Lincoln Continental Mark IV (1972-1976)

While the Lincoln Continental Mark IV name had previously adorned a massive 1950s Lincoln, its revival on a sleek 1970s personal coupe demonstrated Ford's luxury brand's deep understanding of high-end car enthusiasts.

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To clarify, we're focusing on a Lincoln from the Nixon administration, not the large, angular Continentals of the late 1950s.

According to legend, Henry Ford II disapproved of the 1958-1960 Marks III, IV, and V, considering them inferior to the original 1940-1948 Continental designed by his father, Edsel, or its 1956-57 Mark II revival.

Therefore, when Ford Motor Company VP Lee Iacocca suggested a new 'personal' Lincoln for 1969, Henry Ford II insisted it be named Mark III instead of the more logical Mark VI. This decision seemed like an attempt to restore family pride by altering history—which it likely was.

However, this new Mark carved out its own legacy and paved the way for an even more triumphant 'second' Mark IV. Both models were masterstrokes, largely thanks to the brilliance of Lee Iacocca.

Iacocca, who headed Ford Division from 1960 to 1965, boosted Thunderbird sales by increasing its size and glamour. Meanwhile, Lincoln found success with the sleek 1961 Continental, which was initially smaller but grew in size as the economy flourished starting in 1964.

This growth created an opportunity for a smaller, more exclusive model to continue the legacy of the Mark II, as Iacocca apparently envisioned.

This time, however, the approach avoided a unique body and chassis to eliminate high costs. Handcrafted details were also omitted, ensuring no financial loss per vehicle sold.

Instead, the new Mark was designed to be a profitable venture, utilizing the Thunderbird's frame and inner body structure. It was even manufactured in the same facility, similar to the Falcon and Mustang.

L. David Ash led the design team, supported by Arthur Querfeld, Damon Woods, and Hermann Brunn. However, Iacocca had the final say on which design concepts were implemented.

Iacocca's vision leaned heavily on 'neoclassic' elements: a bold imitation of Rolls-Royce's iconic 'Parthenon' grille, a Mark II-inspired 'Continental hump' trunk lid, close-coupled hardtop coupe proportions, and bodysides designed to mimic flowing, distinct fenders.

Iacocca also insisted on incorporating all the gadgets and luxurious interior features synonymous with late-1960s opulence, confident that his preferences mirrored those of the general public.

Luckily for Lincoln, the strategy paid off. While the Mark III appeared ornate compared to Cadillac's sleek front-drive Eldorado, it outsold all previous Marks. Approximately 7,770 units were produced as 'early 1969' models (launched in spring 1968), nearly matching the combined output of the 'Mark I' and II.

An impressive 71,611 units were manufactured for the 1969-1971 model years, accounting for nearly one-third of Lincoln's total sales.

The success was no surprise. The Mark III offered luxury-car aesthetics, a touch of historical allure, and all the anticipated features at a reasonable price ($6,741 base in 1969). Once again, Iacocca had tapped into a lucrative market, leaving only the task of sustaining this momentum.

To explore the exterior design of the 1972 Lincoln Continental Mark IV, proceed to the next page.

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The 1972 Lincoln Continental Mark IV Exterior

The 1972 Lincoln Continental Mark IV was entirely new, crafted by Wes Dahlberg under the guidance of Dearborn design chief Gene Bordinat. Dahlberg might be Ford's first designer to oversee both the exterior and interior of a single vehicle. His task was to retain Mark III design elements while creating a fresh, unique aesthetic.

Once again, the frame and inner body structure were shared with the Thunderbird, which was also revamped in 1972 to reach its maximum size. However, this time, the suspension systems were distinct.

The front suspension featured standard coil springs and unequal-length A-arms, though the Mark's setup differed slightly from the Thunderbird's. At the rear, coil springs returned, but a new four-link geometry with a stabilizer bar replaced the earlier Mark's three-link track-bar configuration.

Lower arms were stamped and traditionally mounted, while the forged-steel upper arms angled inward toward the frame from mounts positioned behind the axle housing. This 'STABUL' design primarily aimed to increase rear seat space, with the added advantage of a smoother ride.

The steering ratio remained at 21.76:1, but the system was modified to reduce road feedback, a change that disappointed many critics.

Compared to its predecessor, the Mark IV had a 3.2-inch longer wheelbase (120.4 inches), was four inches longer overall (220.1 inches), and stood 1.3 inches lower (52.9 inches). It weighed 211 pounds less (4,782 pounds curb weight) but appeared bulkier due to extended overhangs, a more angled windshield and rear window, slimmer A-pillars, slightly curved body sides, and larger rear wheel openings.

A Rolls-Royce-inspired grille once again divided the headlights, which were hidden behind electrically operated flip-up covers. The grille, however, was recessed deeper into the bumper, and designers made it seem taller without altering the hood height by incorporating a wide U-shaped cutout in the center of the bumper.

The trunk lid was shortened, and the faux spare tire design became flatter. Taillights were relocated from the rear fenders to the bumper.

While the Mark III featured a wide-quarter vinyl roof, the Mark IV introduced a touch of classic elegance with small double-pane oval 'opera windows' integrated into the C-pillars. These windows also improved rear visibility for drivers.

Each opera window was embellished with an etched four-pointed Continental star, silver-filled on the outer pane's inner surface. Initially standard and later optional mid-year, these windows sparked a styling trend that quickly spread across Detroit.

Similar to the full-size Continental, Lincoln's 460-cid V-8 engine was adjusted for 1972, with reduced compression to accommodate unleaded gasoline. Horsepower decreased from 365 to 212 (12 less than the Continental's rating), though the drop was less significant due to Ford's adoption of more accurate SAE net ratings.

Lincoln's three-speed automatic transmission was retained with minor internal upgrades, and the gear selector was moved from the steering column to the instrument panel.

The Mark IV dashboard underwent a significant redesign, moving away from the Mark III's four-pod layout. Crash tests with dummies led to a new three-pod arrangement in a heavily padded, hooded, and recessed panel. While arguably less visually appealing, the Mark IV's dashboard complied with federal safety standards, which also necessitated replacing real wood with splinter-resistant burl-grain plastic on the dash and door panels.

Continue to the next page to explore the interior of the 1972 Lincoln Continental Mark IV.

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The 1972 Lincoln Continental Mark IV Interior

The 1972 Lincoln Continental Mark IV was packed with luxurious features. Similar to the 1971 Mark III, the driver and front passenger enjoyed a split 'Twin Comfort Lounge' bench seat with individual six-way power adjustments controlled by door-mounted switches. Power locks remained standard, but new plungers allowed both doors to be locked from either side.

The trunk was fully carpeted, and even the glovebox received the same treatment. Upholstery options included nylon cloth inserts with grained vinyl bolsters, while leather seating surfaces were available as an upgrade. The air conditioning system saw significant improvements, including the return of automatic temperature control.

Additional amenities included a Cartier clock, an AM radio with a power antenna, and a dome light complemented by two small, fixed auxiliary spotlights.

While the Mark III was already known for its quiet ride, Lincoln engineers spent over a decade refining noise, vibration, and harshness reduction, making the Mark IV their quietest model yet.

For instance, all suspension components were mounted in large rubber bushings (with springs double-bushed at both ends), and body mounts were redesigned using a new butyl compound for enhanced performance.

The shape and placement of each mount were carefully determined through extensive testing on a laboratory 'ride simulator,' which could replicate various road conditions, from cobblestones to railroad tracks.

Contributing to the serene ride were 225-15 Michelin steel-belted radial tires, a standard feature on the Mark since 1970. Also returning for its third year was 'Sure-Track,' an early anti-lock braking system, now included as standard equipment rather than an optional extra.

Buyers could choose from 23 standard paint colors, four optional 'Moondust' metallic finishes, and five shades for the padded vinyl roof. Popular add-ons included an automatic headlight dimmer, power sunroof, cruise control, tilt steering wheel, AM/FM stereo radio, 'luxury' wheel covers, and a Traction-Lok limited-slip differential with a higher axle ratio.

Priced at $8,640, the Mark IV was $173 less expensive than the final Mark III, which had seen a price increase of over $1,500 compared to the 1970 model. This made the Mark IV a better value, and sales soared to 48,591 units, marking a nearly 56% increase over the previous year's 27,091 units.

Equally rewarding for Lincoln was the fact that the Mark finally outsold its rival, the Eldorado, by 8,517 units, despite Cadillac offering both a convertible and a hardtop model.

To explore details about the 1973 Lincoln Continental Mark IV, proceed to the next page.

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The 1973 Lincoln Continental Mark IV

Second-year models typically see minimal changes, but the 1973 Lincoln Continental Mark IV was an exception. Beyond the reintroduction of standard opera windows, the most noticeable update was the addition of a five-mph front bumper, mandated by federal regulations.

This bulky addition increased the car's weight by 130 pounds and did little for its aesthetics, resulting in a smaller grille and a slightly bulkier appearance. Turn signals were redesigned to match, and cornering lamps became standard equipment.

Reflecting the era's trends, horsepower was further reduced to 208 net, though a tighter 2.75:1 rear axle ratio helped offset the loss.

Other technical updates included enhanced sound insulation, larger rear brakes, improved front disc brakes, bigger tires (230-15 Michelins or LR78-15s), and a side-terminal battery. Standard paint options were reduced to 15, while Moondust finishes increased to nine, and vinyl roof colors expanded to eight.

Building on the success of special trim packages for the Continental, Lincoln introduced the Silver Luxury Group for the Mark in mid-1973. Priced at $400, this package featured Silver Moondust paint, a matching 'Levant grain' vinyl roof, and a Cranberry Victoria Velour interior.

Dark red leather upholstery was later introduced as a complimentary option. Additionally, a Silver Mark variant was released mid-year, featuring silver leather seats and an innovative sliding glass moonroof as part of the luxury package.

While some critics argued the Mark IV hadn't improved, the 1973 model garnered 69,437 orders, surpassing that year's Eldorado sales by nearly 8,000 units. It also helped Lincoln achieve its first-ever model-year production exceeding 100,000 units, with an impressive 28,073-unit surplus.

To discover more about the 1974-1975 Lincoln Continental Mark IVs, proceed to the next page.

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The 1974 and 1975 Lincoln Continental Mark IVs

In 1974, the Lincoln Continental Mark IV surpassed another psychological milestone with a base price increase of $1,210, reaching $10,194. This was partly due to a newly mandated five-mph rear bumper, which extended the car's overall length to 228.3 inches and pushed the curb weight to a hefty 5,362 pounds. (This change also necessitated relocating the taillights to the rear fenders.)

Fortunately, horsepower also saw a boost, rising to 220, partly due to the introduction of solid-state ignition. Optional dual exhausts, initially planned for 1972, added a few extra horsepower as well.

Additional engineering updates included further structural reinforcements for crash safety and a starter interlock system that required seatbelts to be fastened before the engine could start. The latter was a federal requirement but was quickly rescinded following widespread consumer complaints.

For 1974, options and trims expanded with the introduction of a 'Quick Defrost' heated windshield and rear window, alongside a $438 Gold Luxury Group to complement the Silver package. The Gold package included Gold Diamond Fire metallic paint, a 'Gold Flare' vinyl roof, and a tan interior available in nylon and vinyl or optional leather and vinyl.

Sales dipped during the 'gas crisis' triggered by the OPEC oil embargo, but the Mark only fell to 57,316 units, compared to 40,412 for the Eldorado.

Sales continued to decline in 1975, dropping to 47,415 despite new standard features such as four-wheel disc brakes, cruise control, a tilt steering wheel, and a remote electric trunk release. These additions drove the base price up to $11,802, likely contributing to the sales decline, though the Mark still outperformed the Eldorado (44,752 units).

Horsepower also decreased to 194, despite the addition of the catalytic converter for emissions control. However, the V-8 engine ran more smoothly, avoiding the stalling issues of earlier models, and Lincoln managed to reduce curb weight by over 200 pounds despite the added features.

The 1975 options list included a landau roof with vinyl covering the front three-quarters, painted metal at the rear, and a stainless-steel divider. Three new luxury groups were introduced: Blue Diamond, Lipstick Red/White, and Saddle/White. A fourth option, the Spring Edition Versailles, debuted mid-year, featuring 'pillow-style' upholstery in 'crushed Majestic cloth.'

Proceed to the next page to discover details about the 1976 Lincoln Continental Mark IV.

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The 1976 Lincoln Continental Mark IV

While the 1974-1975 Lincoln Continental Mark IV models didn't achieve major success, they set the stage for the breakthrough of 1976. This year marked the debut of the highly popular Designer Series options.

The series included four distinct models, each named after a renowned fashion icon who reportedly contributed to its design: Bill Blass, Givenchy, Pucci, and Cartier. Although Cartier was a jeweler rather than a fashion designer, the association added prestige.

Despite a premium price of $1,500-$2,000, the Designer Series became an immediate sensation, representing over 25% of the 56,110 units sold in 1976.

The success didn't stop there. While the Gold and Silver groups were discontinued, the Lipstick and Blue Diamond options were expanded with four new themes: Gold/Cream, Red/Rose, Light/Dark Jade, and Jade/White.

Even more exclusive were the three Spring Editions launched in March: Black Diamond, Lipstick/White, and Desert Sand. Though exact production numbers are unknown, estimates suggest only 50-100 units of each were produced. (A Black Diamond group was also available for the larger Continentals.)

Debuted at the 1976 Detroit Auto Show, the $1,064 'Black Diamond' option featured Black Diamond Fire metallic paint, which could be accentuated with optional silver pinstripes and premium black body side moldings.

The popular black padded roof used 'Cayman-grain' vinyl, resembling patent leather, and was applied only to the rear quarter of the roof. A full-length 'Normande' vinyl option was also available.

The interior offered an all-black theme with leather or crushed velour upholstery, complemented by patent-leather assist straps on the front seat backs. For those preferring a lighter tone, dove gray was available in either leather-and-vinyl or Versailles velour.

The Lipstick/White group paired white or Lipstick Red paint with a landau roof featuring Lipstick Red Cayman vinyl on the rear quarter. The interior showcased white leather-and-vinyl with Lipstick Red assist straps, distinguishing this option from earlier Lipstick versions.

The Desert Sand option was more intricate, featuring tan on the body sides and rear deck, with dark-brown metallic on the nose, hood, door tops, and around the rear windows. Subtle pinstripes separated the colors. The roof was entirely tan vinyl, though a rear landau roof with tan or dark-brown metallic paint on the front may have been an option.

The interior provided options of dark-brown crushed velour or saddle leather-and-vinyl. Similar to other 1976 Spring Editions, this model also included assist straps.

Finally, the 'Silhouette' package, limited to just 200 units, was likely created to commemorate the 1976 presidential election. It featured an all-black finish with a black rear landau roof, red body pinstripes, and a black or red interior.

Opera windows were replaced with 'Silhouette' script, and the front of the roof was adorned with brushed stainless steel.

With its extravagant styling, the 1976 Mark IV became the most deliberately stylish car since Kaiser's early-1950s Dragons. It marked a fitting conclusion to a successful four-year run, with 278,599 units sold—a record for a single Mark model. (The Mark V would surpass this success in 1977-1979.)

While some of the trim options were arguably over-the-top, the Mark IV attracted a new generation of luxury car buyers, cementing Lee Iacocca's status as a Dearborn legend once again.

But did this success also play a role in his sudden dismissal by Henry Ford II in 1978? It's quite possible. While Iacocca was undoubtedly a genius, as Henry Ford II often reminded everyone—especially Iacocca—'It's MY name on the building.'

Continue to the next page to explore the lasting impact of the Lincoln Continental Mark IV.

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The Legacy of the Lincoln Continental Mark IV Program

In 1958, seasoned stylist Wes Dahlberg established Ford's design studios in Britain and Germany. After nine years, he returned to the U.S. to contribute to the development of the 1971 Pinto subcompact.

His subsequent project was the Lincoln Continental Mark IV, which, in typical Lee Iacocca fashion, involved a five-team internal design competition. Dahlberg directed the team from the Advanced Styling division.

Now retired and residing in La Mesa, California (near San Diego), Dahlberg shared insights on the Mark IV program during a 1986 interview with Continental Comments, the official publication of the Lincoln and Continental Owners Club. Below are excerpts from that discussion:

"There were five distinct teams, each operating in secrecy. We worked in separate, competitive studios. It was an intense, fast-paced project. I managed two designers and six modelers."

"The design package was a dream come true for any designer. The car's proportions were exceptional. It was a refreshing change for me, especially after years of working on smaller European cars. Suddenly, I was presented with this massive vehicle."

"We had a model partially prepared for a show and were working on another when [then-Ford president Semon] 'Bunky' Knudsen unexpectedly walked in with his team. The model was supposed to be covered, but he arrived without warning."

He declared, 'Gentlemen, this will be the next Mark, the Mark IV. Don't alter anything except for manufacturing and engineering adjustments.' He made this decision without consulting Henry Ford or anyone else, which was highly unusual for a company like Ford."

"But it worked out, and from that point, we collaborated closely with engineers to address feasibility issues, making only necessary changes. The oval windows were added later, but aside from those, very few details were modified."

"The grille had a Rolls-Royce-like appearance, but it wasn't a direct copy. We aimed to capture the essence of classic luxury cars as if they were designed in 1972—not just Duesenberg, but all iconic models. Our goal was a clean, simple aesthetic."

"Another key point: The Mark III featured very flat sides, while the Mark IV introduced rounded sides. A deep crease runs through the body, creating a shadow beneath it. This detail was crucial to achieving the overall effect we envisioned. Interestingly, we designed the Mark IV first, and the [1972] Thunderbird was later modeled after it."

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