1967-1971 Ford Thunderbird

Determined to maintain the Thunderbird's appeal, Ford strategists closely monitored General Motors' advancements in the personal-luxury segment. To compete with GM's larger models, the 1967-1971 Ford Thunderbird was designed to match their size.

Classic Cars Image Gallery

During the 1960s, the Ford Thunderbird dominated the full-size personal-luxury car market, consistently outperforming rivals like the Buick Riviera, Oldsmobile Toronado, and Cadillac Eldorado. In 1967, the Thunderbird outsold both the Riviera and Toronado combined and even surpassed the more affordable Pontiac Grand Prix annually from 1964 to 1968.

Although the Riviera briefly surpassed the Thunderbird in 1969, it was quickly overtaken again in 1970. Even in 1971, neither the stylish boattail Riviera nor the bold, gothic Toronado could outperform the Thunderbird, despite its aging design and recent updates.

However, it’s evident that starting in 1964, Ford’s Thunderbird planners were closely monitoring General Motors' E-body models, often focusing more on their competitors than on future innovations.

GM’s coupes were larger than the Thunderbird and, from 1966 onward, featured more traditional interior designs. Gale Halderman, a seasoned Ford designer involved in every Thunderbird generation from 1958 to 1989, noted a prevailing belief that the Thunderbird needed to grow in size to stay competitive in sales.

The completely redesigned Thunderbird introduced in 1967 was undeniably quieter, more polished, and better suited for driving than its smaller predecessors. However, whether it still lived up to its advertising claim of being 'unique in all the world' remains a topic of debate.

While the 1963 Riviera likely caught the attention of Ford executives in Dearborn, the first Oldsmobile Toronado, even before its showroom debut, had a significant impact. Its design influence is evident in the 1967 Thunderbird, from the hidden headlights and sharp front fenders to the sleek roofline blending into the rear and the bold wheel arches.

Rumors suggest, though hard to verify, that details of the Toronado's design were leaked to Ford around 1964. Around that time, Ford designers reportedly created clay models bearing a striking resemblance to the Toronado.

Naturally, there were multiple competing proposals for the 1967 Thunderbird. In his insightful memoir, Thunderbird: An Odyssey in Automotive Design, former Thunderbird studio head William P. Boyer highlighted at least six proposals, with two from each of three design studios. One proposal aimed to extend the sharp, rocket-inspired theme of the 1964-1966 models but found the concept had reached its limit.

Some proposals showcased a boxy, Lincoln-like bulkiness. However, Gene Bordinat, the design vice president, combined Boyer's sleek and fluid concept with a striking, jet-inspired front end developed by Dave Ash's Corporate Projects Studio.

To discover more about the 1967 Ford Thunderbird, proceed to the next page.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1967 Ford Thunderbird Design

The 1967 Ford Thunderbird's design direction was hinted at by a large bird emblem on the textured grille, though the classic hood scoop was reduced to a subtle power bulge.

At the rear, the trunk lid subtly mirrored the 'dog-bone' design of the 1964-1966 models, sitting above a massive taillight that spanned the entire width. Sequential lighting for turn signals was retained.

A chrome strip along the lower body seamlessly linked the front and rear bumpers. Vent windows were removed, and the rear quarter windows now slid horizontally into the roof pillar for quieter operation.

Inside, Thunderbird enthusiasts noticed a strong design continuity. The 1964-introduced flow-through ventilation system was retained in the new model. The dashboard featured more traditional gauges but still extended into a large center console, and the rear seats maintained their wraparound design. The swing-away steering wheel now included a tilt function. An optional overhead console light alerted drivers to open doors, low fuel, or unfastened seat belts.

A growing focus on safety led to the addition of flexible rubber grab handles, recessed sun visors, and shoulder belts, introduced a year before they became federally mandated. Small rubber fins on the front fenders were initially included but removed early in production.

The Thunderbird lineup started with a hardtop featuring a painted roof and extended to the 'Landau' model with a vinyl top and faux landau irons. The latter lost its distinctive blind-quarter roofline from 1966, appearing slightly awkward as the new body lines lacked a natural break for the vinyl covering.

Despite this, Landau models outsold hardtops by more than double. The convertible, whose sales had declined steadily since 1960, was phased out. Ford introduced a unique Thunderbird variant to take its place.

The concept of a four-door Thunderbird wasn't entirely novel. As far back as September 1955, Ford designers had created a 1958 'Squarebird' prototype as a four-door hardtop. In May 1964, early in the 1967 program, Boyer's team produced a full-scale model of their Thunderbird as a four-door hardtop, featuring short rear doors, wide rear roof pillars, and a 'black cherry' paint job.

One day, Bordinat brought Lee Iacocca, then Ford Division's general manager, to view the design. Boyer recalled: 'Iacocca's cigar glowed as he examined it, and we knew black cherry and candy apple red were his favorite colors. ... [He said,] 'Let's finalize this. It's our convertible replacement.' Gene gave us a subtle wink. ...'

The four-door model sold 24,967 units in 1967, accounting for 32 percent of Thunderbird production. The convertible hadn't reached 10 percent since 1963.

In the initial design, the rear doors were hinged traditionally at the B-pillar. Ford engineer James K. Wagner remembered financial executives joking that the four-door Thunderbird could pass as a Lincoln if the door handles were reversed. The final production model featured rear-hinged doors, similar to the Continental.

However, on the Thunderbird, a portion of the roof's wide sail panel extended into what would typically be window space, opening with the door to create a more compact look. The standard vinyl top and landau bars helped conceal the seam. The Thunderbird's frameless door glass sealed against a narrow center pillar. Halderman noted that the Continental's reverse-hinged doors and pillarless design had caused significant issues, and Ford engineers aimed to avoid repeating those problems.

To learn more about the 1967 Ford Thunderbird, proceed to the next page.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1967 Ford Thunderbird

The 1967 Ford Thunderbird underwent both a complete redesign and re-engineering. It shifted from unit-body construction, shared with earlier models and big Lincolns, to a body-on-frame design based on the full-size Ford platform.

The new Thunderbird adopted most of the big Ford's mechanical components, including its all-coil suspension and sections of its frame. The side rails were shortened to achieve a sportier 114.7-inch wheelbase for the two-door model and 117.2 inches for the four-door. This was slightly longer than the 113-inch wheelbase of the 1958-1966 Thunderbirds but still more compact than the 119-inch Toronado and Riviera.

Remarkably, the larger, body-on-frame Thunderbird weighed 138 pounds less (in two-door form) than its unit-body predecessor. The only components retained from the previous model were the standard 315-horsepower, 390-cubic-inch V-8 and the optional 345-horsepower 428-cubic-inch engine. The shift to body-on-frame construction likely complicated production at the Wixom, Michigan, plant, where Thunderbirds were assembled alongside unit-body Lincolns. Frames began assembly upside-down on a new line, with suspension parts attached before being flipped and transported via conveyor to final assembly, where they merged with Lincoln unit-bodies on specialized fixtures.

Car Life praised the 1967 Thunderbird as 'slicker, quieter, and smoother than any previous model.' However, Car and Driver expressed skepticism, calling it 'a sharply styled, slightly smaller Galaxie with all the trimmings.' They appreciated the improved interior but criticized the four-door test car for limited visibility. 'Once on the road,' they noted, 'the Thunderbird feels like any other large domestic car, excelling in quiet 70-mph cruising but prone to understeer.'

To learn more about Ford's choice to avoid unit-body construction for the 1967 Thunderbird, proceed to the next page.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1967 Ford Thunderbird and Unit-Body Construction

Progressive automotive designers understood the logical necessity of adopting unit-body construction for the 1967 Ford Thunderbird. Nash and Hudson had already demonstrated its feasibility, and Chrysler had undertaken a significant initiative to unitize much of its lineup by 1960.

Henry Grebe, Ford's body engineering director, was convinced that all Ford, Mercury, and Lincoln models would eventually adopt unit-body construction. However, not everyone at Ford agreed, leading the company to proceed cautiously, transitioning one or two models at a time. They prioritized vehicles that would benefit most from the change.

Unit-body construction was ideal for the 1958 Thunderbird, the first four-seat model, as it allowed for more interior space within a sleeker design. Lincoln also adopted unit construction in 1958, aiming to gain a technological advantage over Cadillac and revive sluggish sales.

Ford established a new facility in Wixom, Michigan, dedicated to assembling Thunderbirds and Lincolns, which shared components like cowls, windshields, and certain body parts.

Unit-body construction was also logical for smaller vehicles, leading Ford to adopt it for the 1960 compact Falcon and the 1962 mid-size Fairlane. However, for the crucial full-size models, Ford executives hesitated and developed both a traditional body-on-frame and a unit-body version simultaneously.

Engineer Jim Wagner noted that these projects were already in progress when the 1961 Pontiac debuted, featuring a sturdy body mounted on a flexible perimeter frame. This design offered the strength of unit-body construction with excellent sound insulation, prompting Ford to enthusiastically embrace this hybrid approach for the 1965 full-size Ford and Mercury.

The 1965 Ford could be seen as a unitized (or 'rigidized') body with a full-length subframe to isolate the suspension and drivetrain. All 14 body mounts were positioned either in front of or behind the passenger area, significantly reducing noise, vibration, and harshness.

A well-known advertisement claimed the 1965 LTD was quieter than a Rolls-Royce Silver Shadow. While tests showed the Ford was actually much quieter, the ad agency adjusted the results to make the comparison more believable.

Wagner explained, 'Given that success, it was inevitable that Ford's larger cars would follow the same approach.' This construction method was later used for the 1967 Thunderbird, the 1970 Continental, and even the 1972 Torino.

Continue to the next page to explore the Ford Thunderbird's evolution into the 1968-1969 models.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1968-1969 Ford Thunderbird

The 1968-1969 Ford Thunderbird saw several upgrades and enhancements. Ford introduced the more robust 429-cubic-inch V-8 as the top-performance engine, replacing the 428, and by early 1969, the 390 was also discontinued.

To meet government emissions standards, the car included a preheated carburetor air system and ignition adjustments. Standard front disc brakes now used floating calipers, windshield wipers moved in parallel, and the vacuum headlight system was redesigned to keep the doors open in case of failure. Squeeze-style interior door handles improved safety and convenience.

For the first time, Thunderbird buyers could opt for a bench seat. This followed General Motors' trend, as the Riviera had offered standard bench seating since 1966 and the Toronado introduced bucket seats as an option in 1967. While 57% of two-door Thunderbird buyers chose bucket seats, 79% of four-door buyers preferred the bench.

Externally, the most noticeable change was the addition of federally mandated side-marker lights. To maintain a sleek design, the 'Thunderbird' script was incorporated into the rear marker-light bezel, and the front light also served as an optional cornering beacon.

A narrower lower-body molding no longer extended the entire length of the car. The redesigned wheel covers, with finer ribs, created an illusion of motion even when stationary.

The grille became more intricate, divided into 32 box-like sections, each featuring a small bird-in-a-box logo above the headlight doors. At the rear, the bright panel across the taillights was replaced with a black finish, and a large bird-shaped emblem took the place of the Thunderbird lettering. Landau models featured faux alligator skin on the roof. A planned four-door 'town sedan' with a painted roof, set for release in January, was never produced.

The blind-quartered Thunderbird Landau coupe made a comeback in 1969. Hardtop models kept their 1967-1968 roofline with small quarter windows. An electric sunroof, still rare for American cars, was added to the options list. For the first time, bench seats outsold bucket seats across all three body styles.

The large bird emblem reappeared on a simplified grille, now split into just eight sections. At the rear, individual taillights, flanking a single large backup light, were integrated into the trunk lid's contours (reminiscent of the 1964 design). The rear side-marker light became less noticeable, and the rocker molding gained ribbed detailing.

Around this time, suspension updates lowered all Thunderbirds closer to the ground, while two-door models received stiffer springs, larger shocks, and a thicker anti-roll bar. (Both Car Life and Motor Trend noted these changes for 1969, though the Ford Master Parts Catalog for 1965-1972 indicates the updates began in 1968.)

In February, Car Life tested a Thunderbird and noted its handling was still characterized by understeer, though its braking performance from 80 mph was superior to 'nearly all cars sold in the U.S.'

That same month, Motor Trend compared a two-door Landau with a Mercury Marauder X-100, Buick Riviera, Oldsmobile Toronado, and Pontiac Grand Prix. They found the Thunderbird's handling 'significantly improved' but not quite matching the Toronado and Grand Prix.

Despite its enhanced suspension, the Thunderbird outperformed its GM rivals in ride smoothness and cabin quietness. It also had superior braking, the most comprehensive instrumentation, and mid-range acceleration. The editors concluded, 'In our opinion, the Thunderbird is the best all-around car.'

To explore the 1970 Ford Thunderbird, proceed to the next page.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1970 Ford Thunderbird

According to Wagner, Ford's ambitious plan for the 1970 Thunderbird involved an all-new Fairlane/Torino featuring a self-supporting body and a flexible frame akin to the full-size Ford's. Dearborn also reportedly considered developing a new Thunderbird based on this mid-size platform. This concept would have likely appealed to Semon E. 'Bunkie' Knudsen, whom Henry Ford II appointed as Ford Motor Company CEO in early 1968.

Bunkie, who had previously led Pontiac and Chevrolet, left General Motors when his career plateaued. At Ford, he questioned the Thunderbird's identity as a large, sporty luxury car sold through a mass-market division.

Aware that Pontiac was transitioning the Grand Prix to a mid-size platform for 1969, he believed the Thunderbird could benefit from a similar shift. Though not a designer, he actively influenced studio decisions, advocating for bold front-end designs (dubbed 'Bunkie Beaks') and expansive rear sections.

He persuaded engineers to allow stationary sheet metal in front of the hood—a concept popular at General Motors for design versatility but previously rejected by Ford engineers due to concerns about assembly complications.

He had a fierce rivalry with Lee Iacocca, who likely felt he should have had Knudsen's position. After a heated dispute in September 1969, Henry Ford II fired Knudsen. However, by then, Bunkie had already influenced the Thunderbird's design.

Delays from other projects, such as the Maverick, 1969 full-size cars, the 1970 Continental, and the 1971 Pinto and Mustang, postponed the new Torino until 1972. For 1970, the Thunderbird kept its full-size platform and 1967-1969 body structure, including the same door and rear-quarter panels.

However, the designers introduced a completely new front end, featuring the sharp grille and exposed headlights Knudsen had envisioned for the upcoming model. Two-door versions sat 1.4 inches lower, thanks to a shorter windshield and a sleek, semi-fastback roofline that slightly reduced headroom. The suspension was adjusted for standard radial tires, enhancing both comfort and handling.

The radio antenna was integrated into the windshield, wipers were hidden under the hood's edge, and electrical and vacuum systems were streamlined. The Thunderbird also adopted Lincoln Continental Mark III's sound insulation. Inside, both front and rear seats were upgraded, and optional bucket seats now included built-in headrests.

To match the Thunderbird's sportier look, the three-window body style was discontinued. Ford's sales materials still mentioned a two-door Landau, but it was essentially a two-door hardtop with a vinyl roof, lacking landau bars. (Some records indicate a unique body code for the 1970 Landau, suggesting distinct sheet metal, but the Master Parts Catalog does not list such a roof or a shorter deck lid.)

Alongside the redesign, Ford introduced new testing methods at Wixom. The 12-mile road test was replaced by automated test stations within the plant. While less traditional, this approach removed driver bias and sped up defect detection by keeping vehicles near repair areas.

After assembly, cars underwent a water test to check for leaks, followed by a Merrill Aligner that measured camber, caster, and toe-in while simulating 50 mph on rollers. Seven Clayton chassis dynamometers tested rear-wheel torque, braking, emissions, and transmission smoothness. Air conditioning systems were also evaluated.

Next, Thunderbirds moved to wind-noise cells, where trunklids were sealed and interiors pressurized. Technicians used stethoscopes to detect leaks around windows and doors. Lighting was checked in a low-light station, and cars were driven over a pit for further leak inspections. Daily, 20 cars were road-tested, with five undergoing a 'shake-rattle' audit.

To learn about updates for the 1971 Ford Thunderbird, proceed to the next page.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1971 Ford Thunderbird

The blind-quarter Landau made a comeback in 1971, and three chrome bars across the grille set the 1971 Ford Thunderbird hardtops and four-doors apart from the 1970 models.

Facing this older Thunderbird, General Motors introduced a fully redesigned and re-engineered Toronado and Riviera. Both had softer suspensions, leaving the Thunderbird with a firmer ride compared to its GM rivals for the first time.

Motor Trend noted that body roll was better managed in the GM models, and the Riviera accelerated to 60 mph faster than the Thunderbird. However, the Thunderbird caught up and surpassed the Riviera, completing the quarter mile in 16.25 seconds at 86 mph.

The Thunderbird also achieved the fastest and most precise braking. Motor Trend praised its 'Cave of Love cockpit ... with button-tufted brocade cloth upholstery ... .' In contrast, the Toronado felt 'Spartan.'

'One gets the impression that the T-bird is on the verge of a new direction,' Motor Trend hinted, 'but hasn't yet decided on the exact path.' In reality, the path had already been determined, and Halderman credited Bunkie for the decision. 'Every time we made it bigger,' Halderman recalled, 'sales improved slightly, and its appeal widened a bit more.'

When the mid-size models debuted in 1972, the Thunderbird and Continental Mark IV shared an extended version of their mechanical platform. However, with a 120.4-inch wheelbase and a weight of 4,420 pounds, the 'mid-size' Thunderbird was actually longer and slightly heavier than its 'full-size' predecessor.

The unpopular four-door was discontinued, leaving only a single body style: a boxy, angular two-door hardtop with subtle design nods to its sleeker 1970-1971 predecessors. Sales climbed to 57,814—the Thunderbird's best since 1968—then surged to 87,269 in 1973. The one-millionth Thunderbird, a copper hardtop with special badges on its landau bars, was produced at Wixom in 1972.

Ironically, Lee Iacocca was among the most pleased with Bunkie's final Thunderbird. 'The bigger it got, the more he liked it,' Halderman noted. 'I doubt Lee would ever admit it, but I believe he learned a great deal from Bunkie.'

Continue to the next page to see how the 1967-1971 Ford Thunderbirds fare in the collector's market.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1967-1971 Ford Thunderbirds as Collectibles

The Vintage Thunderbird Club International (VTCI) only recognized the 1967-1971 Ford Thunderbird as collectibles on par with the 1958-1966 models in 1995. In the meantime, owners of later Thunderbirds established their own clubs, such as the Heartland Thunderbird Club and the International Thunderbird Club.

'The 1967 models featured enhanced engineering, superior styling, and popular features like hideaway headlights,' said John Ryan, VTCI's technical advisor for the 1967-1971 generation. 'However, discontinuing the convertible upset loyal Thunderbird fans, who were still nostalgic for the [1955-1957] two-seater.'

VTCI President Alan H. Tast has a different perspective. 'The 1967-1971 Thunderbirds aimed to be luxury family cars, competing with the Riviera and Eldorado, but struggled to match the excitement of GM's offerings.' Yet, this 'conservative design approach' contributed to their commercial success. 'They realized that extreme styling, as seen in 1961, wasn't the right path.'

Over time, Thunderbird enthusiasts have grown more appreciative of the 1967-1971 models. 'In recent years,' Ryan noted, 'interest in these cars has surged. However, few remain. The 1958-1960 models were being collected as early as 1968, when they were just eight to ten years old and often in good condition. In contrast, the 1967-1971 models were durable road cars and were often driven until they were beyond repair.'

Ryan noted that 899 of the 1967 two-door hardtops are still known to exist, with similar estimates for the 1968-1971 models. Four-doors, he added, 'are even rarer.' His 1967 hardtop was recently valued at $8,500, and other Thunderbirds from this era have been listed in Hemmings Motor News for as much as $10,000.

To discover models, pricing, and production figures for the 1967-1971 Ford Thunderbird, proceed to the next page.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search

1967-1971 Ford Thunderbird Models, Prices, Production

When Ford designers started planning the 1967 Thunderbird, General Motors already had several large personal-luxury coupes on the market, with more in development. Ford decided the Thunderbird should match their size. With updates, this model continued through 1971. Below are the specifications for the 1967-1971 Ford Thunderbird:

1967 Ford Thunderbird Models, Prices, Production

1968 Ford Thunderbird Models, Prices, Production

1969 Ford Thunderbird Models, Prices, Production

1970 Ford Thunderbird Models, Prices, Production

1971 Ford Thunderbird Models, Prices, Production

Source: Encyclopedia of American Cars, by the Auto Editors of Consumer Guide, Publications International, Ltd., 1996.

For additional details on automobiles, explore:

• Classic Cars
• Muscle Cars
• Sports Cars
• Consumer Guide New Car Search
• Consumer Guide Used Car Search