The idea of “low-cost luxury” is certainly a funny sounding one. Nonetheless, a popular notion that has found its way into the marketplace time and time again. In the case of Detroit’s full-size offerings, terms like ‘glamor’ and ‘luxury’ had already been applied to their late ’50s and early ’60s upper trims. But the concept had never materialized as it did when the Brougham Epoch arrived in ’65, all thanks to Ford’s LTD trim. Its arrival was a market-defining phenomenon, creating a template that was quickly adopted and became widespread.
So, with the formula quickly taking over the market, why not take a look at these forefathers of the genre?
Now, behind the scenes, these new packages were a way to revive what was a waning segment. By the early ’60s, the fragmenting marketplace offered buyers much from where to pick from. The standard full-sizer, with a healthier margin profit, was starting to lose its luster. While still selling by the bucketloads, their market share was on a downward slope, as told at CC before.
So these new “low-cost luxury” models arrived, ready to add some sizzle to the segment. No longer, did you need to leave Ford’s or Chevy’s cozy dealer to get your “luxury offering”. It was quite a concept.
With that in mind, how about we take a look at these early “low-cost luxury” offerings and see how they fared against each other? And while doing so, why not daydream about your pick out of this lot?
The 1965 Ford LTD
Leave it to Ford and their knack –at the time– to identify new markets. The LTD was a Lee Iacocca conception once again; a low-cost luxury vehicle, aimed at the middle class to give all a taste of what society’s upper crust enjoyed. It was a radical notion; ‘luxury’ available to the many.
Iacocca was hoping to capitalize on how different the ’65 Ford full-sizers felt and rode, vehicles on which the company had spent a pretty penny. The new cars boasted much-revised suspensions that vastly improved handling and road behavior. Meanwhile, body integrity was greatly enhanced and noise levels were notably below those of any previous Ford, the result of new assembly methods in aligning body and frame.
So, with so much invested and improved, why not flaunt it to the world? Especially with a new luxury package?
As such, the LTD moniker first appeared as the Galaxie 500’s top trim; available as 2-door or 4-door hardtops. A model that as period reviews stated was created as “an unabashed luxury vehicle” and had the feel of medium-priced brands. The one weak link on those period reviews? Ford’s Cruise-O-Matic; which couldn’t match the smoothness of GM’s automatics, nor the flexibility of Chrysler’s TorqueFlite.
On arrival, the LTD had the “fine fabrics and tailoring of a far more expensive car.” Standard fare was the upgraded interior upholstery and door trim, outside badges, and unique wheel covers. The standard power mill was Ford’s 289 V8, but beyond that, options were sweeping (brochure image above); among those the now-emblematic vinyl top. Engine choices included the 352, 390, and 427 V8s.
The LTD’s base price of about $3300 or so dollars could climb up to $4,500. Numbers that at the time, were “a lot of money for a Ford”. But between the car’s goods and Ford’s PR, the model quickly caught the public’s fancy. For ’65, over 110K LTD labeled Galaxies found a home, and by ’67 success had been such that it became a separate model.
A ’66 LTD, still providing 1960s-style luxury in modern Washington. Photo from the Cohort by Rui Meireles.
The LTD’s idea of a ‘luxury’ car became harder to accept later on, as the model declined in popularity and execution in later years. But upon release, reviewers praised it as the “The Best Ford Ever Built”.
For more on the LTD, CC’s take is found HERE.
1965 Chevrolet Caprice
With the LTD formula being an easy one to emulate, Chevrolet was not going to remain on the sidelines for long. As such, the bowtie’s new luxury-oriented trim arrived in February ’65, officially the Caprice Customs Sedan. The new trim taking the upper echelon in Chevrolet’s roster, and available as a 4-door hardtop for that year.
The Caprice added some sizzle to the ’65s revamped lines and combined elements of the division’s Z-18 and SS packages, plus the expected Brougham goods. As such, the Caprice arrived with a plusher interior, wood veneer trim, richly patterned fabrics, and padded seats. Exterior touches included Super Sport wheel covers and a standard 283CID V8. Other updates in the model included a heavy-duty frame to improve chassis integrity and revised suspension settings for better handling.
Just like the LTD, options were plenty; with “14 power teams” just in drivelines alone. Engine choices included the 327 and the new “big block” 396; coincidentally arriving at the same time as the Caprice. The 396 combined with the optional THM 400 automatic “…made for a terrific combination on this car, arguably the best drive train in that engine size on any of the popular-priced Big Three cars.”
Elsewhere, accessories offered enough choices to make the Caprice a car built to “suit your individual motoring taste.” From the vinyl roof covering, to power steering, brakes, windows and more.
There was little to fault on the Caprice’s package and it easily gained the public’s favor. After the short ’65 year, the Caprice would become its own model and jump to the segment’s lead in sales. It would also prove to be a long-lasting nameplate, even outlasting the genre-defining LTD.
For more on the Caprice, CC’s take is found HERE.
1966 Plymouth VIP
It may have taken it a bit longer, but Chrysler wasn’t going to stay away from the Brougham action. And for ’66, their “low-cost luxury” fighter arrived in the form of the Plymouth Fury VIP. A Very Important Plymouth for Very Important People?
Now, the VIP was the first model to show that if the Brougham concept was easy to copy, it wasn’t a surefire formula. After all, the VIP arrived looking the “low-cost luxury” part quite diligently, but failing to gain much of an audience. But not from lack of effort on Plymouth’s part.
Launched in late ’65, the model was based on Plymouth’s Sport Fury. As per now-custom in the nascent genre, standard were the upgrades in the interior; plusher accommodations and enhanced fabrics, wood trim, and other nice touches. And then tons of options; from Auto-Pilot (Cruise Control), to A/C, to Disc Brakes and more.
Standard power came via Chrysler’s 318, with the optional 383 and 440 “Commando” mills available in different states of tune. A manual was offered, but the VIP could also be had with the much-commended TorqueFlite. And unique in the segment, the VIP’s suspension was via a torsion bar up front and leaf springs at the back –Chrysler’s customary, and favored setup among period reviewers.
Regardless of Chrysler’s resources, the public wasn’t ready to accept the model as an LTD contender. The VIP just didn’t catch on and quickly faded away, with 1969 being its last year of production. It sold an average of 17K units annually during its short run.
Still, the Brougham formula was to find its way into plenty of other products from the Pentastar. Ironically, the last champion of the fad by the early 1990s (Once again, thanks to the Iaccoca effect).
For more on the VIP, CC’s take is HERE.
Ambassador DPL
Let’s jump to the most obscure offering of these early Broughams, with the Ambassador DPL. Like a lot of American Motor offerings, the Ambassador DPL was a bit of an odd duck within the segment. To begin, it was the “smallest” of the group with a wheelbase 3″ shorter (116″ against the 119″ of the Big-3’s models) and thus, having smaller dimensions all around. It was also the sole one that offered a standard inline-6 –in keeping with American Motors economy credentials.
As such, the DPL offered the lowest entry-level cost of all the contenders; or the most low-cost of the “low-cost luxury” offerings.
Arriving for ’66, the model wore the distinctive ’65 Ambassador redesign. Offered as the ‘luxury’ option on the 880 and 990 hardtop coupe lines, the trim offered the expected accouterments of the segment.
Standard on the DPL package were the established interior trim upgrades, from reclining bucket seats with brocade fabric to nicer carpeting and brushed metal lower trim in the exterior. Options included real walnut trim, throw-away pillows, and black vinyl roof covering. Optional powertrains included the 287 and 327 V8s, the 4-barrel 327 being the most powerful offering in the model.
The DPL moved a paltry 10K units for ’66, and with the Ambassador being redesigned for ’67, it’s the rarest of this group. Should you find one, uniqueness would be its calling card.
So far, few of these elusive DPLs have appeared at CC. Though a ’69 was covered HERE.
So that’s our brief tour through these early “low-cost luxury” offerings. Did you all take notes to pick and choose?
Probably not. I suspect that many of you, like me, came with biases. And of the lot, I’m still inclined to the Caprice out of brand preference. Though reading through this, I do admit a newfound admiration for the original LTD. A test drive would be the best way to settle the matter.
Should any of you own one so I could give it a spin and make up my mind, do send me a line and let me know.
Related CC reading:
Curbside Classic: 1965 Ford LTD – It Launched The Great Brougham Epoch
Cohort Classic: 1965 Chevrolet Caprice – The LTD Reaction
Vintage Car And Driver Review: 1965 Ford LTD – Possibly The Best Ford Ever Built
A grade school classmate’s grandparents had a ‘66 Caprice coupe in black with an aqua interior. That car turned my head every time it went by. I’m pretty sure it didn’t have a vinyl top but I’m kicking myself for not remembering the engine call out. One of those definitely has a reserved spot in my lottery garage!
I`ll take a `65 LTD in maroon with a black vinyl top, air, power windows and the 390 engine. The deal maker is that ‘panty cloth’ interior in black. The nicest one of the bunch.
The standard trans on 1965 Caprice was not a 3-speed automatic, it was a 3-speed manual. The 3 speed automatic THM-400 was only available with the 396.
Fixed now. Thanks.
Given how the values of nice full size mid ‘60’s Chevys have skyrocketed, the LTD would be my choice. I’ve owned 2, a ‘66 and a ‘70, and man, these things do NOT handle well despite upgrading the suspension (fatter tires would probably help….)
AMC was hitting the brougham theme hard in ’65. One of those dealer training films showed the salesman how to get three different types of customer to move up to the “glamorous” 990H hardtop. An old miser, a prosperous businessman, and a “prim and severe” old lady. The salesman jollied the old lady, telling her it was time to “kick up your heels” and “feel young again” now that the kids were grown up.
The Caprice is a car I remember almost retroactively. First there was no Caprice, and then suddenly it seemed like almost every big Chevy was a Caprice. But the LTD came out with a bang. The ads, the image. And right on the heels of the Mustang. People weren’t sure about how to say the name and I recall hearing people refer to them as Ford Limiteds. VIP and DPL? No recollection at all – but that’s what CC is for.
I have a full-line Pontiac brochure from 1964 that features a Bonneville Brougham. Judging by the interior illustrations (not actual photographs) the car lived up to its name.
Was the ’64 Bonneville Brougham the first “low-cost luxury” brougham? I am sure it cost a bit more than the low-priced four, but it may have been the originator of the concept.
We have an in-depth article on the ’64 Pontiac Brougham here:
https://www.curbsideclassic.com/curbside-classics-american/automotive-history-1964-pontiac-bonneville-brougham-the-true-father-of-the-great-brougham-epoch/
There are no production figures available, as it too was an option package for the Bonneville, but it seems it was not very popular. It may well have been a/the inspiration for the ’65 LTD, but it certainly did not make much of an impact itself.
The pricing would have been somewhat higher than the LTD, but probably not all that much.
The LTD looks the most prestigious. When I owned a 72 LTD convert, friends frequently said it was a LaTiDa. My 72 Caprice Classic had evolved into a much more formal appearance, similar to Cadillac. As for the VIP, I liked it best as a coupe for 67 without the awkward roof treatment of the original. The days of aspirational cars with aspirational names. CAPRICE! LA Ti Da! And Very Important Plymouth (or Person).
I’ve mentioned elsewhere that the cars in this segment showed off their divisions’ respective places in the real corporate hierarchies – the LTD came first because Ford Division was the name-on-the-door and could traipse into Mercury’s turf with impunity.
Caprice was a fast response because while Chevrolet’s innovations were reined back to save room for B-O-P, their USA-1 sales slot was important enough to the 14th Floor that they had a standing OK to match Ford model-for-model.
The Plymouth VIP was the only relative flop because with nobody at either corporate or the dealer level to specifically advocate for Plymouth, it was seen mainly as a showroom draw for an extra few marginal customers to be upsold to a Chrysler Newport.
The Ambassador’s top trim level was THE top of the line, the most expensive car made by American Motors.
Make mine a Rambler Ambassador 990 DPL 2-door sedan. With the 232 six 2-barrel six and three speed manual with overdrive. I like to be a bit different.
Studebaker should be credited with the first in this category. The 1961 Lark “Cruiser” was a premium entry sedan, although in the smaller size.
To Paul N. Even before the Bonneville Brougham (I had a 1980) was the Pontiac Grandville ( I had a 74). Both beautiful upscale luxurious vehicles. Sadly No manufacturer now offers these, moving to glorified trucks! 🤮 🤮 🤮