Few two-door cars of the 1970s could match the Lincoln Continental Mark IV for luxury and comfort, while its size and ride quality were in a class of their own.
Few two-door cars of the 1970s could match the Lincoln Continental Mark IV for luxury and comfort, and when it came to size and ride quality, it had no equal. It was a turbulent era. The fuel crisis and stricter emissions regulations forced American automakers to shrink both vehicle dimensions and engine displacement, but the Mark IV broke the mold. Despite averaging about 7.8 mpg, offering modest performance, and handling like an aircraft carrier, it became one of the best-selling models in Lincoln history because it perfectly matched its target audience—people who paid little attention to economic crises.
The Mark IV surpassed its predecessor in size, becoming even more comfortable inside and more imposing on the outside. It was on the Mark III that Ford Corporation executive Lee Iacocca decided to introduce a Rolls-Royce-inspired grille to further emphasize the car's Personal Luxury image. That distinctive grille, along with the dual round headlights recessed behind metal covers—no plastic, only real materials—was retained, as was the rear styling designed to resemble a spare tire. Oval opera windows appeared in the vinyl-covered C-pillars, just as they had on earlier Ford Thunderbirds, with which the Mark IV shared suspension components from the current generation. Even the new federally mandated American bumpers, designed to withstand a 5-mph impact and blamed for ruining the styling of countless vehicles, including European models built for the U.S. market, fit the Mark IV's design surprisingly well.
The suspension and 460-cubic-inch V8 carried over from the Mark III, but engine output was reduced to 212 horsepower. Compared with the predecessor's 365 horsepower, the cut seemed almost insulting, yet the massive Mark IV still managed to get down the road. Then again, where was the owner of an expensive premium Lincoln really in such a hurry to go? It may not have been the legendary Cadillac, but it was still a Lincoln.
Inside, the cabin featured high-quality materials, genuine wood trim, luxurious velour upholstery—leather had not yet become the premium material of choice—air conditioning, and every other modern convenience. It was an outstanding interior in which to grow old in comfort. Toward the end of production in the mid-1970s, exclusive Designer Series models were offered with gold-plated dashboard trim and the owner's name engraved on the interior. Apparently, some customers had already reached the age when they could start practicing seeing their name engraved on something. With two dates underneath...
Overall, the Continental Mark IV is a perfect illustration of the American Dream. Expensive, exceptionally comfortable, and unapologetically luxurious. In today's more tolerant era, cars like this are no longer acceptable to most people in the world's most democratic country, and the American Dream itself has changed since then.