The LTD name first appeared on a Ford in 1965, positioned as the top trim on the Galaxie 500. It became its own model line in 1966 and spent the following decade as a solid seller — roomy, quiet-riding and aimed squarely at families who wanted something substantial.
By the mid-70s, though, the American car market was shifting. The 1973 oil embargo had rattled consumer confidence in big vehicles, and by 1977, competitors like General Motors were actively downsizing their full-size models. Chevrolet shrank the Impala and Caprice Classic that year to a wheelbase that matched the previous-generation Chevelle — a mid-size car.
Ford took a different position entirely. Rather than follow GM’s lead, Ford leaned into the LTD’s size as a feature. Its 1977 advertising made the comparison explicit, pointing out that the LTD now had a longer wheelbase than the downsized Olds 98, Buick Electra and the new Chevrolets. “Ford feels people who want the traditional full-size car they’re used to should have that choice,” the ads stated plainly.
The pitch centered on what buyers would be giving up elsewhere — trunk space, shoulder room, towing capacity — and invited them to take a comparison test drive before deciding. It was a confident stance for a moment when the industry consensus was moving in the other direction.
Alongside the standard LTD, Ford introduced the LTD II for 1977 — a mid-size alternative built on the Torino/Elite platform and marketed as “the LTD of mid-size cars.” The idea was to offer buyers two distinct sizes under the same nameplate. Ford described it as combining LTD-style comfort and workmanship with a sportier profile at a lower price point, and ads noted it came standard with a V-8, automatic transmission, power steering and steel-belted radials.
The LTD II was discontinued after 1979, but the original LTD continued, eventually getting its own significant downsizing for 1979 — Ford called it “an all-new American Road Car engineered for today’s driving.” The redesigned ’79 came in considerably smaller and lighter than its predecessors, reflecting how thoroughly the calculus had changed in just a few years.
Below, W=we’ve gathered a collection of original Ford LTD and LTD II print advertisements from 1977, 1978 and 1979 — including full-page spreads that put the size debate front and center. Scroll through to see how Ford marketed these cars year by year, and how the messaging shifted right along with the models themselves.
Ford offers you a choice: ’77 Ford LTD: The full-size car that kept its size.
This year, some carmakers are making their full-size cars smaller. But Ford is taking a different approach. Ford feels people who want the traditional full-size car they’re used to should have that choice. So Ford hasn’t reduced the 1977 Ford LTD by a single inch! You’ll find Ford LTD now has about the same size wheelbase as the down-sized Cadillac. And a longer wheelbase than cars like the Olds 98 and Buick Electra.
And Ford LTD has a longer wheelbase than the new Chevrolets (both Caprice and Impala) which have come down to the same wheelbase as the mid-size Chevelle. Ride, room and trunkspace — unchanged. Ford LTD has retained its traditional smooth, quiet ride for 1977. Interior spaciousness, deep-well trunk, long wheelbase and 3-1/2-ton rated towing capacity (with optional heavy-duty trailer towing package) are all unchanged.
Will “down-sized” cars have “down-sized” prices? As this magazine goes to press, final 1977 prices are not available. But the minute they are, compare LTD’s value to its major “down-sized” competitor. Compare LTD’s longer wheelbase, greater hip and shoulder room, roomier trunk and more road-hugging weight.
Importance of a test drive in 1977: If the full-size car you usually bought is now shorter, narrower and lighter, a Ford LTD comparison test drive gives you something to measure against. You may find what you really want is the quiet ride and roomy comfort of Ford’s full-size 6-passenger car: the 1977 Ford.
’77 Fords: And the new trimmer, sportier LTD II.
If you prefer a 6-passenger car that’s trimmer in size and price than LTD, Ford gives you that choice, too. Ford introduces a sporty new line of cars for 1977-2-doors, 4-doors, station wagons — called LTD IL A new idea that’s a better idea Ford’s new quiet-riding LTD II combines the quality and comfort LTD is known for… with a unique sporty spirit all its own.
The result is a new car that’s trimmer in size and price than LTD … more sporty … but with LTD’s traditional high level of workmanship. With a name like LTD II, you know the ride is quiet The LTD II is built with the same kind of suspension system as Ford’s most expensive car… fora ride that’s quiet and solid. LTD II is a truly comfortable car. The stylish LTD II interior and tasteful appointments retain the
LTD 11 Squire. A trimmer wagon at a trimmer price. luxury and comfort you’d expect from LTD. A new kind of value Ford will price LTD II to strongly challenge all competitors. So as soon as 1977 prices are announced, compare LTD II value not only with other mid-size cars, but even with GM’s cut down “full-size” cars!
And you should know that all LTD II and Ford LTD prices include V-8, automatic transmission, power steering, power front disc brakes, steel-belted radial tires, DuraSpark Sporty, trim LTD 11 Brougham 2-door. Ignition (for more spark plug volt-age and lower scheduled maintenance costs)… and much more.
And all LTD II and Ford LTD wagons are built with Ford’s proven 3-Way Magic Doorgate that opens like a tailgate and like a door, with the window up or down. Shop where you get a choice Full size or trim size? Some carmakers won’t give you this choice of car sizes in 1977. But Ford will: full-size Ford LTD or trim-size LTD IL Stylish LTD 11 interior retains LTD comfort, luxury. So this year, before you decide on the car size that’s best for you and your family, take a comparison test drive.
Top right: Ford LTD Landau 4-door. Bottom right: LTD II Brougham 4-door. When America needs a better idea, Ford puts it on wheels.
The ’77 Ford LTD II. The LTD of mid-size cars. (with interior shot)
Now there’s a trimmer, sportier LTD that offers luxury and comfort at a trimmer price. Today the same kind of comfort and luxury long associated with Ford LTD are your in the trimmer, sportier lines of a mid-size. And at a mid-size price.
LTD II brings you the elegant touches and high level of workmanship Ford LTD is famous for, in the trimmer, sportier lines of a mid-size. It uses the same basic kind of smooth riding suspension as Ford’s most expensive car. Yet its trim size means nimble handling that’s surprising in a luxurious, comfortable, 6-passenger car. Test drive LTD II soon at your local Ford Dealer.
New ’77 Ford LTD II (1976)
Now Ford brings you the luxury of the Ford LTD in a trimmer, sportier car at a trimmer price. In addition to the full-size Ford LTD, Ford now offers LTD’s luxurious comfort in a mid-size car at a mid-size price.
Outside, the new trimmer, sportier lines of the LTD II set it apart from every other mid-size car. But step inside and you’ve stepped into a world that’s very close to the full-size LTD. A beautiful new idea. Plush, comfortable seats. Tastefully elegant appointments. The satisfying luxury and the high level of workmanship that’s become an LTD trademark.
It marries the quality and comfort of an LTD with the sporty flair of Mustang II. The new LTD II give you a ride that’s very close to the legendary LTD. It uses the same basic kind of remarkably smooth riding suspension as Ford’s most expensive car.
Yet even though the new LTD II is quiet and solid on the straightaway, its trim size means nimble handling and a fun-feel for the road that’s surprising in a luxurious, comfortable car.
Roominess is another pleasant surprise. While the trimmer size means a trimmer mid-size price and nimble handling, LTD II still gives you six-passenger comfort. And even with its mid-size price LTD II comes with a long list of standard features. Automatic transmission, power steering, V-8 engine, power front disc brakes, steel-belted radials. And much more.
Compare LTD II value not only with other mid-size cars, but even with Chevrolet’s cut down Impala. Economy is engineered in. You’ll appreciate the way LTD II is designed for easy maintenance. The new LTD II incorporates Ford’s time-tested maintenance improvements with new features like the DuraSpark Ignition system. Discover how LTD II marries LTD’s kind of quality and luxury with the sporty flair of Mustang II.
The roomy 1978 Ford LTD
It could be just the car your family needs. Anyone who needs the roominess and comfort of a family-size car should consider the 1978 Ford LTD. Here are three good reasons why:
6-passenger comfort: You’ve come to expect luxury from the 6-passenger Ford LTD. And they 1978 Ford LTD is no exception. You’ll find luxury details everywhere. Then try the LTD ride with its wide stance — and luxurious stretch-out space for six! There’s more hip-and-shoulder room than in Chevrolet Impala and Chevrolet Caprice Classic.
Roomier trunk: What’s more, Ford LTD once again has a roomier trunk than a Chevrolet Impala or Caprice. It’s a spacious deep-well trunk that accommodates eight pieces of luggage (including four men’s 2-suiters) and two sets of golf clubs!
Greater rated towing capacity: For those who do heavy towing, here’s good news: Ford LTD with the optional towing package has a rated towing capacity of 7,000 pounds – 1,000 pounds more than Chevrolet.
So this year more than ever, consider a Ford LTD. You can put more into it, and get more out of it.
1978 Ford LTD II
The trimmer, sportier, mid-size LTD at a trimmer price. The quality and luxury LTD is famous for is the whole idea behind LTD II. You get room for six, and a long list of standard features not found in most mid-size cars. Automatic transmission, power steering, power front disc brakes, V-8 engine, steel-belted radials. Test drive LTD II at your local Ford Dealer. It’s the LTD of mid-size cars.
’79 Ford LTD
For 1979, Ford creates an all-new LTD. A new American Road Car engineered for today’s driving.
