Personal luxury car

1958 Ford Thunderbird

1989–1993 Buick Riviera

Personal luxury car is a North American car classification describing somewhat sporty, sophisticated mass-market coupés that emphasized comfort over performance.^[1] The North American manufacturers most often combined engineering, design, and marketing to develop upscale, distinctive "platform sharing" models that became highly profitable.^[2]

Although luxury coupes had been produced in North America for several decades, the beginning of the "personal luxury car" market segment is generally considered to have started in 1958.^[3] It was the success of the Ford Thunderbird (second generation) when it was redesigned from a two-seat car to a four-seat vehicle.^[4][5][6][7] These changes shifted the Thunderbird's emphasis from sporting to comfort and luxury, and sales increased by 50 percent.^[3] The Thunderbird was sold for eleven generations up until the 2005 model year.

The longest-running nameplate of the personal luxury car was the 50-year production of the Cadillac Eldorado, which started in the 1953 model year, originally designating ultra-premium, low-volume versions of lower-priced Cadillac models, including the hand-built four-door 1957 Eldorado Brougham. According to Hemmings Motor News, Cadillac first entered the "personal luxury car" market in 1967, with a smaller high-volume model.^[8]

Before the late 1970s, personal luxury cars were usually large, rear-wheel drive vehicles powered by large V8 engines. As a result of the downsizing trend in the American automotive industry during the late 1970s, many personal luxury cars have been produced as mid-size cars with six-cylinder engines and front-wheel drive. By the 21st century, the personal luxury market had diminished as consumers migrated to other market segments.