It’s time for the third part of our R.A-S.H Thunderbird festival, and, well, so far it’s been a bit of a saga. Ford, looking to the future and mindful of the fact that the Seventies had seen energy crises and political unrest, had started trimming the fat off the T-Bird for the seventh generation, and had removed the remainder of the fat, most of the meat and a fair bit of bone for the eighth generation. And it hadn’t exactly gone down well.

Nope, they were going to have to have another stab at things to renew interest in their once-proud personal luxury flagship. And, boy, I’ll bet they’re glad they did.

Beat it and Give me all your lovin‘ were big hits this year; it’s 1983.

Though the ’83 ‘bird was once again based on the Fox platform, the way the car was marketed was completely different to how they’d done it in the past. Previously all had been splashy glamour-shots and portraiture of looksy couples. Everything trading on image and exclusivity (if you could believe it).

This time, though; the form is far more mature and workmanlike; heck, the brochure even has a “table of contents”.

“All Thunderbird engines benefit from a computer called EEC-IV, a fourth generation state-of-the-art, microprocessor based engine control system…….for optimum power, response and fuel efficiency”

Never before has stuff like this been mentioned in a Thunderbird brochure. This was a different kind of brochure, for a different kind of car. Common sense was at play, too. In the search for economy and power, for the first time the T-Bird would embrace the wonder of the Turbocharger.

“For those who are performance oriented. The Thunderbird Turbo Coupe is a world class touring car”.

For the first time in years, quoted power output figures were back and showed 145hp from the 2.3 litre turbo’d four, the same Pinto/Lima unit that would later grace the Americanised Merkur XR4Ti, and later still the SVO Mustang (with an intercooler glued on and 190 resultant hp). It was good, though, and returned some sportiness to the Thunderbird after, oh, at least a decade. Also, encouragingly, there was a 5-speed manual ‘box.

“Clean, aerodynamic lines characterize Thunderbird,  a shape in which form and function become one”

Ford had been using this line, or a variant thereof, for the last two generations; but here it was actually true. This was one of the very first obviously aero-styled American cars of the ’80s and much was being made of its newfound wind-cheating skills. 0.35CD was the quoted figure, not bad for the day. The car generally looked a lot happier than the eighth-generation; although the dimensions were similar the aero-‘bird wore its lines far more comfortably than the shoulder-padded, sit-up-and-beg 1980 model.

My favourite from this brochure is the Fila edition:

“Inspired by the world-famous sportswear. The FILA Thunderbird features…….. special red and blue bodyside and decklid tape stripes (that) terminate in a design that resembles the FILA logo.”

Well, a Thunderbird wouldn’t be a Thunderbird without at least one bad-taste package.

Now, I’m wildly annoyed at myself for not being able to find my ’87 ‘bird brochure which appears to have wandered off somewhere of its own volition. It’s upsetting as the Thunderbird received a substantial round of upgrades inside and out and leading to the Turbo Coupe gaining more power, but also granting it one of the most distinctive nose treatments of any Ford in living memory. As I can’t find the stupid brochure, make do with a reproduction I have put together of a centre spread from that publication; I’m pretty sure the words I’ve used are more or less verbatim to the original:

Towards the end of the ’84 brochure, it quotes:

“We’re determined to make the finest cars and trucks in the world. No exceptions”

Ford really seemed to be trying quite hard, or at least were telling everybody they were. The replacement Tenth Generation car really would be a test of their word.

We’re looking at it tomorrow.

(ALIOTB).

<Disclaimer:- All photos were taken by the author, (a guy called Chris Haining) and are of genuine original manufacturer publicity material, resting on the bonnet of a 1998 Audi A4. All copyright rights remain in the possession of the manufacturer. Ford: Bring back the Thunderbird. And make it good.>