5 Classic Car Nameplates That Deserve a Comeback
Ford CEO Jim Farley stopped by The Smoking Tire podcast earlier this month to talk vintage sports car racing, EVs, and driver assistance, so if you’re a fan of events like the Rolex Monterey Motorsport Reunion, you should give it a listen. We also took note of some of Farley’s comments about the new car market—comments specifically about cars rather than SUVs.
“I do not like generic cars and trucks,” said Farley as he railed against “appliance-like vehicles” while defending Ford’s decision to leave the sedan market. It’s a segment that Ford hasn’t completely written off for good, and he noted that there are good reasons to keep them in mind. “The bottom line is sedans are very aero[dynamic]. In a world where batteries are expensive,” Farley noted. “A sedan or a hatch is a great silhouette for aero.”
Farley didn’t commit to any future products, but did say, “If we do one, it’s probably gonna feel, look, and smell a lot different” than current offerings. One vintage nameplate he brought up was Fiesta, mentioning that Ford could make a more premium compact car relevant in the market.
After listening to this comments, we couldn’t help but wonder what such a car would look like, and how it would fit into Ford’s current lineup. With the recent resurrection of both Bronco and Maverick (the latter could have made a nice midsize sedan) there are a few nameplates we’d like to see considered for a possible return to production. Of course, while daydreaming about Ford resurrecting a few, we couldn’t help but pine for a couple other nameplates from Detroit that deserve a comeback.
XR4Ti/Sierra
When we spotted this beautifully customized 1987 Sierra built by JH Restorations, we were suddenly nostalgic for an ’80s car that never even happened here. We got the three-door Mercur XR4Ti in the States, but never the smallest Sierra, as Ford didn’t sell the full range of European-market Sierras in the United States. It’s time to fix that. There’s been a bit of a resurgence in ’80s style, so why not bring big wings back with a rally-inspired XR4Ti hot hatch at the top of the lineup? Let’s not let the Hyundai have all the fun.
Galaxie
Ford could lean into the futuristic Galaxie name and build a large, powerful sedan in the vein of the Lucid Air. Let designers go wild as they have with past concepts, like Lincoln’s L100 shown above. This was one of the first vehicles that came to mind when Farley mentioned a sedan with great aerodynamics. Add just a bit of height to the greenhouse, some smaller wheels, and shorten up the wheelbase just a touch and we can already start to see how a production version could look as a Ford.
Thunderbird
Ford has a history of adding a pair of doors to models that previously only had two. We’ll give them the mulligan and pretend the Mach-E was never affiliated with the Mustang name—yes, that dead horse is still taking a beating and it still bothers us. OK, OK, ignoring the Mach-E, the brand also built four-door Thunderbirds, so how about the Thunderbird name applied to a big, luxurious sedan like the more recent Continental Coach? The fifth-generation Thunderbird, available from 1967-1971, also had rear-hinged doors like the massive custom-built Continentals, so it wouldn’t be that big of a departure.
Of course, plenty of other companies are redefining their brands and restyling their lineup to reflect modern style and powertrains. How about a couple from GM?
Nomad
It’s been 20 years since Chevrolet showed off the compact Nomad concept, based on the same Kappa platform that gave us the curvy Pontiac Solstice and sharp Saturn Sky. We think it’s about time for the storied wagon nameplate to make a comeback, and we like the thought of it returning as a sporty compact. How about a Cadillac CT4-sized two-door wagon to help relieve some of the sting of losing Camaro?
Wildcat
The full-size Wildcat was Buick’s answer to the Impala. In the late ’60s especially, it was offered as an elegant muscle coupe that we still feel is underrated. We don’t have to imagine what a modern version would look like, thanks to Buick’s 2022 concept. This one is an EV and brings the personal luxury car into the 21st century. Buick has been without a coupe or sedan of any kind since the Regal ended production in 2020. We’d welcome one back if it looked like this sleek, comfortable fastback coupe.
History has given us plenty of great automotive nameplates over the years, which ones do you think are due for a return at Ford and elsewhere?
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I drive Raymond Loewy’s masterpiece, the Avanti. To those who own one, it’s the “microphone drop” of styling, created by a team of four designers over a few weekends in Palm Springs, with no committees or computers in sight.
I don’t want to see any of these names come back. Likely they would come back as some sort of appliance that has zero interest to me. Most manufacturers don’t seem to understand what brand equity means and at this point a lot of these brands have lost any real power.
Dodge Hemi Challenger
Forget the Buick Wildcat.
Anyone who bought one new is dead.
Today Buick WANTS to build compact SUVs for its core buyers…seniors who want a easy to get into, tall vehicle with good visibility and AWD in case it is snowing on the day of their quilt group meeting or doctors appointment.
And GM being GM, that means a slightly upscale Chevrolet.
The Buick you are thinking of…the maker of powerful bankers hot rods, Wildcats, GTXs, and ’63-65 Riverias and finally GNXs is as dead as Stutz.
Why can’t adverting executives do anything anymore? Everyone loved Chevelles, RoadRunners,fairlanes, Monte Carlos, Starfires, Caprices, Cougars,Regals, etc.
Even lousy cars sold like hotcakes with a decent name and this is one simple thing American manufacturers could do to combat Europeans and Asian imports, (what is a Camry for heaven sake???)
I think Cadillac owes it to former loyalists giving us a modern DeVille, DeVille, Eldorado, Fleetwood… Same goes for Lincoln. Town Car, the Mark Series, and other nameplates that could be a big, retro-tastic luxo barges for the huge population that has no interest in SUVS – CUVS. Heck, I’d entertain a long roof if a nice, US nameplate version of one showed its face. The aforementioned S&CUVs have been shoved down consumers throats for way to long. Bring back sedans, coupes, & long roofs to appease those of us wanting variety, style, & uniqueness!
What T-Bird concept car(show car ?) is the maroon one on the lead into this article ?
I’ve seen it a few times, but NO IDENTIFICATION except “Thunderbird” across it’s rear deck.
Any info on this one guys & girls ??
Maybe it’s just me thinking this but it looks like the car industry is a lot like Hollywood, with remakes of old movies (or old cars/nameplates) and not looking forward anymore. The engineering folks are pushing to evolve and grow but marketing is stuck in the Hollywood cycle which comes from letting bean counting MBA’s make decisions instead of just providing their (small but important) input so real execs can make final choices. The lack of proactive car guys at the tops of these companies means they product appliances more than advance auto design and growth.
Wow, that Wildcat is sharp!
Fifty-eight years after it debuted my 1966 Olds Toronado still looks like it came from the future. There was nothing else quite like it on the road then or now. It is quite the sensation at local car shows and cruise nights and it’s amazing how many people have never seen one before or had never even heard of it. As much as it is a rolling work of art, would I want to drive it every day??? HELL NO!!! Sloppy handling, weak brakes, 10 MPG on premium fuel and total absence of safety features (other than lap belts) confirm that its beauty is only skin deep. I love my Toronado as a historical artifact and as a technical and design milestone but I’m glad I don’t have to depend on it for regular transportation.
Apperson Jack Rabbit.
Turcat-Mery ‘Dogfish’. French, oc.
But of course, Wick! How quickly they forget.
How about a nameplate we all loved but was taken from us by the government…… Pontiac.
No, the “government” did not retire Pontiac. GM and the market did. Blaming everything you don’t grasp or approve of on “the government” gets old, Jim.
I have heard that the only reason they killed Pontiac and kept Buick was because Buick had very good brand awareness in China. A poor decision all around.
always loved the Jensen Interceptor name. the car as well. and finally found a nice one to buy
I have always been a fan of the Jensen Interceptors. Honking big Chrysler V8 backed by a Torqueflite automatic… sublime
Seriously? The ER-Forty?
First the auto makers must make a sedan. Then the design team needs to throw out the egg and sausage template and make a car that is not cookie cutter. Once that happens it gets a fitting name. None of this will happen in our lifetime, as unique does not sell, gimmicks do.
Geez, I dunno about that. The new Supra is gorgeous, and the little GR 86 coupe is sweet and affordable, and the GR Corolla is just a little hot rod and then we have the Corvette and Miata MX5….