Why the Ford Thunderbird Is One of the Most Important Cars Ever
Legendary cars usually come from a time and place that can’t be replicated. If the idea appeared too early or too late, it may not have happened at all. That’s certainly the case with the Ford Thunderbird, The Blue Oval’s personal car that re-energized the company, came to embody an entire decade, and launched a segment that would go on to dominate the American landscape within a few decades. To the casual observer, the Thunderbird is an icon: a sports car with a 50-year history that’s the rolling embodiment of nostalgia. But like most legends, the true story is a lot more complicated. Hell, it isn’t even really a sports car.
With an aging lineup and shrinking sales, Ford was in dire straits after World War II. The introduction of its 1949 lineup — the first all-new postwar car from The Big Three — was a much-needed smash, with a sedan, coupe, and wagon offered. But by the early ’50s, a new phenomenon was beginning to take hold with American gearheads: sports cars. Hundreds of GIs had fallen for the likes of MGs, Triumphs, and BMWs while stationed in Europe during and after World War II, and had begun importing and racing them. Ford had long been the performance king in the U.S. thanks to its venerable flathead V8 (Chevy wouldn’t have a V8 until 1955), but these small, well-handling roadsters and coupes were a different animal altogether. Among the young design staff, the idea of Ford lacking a sports car could become a black eye for the company if that segment ever took off. So despite a famously paranoid and autocratic environment at the time, the designers secretly began work on the car without alerting the engineers, accountants, or anyone else who could shut it down.
But Henry Ford II, the 35-year-old company chairman and grandson of Henry, was falling hard for European sports cars. In 1952, Enzo Ferrari had gifted him a Ferrari 212 Barchetta, and at that year’s Paris Motor Show, he took designer George Walker to task for not having something similar in the works. After the show, Walker called his team in Detroit, and told them to have a presentation ready when the men returned from Paris.
The sports car project was quickly given the green light by Ford, and took on a new sense of urgency in January 1953, when Chevrolet released the Corvette. But Chevy’s sports car was heavy and underpowered, laden with quality control issues (fiberglass construction was still in its infancy), and saddled with a wheezy inline-six and two-speed automatic transmission. This gave Ford an invaluable chance to learn from Chevy’s mistakes. As the Corvette struggled, the company learned what customers wanted — and most importantly, what they didn’t.
Ford’s car would be steel-bodied. It would be a two-seater, but would be roomier and more refined than the Corvette. It would ride on its own unique chassis, but would share much of its trim work and interior with other Ford products. And most importantly, it would have the company’s new Y-Block V8 and available manual transmission, two things Chevy didn’t offer. Nearly a year after the Corvette made its debut, the Thunderbird bowed at the Detroit Auto Show to rave reviews.
But there was a problem: It wasn’t a sports car. The Thunderbird was too plush, too heavy, and too sluggish to compete with the likes of MG, Triumph, Porsche, or Jaguar. Unlike Chevy, which shot itself in the foot by billing the Corvette as a sports car, Ford marketed the Thunderbird as a “personal car” instead, appealing not to weekend racers, but to well-to-do buyers who wanted something fun to drive without sacrificing comfort. Purists who expected a world-beater were disappointed. The American public, however, was not.
Ford had only planned to build 10,000 T-Birds for the 1955 model year. Within the first 10 days after its debut in Detroit, it had over 3,500 orders. It would end up selling over 16,000 before the year was out. And that was no small task; at over $4,000 fully-loaded, the Thunderbird could be twice as expensive as a base-model Ford coupe, and as much as the far more capable Jaguar XK140.
Chevy didn’t lie down either. After the Thunderbird’s reveal, chief engineer Zora Arkus-Duntov successfully lobbied company brass to rethink the Corvette top-to-bottom. Needless to say, it worked. For ’55, the Corvette was finally available with a V8 and manual transmission. Performance would increase dramatically over the next few years, and the rest is history.
But while the Corvette was struggling to become “The Corvette,” Thunderbird sales were a huge success for Ford. Available with either a 292 or 312 cubic inch V8, the T-Bird could be had with a manual or automatic transmission, power seats, a removable hardtop, and a telescoping steering wheel — all luxury amenities that customers loved. Another 15,600 cars sold for 1956. In 1957, the number jumped even higher to 21,300.
Despite its popularity, the 1957 model would prove to be the last two-seater offered by Ford for 25 years. Ford had just gone public, and the bean counters had more of a say in the company than ever before. The Thunderbird sold respectably for what it was (the Corvette, by comparison, sold just over 7,200 units in ’57), but the new company men felt that its profit margins were too thin, and that the segment was becoming saturated. Unfortunately, they were proven right: A bigger, chrome laden four-seat model appeared for 1958. The second-generation “Square Bird” would find nearly 200,000 buyers over the next three years.
The Thunderbird remained in constant production for 42 years, often embodying the zeitgeist of American styling more than any other car on the road. The third-generation “Bullet Bird” epitomized Space Age glamor; the fifth-generation “Glamor Birds” became bloated and baroque, but were instrumental in the rise of the Personal Luxury Coupe, which would become the most dominant American automotive segment of the 1970s. The Fox body eighth-generation car was so unpopular within the company that the sleek styling, solid handling characteristics, and strong powertrains of the next two generations were developed in response to that car. And after a five-year hiatus, the final Thunderbird was the retro-futuristic 2002-2005 two-seater. On top of its direct styling links, it was a comfortable, luxurious, and expensive V8-powered roadster. Despite following the original car’s recipe to the letter, it was widely considered to be a flop.
That’s what makes the 1955 to ’57 Thunderbird so special: It couldn’t have come from any other time or place. A few years later and Ford’s brass would’ve never been open to an exclusive, expensive, two-seater. Any earlier and it could’ve stumbled like the Corvette did. If not for the ‘Vette, Ford wouldn’t have been able to hone the car to what Americans wanted from a sporty roadster. And if the T-Bird hadn’t been a breakout success, Chevy probably would’ve followed through with its plan to axe the troublesome sports car in 1956.
Later models may have vastly outsold the original roadsters, but none are remembered as fondly. The two-seat T-Birds embody the 1950s as much as a ’59 Cadillac or a ’57 Chevy does. Its light, restrained design made it stand out from virtually anything else coming out of Detroit — including the Corvette — and has become nothing short of legendary. But the Thunderbird was also the first successful niche car built by one of The Big Three. It was the first time a singular model that wasn’t a big coupe, sedan, station wagon, or truck rose to the top of a company’s lineup and took hold of the public’s imagination. You may not have been able to afford a T-Bird, or it may have been too impractical for you, but you wanted one. It represented a lifestyle and an image that virtually everyone could aspire to. That’s something you can’t engineer into a car, and that’s something that automakers have been chasing ever since.