Lincoln Mark series

The Continental Mark series (later renamed Lincoln Mark series) is a series of personal luxury cars that was produced by Ford Motor Company from 1956 to 1960 and from the 1969 to 1998 model years. Serving as the flagship vehicle for Ford Motor Company, the model line derived its heritage from the 1940–1948 Lincoln Continental, a model line that established the personal luxury car segment.

The Mark series was inaugurated with the 1956–1957 Continental Mark II, which was the first (and only) product line of the Continental Division, which was introduced to provide Ford Motor Company a luxury car brand slotted above Lincoln (with the Mark II serving as the most expensive car sold in the United States). Produced for approximately a year, the hand-built Mark II lent several design elements that would be adopted for the rest of the model line: a two-door coupe design (with few exceptions), a continental tire trunklid design (derived from the spare tire mounting of the 1940s Lincoln Continental), and a four-point star emblem; in revised form, the emblem remains in use by Lincoln today.

Following the retirement of the Continental Division, the Mark series became the flagship Lincoln (but not branded as such) from 1958 to 1960. After a hiatus from 1961 to 1968, the series was restarted again, becoming the Continental Mark III for 1969, serving in a similar role (though far less expensive) than the previous Mark II. Instead of competing against Rolls-Royce, the Mark III commenced a flagship brand rivalry with the Cadillac Eldorado. The new design adopted a similar configuration as its Mark II predecessor, returning a spare-tire trunklid design feature and a hardtop coupe roofline. Following the Mark IV and Mark V (some of the largest two-door coupes ever produced), the downsized 1980 Mark VI introduced a four-door sedan to the line. The 1984 Mark VII was downsized further, becoming a mid-size car; along with reverting to a coupe-only line, the Mark VII saw its spare-tire trunklid decrease in size (in the interest of aerodynamics). For 1986, Ford ended all brand confusion related to the Mark series, with the Mark VII officially adopting the Lincoln nameplate in both marketing and on an official basis. The 1993 Lincoln Mark VIII became far sleeker and saw substantial upgrades to its chassis and powertrain.

With the exception of the hand-built Continental Mark II and the 1958–1960 Continental Mark III–Mark V, the Mark series has shared chassis underpinnings with other Ford or Lincoln-Mercury vehicles. The 1969–1979 Mark III, Mark IV, and Mark V are counterparts of the 1969–1976 Ford Thunderbird, while the Mark VI uses the Ford Panther platform. The Mark VII uses the Ford Fox platform (shared with the 1980 Ford Thunderbird and Mercury Cougar XR-7), while the Mark VIII is a variant of the 1989 Ford Thunderbird/Mercury Cougar.

Following the 1998 model year, Lincoln discontinued the Mark VIII, serving as the final generation of the model line. During the 1990s, buyer demand for personal luxury cars had declined, as luxury car buyers shifted towards four-door sedans and luxury SUVs; buyers of coupes shifted towards smaller, higher-performance cars. While the Mark series has not currently been replaced, from 2017 to 2020, Lincoln briefly revived the Continental (discontinued after 2002) as its premium sedan.

From 1958 to 1998, Mark series vehicles were produced alongside Lincolns by Wixom Assembly at Wixom, Michigan.

Background

Prior to the Continental/Lincoln Mark series, within Ford Motor Company, the Continental nameplate began life in 1939, following the design of a custom-built Lincoln-Zephyr convertible commissioned by Edsel Ford. Modified extensively over a production vehicle, the personal car had a lowered hoodline, a relocated passenger compartment (requiring an external-mount spare tire), and deletion of the running boards. Upon taking delivery of the car in Florida, Ford discovered the vehicle generated a high degree of interest from potential buyers; renamed Continental by Ford, the name reflected European styling influences for its design.

At the end of the 1930s, Lincoln was transitioning away from the exclusive Lincoln K-series and moving towards the more contemporary and affordable Lincoln-Zephyr coupes and sedans. As a flagship, Edsel Ford wanted to revive the popularity of the 1929–1932 Lincoln Victoria coupe and convertible with an updated approach, reflecting European styling influences.[1]

First generation (Mark II; 1956–1957)

From the 1956 model year, Ford Motor Company and its Lincoln division introduced the Continental Mark II as the inaugural offering of their new flagship Continental Division. A two-door personal luxury car, the Mark II was developed as the successor model line for the 1939–1948 Lincoln Continental. Largely hand-assembled, the $10,000 (US$0 in dollars) model line was the most expensive American vehicle sold in 1956, competing against Chrysler's new for 1955 Imperial top marque – matching even Rolls-Royce in price (or two new Cadillacs). Air conditioning was the only optional extra.

The Mark II returned the long-hood, short-deck exterior design of its predecessor, reviving its rear spare tire design feature as part of the trunklid (the design was partly functional, as the trunklid closed around the vertically mounted spare tire). In contrast to many American (and some European) vehicles, the exterior was highly conservative, limiting chrome trim to the grille, window trim, bumpers, and badging.

During 1956, Continental was integrated into Lincoln, leaving the Mark II coupe as the only model line of the Continental Division. In spite of its status as the most expensive vehicle sold in the United States, the high cost of its assembly led Ford to lose over $1000 for each Mark II produced, leading to its discontinuation after the 1957 model year. In response to the Mark II, Cadillac released the Cadillac Eldorado Brougham; while far different in design, the Eldorado Brougham was the first Cadillac to rival the model line directly, leading to a rivalry that would last through the 1998 Lincoln Mark VIII.

Successor (Mark III, Mark IV, Mark V; 1958–1960)

Following the integration of Continental within Lincoln-Mercury in July 1956, Ford sought for ways to bring its flagship brand to profitability. After the 1957 model year, the hand-assembled Mark II was discontinued and replaced for 1958 with the Mark III branded as a Continental which was positioned above the Lincoln brand with higher trim sharing all new bodies that were built at the new Wixom Assembly Plant.

As part of an ultimatum to continue the brand, Continental underwent a US$4,000 (40%) price reduction ($0 in dollars ), giving the all-new Continental Mark III a market position against the highest-trim Cadillacs and Imperials. To facilitate the price reduction, the Mark III was assembled in the same factory as the Ford Thunderbird, Lincoln Capri and Lincoln Premiere. Distinguished by its reverse-slant, retractable "Breezeway" rear window on all models – including convertibles, the Mark III was both one of the first Ford Motor Company vehicles to feature unitary body construction (along with the contemporaneous 1958–1960 Thunderbirds), but also one of Ford's largest unibody vehicles in history. In other firsts, FM radio joined AM radio as an option; "Auto Lube" automatically lubricated the entire car (through an oil reservoir kept full by the owner). The 1958–1960 Mark III–V has the distinction of being the only Continental Mark series vehicles offered as a convertible. The listed retail price of the convertible was US$6,283 ($0 in dollars ) and 3,048 were built.[3]

Second generation (Mark III; 1969–1971)

Released in April 1968 as an early 1969 model, the Continental Mark III was developed by Ford as its first flagship personal luxury vehicle since the discontinuation of the Mark II. Intended as a direct competitor for the Cadillac Eldorado, the introduction of the Mark III launched a brand rivalry that would last for the next three decades. Though not the original planned name for the vehicle,[5] the revived Mark III nomenclature not only aligned the vehicle as successor to the Mark II, but downplayed the existence of the Lincoln-based Mark III, IV, and V of 1958–1960.[5]

As before, the Mark III used the Continental brand name, but was sold and serviced through the Lincoln-Mercury dealership network. Sharing its chassis with the four-door Ford Thunderbird, all Mark IIIs were two-door hardtop coupes. Though no longer functionally necessary (the spare tire was mounted flat in the trunk floor[5]), the "spare-tire" decklid returned as a styling feature. In a preview of design features that would be added to the Lincoln Continental during the 1970s, the Mark III featured a radiator-style grille and hidden headlamps; vent windows were deleted. In another change, the Mark III debuted the version of the four-point star that Lincoln currently uses today. The Ford 460 cubic-inch V8 debuted in the Mark III; during the 1970s, the engine would see use in Ford and Lincoln-Mercury full-size and intermediate cars (and would see use in Ford light trucks into the late 1990s).

Third generation (Mark IV; 1972–1976)

For 1972, the Continental Mark III was replaced by the all-new Continental Mark IV. In response to the success of the Mark III, the model line was again developed alongside the Ford Thunderbird, with the two coupes sharing a common roofline and inner body stampings (the Mark IV was styled with its own bodywork below the windows).

The Mark IV adopted multiple design features from its predecessor, including hidden headlamps, spare-tire trunklid, and a radiator-style grille (initially extending into the front bumper). To modernize the appearance of the model line, widely flared wheel openings were the same height for both axles (precluding skirted rear wheels). To further distinguish the Mark IV from the Thunderbird, an oval opera window was introduced as a C-pillar design feature; offered as an option for 1972, the design became standard for 1973.

For 1973, the Mark IV received a facelift of its front fascia, adopting larger 5-mph front bumpers and a smaller front grille (placed above the bumper). For 1974, the rear bumper was redesigned in a similar fashion, with the taillamps relocated from inside the bumper to above it. Added in compliance with federal regulations, the updates added 8 inches of length and nearly 400 pounds of weight to the body, with the Mark IV outgrowing the Cadillac Eldorado in size.

Fourth generation (Mark V; 1977–1979)

For 1977, Ford released the Continental Mark V as the next-generation Mark Series coupe. While the Ford Thunderbird was shifted to the Ford Torino intermediate chassis, the Mark V was a substantial redesign of the previous-generation Mark IV. At 230 inches long, the personal luxury coupe was only 3 inches shorter than the standard Lincoln Continental; however, careful engineering reduced curb weight of the vehicle by over 400 pounds. With no Thunderbird stablemate, the Mark V was the first generation of the Mark Series since the Mark II produced with no divisional counterpart.

Though sharing chassis underpinnings with its predecessor (including a common 120.4-inch wheelbase), the Mark V shared no exterior body panels with the Mark IV. Many design elements made a return in contemporary form, with the body styled with sharper edges for the fender and window lines; the Mark V introduced vertically oriented taillamps and front fender vents. While technically a delete option, a vinyl top was specified on nearly all vehicles; for 1979, it became standard. To improve the fuel economy of the model line, a 400 cubic-inch V8 now became the standard engine, with the 460 V8 remaining an option (outside of California); for 1979, the 400 V8 became the sole engine offering. As an industry first, Ford introduced an optional LED "miles-to-empty" gauge for 1978; a precursor to later trip computers, the gauge calculated estimated fuel range (based on the fuel tank level).[7]

Fifth generation (Mark VI; 1980–1983)

For 1980, Ford released the downsized Continental Mark VI, receiving its first complete redesign since 1972. The redesign began life as a mid-size line (derived from the Fox platform),[8] moving to the full-size Panther chassis during its development. Originally intended to become a full range of body styles,[8] the Mark VI replaced the Mark V as a two-door and four-door sedan, adopting a fixed B-pillar and fully framed door glass. Shorter and lighter than both the 1956 Mark II and the 1939 Lincoln Continental, the new model line shed 14 inches in length and 800 pounds from its Mark V predecessor.

While the four-door Mark VI sedan shared much of its body with the Lincoln Continental (Lincoln Town Car from 1981 onward), the two-door Mark VI received a greater degree of differentiation, adopting the shorter wheelbase of the Ford LTD/Mercury Marquis and a distinct roofline (similar to the Mark V). Alongside the return of the spare-tire decklid and vertical taillamps, the Mark VI was also styled with several features deleted from the Town Car, including oval opera windows and hidden headlamps; (non-functional) louvers were added to the front fenders.

Coinciding with the extensive reduction in exterior footprint, the Mark VI replaced the 6.6L and 7.5L V8s with a 4.9L V8. Sharing the same-displacement engine as the Lincoln Versailles, the version used by the Mark VI was the first V8 engine to use electronically controlled fuel injection.

Sixth generation (Mark VII; 1984–1992)

For 1984, the Mark VII was introduced downsized a second time adopting the mid-size Ford Fox platform to match the size of its Cadillac Eldorado rival. In a nearly complete break from its predecessors, the Mark VII was developed with far better road manners than its Mark VI predecessor; though not a grand tourer, the driving experience was prioritized as part of a personal luxury car for the 1980s.[9] Sharing its underpinnings with the Ford Thunderbird and Mercury Cougar XR7, the Mark VII was a two-door counterpart of the 1982–1987 Lincoln Continental (sold only as a four-door sedan).

Alongside its role of Ford Motor Company flagship vehicle and two-door counterpart to the Lincoln Continental, the Mark VII took on a new role, serving as the technology flagship for Ford, introducing multiple firsts for the company (and the industry as a whole). Far more aerodynamic than its predecessor, the model line was the first American automobile to offer replaceable-bulb "composite" headlamps (allowing headlamps to be faired into bodywork); the feature was introduced following multiple government campaigns by Ford to legalize their use in North America. In line with the 1983 Thunderbird and Cougar, the Mark VII faired the bumpers into the bodywork and the window glass was made nearly flush (retiring the opera windows). While the spare-tire decklid remained, its design was faired into the decklid significantly to reduce drag. The first vehicle sold in North America with electronic 4-channel antilock brakes, the Mark VII also was equipped with 4-wheel disc brakes and 4-wheel air suspension.

Seventh generation (Mark VIII; 1993–1998)

For 1993, the Lincoln Mark VIII was released as the first generation of the Mark series entirely under the Lincoln brand. Serving as a successor to the Mark VII LSC, the slightly larger Mark VIII was a luxury-oriented grand touring coupe. While maintaining its rivalry against the Cadillac Eldorado, the Mark VIII was also developed as competition for coupes from European and Japanese automakers, including the Acura Legend and Lexus SC. In a return to Mark Series tradition, the model line was again a counterpart of the Thunderbird, using the all-new FN10 platform (a Lincoln-exclusive variant of the MN12 platform).

Far more futuristic in appearance than both its predecessor and the Thunderbird/Cougar, the Mark VIII was styled with an exterior nearly devoid of chrome trim; in line with the original Mark II, chrome was limited to the grille, window surrounds, and headlamp/taillamp trim. The long-running spare-tire decklid made its return (reduced to vestigial status). The interior of the Mark VIII was highly driver-oriented, with several 1990s Ford vehicles adopting elements of its design.

The 4.9L V8 was replaced by a 4.6L V8 (the first Ford Motor Company vehicle fitted with a dual-overhead cam V8). Alongside the Thunderbird and Cougar, the Mark VIII was the sole four-seat American car with both rear-wheel drive and independent rear suspension (at the time). In another first, the 1995 LSC became the first American car fitted with HID headlights; the 1997 Mark VIII was the first American car fitted with neon-bulb brake lamps.

For 1997, the exterior underwent a minor revision, receiving a larger grille and redesigned exterior lights. To reduce drag, the spare-tire decklid design was reduced further in size.

Continental branding

The use of the Continental nameplate by Ford Motor Company has been a source of confusion since the 1950s (similar to the branding confusion between Imperial and Chrysler Imperial). The nameplate first saw use by Lincoln from 1939 to 1948 (skipping World War II). After the vehicle was retired, the nameplate went dormant until Ford created the Continental Division in 1955. Intended as the flagship marque of Ford Motor Company, Continental was slotted above Lincoln, with the Mark II personal luxury coupe serving as its inaugural product line. Given the full nomenclature, Continental Mark II denoted Continental as the make and Mark II as the model and version.

While the Mark II was produced for 1957, the Continental Division was discontinued in July 1956 and the Continental brand was integrated into the Mercury-Edsel-Lincoln Division (MEL) division, again slotted above Lincoln. Though sold and serviced in the same dealerships as Lincolns, Continentals were not badged as Lincolns, nor did any identification plates, VINs, and factory paperwork bear the Lincoln name. Following the discontinuation of Edsel, the division again became Lincoln-Mercury.

Following the retirement of the Mark II, the Continental brand returned to use for 1958 for a successor Continental Mark III. Though derived closely from the Lincoln line, the Mark III again did not use any Lincoln branding on an official basis, nor did the 1959 Continental Mark IV. As the series came more popular, the Lincoln name became colloquially attached (though incorrectly); for the 1960 Continental Mark V, Lincoln-Mercury referred to the model line as a Lincoln Continental in brochures and advertising (also in preparation for the nameplate to become the sole Lincoln model series for 1961). Though the Lincoln name never appeared on the 1958–1960 Mark III–Mark V, Continental was often not properly registered or recognized as the make of Mark Series vehicles by dealerships or state motor vehicle departments.

Further use of name

See also

• Cadillac Eldorado
• Imperial
• Mercedes-Benz S-Class Coupé

Bibliography