Luxury muscle

Ford Australia released its new Silver Monarch LTD limousine in September, 1976, claiming that it was the biggest and most expensive car being mass-produced by a local manufacturer.

No argument there.

Ford’s LTD series replaced its successful series of imported Galaxies, already established as their top of the range model. The new Silver Monarch was an even more exclusive LTD that slotted in at the very top of the range. The grille was often described as similar to the Rolls-Royce, but not everyone found its distinctive silver exterior and red interior (complete with red velvet seats) to their taste.

“Overall the silver paint is not overpowering but the choice of vinyl in silver for the roof is intriguing,”  the motoring reporter for the Sun-Herald suggested, adding that “it would have been better used in a 1960s kitchen suite.” Ouch!

There was an obvious demand for such cars during the '70s, and the Big Three competed seriously for the luxury limo market.

Holden produced the Statesman, including its own top of the range Caprice version, while Chrysler’s equivalent was the Regal SE. Once largely ignored by enthusiasts, surviving examples are now in demand, partly because all three were fitted with V8s and are excellent high-speed highway cruisers – if you can afford the fuel bill.

It’s unlikely we will ever see this style of vehicle again.

These limos featured technological advancements like, in the case of the 1976 series LTD, quartz halogen headlights and steel-belted radials as standard equipment. The Statesman Caprice had electric locking doors, a heated rear window, integrated air-conditioning, variable auto power-steering, four-wheel disc brakes and Holden’s new radial tuned suspension. The Chrysler Regal boasted air, power steering and windows, quartz headlights, steel belted radials and sound deadening insulation. Leather upholstery was an option on the SE.

All were aimed at the high-end corporate market, with Chrysler recruiting entrepreneur Michael Edgley to endorse their Regal SE model.

Ford went one better.

The Silver Monarch is the car that featured in what Peter Robinson, former editor of Wheels magazine, nominated as the most memorable story during his term in the chair.
When the new-look LTD was released, Ford Australia proposed that this car should be used as official Prime Ministerial transport. Robinson wrote to PM Malcolm Fraser, a noted auto enthusiast, who surprisingly agreed to take the LTD for a brief road test between the Lodge and Parliament House.

“To this day I still can’t believe we persuaded the Australian Prime Minister to road test for the magazine,” he wrote.

When the story appeared in December 1976 it created a minor scandal. Questions were asked in Parliament. Why was the PM blatantly endorsing Ford product?