Lee Iacocca, former Chrysler boss, envisioned badge-engineered Chrysler Lambos during the late 1980s
How amazing would it be, friends, to know all the bizarre things automakers have thought of over the years. Sometimes, those secret proposals make it beyond the walls of the world headquarters. For example, the SVT-powered Ford Crown Victoria (aka Cobra Vic), which eventually became the Mercury Marauder muscle sedan. Bob Lutz, a well-known auto executive, is willing to share some of his stories. We’d love to listen to his tales from decades spent in high-ranking positions at all three Detroit automakers.
The Road & Track team was recently re-energised by him with something that is both surprising and quite common. Chrysler was the owner Lamborghini for a short time in late 1980s and early 90s. This was under Lee Iacocca, Chrysler’s boss. Lutz explained that Iacocca saw Lamborghini and Chrysler in a completely different light. It was specifically being considered as an upscale trim for already Chrysler models. This at the time meant Lamborghini badged K-cars. That’s right, K cars with Lambo branding. You know that the Maserati badge and leather-trimmed Chrysler Lebaron was a hit.
This is how close was it? The article claims that a 1990 Chrysler Imperial was given a Lamborghini makeover, including a drop suspension, bright red paint and gold wheels. There were also enough Lambo badges to completely block the windshield of a Countach. The bones were still intact, with a humdrum V6 driving its front wheels.
Lutz explained that there were legitimate car people in Chrysler who didn’t want it to happen. The Chrysler marketing plan for Lamborghini was not successful, and the Italian brand was eventually sold in 1994. One shining moment in the short marriage was however the all-aluminum V10 motor that would power the Dodge Viper’s engine bay from 1992.
Lutz also has some interesting points to make in the article. It’s well worth reading. We look forward to more inside stories from Detroit.