Thunderbird (Part 2): Ford’s Personal Luxury Car

Generation 7, Littler Birds:1977-1979

This next generation of Thunderbirds resulted from conditions outside the company’s control. Lee Iacocca was in charge at Ford, and he saw the Thunderbird as too big, expensive and inefficient. With the Corporate Average Fuel Economy (CAFÉ) looming, the 1977 car had to be smaller, more fuel efficient, and less costly. It was made ten inches shorter and 900 pounds lighter than its predecessor, and its sticker was thousands less. The base engine was now a 302 cid V8 with optional 351 and 400 cid engines available. It had a reworked suspension for better handling and front disc brakes for better stopping. Unfortunately, it also had quite a few tacky additions, including a lot of added trim that provided little in the way of substance. Even with the tacky additions, the public apparently loved this new, smaller Thunderbird—sales were huge at more than 318,000!