The Chrysler Imperial rose was cultivated in 1952 and used to promote the brand.

In 1926, Walter P. Chrysler decided to compete with North American marques Cadillac, Lincoln, Packard, Pierce Arrow, Studebaker, Cord, and Duesenberg in the luxury car field, while the newly formed company only had a large displacement straight-six to offer. The new model, called Imperial, had a new engine that was slightly larger than the company's standard straight 6 installed in the Chrysler Six. It was a 288.6 cu in (4.7 L) six-cylinder with seven bearing blocks and pressure lubrication of 92 brake horsepower (69 kW). Large displacement engines provided the horsepower and torque clients wanted and due to the low quality of gasoline fuel at the time, and low compression ratios, 50 bhp was more than adequate. It is estimated that the rating equivalent of early gasoline available varied from 40 to 60 octane and that the "High-Test", sometimes referred to as "fighting grade", probably averaged 50 to 65 octane. The front axle was solid and the suspension consisted of semi-elliptic leaf springs while the rear suspension was a differential axle, and also using semi-elliptic leaf springs. The use of the "imperial" name being exclusively used on Chrysler's flagship had been previously used by Buick, Cadillac and Packard for top level limousines. The hood ornament/radiator cap was a stylized Viking Winged helmet.

The car set a transcontinental speed record in the year it was introduced, driving more than 6,500 miles (10,460 km) in the week. The car was chosen as the pace car for the 1926 Indianapolis 500. The model was designated E-80, the 80 being after the "guaranteed" 80 miles per hour (129 km/h) all-day cruising speed. Acceleration was also brisk, breaking 20 seconds to 60 miles per hour (97 km/h). Four-speed manual transmission was added in 1930. The attention to luxury and multiple bodystyles was a similar approach to one Mr. Chrysler used as president of the Buick Motor Company, his employer from 1911 to 1919. Chrysler offered a variety of body styles: a two/four-passenger roadster (four passenger if car had the rumble seat), a four-seat coupé, five-passenger sedan and phaeton, and a seven-passenger top-of-the-line limousine. The limo had a glass partition between the front and rear passenger compartments.

Imperials could be distinguished from Chrysler products by the use of a distinctive scalloped hood and radiator shell and a 120 in (3,048 mm) wheelbase, which shared an appearance with Packard and the Buick Master Six. The Berline Limousine was listed at US$3,595 ($61,872 in 2023 dollars ).

The 1927 Imperial Series 80 saw minor engineering improvements, while the high compression "Red Head" 288.6 cu in (4.7 L) straight-six was the only engine available on a choice of 120 in (3,048 mm), 127 in (3,226 mm) or special order 133 in (3,378 mm) wheelbases. Five two-door coachwork choices included roadsters and convertible, while there were nine sedan, town car, phaeton and limousine choices. The top level Town Car was listed at US$5,495 ($96,384 in 2023 dollars ). Standard equipment on roadster and phaeton open-body coachwork selections included wind wings and leather exterior door trim panels, while many cars were painted in contrasting two-tone paint. The convertible was equipped with functioning landau irons. In 1927, an Imperial was driven at a high speed along the Lincoln Highway from San Francisco to New York to Los Angeles, covering a total distance of 6,726 mi (10,824.4 km) non-stop, with an average speed of 40 mph (64 km/h).

1928 offered a 136 in (3,454 mm) wheelbase with the designation Series 80L. Coachwork choices expanded with five provided by Briggs, and six choices from LeBaron, one Derham Convertible Sedan, one Phaeton from Locke, and four Dietrich convertible coupes and sedans, listing the Dietrich Convertible Sedan at US$6,795 ($120,572 in 2023 dollars ). Total Chrysler calendar year production was recorded at 160,670, their all-time high pre-war until decades later

Model years 1929 and 1930 Series 80L were essentially unchanged from the 1928 version as engineering efforts were focusing on the 1931 Series CG Straight Eight, while there were some engineering advancements, to include thermostatically controlled automatic adjusting exterior radiator shutters, vertical hood louvers and a four-speed manual transmission. Coachbuilder Locke provided four convertible choices in both coupe and sedan configurations, and hydraulic four wheel brakes were now standard on all Chrysler products. The top level 1930 Series 80L Limousine was listed at US$3,575 ($65,205 in 2023 dollars ).