Requiring a shorter roof and longer trunk, the retractable roof concept was originally intended for Ford's Continental brand. The mechanism's complexity would have required an even more expensive marketing position for a Continental, and when Ford projected losses for this route, the company re-conceived the model and restyled it from the waist down — projecting it would attract more buyers under the "Ford" brand. Though prescient, the concept ultimately attracted more attention than sales; it was expensive, thought to be unreliable, and consumed almost all trunk space when retracted.