First launched in 1955 as a sporty convertible, Thunderbird remained the most popular model, for more than 40 years. The first personal luxury car in the world, Tbird sold more than a whopping 4 million cars for over 10 generations. The 11th generation, however, brought the doom of the whole era of this insanely famous model of all time. Although some still think the last Thunderbird was way ahead of its time, it proved to be a flop in the market. Disappointed with the way Retrobird fell flat, Ford discontinued the iconic series in 2005.
The lineup used to sell like hot cakes till the early 1990s when buyers gradually started shifting away from soft riding cars to SUVs, minivans, and trucks. Sales started slowing down! Ford announced that it would take down the Tbird away after 43 fun years, as the NY Times reported on March 18, 1997. Interestingly, Ford also said that if they ever bring it back again, it would have to make sound business sense. Unfortunately, when they did (bring Thunderbird back) in 2002, they could not manage to deliver. Ford was mistaken that people would lap it up just for nostalgia. However, the resurrection attempt proved to be futile because of a range of factors like ridiculous prices, copy-pasted designs, un-innovative interiors, poor performance, weaker engine, small size, etc.
The only thing that can help a Ford Thunderbird hit home again, is an absolute spin, a total revamp of almost everything they did wrong with the newer models like 2002 or 2003 Retro Ford Thunderbird.
Performance & Luxury
The Retrobird, or, the MN12 Tbird lacked that distinctive style, powerful performance, and luxurious aura of the older versions. They drove okay, but, were slower and not exciting enough. In a review series by genuine owners on VehicleHistory, many owners complained that the newer models gave very poor gas mileage.
While Tbird was indeed a small 2 seater car when it was launched first, its sales had amped up only after the size and number of seats were added in the second year, after the release. Ford didn't remember this fact, and relaunched a small size car with cheap interiors and fewer amenities, at an MSRP equivalent to Lincoln and high-end counterparts. Resultantly, people didn't buy it. At this point, Ford could have modified the cars, but, it did nothing of that sort.
Interiors should match the price and paint quality needs to be improved too. Intricate work needs to be done if they want to bring it back again and call it a personal luxury coupé. In current times, Tbird can only be successful if it is enough luxurious, to have its own market base.
The X factor of Thunderbird was a beauty, with brains to pull it off. It wouldn't be an exaggeration to say that its style and iconic design gave it the immense popularity and legendary status. Retrobird was pure style over substance. Style that didn't fit in! This is another area where Retrobird lagged. Stripped off of its sexy curves, gorgeous fins, and all the healthy weight, Thunderbird became one of the most disappointing cars Ford ever made. Many fans called it bland and underwhelming.
Simply copying the 50s free-spirited design will not revive the car in this age laced with regulations and whatnot. No one can do the job except an innovative, passionate designing team who thinks like Thunderbird, but, understands the current trends and buyer mentality too.
The Engine & Power
Weak engine, poor performance, and tricky transmissions pushed it further down. 3.9-liter V8 engine derived from Jaguar, was a short-stroke version. It produced only 252 horsepower. Next year, they added a variable valve boosting the power up to 280 hp. And although it hit 0-60 mph in 7 seconds, it was slow to respond, because of problematic transmissions. Ride was bumpy and noisy (when in full acceleration) too. This is why Ford won't bring back the Thunderbird again.
In an online review, The Motorists explains that the car (Tbird) is as dead as Rudolph Valentino. The model needs to be equipped with a powerful engine and transmission issues need to be sorted.
Price Needs To Be Worked Upon
Price plays a big role in deciding the fate of a car. Retrobird was way overpriced for what it delivered.
While Retrobird could be a good car at $ 30K, the wrong pricing model left it to be an average car at $ 40K. Unless Ford can do a full spin on Tbird and set its price accordingly, it will not succeed. A price range between the Mustang and the GT supercar might just do the job, possibly.