Full-size Vehicles - Decline and Renaissance

Decline and Renaissance

The sales of full-size vehicles in the United States declined after the early 1970s fuel crisis. By that time, full-size cars had grown to wheelbases of 121–127 inches (3.1–3.2 m) and overall lengths of around 225 in (5,715 mm). In the 1970s due to the fuel crisis and the resulting rise in fuel costs, many people traded in their full-size cars for smaller models such as the Chevrolet Nova, Ford Maverick, and Plymouth Valiant, also it was during this time Japanese cars such as the Toyota Corolla and Honda Civic gained popularity. American Motors discontinued its full-size AMC Ambassador in 1974; starting in the late 1970s, the other American automakers began selling full-size cars with smaller exterior dimensions and smaller, more fuel efficient engines. That, combined with gas being cheap once again in the 1980s, full-size cars regained popularity.

Chrysler discontinued its full-size cars (Dodge Diplomat, Chrysler Fifth Avenue, and Plymouth Gran Fury) in 1989. General Motors discontinued its full-size cars (Chevrolet Impala SS/Caprice, Buick Roadmaster, Oldsmobile Custom Cruiser and Cadillac Fleetwood) in 1996. The 2011 model year marks the final year of production of the Ford Panther platform (the Ford Crown Victoria/Police Interceptor, Mercury Grand Marquis, and Lincoln Town Car).

During the 1980s and 1990s, full-size cars lost ground to other vehicle types as family vehicles. Initially, full-size sedans and station wagons lost ground to vans, which offered additional seating and cargo capacity with lower fuel consumption. During the 1990s, full-size sedans and wagons lost further ground to mid-size and full-size SUVs, as they had similar towing capacity and a V8 engine started becoming an option in mid-size versions. In North America, full-size station wagons would vanish during the 1990s; Ford was the first to discontinue theirs after the 1991 model year, with GM following suit after 1996.

Now that fuel costs are high once again, people are looking towards today's more efficient vehicles. These include automobiles such as compact and mid-size vehicles powered by smaller, more efficient engines. American-brand full-size sedans such as Buicks, and luxury full-size Deville DTS are still best-selling in the full-size segment. However, there is a serious attack on full-size from promoting agencies, trying to replace the size with price range. Thus, for instance, a review like the one from USA News, named "Best luxury large cars of 2008" (see a link below) has included only one large car (Cadillac DTS) and all others are really mid-size cars. This is mostly because, in Europe, full-size cars only exist as absolute luxury cars (F segment). In 2010 less than a half percent of the new cars sold in Germany fit into this category. In other European countries even the D- and E segments (making together the equivalent to US mid-size cars are rare).