The 1934 to 1936 Chrysler Imperial, the 3rd generation, ushered in the 'Airflow' design. The car was marketed with the slogan; The car of tomorrow is here today. Both engine and passenger compartment were moved forward, giving better balance, ride and roadability. An early form of unibody construction was employed, making them extremely strong. This was one of the first vehicles with fender skirts. The public was put off by the unconventional styling and did not buy the car in large numbers, the lower priced Royal sold a lot better. 1937 saw a more conventional look again.