Low-Mid Level Ford Granada Becomes Continental-Peer Lincoln Versailles

The automobile industry is usually in a turbulent state.  At times, the turbulence is more extreme than usual.  One such period for American carmakers was from around 1973 into the early 1980s.  Two major factors were (1) the oil supply crisis in the wake of the 1973 Yom Kippur War, and (2) increased federal government regulation activity regarding fuel economy and collision safety.  The result was that new design generation cars were smaller/lighter/more-streamlined than before, while having more robust bumpers and stronger passenger compartment pillars.

This downsizing affected even luxury brands.  Cadillac introduced its 114.7 inch (2903 mm) wheelbase Seville for 1975, and Lincoln followed with the 109 inch (2769 mm) wheelbase Versailles for model year 1977.  In 1977, base prices were $11,500 for Versailles and $13,359 for Seville, the latter being 16 per cent more expensive.  Annual production in 1977 for Versailles was 15,434, 45,060 for Seville -- Seville production almost three times that of Versailles.

Why the large difference despite Versailles' price advantage?

The Seville was based on its own platform (derived from other General Motors platforms).  But the Versailles was a derivative of Ford Motor Company's 1975 Mercury Monarch and Ford Granada.  That's the American Granada, not Ford's European one.  The problem was that the Versailles was too similar to its less-expensive stablemates, even sharing the same motors.  More importantly, the 1977 base price for the entry-level 4-door Grenada was $4,118.  That's only about 36 percent of the Versailles' price.  And the two cars looked nearly alike, as is shown below in the Gallery.  No wonder the Versailles was a market failure.

Gallery

1975 Ford Granada - unknown photo source, probably car-for-sale photos
A "three-box" design, fashionable during the non-streamlined 1970s.

1977 Lincoln Versailles - car-for-sale photos
The grille design is similar to that of standard-size Lincolns.  Quad headlights are here rather than the round, twin headlights of the Granada.  However, bumpers and turn-signal light assemblies are almost the same on both cars.

Side views: this Granada has vinyl roof covering like the Versailles below.

The most obvious side difference is the carriage light seen on the B-pillar.

Rear quarter views.

The "Continental" spare tire bulge on the trunk lid is non-functional; the tire itself lies flat under the trunk's floor.  The padding under the roof vinyl is obvious from this viewpoint.  Tail light assemblies differ, bumpers are nearly alike.

1980 Lincoln Versailles - Mecum Auctions photo
For 1979, Versailles got modified roofs, and sales briefly rose.  ('79 production was 21,007, but fell to 4,478 for 1980, the model's final year.  Total Versailles production was 50,158.