#1970s

The successes the Lincoln Continental Mark series achieved with its triumphant return as the Mark III personal luxury coupe of 1969 ensured the Mark IV of 1972 was also a success. And when the Mark V debuted on its own (reused Thunderbird) platform in 1977, it brought the Mark name to a pinnacle of sales. Laden with trim, designer editions, and special commemorative super lux limited-run cars, it was a last-of moment: Lincoln was still selling true full-size cars while the rest of Detroit had already downsized. But the clock ran out on the enormous domestic luxury boat in 1979, and Lincoln needed a do-over for 1980. Enter a big misstep, the Mark VI.

Small Japanese pickups became increasingly popular in North America as the 1970s went on, with plenty of Hiluxes and 520s/ 620s rolling out of Toyota and Datsun showrooms. Detroit wanted some of that minitruck money, and so each of the Big Three turned to a Japanese partner to make it happen. Today's Junkyard Find is the GM player in that game, found in a self-service boneyard near Reno, Nevada.

For our 28th entry in the Lincoln Mark series retrospective, we arrive at a momentous and sad occasion: the end of the traditional full-size Mark V. In 1979, fuel economy concerns of consumers and government meddling in the form of emissions standards were layered onto a car market that contained ever-increasing numbers of economical, reliable Japanese imports. Other Detroit automakers threw up the white flag by 1977 and introduced smaller full-sized cars, but Ford held on to the bitter end. And for its three-year run, the Mark V sold very well, both as Lincoln’s most prestigious car and a full-size holdout at a time when many Americans really didn’t want to buy a smaller car.

Making our way through the trim-laden legacy of the Lincoln Continental Mark V has consumed all of our attention over the past few weeks. After spending some time on the mid-tier Luxury Group packages of 1977 to 1979, we pored over the Designer Series editions of 1977 and 1978. The latter of those two years was Ford’s 75th anniversary and saw the launch of the super expensive Diamond Jubilee package to celebrate. For the Mark V’s outgoing year in 1979, the Designer Series cars returned, and Lincoln reworked the Diamond Jubilee package into the Collector’s Series. It’s time to have one final Mark V trim talk.

We return with more Continental Mark V Designer Series goodness today, in our second of three consecutive installments on said topic. Last time we took a look at the resplendent luxury of the 1977 Designer Series trims in their respective Bill Blass, Cartier, Givenchy, and Pucci colorways. An immediate hit with consumers who were in desperate need of luxury gingerbread, the Designer Series trims were reworked in 1978 in the name of visual differentiation. There was also a very special and expensive Mark V commemorative edition in honor of Ford’s 75th anniversary.

The W116 was the first Mercedes-Benz to get the S-Class designation from the factory, and it was sold in North America from the 1973 through 1980 model years. During the darkest days of the Malaise Era, the W116 was a rare bright spot of performance and build quality, and I still see quite a few of these cars during my junkyard travels (because they took this long to wear out). Here's a late-production W116 sedan, found in a self-service Colorado yard last summer.

As we move on to the 25th entry in our Lincoln Mark saga, it’s the second week in a row where we’ll focus entirely on Mark V trim packages. Last week we discussed the various iterations of the Luxury Group - a variety of color themes for the Mark V’s interior. Luxury Group options served as a starting place for the customer to custom-order their Mark V. However, the truly well-heeled PLC customer knew such freedom of choice was inherently sub-par: A Designer Series Mark V cost much more than a Luxury Group car, and its appearance was specified for you.

We continue with more Continental Mark V coverage today, and hone our focus on the model’s various trims. After their successful (big profit center) introduction in 1976 on the Mark IV, the quite expensive Designer Series trims were a shoo-in for a return on Mark V. Lincoln took full advantage of the popularity of “special” trim and gingerbread during the late Seventies, and went a little wild with the options. New colors, limited editions, and Designer Series layouts that changed by the year! It’s time for some in-depth trim action, and Luxury Group is up first.

We return to our Lincoln Mark Series coverage today, near the Mark V’s large B-pillar. While our last installment started on the exterior changes Lincoln designers made for the switch from Mark IV to Mark V for 1977, there’s so much car to cover (over 230 inches) that we had to take an intermission. It’s time for vinyl and big rear ends, and we’ll talk about the Mark too.

In the last installment of our Lincoln Mark coverage, we learned about some new objectives Lincoln brass pursued for the transition from Mark IV to Mark V. There were two primary goals in mind: Cut development costs, and simultaneously allow the Mark more independence from Thunderbird. As a result, the Mark V of 1977 used the same platform as the old Mark IV, and Thunderbird was downsized to become a Mercury Cougar sibling. Further, in an attempt to move with the times and recognize that fuel economy mattered a little bit at the end of the Seventies, Lincoln engineers reworked the Mark IV platform for Mark V duty.

When the Continental Mark IV was introduced for the 1972 model year, it wore close visual ties to the smash hit that was its predecessor, the Mark III. After federal safety legislation altered the front of the Mark IV’s appearance in 1973 and its rear in 1974, the visual connection between the two cars thinned considerably. The Mark IV (like other large PLCs of the time) struggled with regard to sales but received a boost in 1976 with the arrival of the Designer Series editions. The expensive high-profit trims saw the 1976 Mark IV go out on a high-ish sales note of 56,110 examples, around 8,000 more than its debut year in 1972. In 1977 Lincoln aimed once more for PLC success with the new, even larger Continental Mark V.

Today marks the 20th installment of our coverage on the Lincoln Mark cars, and we’ve reached an exciting point in the model’s history. The brass at Lincoln noticed how the Mark IV’s sales were in decline (like all large PLCs of the time) as the Thunderbird-based boat headed toward its final year, 1976. To that end, Lincoln added excitement and luxury to its halo coupe via a new set of very special brand-themed options packages on ‘76 models. It’s time for the Designer Series.

When the Mark IV debuted in 1972, Lincoln’s personal luxury coupe was larger than ever before and had even more in common with its lesser sibling from Ford, the Thunderbird. As noted in our last installment, even the dashboards were identical between the two cars in this generation. The Mark IV’s debut appearance was short-lived, however, as the following year government legislation forced Lincoln’s designers and engineers to make some unfortunate-looking changes. Tell me, do you enjoy enormous bumpers?

Cadillac led the charge into new Seventies-ready personal luxury coupes with their ninth-generation Eldorado in 1971. The following year, Ford followed suit with the Lincoln Continental Mark IV. Bigger and, in theory, better than its predecessor, it was also lesser in terms of Mark-specific sheet metal and quality interior amenities than the Mark III. The exterior of the new Mark IV was very similar to the Thunderbird since it shared a platform and the majority of its body panels. And those similarities continued right on into the interior.

Volvo began selling its now-legendary brick-shaped sedans and wagons here in the 1968 model year, with the 140, and continued with the rear-driven sensible square Swedes all the way through the 1998 S90/ V90. Of all those cars, though, the most iconic is the 240. The first of the 240s showed up in North America for the 1975 model year, and here's one of them: a 245 DL wagon in a Denver self-service boneyard last summer.