In 1968, Americans were still in love with big cars. A big car meant power, substance. A big car made an impression—and it was an affordable luxury. Gasoline was cheap, averaging 34 cents a gallon, and the average new car cost $2,822. Also that year, in Calabasas, CA, J.D. “Dave” Power III set up a market research business to improve product quality and customer satisfaction. To celebrate the company’s 40th anniversary, we’re taking a look back at the 10 best-selling domestic cars of 1968.
(#10) Oldsmobile Full-size
The Oldsmobile Full-size Series, which was restyled for 1968, was known as a step up from Pontiac. But the ad message was: “Oldsmobile: it’s always been a youngmobile.” For 1968, Oldsmobile full-size models included the Delmont Eighty-Eight, Delta Eighty-Eight and Ninety-Eight. A total of 312,843 full-size Oldsmobile vehicles were sold in 1968. Another milestone for Oldsmobile in 1968: the FWD Toronado took 1, 2, and 3 positions in the Pike’s Peak Hill Climb. Once the oldest make in the U.S., Oldsmobile produced its last model in April 2004.
(#9) Ford Mustang
Nobody who heard it ever forgot the ad jingle: “Mustang’s callin’/Have a ball in/Mustang, Mustang, sixty-eight!” The Ford Mustang debuted in April 1964, and in less than two years, a million had been built. In 1968, soul singer Wilson Pickett cautioned “Mustang Sally” to “slow your Mustang down.” Steve McQueen drove a 1968 Mustang GT390 through San Francisco in “Bullitt.” The Mustang sold 323,552 units that year. The 2008 Ford Mustang is nearly 4 inches longer and 3 inches wider and taller than the 1968 model—which was considered a small car at the time.
(#8) Pontiac Tempest
The Pontiac Tempest included the Custom, LeMans and Safari Series in 1968. The former Tempest GTO debuted as a performance option in 1964, but was spun off in 1967 as the Pontiac GTO hardtop coupe and 2-door convertible. In 1968, the Tempest offered AM-FM stereo radio and was offered in two lengths and wheelbases. The shorter one was for hardtops and convertibles and the longer one for sedans and station wagons. Actor Vin Diesel drove a 1967 Pontiac GTO in the 2002 film “XXX.” Pontiac sold 334,259 Tempests in 1968.
(#7) Buick Full-size
Buick celebrated its second-best production year to date in 1968, a year that saw many styling changes for General Motors’ “better” make. The base model was called the Buick Special Deluxe Series. Other full-size Buick models included the GS 350, Sport Wagons, LeSabre, Wildcat, Electra 225 and Riviera. In 1968, the Riviera was only offered as a 2-door hardtop coupe. U.S. Buick dealers also sold a small import car in 1968: the Opel Kadett. A total of 359,755 full-size Buicks were sold in 1968.
(#6) Plymouth Fury
The full-size Plymouth was redone in 1967, but for 1968, the Fury was given rounder lines and a new bumper for added protection, and was available with 6-cylinder and V-8 engines. The Plymouth Series was available in Fury I, II and III trim levels in addition to a Sport Fury and VIP level. Plymouth’s maker, Chrysler, produced a limited number of 426 HEMI Super Stock Barracudas and in 1968 produced the first economy muscle car, the Road Runner. Plymouth sold 376,075 Furys in 1968.
(#5) Ford Fairlane
The first Ford Fairlane launched in 1961. It was the first midsize car and named after Henry Ford’s mansion in Michigan. The Fairlane was completely restyled for 1968. Also, the Torino nameplate replaced the 500 XL Series in 1968. The entire line offered 14 models. The new Fairlane was 4 inches longer than its predecessor. It featured a standard 302-cubic-inch V-8 engine, bucket seats, console, striping, deluxe wheel covers, and a lighting package. Ford found 402,823 buyers for its Fairlane in 1968.
(#4) Chevrolet Chevelle
Chevrolet introduced the all-new Chevelle midsize car in 1964 in response to the Ford Fairlane. The Chevelle line included the 300, Concours, Concours Estate, SS-396, Malibu and Malibu Super Sport trim levels. Restyled for 1968, a 4-door Chevelle Malibu with a 6-cylinder engine weighed 3250 pounds and was 200.1 inches long, 75.5 inches wide and 58.3 inches in height. A total of 417,874 Chevelles, including all its variants, found new homes in 1968. Today’s Malibu is 8 inches shorter, 5 inches narrower and an inch lower—but 175 pounds heavier.
(#3) Pontiac Full-size
Pontiac was generally regarded as a “good” make in General Motors’ good-better-best progression: a companion to the Chevrolet, but sportier. It achieved a production milestone in 1968, when 940,000 Pontiacs left the factory. That year, Pontiac full-size models, which included the Catalina and Bonneville, received new styling features: pointed noses, split grilles, new interiors and redesigned tail lamps. The 4-door hardtop, 6-passenger Catalina weighed 3888 pounds and sold for just over $3,000. Pontiac sold 430,513 of its full-size models in 1968.
(#2) Ford Full-size
Ford introduced the message, “Ford has a better idea,” in 1968 when it made styling changes (sheetmetal, grille and headlamps) on the Galaxie Series. Disappearing headlamps were included on the LTD XL and Country Squire models. Ford offered 21 models in 1968 and added a Galaxie 500 2-door hardtop and two Custom 500 station wagons. Front disc and rear drum brakes were offered throughout the line, along with whitewall tires. Total sales of Ford’s full-size models in 1968 was 932,890.
(#1) Chevrolet Full-size
Full-size, rear-wheel-drive Chevrolets sold 1,221,429 units in 1968—the most of any model line. The Biscayne, Bel Air, Caprice and Impala were just different enough, one from the other, that they offered something for every taste. The Caprice was advertised as “a big, comfortable car that’s not expensive,” and sold for $3,271. The Impala was a little smaller, and sportier-looking; Biscayne and Bel Air were reliable, nice-looking family cars.
