Promoting within the consolation zone.
Again in 1978, have been you to ask a five-year previous little one to attract a automotive, she or he would probably—and fairly by accident—draw one thing that regarded loads like a Ford Fairmont. This isn’t as a result of children knew what a Fairmont was, however as a result of the Fairmont was the only most anonymous-looking car ever retailed within the U.S. by Ford.
Ford Fairmont: Basic Automotive Advertisements
I’ve written concerning 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 possibly can examine these advertisements out right here.
Ford took a really totally different tack with the Fairmont, which slotted under 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 unusually, promoting for the automotive appear to replicate that actuality. Provided as 2-door sedan, 4-door sedan, station wagon, and barely rakish coupe, the Fairmont regarded 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 gasoline prices. And the brand new Ford’s uninteresting however acquainted profile appealed to customers bored with change and turmoil.
Although new, the Fairmont’s structure was fairly typical. Ford did make use of unibody development, however the automotive 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 patrons weren’t prepared for that a lot change.
Trying again, the Fairmont might be thought-about 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 automotive’s approachable simplicity. Mixed, the Fairmont and Zephyr racked up nearly 1.6 million gross sales through the vehicles’ six-year run. So, yeah, the uninteresting and boxy Fairmont might have regarded like a toddler’s drawing, nevertheless it precisely met the wants of numerous Individuals throughout a turbulent time.
1978 Ford Fairmont
1979 Ford Fairmont
1980 Ford Fairmont
1980 Ford Fairmont Futura
1981 Ford Fairmont
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Ford Fairmont Photos
Click on under for enlarged photographs