When Chrysler acquired Lamborghini, the legendary CEO Lee Iacocca wanted to leverage the brand’s cache into upmarket versions of existing Chrysler models. As a master marketer, he saw opportunities beyond the technical expertise Lamborghini brought to the company. He was a visionary, but even the best business minds have blind spots.
According to Bob Lutz, a former General Motors CEO, while working at Chrysler, he had been asked to develop some upscale versions of existing Chrysler models with some Lamborghini flair. Knowing what a disastrous move this would be, Lutz suggested to the VP of design to create what he wanted in such a way that it would never happen, and so he did. He took an extended-wheelbase Imperial with a lowered chassis, removed the vinyl roof, and essentially vomited Lambo all over it. It featured bright red paint, Countach-style wheels and tires, supple light-tan leather, and Lamborghini badges everywhere. Finally, it received badges on the front and rear labeling the car the Chrysler Imperial Lamborghini Edition.
Lutz says it was actually the nicest-looking K-car he had seen, but reticent to admit it. The concept ultimately failed, which means it really succeeded. If not for a few people who understood what the Lamborghini name meant in a historical context, this thing could have happened, and we are all fortunate that this abomination never saw the light of day.
[Featured image by Marcin Zieliński via Wikimedia Commons | Cropped and scaled | CC BY-SA 3.0]
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