The 1974 Ford LTD was a top-of-the-line full-size car with an unbeatable price

"Everything about LTD reflects success," read the opening line in factory literature that introduced Ford’s top-of-the-line full-size car for 1974. More than four decades later, we crossed paths with this seemingly all-original 1974 LTD pillared hardtop—the fancy lingo for a four-door luxury sedan—gleaming with the very traits that the ad team pitched to the public when new.

The leading edges of the fenders were indeed crisp, highlighted by well-defined lines that transitioned into the rest of the bodywork. The clean styling was exemplified by a tasteful application of delicate trim, yet a bold, fully chromed grille—flanked by quad headlamps in a matching bezel motif—was akin to the long-gone days of prominent elegance. Wire wheels with white-stripe tires and a vinyl roof spoke of smooth comfort.

This car’s interior benefited from the division’s couch-like “Deep-Cushioned low-back bench seat” enveloped in ornate cloth-and-vinyl upholstery, with primary and auxiliary controls a comfortable distance from the driver. A few key options, including air conditioning and a 400-cu.in. V-8 engine (refer to the seller’s description for more details), enhanced its appeal. And with no apparent corrosion, dings, scratches, or tears easily spotted inside or out, the $6,900 asking price affixed to the window was enough to evoke a new-car-shopping-of-yore flashback.

Image via the Old Car Manual Project.

Ford’s 1974 full-size models were issued with a slew of standard features, including a two-barrel carbureted 351-cu.in. V-8 backed by a SelectShift Cruise-O-Matic, power front disc brakes, power steering, radial tires, retractable lap-and-shoulder belts up front, a sound package, loop-pile carpeting, unique interior trim, a full “woodtone” instrument panel, and more. All for a base price below $4,300 (excluding wagons). It also received a new 5-mph rear bumper as phase two of the government’s mandated safety regulations, but Ford’s stylists had managed its addition less clumsily than others.

In 1973, the full-size line, still led by the LTD and LTD Brougham, had welcomed a vast redesign of the body. Gone was the deeply recessed grille and prominent grille bump out, both replaced by a considerably refined—dare we say conservative—front fascia. The pronounced body lines molded into the flanks were smoothed over, and the leading edges of the fenders, along with the quarter panel crowns—were sharpened. Additionally, the greenhouse adopted the same styling found on the upscale Mercury, which provided a smoother transition for the new bodywork.

In theory, 1974 output should have been on par with 1973, since the cars were largely carryovers. What got in the way of Ford’s rosy-tinted outlook was OPEC’s oil embargo, which reduced full-size output to 519,916 cars, 221,969 of which originated from the LTD line.

Today, cars from the 1970s face a sad stigma: that they’re bulky, underpowered, trouble-prone, earth-tone metal slapped together by Detroit when quality control was becoming problematic.

A lot of that may be true, but its generic application to everything is an unfortunate assumption. Compelling cars were built while outside forces were manipulating designs. Baby Boomers were maturing, and, among the cars they raised a family with, were full-size steeds such as the LTD. Those once-young kids that rode in the back seat have fond memories of their own and have since begun to rekindle their youthful memories with these “malaise” cars. Additionally, clean, affordable examples like this LTD can entice the next generation into the hobby.

1974 FORD LTD PILLARED HARDTOP

Asking price: $6,900

Seller description: “400 V-8 automatic; power steering; power brakes; air conditioning; rear defogger; cruise control; tinted windows; delay wipers; dual outside mirrors; door edge guards; trunk lamp. 90,000 original miles; garage kept. Sold new at Hal Lowry Ford in Chambersburg, Pennsylvania.”

Why buy? 1970s full-size Fords are approachable, easy to own, and have no trouble keeping up with modern traffic.

Production: 72,251

Base price new: $4,299

Today’s dollar: $23,912

Value today: Low $1,500; Average $4,000; High $7,500