Promoting within the consolation zone.
Again in 1978, have been you to ask a five-year outdated baby to attract a automobile, she or he would doubtless—and fairly unintentionally—draw one thing that appeared loads like a Ford Fairmont. This isn’t as a result of youngsters knew what a Fairmont was, however as a result of the Fairmont was the one most anonymous-looking automobile ever retailed within the U.S. by Ford.
Ford Fairmont: Traditional Automotive Advertisements
I’ve written in regards to the hubris of Seventies Ford Granada advertisements, advertisements that in contrast the small Ford to the likes of the Cadillac Seville, Volkswagen Rabbit, and even the Mercedes-Benz SLC sporty coupe. You may examine these advertisements out right here.
Ford took a really completely different tack with the Fairmont, which slotted beneath the Granada within the model’s lineup. New for 1978, the Fairmont—together with it’s Mercury clone the Zephyr—was the primary Ford mannequin constructed on the maker’s Fox Physique structure. In comparison with the dated Granada, the Fairmont was smaller outdoors, roomier inside, and was additionally considerably lighter.
The Fairmont was additionally, frankly, boring. And surprisingly, promoting for the automobile appear to mirror that actuality. Supplied as 2-door sedan, 4-door sedan, station wagon, and barely rakish coupe, the Fairmont appeared plain and easy, and that appeared OK with each Ford and the shopping for public.
The Fairmont hit showrooms throughout a interval of worldwide political unrest, excessive inflation, and rising gas prices. And the brand new Ford’s boring however acquainted profile appealed to consumers bored with change and turmoil.
Although new, the Fairmont’s structure was fairly typical. Ford did make use of unibody building, however the automobile featured rear-wheel drive, and, as famous above, typical physique varieties.
This was in distinction to Normal Motors’ new “X-Automobiles” which arrived early in 1979 as 1980 fashions. Each GM division however Cadillac obtained an X, together with Chevrolet (Quotation), Pontiac (Phoenix), Oldsmobile (Omega), and Buick (Skylark).
In comparison with the Fairmont, the X Automobiles have been radical, with unusual physique varieties, together with a 4-door hatchback, front-wheel drive, and transverse-mounted engines. Whereas the X Automobiles have been forward of their time, many consumers weren’t prepared for that a lot change.
Trying again, the Fairmont may be thought of a half step between relics just like the Granada, and paradigm changers just like the Quotation.
Ford bought a LOT of Fairmonts, a testomony to the automobile’s approachable simplicity. Mixed, the Fairmont and Zephyr racked up nearly 1.6 million gross sales throughout the vehicles’ six-year run. So, yeah, the boring and boxy Fairmont might have appeared like a toddler’s drawing, however it precisely met the wants of plenty of Individuals throughout a turbulent time.
1978 Ford Fairmont
1979 Ford Fairmont
1980 Ford Fairmont
1980 Ford Fairmont Futura
1981 Ford Fairmont
Hearken to the Automotive Stuff Podcast
Ford Fairmont Footage
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