Convertible Cars of the 1970s: A Decade of Retreat and Resilience

In the 1970s, convertibles thinned out in the United States but flourished in Europe: standout models included the Cadillac Eldorado (1971–1976), Chevrolet Corvette (to 1975), Ford Mustang and Mercury Cougar (both 1971–1973), GM’s full-size ragtops (Chevrolet Caprice, Oldsmobile Delta 88, Buick LeSabre, Pontiac Grand Ville, mostly through 1975), plus enduring European cabrios such as the Volkswagen Super Beetle (to 1979 in the U.S.), Mercedes-Benz SL (R107), MG MGB and Midget, Triumph TR6 and Spitfire, Alfa Romeo Spider, Fiat 124 Spider, Peugeot 304/504 Cabriolet, Jaguar E‑Type Series 3, Rolls‑Royce Corniche, Aston Martin V8 Volante (from 1978), Jensen‑Healey, and TVR 3000S—alongside open-top utility icons like Jeep CJ, VW Thing, and Citroën Méhari. The decade saw U.S. makers wind down many soft-tops amid safety and market pressures, even as European sports and luxury convertibles kept the format alive.

Why the 1970s Mattered for Convertibles

The 1970s marked a pivotal shift. In the U.S., looming rollover-safety talk, new emissions rules, rising insurance costs, and changing tastes pushed many brands to drop factory convertibles—culminating in Cadillac’s 1976 Eldorado being marketed as the “last American convertible.” In Europe, however, lighter sports cars and luxury cabriolets stayed in steady demand. By decade’s end, a new generation of open cars was poised to return, from the Aston Martin V8 Volante to the first Volkswagen Golf Cabriolet entering production in 1979 for the 1980 model year.

United States: Factory-Built Convertibles That Defined the Decade

These are the primary U.S.-brand convertibles you could buy new during the 1970s, with notes on their key model years and significance.

• Cadillac Eldorado Convertible (1971–1976): The last U.S. full-size luxury factory convertible of the era; 1976 was heavily marketed as the “last American convertible.”
• Chevrolet Corvette Convertible (C3, to 1975): Offered through 1975 before a long hiatus; the convertible returned to Corvette in 1986.
• Ford Mustang Convertible (1971–1973): Discontinued with the 1974 Mustang II; the factory convertible didn’t return until 1983.
• Mercury Cougar Convertible (1971–1973): A stylish alternative in Ford’s lineup, dropped after 1973.
• Chevrolet Full-Size: Impala/Caprice Convertible (1971–1975; last Chevy full-size ragtop was the 1975 Caprice Classic).
• Oldsmobile Delta 88 Royale Convertible (1971–1975): One of GM’s last big soft-tops.
• Buick LeSabre/Centurion Convertible (1971–1975): Buick’s final full-size convertibles of the era.
• Pontiac Full-Size: Bonneville/Catalina Convertible (1971–1972) and Grand Ville Convertible (1973–1975): Pontiac’s big-car ragtops, ending after 1975.
• Ford Full-Size: LTD/Galaxie Convertible (through 1972): The Blue Oval’s last full-size factory convertibles of the decade.
• Ford Torino Convertible (through 1971): Mid-size offering that exited early in the decade.
• Plymouth Barracuda Convertible (1970–1971) and Dodge Challenger Convertible (1970–1971): Brief “pony car” convertible window before the body styles were dropped.
• Dodge Dart Convertible (through 1971): The compact Mopar’s final convertible model year.
• Jeep CJ-5/CJ-7 (CJ-7 from 1976): Open-top 4x4s with soft tops that kept true convertibility alive on the utility side.

Taken together, these models trace the U.S. convertible’s retrenchment—from the early-’70s abundance across sizes and segments to the mid-decade exit of nearly all factory-built ragtops, with only the Eldorado carrying the torch to 1976.

Aftermarket Conversions Worth Noting

While not factory offerings, firms such as American Sunroof Corporation (ASC) and coachbuilders converted select coupes (including some late-’70s luxury sedans) into convertibles in small numbers. These are rarer and vary in quality and collectability, but they helped keep the format visible during the leanest years.

Europe: Sports Cars and Luxury Cabriolets That Carried the Flame

European makers sustained the convertible tradition throughout the 1970s, from attainable roadsters to ultra-luxury dropheads. Here are the key models that defined the era on European roads and in U.S. import showrooms.

• Volkswagen Super Beetle Cabriolet (1303) (1971–1979 U.S.; production into early 1980): Ubiquitous, reliable, and one of the last widely sold convertibles in the U.S. market during the decade.
• Volkswagen Karmann Ghia Cabriolet (to 1974 in the U.S.): Stylish air-cooled classic, phased out mid-decade.
• Mercedes‑Benz SL R107 (1971–1989): The era’s benchmark luxury roadster; U.S.-market examples included 450SL (1973–1980).
• MG MGB Roadster (to 1980) and MG Midget (to 1979 U.S.): British mainstays that kept open-top driving affordable.
• Triumph TR6 (1969–1976) and Spitfire (to 1980): Charismatic British sports cars; the TR7 returned as a factory convertible (Drophead) in 1979.
• Alfa Romeo Spider (Series 2, 1970–1982): Italian design and twin-cam charm that became a 1970s icon.
• Fiat 124 Spider (1966–1985) and 850 Spider (to 1973): Accessible Italian roadsters; the 124 Spider became a long-running favorite.
• Peugeot 304 Cabriolet (1969–1975) and 504 Cabriolet (1969–1983): Elegant Pininfarina-styled French cabrios.
• Jaguar E‑Type Series 3 Roadster (1971–1974): V12-powered swan song for the legendary E‑Type.
• Rolls‑Royce Corniche Convertible (from 1971) and Bentley equivalents: The decade’s pinnacle of open-air luxury.
• Aston Martin V8 Volante (from 1978): A late-decade arrival signaling top-end convertible revival.
• Jensen‑Healey (1972–1976) and Jensen Interceptor Convertible (1974–1976): British niche entries with loyal followings.
• TVR 3000S (from 1978): Lightweight British sports convertible for enthusiasts.
• Maserati Ghibli Spyder (to 1973) and Ferrari 365 GTS/4 “Daytona Spider” (to 1973): Rare, coveted Italian exotics.

These models sustained the convertible’s image and desirability when many U.S. brands stepped back, ensuring that open-air motoring remained aspirational and attainable across a range of price points.

Open-Top Utilities and “Beach Cars”

Beyond traditional passenger cars, several 1970s utility vehicles offered factory soft tops or removable roofs, giving buyers convertible-like experiences with rugged flair.

• Jeep CJ-5/CJ-7 (CJ-7 from 1976): The archetypal open-top 4×4, widely sold throughout the decade.
• International Harvester Scout II (1971–1980): Removable hardtop with soft-top options popular in period.
• Ford Bronco (first generation, 1966–1977): Removable hardtop; soft tops commonly used, especially off-road.
• Chevrolet K5 Blazer (full convertible through 1975): Early models featured fully removable tops.
• Volkswagen Type 181 “Thing” (U.S. 1973–1974): Spartan, fold-down soft top; a cult classic today.
• Citroën Méhari (1968–1987): Lightweight ABS-bodied runabout with a simple soft top.
• Toyota Land Cruiser FJ40 and Suzuki Jimny (LJ series): Global 4×4 icons with soft-top variants.
• Land Rover Series III (1971–1985): Canvas-top versions remained a staple in many markets.

While not “convertibles” in the traditional grand-touring sense, these vehicles kept open-air driving mainstream, especially among outdoor and utilitarian buyers.

Targas and Semi-Convertibles of the 1970s

With full convertibles under pressure, many brands turned to targa roofs and cabriolet-like solutions that preserved structural integrity while offering sun-in-your-hair motoring.

• Porsche 911 Targa (throughout the 1970s): The definitive targa; no factory 911 Cabriolet until 1983.
• Porsche 914 (1969–1976): Mid-engine targa co-developed with Volkswagen.
• Fiat X1/9 (from 1972): Mid-engine targa that previewed the affordable midship formula.
• Lancia Beta Spider (1974–1982): Pininfarina-styled targa/“spider” with a fixed roll hoop.
• BMW 2002 Baur (early 1970s) and E21 3 Series Baur TopCabriolet (from 1978): Coachbuilt semi-convertibles.
• Ferrari 246 GTS (1972–1974) and 308 GTS (from 1977): Exotic targa-topped Ferraris.
• Lamborghini Silhouette (1976–1979): Low-volume V8 targa.

These “open but reinforced” designs bridged the gap between coupes and full soft-tops, keeping open-air options alive in markets wary of true convertibles.

Year-by-Year Highlights

The timeline below pinpoints key moments that shaped the 1970s convertible landscape.

• 1970–1971: Final model years for many U.S. pony-car convertibles (Dodge Challenger, Plymouth Barracuda); Dodge Dart convertible bows out in 1971.
• 1971: Mercedes-Benz launches the R107 SL; new GM full-size convertibles debut under fresh B-body styling.
• 1973: Oil crisis pressures performance and specialty models; Volkswagen ceases U.S. Karmann Ghia cabrio sales after the 1974 model year.
• 1975: Last year for most GM, Buick, Oldsmobile, Pontiac, and Chevrolet full-size convertibles; Corvette convertible production also ends.
• 1976: Cadillac Eldorado “Last American Convertible” headlines the swan song for U.S. factory ragtops.
• 1978: Aston Martin V8 Volante and TVR 3000S signal a high-end convertible revival.
• 1979: Triumph TR7 returns as a factory convertible; final U.S.-market Volkswagen Super Beetle convertibles are sold; Volkswagen begins production of the Golf Cabriolet for the 1980 model year.

This progression captures the U.S. retreat followed by green shoots of a comeback that would blossom in the 1980s.

What to Remember

The 1970s did not kill the convertible—it redistributed it. While U.S. showrooms lost many factory soft-tops by mid-decade, European sports and luxury brands kept the tradition vibrant, and open-top utilities remained popular. By decade’s end, new and revived convertibles were already on the horizon.

Summary

Convertible cars of the 1970s ranged from the last wave of U.S. factory ragtops—Cadillac Eldorado, big GM convertibles, Ford Mustang and Mercury Cougar, Chevrolet Corvette—to a resilient European cohort including the VW Super Beetle, Mercedes R107 SL, MG, Triumph, Alfa Romeo and Fiat spiders, Rolls-Royce Corniche, Aston Martin V8 Volante, and more. Targas and open-top utilities broadened the definition of top-down driving. The decade marked a U.S. pullback but a global continuity that set the stage for the convertible’s resurgence in the 1980s.

What is the most common convertible?

Top 10 Most Popular Convertibles

• 2019 MINI Convertible.
• 2019 Alfa Romeo Stelvio.
• 2020 Buick Encore GX.
• 2019 Chevrolet Camaro.
• 2019 Ford Mustang.
• 2019 BMW 2 Series. Starting at $35,300 – $52,400.
• 2019 Chevrolet Corvette. Starting at $55,900 – $125,400.
• 2019 Porsche 718 Boxster. Starting at $59,000 – $82,800.

What were the compact cars in the 1970s?

Small cars from the 1970s include American subcompacts like the Ford Pinto, Chevrolet Vega, AMC Gremlin, and Chevrolet Chevette, which emerged in response to the energy crisis, as well as popular imported models such as the Datsun 510 and Volkswagen Beetle. Other notable small vehicles included the Dodge Omni, Plymouth Arrow (re-badged Mitsubishi Celeste), and various other Japanese and European models.
 
This video discusses some of the small cars of the 1970s: 52sAmerican LegendsYouTube · Sep 23, 2024
American Small Cars

• Ford Pinto (1971-1980): An early subcompact known for its affordability but later infamous for safety concerns. 
• Chevrolet Vega (1971-1977): A sleekly designed compact praised initially, but later criticized for engine reliability issues. 
• AMC Gremlin (1970-1978): An iconic subcompact known for its bold styling and being one of the first American “wide small cars”. 
• Chevrolet Chevette (1976-1987): A popular three-door hatchback that represented the evolution of American subcompacts. 
• Ford Maverick (1970-1977): A well-liked compact car with a fastback design. 
• Plymouth Arrow (1976-1980): A compact car that was essentially a re-branded Mitsubishi Celeste. 

Imported Small Cars

• Volkswagen Beetle: Continued to be a popular small car, with many variations like the Super Beetle being popular. 
• Datsun 510: A Japanese compact that was a stylish and popular option during the era. 
• European Models: Other small cars, like the Toyota Celica, Lotus Esprit, and various models from brands like Fiat and Renault, also contributed to the diversity of small cars. 

Key Trends

• Response to Energy Crisis: The 1970s saw a surge in demand for smaller, more fuel-efficient cars due to the oil crisis, leading domestic automakers to produce subcompacts. 
• Focus on Economy: These cars were designed to be more affordable and consume less fuel than the larger cars that had previously dominated the market. 
• Increasing Competition: The decade saw a significant rise in imported cars, particularly from Japan, offering strong competition to American-made vehicles. 

Which 70s car is most collectible today?

The gold standard for collectors today is the 1969 ragtop version: There were only about 2,200 ever produced.

• 9: 1971 Plymouth Superbird 440. “
• 7: Chevrolet Camaro ZL1/Z-28/SS Coupe (1967-1969) “
• 5: Plymouth Barracuda (1970-1971) “
• 3: Chevrolet Chevelle SS/LS (1966-1970) “
• 1: Oldsmobile 442 (1971) “

What was the most iconic car of the 1970s?

Let’s dive deep into some of the era’s iconic muscle cars, comparing their specifications, styles, and the unique mark they left on automotive history.

• 1970 Chevrolet Camaro Z28.
• 1970 Dodge Challenger RT.
• 1970 Ford Mustang Mach 1.
• 1970 Pontiac Firebird Trans Am.
• 1970 Chevy Chevelle SS.
• 1970 Cadillac Eldorado.