Blame Ford. Ford understood the dark cloud Detroit automakers found themselves under following the OPEC Oil Embargo of 1973. Responding quickly to public demand for smaller and more-efficient cars, the Blue Oval carmaker downsized the Mustang. It was a risky business, but the payoff was absolutely huge. Dubbed Mustang II, the new little pony car hit a market sweet spot in terms of affordability and gas consumption. The Mustang II was a sales hit.
Mustang II
Traditional enthusiasts scorned the new little Mustang, but mainstream car buyers flocked to Ford dealers—cash in hand—to secure the new, arguably good looking, little ‘Stang. Interestingly, Mustang II buyers were not especially interested in the car’s performance heritage, buying instead “luxury” variants of the wee Ford in surprising volume.
Note that the Mustang II was based on the same architecture as the subcompact Ford Pinto, but was offered with nicer cabins, more powerful engine options, and cool sounding luxury-themed trim levels including Ghia.
Chevrolet
Ford crosstown rival Chevrolet took a similar tack in addressing the shifting post-OPEC demands of car buyers, and one example of that strategy can be seen here.
While Chevy did NOT redesign the Camaro in response to calls for improved fuel economy—nor did General Motors update the similar Pontiac Firebird—it did begin to offer upscale variants of its small and affordable Monza—meeting the Mustang II in about the same place marketwise.
Monza Towne Coupe
For folks who don’t know, the Monza was Chevy’s small Pinto competitor, and the replacement for the Vega. New for ’75, Chevy offered premium variants of the Monza, such as the Towne Coupe seen here.
Monza Trim Levels
The 1975 Monza lineup was comprised of a low-cost “S” trim level, which was a 2-door hatchback. Using the same body was the sporty “2+2” trim level. And capping the lineup, at least in terms of premium feel and formal look, was the Towne Coupe. A wagon would be added to the Monza lineup for 1976.
Per the ad, the luxury touches found on the Towne Coupe included:
- Bucket seats
- Upgrade upholstery
- Door pockets
- Upgrade carpeting
- Simulated bird’s-eye instrument panel veneer
The ad throws some numbers at your, including an axle ratio, and engine displacement. While making a 5-speed manual available in an American car in the Seventies was pretty cool (4-speed manuals were then the norm), The Monza’s standard 2.3 liter 78-horsepwer engine was not going to engender much excitement. An 87-horsepower four was also offered for 1975, as was a 4.3-liter V8 rated at 110 horsepower.
Landau Roof
But the big Towne Coupe news was its unique, formal roofline, which was well suited for fitting of a vinyl/landau roof, some that becoming quite popular in the mid-Seventies, and seen often on Ford’s Mustang II.
Sales
The Towne Coupe seen here is well equipped, with an AM/FM radio, air conditioning, and possibly the available leather seating surfaces. Chevrolet sold 69,238 Towne Coupes for 1975, making the most popular Monza variant that year. Sales would improve for 1976, as Chevy completed its phaseout of the Vega. As for the appearance of an “upscale” Chevrolet Monza? We can blame Ford, and the Mustang II.
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1975 Chevrolet Monza Pictures
