The Buick Regal was new from the ground up for 1978, sporting a smaller and more efficient body and chassis package. Here’s the marketing pitch.

In the mid-to-late ’70s in the Motor City, “downsizing” was the buzzword of the hour as the domestic automakers scrambled to adjust their product lines to the rapidly changing market. At General Motors, the full-sized corporate B/C platform was the first to go under the knife for the 1977 model year, with the mid-sized A-Body cars following one year later.

Wheelbases were reduced from 116/112 inches to 108.1 inches on the intermediate-class platform for ’78, and a weight savings of more than 650 lbs was accomplished, all while retaining the traditional rear-drive layout and body-on-frame construction. At the same time, GM was navigating the changeover to metric fasteners and dimensions, and as result, these cars and their components became known as “GM metric” in some corners of the car biz.

Buick’s luxury-coupe version of the A-Body was of course the Regal, and here the brand was keen to plant the idea that the new, smaller package did not sacrifice prestige and comfort. To help drive home the premium message, distinguished Hollywood actor Glenn Ford was brought in to serve as product spokesman. In this original 1978 Buick spot, he reminds the audience of the make’s proud history—Buick was celebrating its 75th anniversary that year—and its reputation for quality and value. The first wave of downsizing at GM was largely a success for Buick and its corporate siblings, as GM brands claimed four of the top five spots in North American auto production in calendar year 1978. Video below.