The Ford Motor Company saw the LTD name as a powerful selling tool in the 1970s, as the ’77-’79 LTD II illustrates.
Like all the Detroit automakers in the late 1970s, Ford was navigating a jagged course as, in response to rising gasoline prices and shifting consumer desires, it downsized its product lines. The Dearborn carmaker was preparing a new, smaller LTD for the 1979 model year, but meanwhile, its mid-sized Torino/Gran Torino, a big car for an intermediate, was remarkably similar in scale to GM’s smaller full-sized cars launched in 1977.
Now the Motor City’s full-size and mid-sized vehicle categories were all mixed up, without a clear distinction. Ford’s answer to the apparent dilemma, and to GM’s new small/big cars, was to rebadge and restyle the Torino as the LTD II, recasting the intermediate as a small-but-large car in the latest fashion. There was selling power in the LTD name, Ford was safely betting.
With body-on-frame construction and a 118-inch wheelbase (114 in for the coupe), the LTD was the same size as the new GM big cars, but a few hundred lbs heavier as it was based on an older platform. Powertrain choices were restricted to 302, 351, and 400 CID V8s and a three-speed automatic transmission. The base 302 V8 produced just 130 hp while the 400 offered 173 hp, but the 400 was discontinued for 1979.
While the LTD didn’t offer traditional big-car horsepower, it did provide a wealth of big-car luxury features, including a variety of interior combinations. The base S model featured basic nylon cloth upholstery, while the Brougham offered cloth and/or vinyl in a split-bench arrangement, with full vinyl buckets available in the standard and Brougham Coupes. For sport-oriented buyers, the options were limited to a leather-wrapped three-spoke steering wheel and turbine-styled aluminum wheels. The LTD’s flavor was decidedly more brougham than grand turismo.
The restyled LTD II also provided the platform for the ’77-’79 Thunderbird and Ranchero, as it ably did its duty plugging the alleged gap in the Ford passenger car line. More than 451,000 cars were sold over the three model years, but 1979 proved to be the final selling season. That same year the new LTD appeared, and with its more up-to-date engineering and superior packaging, it was a full 11.5 inches shorter and 400 lbs lighter than the LTD II.
I have to believe that there was much buyer confusion over these cars. Were they still Torinos, LTDs, LTD IIs, or Thunderbird’s. They all looked alike, whereas GM clearly differentiated its new small-large cars from the mid-sizers.
I never understood why manufacturers frequently change the names of car lines they’ve spent time to establish. It seems more common among American marques.
I understand even less the current trend of using numbers and letters instead of names, more common of foreign brands.
I
Considered it a lousy confusing name. Given they sold over 450,000, the public didn’t seem to care. I wish they had used a different front end for the Ranchero.
I saw a photo not long ago where someone had put a ’77-79 T-bird nose on a Ranchero of the same era. It was basically a bolt-on swap; the body lines all lined up just right, and it actually looked pretty good.
All of the 72–79 Mercury midsize front ends also work on the 77–79 Ranchero so you can have a Montego or Cougar Ranchero. The 72–76 Torino front end doesn’t work on a 77–79 Ranchero.