Road tests of the 1967-1968 Imperial point out some of their problems compared to their chief competitors. Typically, an Imperial had better seating and more maneuverability than a Lincoln or a Cadillac, but lacked the opposition's level of quality control (long a Lincoln hallmark and also emphasized by Cadillac).
Imperials were also slower: a Motor Trend comparison test of a LeBaron with a Coupe DeVille and a Continental gave 9- or 10-second 0-60 times for the Cadillac and Lincoln, against 12.4 seconds for the Imperial, which was also considerably slower in the standing start quarter-mile and the 50-70 passing test. Imperials got slightly better gas mileage than the Cadillac, but were inferior to the Lincoln in this respect.
Motor Trend criticized all these characteristics, along with the Imperial's styling and brakes, but there was also a long list of things they did like: individual lighters in each door, slanted power toggle switches on door armrests, rear compartment reading lights, time delay ignition light, seating comfort and ride, stereo system, lift-up door handles, individually operated power front seats, and thermostat air temperature control.
The LeBaron defied a fad by using antiqued bronze inlays across the dashboard and doors instead of wood veneer. Imperial, the editors said, had the best dashboard layout, with a wide padded top that allowed the dash to be recessed underneath. "Because of this arrangement, toggle switches are used and are much more convenient than sliding handles or padded knobs."
In 1967-1968, a new Imperial limousine was offered, built by Stageway Coaches of Fort Smith, Arkansas, a supplier of airport limos. Twelve of these LeBaron limousines (the Crown Imperial name was dropped) were built on an enormous 163-inch wheelbase, and justifiably advertised as the largest luxury cars in the world. Unlike Ghia Crowns, Stageway limos had an extra window and panel between the front and rear doors. Prices ranged between $12,000 and $15,000 depending on equipment.
See the specifications for the 1967-1968 Imperial on the next page.