1978 Lincoln Versailles: Mini Me Luxury in Wedgewood Blue

Picture it: 1977. Lots of traditional American rolling stock. None of the Big Three were particularly aping Europe like now, or killing off sedans and coupes and convertibles for crossovers. Nope, lots of sedans, coupes, station wagons. OK, convertibles were on the wane with the 1976 Eldorado being the last of its kind—for a few years, anyway, till Lee Iacocca brought it back with the ’82 LeBaron, but still. Lots of options, lots of body styles. It was truly a different time.

This isn’t my first foray into Versailles history, but I’ve always had a soft spot for them. And despite all the folks who’ve never driven one or been within 50 feet of one, who stubbornly insist “It’s just a Granada,” may I say: Not exactly. And its formula of ‘use a standard family car, spruce it up and offer as a luxury model’ is nothing new. Not today, not in 1977. Cough cough, Lexus cough.

The Versailles was clearly a response to the 1976 Cadillac Seville. And while many folks may tell you the Seville was created to compete with Mercedes-Benz, it was really a response to years of requests that the brand create a smaller model.

That the Seville outsold ALL Mercedes models imported to the U.S. was just icing on the cake. Kind of makes the folks saying it was just a Nova look a teensy bit foolish, hmm?

But I digress, once again! At any rate, the 1977 Versailles was based on the new family cars, the 1975 Ford Granada and Mercury Monarch. Though to be perfectly frank, deep beneath the metal, trim, and upholstery, those cars were essentially riding a 1960 Ford Falcon chassis, believe it or not.

But even the Granada and Monarch could be specified in pretty ritzy trim. The Ghia models in particular were quite nice, and could be had with spiffy aluminum wheels and even leather seating. So they weren’t exactly Pinto MPGs or Mavericks, even if one were to take the tired ‘just a Granada, dagnabit!’ schtick.

But while the Seville was sufficiently changed via a wheelbase stretch and its own sheetmetal, the Versailles was clearly derived from its more common siblings. That said, it was still far more luxurious, and ushered in some new technologies still seen today in American cars.

As my ’77 Versailles brochure (complete with vellum pages!) relates, “Lincoln Versailles. An investment in engineering.”

“Selected elements of the drive train are precision-balanced with the elements next to them. Each engine is hand-matched to its Select-Shift automatic transmission. The driveshaft, the rear axle, the brake rotors, each wheel and its tire are all matched for balance to help minimize interior disturbances that may originate in the drive train.”

“The result is an automobile surprisingly free from vibration; one reason why, on the road, Versailles feels like a much larger car. Smooth. Quiet. Strong.”

“The hushed quiet inside Versailles is partially due to over one hundred pounds of sound insulation. And, as on Mark V, door opening overlap joints are specially finished to provide a smooth, even surface for wide rubber seals.”

“Eighteen ounce woven carpeting is molded over thick padding. Door armrests and instrument panel are richly upholstered in leather. Inserts bear the woodtone look of walnut. Luxury details in the Lincoln tradition.”

Other refinements, far above even the nicest Granada Ghia or Monarch Ghia, included a double cardan coupling for the driveshaft, four wheel disc brakes (per my friend Jeremy Shiffer: “The story of a gussied up Ford Granada that’s so bad, that even today their rear ends are coveted by hot rod & custom car builders—I’m being sarcastic of course!”), Clearcoat paint finish (a first for American cars!), 351-CID V-8, tinted glass, power windows, Cartier-signed digital clock, triple note horn, forged aluminum wheels, padded vinyl roof, and other refinements.

The 302 V-8 was standard on California cars and those going to high-altitude areas. Overall length was 200.9″ with a 109.9″ wheelbase. Curb weight was 3922 lbs for 351-equipped cars, 3880 lbs for those with the 302.

Of course all this refinement meant it was a bit dearer than your average loaded-up Granada Ghia—the base price was $11,500. And despite its Seville-fighting intentions, sales were much lower, to the tune of 15,434 units. To compare, 1977 Seville sales were 45,060—not even close.

But they were still pretty nice luxury cars. The biggest problem was likely the roofline being identical to the Granada/Monarch. That was rectified in 1979 with an all new, much more Lincoln-like formal roof, and sales improved to the tune of 21,007 units.

But even in 1979 the Seville, in its fourth model year, still handily outsold it, with 53,487 deliveries. And Versailles sales only went downhill after 1979’s high, with only 4,784 1980 models built before the Versailles nameplate faded away for good.

But I still like them, and was very happy to see this showroom-fresh ’78 at the LCOC show in Springfield, IL last September.

1978 Versailles sales nosedived, by the way. Price was up over ’77 to $12,529, and sales fell to 8,931 cars.

When I was a kid, one of our ‘boat neighbors’ at the marina had a Versailles like this, only in white with a white top and dark red interior. I guess it made an impression on me! It was great to see one this nice. Especially with the most excellent optional moonroof!