were those tail light pods as well? Looked kind of like it in the painting image.

Tom Herman
Tom Herman
3 months ago
Reply to  Genewich

yup

Jakob K's Garage
Jakob K's Garage
4 months ago

It’s not totally really a car, but the new Isetta cabin roller rip off, the Microlino, has round headlights on stalks, but that is just a retro style cue to the original one, so I guess it doesn’t count.
Robert Dunn of Aging Wheels (YT) just posted a video with one.

Scott Fisher
Scott Fisher
4 months ago

Everyone seems to have forgotten that the “61 Imperial also had free standing tail lights to match the free standing head lights.Equally weird!My grandfather had a “61 LeBaron 4 door hardtop.He only bought Imperials starting with the Airflows of the 1930’s up through the very last K car based front wheel drive 1993 Imperial.And here’s a little bit of useless automotive trivia,but the “61 Imperial tail fins are taller than a “59 Cadillac tail fin.In fact,the “61 Imperial has the tallest fins of all production cars from Detroit.My grandfather had his “61 LeBaron backed up to the rear of his friends “59 Cadillac.The Imperial fins were taller by about 1 inch.My grandfather took a Polaroid which my mother still has.Both of these cars were completely stock with no helper springs or air shocks installed and on a flat surface.Granted,the Cadillac fins were absolutely gorgeous especially since they were covered in chrome whereas the Imperial fins were basically painted body color shark fins.But it was the illusion of the chrome that made the Cadillac fins look taller when infact they were smaller.After my grandfather “showed up” his friend,his friend sold his Cadillac and got out of the finned car business altogether as his pride really was hurt.

Cheap Bastard
Cheap Bastard
4 months ago

“The Imperial’s styling had a very specific job to do; it had to do the equivalent of sending a fervent man in an expensive suit out to everyone who sees the car, grabbing them by the shoulders, and explaining to them, loudly and forcefully, that they do not have nearly as much money or taste as the people in that Imperial do, and they never will, but by feeling intense envy for the Imperial owners, maybe they can find some shallow meaning in their tragic, shabby lives.”

I thought that was the job of the advertising department: Buy this thing and be adored by all or don’t and forever be an unloved pariah laughed at by your neighbors, ignored by your betters and disinvited from the world.

If you’re right and the fervent man in an expensive suit was the styling alone I’ve got some real bad news for Chrysler: Yuck!

Greensoul
Greensoul
4 months ago
Reply to  Cheap Bastard

Imperial, the preferred 1950s-60s choice of politicians that grab them by the P………………….

Greensoul
Greensoul
4 months ago

Can you imagine how much automatic car washes hated these Imperials? I can already imagine all of the little bristles getting wrapped up and trapped in that weird space. Detailing one of those cars had to be a bitch. Would be ok if it was a pretty front end, alas, it was not. A low point in Imperial styling for sure.

Drive By Commenter
Drive By Commenter
4 months ago
Reply to  Greensoul

Jones over there is the automatic car wash. “Jones, wash the car! My secretary needs this right away!”

Abdominal Snoman
Abdominal Snoman
4 months ago

In a weird way this makes me think of the Pagani Zonda headlights.

Ranwhenparked
Ranwhenparked
4 months ago

Exner really got a little wacky later in his run, problem was, he knocked it so far out of the park with the ’57 and ’58 models, then had to figure out some way to top his own peak, and in doing that, he just got a little weird, little wild, and went off the rails a bit. Chrysler used the disastrous downsized ’62 models as a convenient excuse to fire him, even though that wasn’t really his fault, but management’s confidence in him had been weakening for a few years up to then.

Hoonicus
Hoonicus
4 months ago

Bulging buggy bulbs, baby bustle butts!

Hugh Crawford
Hugh Crawford
4 months ago

Do the headlights on the Porsche 928 count?

Regorlas
Regorlas
4 months ago

Mazda’s Vision Coupe Concept (~2018 auto show season) had circular LED rings for head and tail lights with surrounding bodywork scooped out so the rings can stand proud. I loved how they looked. The concept previewed design elements of Mazda we could buy later, but the lights didn’t make the transition to showroom. Unsurprising, but still disappointing.

MegaVan
MegaVan
4 months ago

The guy I got my questionable F250 from had one of these out back. It was the very first thing I noticed.

A. Barth
A. Barth
4 months ago

The Height Of Luxury

The Imperial seemed to be focused on the width of luxury.

Argentine Utop
Argentine Utop
4 months ago
Reply to  A. Barth

Or the fath of luxury.

Andy Individual
Andy Individual
4 months ago

“My, those headlights sure seem to be protruding there quite a bit young lady. You’ll never find a good husband if you don’t show some modesty and read up on the Bible. And keep those fender skirts below your hubcaps.”

EXL500
EXL500
4 months ago

These came out in the fall of 1960, and 5 year old me got a 1/25 AMT model, convertible, red. (Thanks, Dad.)

I carried it everywhere with me like Linus with his blanket for several years. Somewhere there’s a photo of me at the top of the Washington Monument with it.

It’s long gone, but I have three 1/43rd versions in my collection.

It’s just so over the top, in contrast to the beautiful Lincoln.

Alexander Moore
Alexander Moore
4 months ago

Lancia’s weird Pu+Ra concept kind of has a modern LED take on it with the taillights:

https://hips.hearstapps.com/hmg-prod/images/lancia-pura-concept-rear-643e9f51ec383.jpeg

I just see a nightmare of crevices that will be super difficult to clean behind.

Nic Periton
Nic Periton
4 months ago

AFTER THE RACE By James JoyceThe cars came scudding in towards Dublin, running evenly like pellets in the groove of the Naas Road. At the crest of the hill at Inchicore sightseers had gathered in clumps to watch the cars careering homeward and through this channel of poverty and inaction the Continent sped its wealth and industry. Now and again the clumps of people raised the cheer of the gratefully oppressed. Their sympathy, however, was for the blue cars—the cars of their friends, the French.
The French, moreover, were virtual victors. Their team had finished solidly; they had been placed second and third and the driver of the winning German car was reported a Belgian. Each blue car, therefore, received a double measure of welcome as it topped the crest of the hill and each cheer of welcome was acknowledged with smiles and nods by those in the car. In one of these trimly built cars was a party of four young men whose spirits seemed to be at present well above the level of successful Gallicism: in fact, these four young men were almost hilarious. They were Charles Ségouin, the owner of the car; André Rivière, a young electrician of Canadian birth; a huge Hungarian named Villona and a neatly groomed young man named Doyle. Ségouin was in good humour because he had unexpectedly received some orders in advance (he was about to start a motor establishment in Paris) and Rivière was in good humour because he was to be appointed manager of the establishment; these two young men (who were cousins) were also in good humour because of the success of the French cars. Villona was in good humour because he had had a very satisfactory luncheon; and besides he was an optimist by nature. The fourth member of the party, however, was too excited to be genuinely happy.
He was about twenty-six years of age, with a soft, light brown moustache and rather innocent-looking grey eyes. His father, who had begun life as an advanced Nationalist, had modified his views early. He had made his money as a butcher in Kingstown and by opening shops in Dublin and in the suburbs he had made his money many times over. He had also been fortunate enough to secure some of the police contracts and in the end he had become rich enough to be alluded to in the Dublin newspapers as a merchant prince. He had sent his son to England to be educated in a big Catholic college and had afterwards sent him to Dublin University to study law. Jimmy did not study very earnestly and took to bad courses for a while. He had money and he was popular; and he divided his time curiously between musical and motoring circles. Then he had been sent for a term to Cambridge to see a little life. His father, remonstrative, but covertly proud of the excess, had paid his bills and brought him home. It was at Cambridge that he had met Ségouin. They were not much more than acquaintances as yet but Jimmy found great pleasure in the society of one who had seen so much of the world and was reputed to own some of the biggest hotels in France. Such a person (as his father agreed) was well worth knowing, even if he had not been the charming companion he was. Villona was entertaining also—a brilliant pianist—but, unfortunately, very poor.
The car ran on merrily with its cargo of hilarious youth. The two cousins sat on the front seat; Jimmy and his Hungarian friend sat behind. Decidedly Villona was in excellent spirits; he kept up a deep bass hum of melody for miles of the road. The Frenchmen flung their laughter and light words over their shoulders and often Jimmy had to strain forward to catch the quick phrase. This was not altogether pleasant for him, as he had nearly always to make a deft guess at the meaning and shout back a suitable answer in the face of a high wind. Besides Villona’s humming would confuse anybody; the noise of the car, too.
Rapid motion through space elates one; so does notoriety; so does the possession of money. These were three good reasons for Jimmy’s excitement. He had been seen by many of his friends that day in the company of these Continentals. At the control Ségouin had presented him to one of the French competitors and, in answer to his confused murmur of compliment, the swarthy face of the driver had disclosed a line of shining white teeth. It was pleasant after that honour to return to the profane world of spectators amid nudges and significant looks. Then as to money—he really had a great sum under his control. Ségouin, perhaps, would not think it a great sum but Jimmy who, in spite of temporary errors, was at heart the inheritor of solid instincts knew well with what difficulty it had been got together. This knowledge had previously kept his bills within the limits of reasonable recklessness and, if he had been so conscious of the labour latent in money when there had been question merely of some freak of the higher intelligence, how much more so now when he was about to stake the greater part of his substance! It was a serious thing for him.
Of course, the investment was a good one and Ségouin had managed to give the impression that it was by a favour of friendship the mite of Irish money was to be included in the capital of the concern. Jimmy had a respect for his father’s shrewdness in business matters and in this case it had been his father who had first suggested the investment; money to be made in the motor business, pots of money. Moreover Ségouin had the unmistakable air of wealth. Jimmy set out to translate into days’ work that lordly car in which he sat. How smoothly it ran. In what style they had come careering along the country roads! The journey laid a magical finger on the genuine pulse of life and gallantly the machinery of human nerves strove to answer the bounding courses of the swift blue animal.
They drove down Dame Street. The street was busy with unusual traffic, loud with the horns of motorists and the gongs of impatient tram-drivers. Near the Bank Ségouin drew up and Jimmy and his friend alighted. A little knot of people collected on the footpath to pay homage to the snorting motor. The party was to dine together that evening in Ségouin’s hotel and, meanwhile, Jimmy and his friend, who was staying with him, were to go home to dress. The car steered out slowly for Grafton Street while the two young men pushed their way through the knot of gazers. They walked northward with a curious feeling of disappointment in the exercise, while the city hung its pale globes of light above them in a haze of summer evening.
In Jimmy’s house this dinner had been pronounced an occasion. A certain pride mingled with his parents’ trepidation, a certain eagerness, also, to play fast and loose for the names of great foreign cities have at least this virtue. Jimmy, too, looked very well when he was dressed and, as he stood in the hall giving a last equation to the bows of his dress tie, his father may have felt even commercially satisfied at having secured for his son qualities often unpurchaseable. His father, therefore, was unusually friendly with Villona and his manner expressed a real respect for foreign accomplishments; but this subtlety of his host was probably lost upon the Hungarian, who was beginning to have a sharp desire for his dinner.
The dinner was excellent, exquisite. Ségouin, Jimmy decided, had a very refined taste. The party was increased by a young Englishman named Routh whom Jimmy had seen with Ségouin at Cambridge. The young men supped in a snug room lit by electric candle-lamps. They talked volubly and with little reserve. Jimmy, whose imagination was kindling, conceived the lively youth of the Frenchmen twined elegantly upon the firm framework of the Englishman’s manner. A graceful image of his, he thought, and a just one. He admired the dexterity with which their host directed the conversation. The five young men had various tastes and their tongues had been loosened. Villona, with immense respect, began to discover to the mildly surprised Englishman the beauties of the English madrigal, deploring the loss of old instruments. Rivière, not wholly ingenuously, undertook to explain to Jimmy the triumph of the French mechanicians. The resonant voice of the Hungarian was about to prevail in ridicule of the spurious lutes of the romantic painters when Ségouin shepherded his party into politics. Here was congenial ground for all. Jimmy, under generous influences, felt the buried zeal of his father wake to life within him: he aroused the torpid Routh at last. The room grew doubly hot and Ségouin’s task grew harder each moment: there was even danger of personal spite. The alert host at an opportunity lifted his glass to Humanity and, when the toast had been drunk, he threw open a window significantly.
That night the city wore the mask of a capital. The five young men strolled along Stephen’s Green in a faint cloud of aromatic smoke. They talked loudly and gaily and their cloaks dangled from their shoulders. The people made way for them. At the corner of Grafton Street a short fat man was putting two handsome ladies on a car in charge of another fat man. The car drove off and the short fat man caught sight of the party.
“André.”
“It’s Farley!”
A torrent of talk followed. Farley was an American. No one knew very well what the talk was about. Villona and Rivière were the noisiest, but all the men were excited. They got up on a car, squeezing themselves together amid much laughter. They drove by the crowd, blended now into soft colours, to a music of merry bells. They took the train at Westland Row and in a few seconds, as it seemed to Jimmy, they were walking out of Kingstown Station. The ticket-collector saluted Jimmy; he was an old man:
“Fine night, sir!”
It was a serene summer night; the harbour lay like a darkened mirror at their feet. They proceeded towards it with linked arms, singing Cadet Roussel in chorus, stamping their feet at every:
“Ho! Ho! Hohé, vraiment!”
They got into a rowboat at the slip and made out for the American’s yacht. There was to be supper, music, cards. Villona said with conviction:
“It is delightful!”
There was a yacht piano in the cabin. Villona played a waltz for Farley and Rivière, Farley acting as cavalier and Rivière as lady. Then an impromptu square dance, the men devising original figures. What merriment! Jimmy took his part with a will; this was seeing life, at least. Then Farley got out of breath and cried “Stop!” A man brought in a light supper, and the young men sat down to it for form’s sake. They drank, however: it was Bohemian. They drank Ireland, England, France, Hungary, the United States of America. Jimmy made a speech, a long speech, Villona saying: “Hear! hear!” whenever there was a pause. There was a great clapping of hands when he sat down. It must have been a good speech. Farley clapped him on the back and laughed loudly. What jovial fellows! What good company they were!
Cards! cards! The table was cleared. Villona returned quietly to his piano and played voluntaries for them. The other men played game after game, flinging themselves boldly into the adventure. They drank the health of the Queen of Hearts and of the Queen of Diamonds. Jimmy felt obscurely the lack of an audience: the wit was flashing. Play ran very high and paper began to pass. Jimmy did not know exactly who was winning but he knew that he was losing. But it was his own fault for he frequently mistook his cards and the other men had to calculate his I.O.U.‘s for him. They were devils of fellows but he wished they would stop: it was getting late. Someone gave the toast of the yacht The Belle of Newport and then someone proposed one great game for a finish.
The piano had stopped; Villona must have gone up on deck. It was a terrible game. They stopped just before the end of it to drink for luck. Jimmy understood that the game lay between Routh and Ségouin. What excitement! Jimmy was excited too; he would lose, of course. How much had he written away? The men rose to their feet to play the last tricks, talking and gesticulating. Routh won. The cabin shook with the young men’s cheering and the cards were bundled together. They began then to gather in what they had won. Farley and Jimmy were the heaviest losers.
He knew that he would regret in the morning but at present he was glad of the rest, glad of the dark stupor that would cover up his folly. He leaned his elbows on the table and rested his head between his hands, counting the beats of his temples. The cabin door opened and he saw the Hungarian standing in a shaft of grey light:
“Daybreak, gentlemen!”

Ok, not headlamps. but!

Argentine Utop
Argentine Utop
4 months ago
Reply to  Nic Periton

You just earned heavens, if they do exist. I love Joyce, I love Dublin.

Rick Garcia
Rick Garcia
4 months ago

Chrysler design from post war to the mid 60’s was awful. Their 50’s cars are just hideous. Chevy was hitting it out of the park, while Chrysler designers took the brown acid.

Martin Dollinger
Martin Dollinger
4 months ago
Reply to  Rick Garcia

Oh, the joy of generalization. I‘d disagree, at the very least for the 1958 model year.

Canopysaurus
Canopysaurus
4 months ago

This kind of story really belongs in a podcast.

Matthew Parsons
Matthew Parsons
4 months ago

This is high quality journalism, asking all the right questions about this fascinating design moment.

If the designers at BMW see this article, they will no doubt copy this idea as a throw back to the BMW Isetta, with its pod-mounted headlights either side of the front door. Although, today, they will be LED and mounted either side of the gigantic grill!

Jakob K's Garage
Jakob K's Garage
4 months ago

Isetta was not a BMW design, it was from ISO in Italy

Martin Dollinger
Martin Dollinger
4 months ago

The Iso Isetta however had sort-of-integrated headlamps, set way lower than the BMW. So it really is a BMW design element.

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