#Continental

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.

With its splashy debut and immediate sales success, Lincoln’s Continental Mark II I personal luxury coupe offered up immediate and serious competition to the more established Cadillac Eldorado, which previously had the market all to itself. With its unique styling different from other Continentals and a more upscale interior, the Mark typically won in comparison tests published by the automotive press of the day.

The new Continental Mark III coupe was a smash hit at its debut in 1969. The Thunderbird-based design proved a cost-saving device for the Lincoln-Mercury Division and put the company’s revenue in the black for the first time in a while. After an exceptionally long model year in 1969, regulatory forces, trim edits, and cost-saving measures took place for the model’s second year in 1970. We covered the exterior changes last time, and today slide into bucket seats in our polyester suits.

For those of typical means, ultra-luxury automakers like Bentley exist in a vacuum. We see an M3’s worth of options on a Flying Spur and scoff at something so preposterous, so alien to our understanding of a dollar’s value.

It’s true enough that the law of diminishing returns tends to really kick in when MSRPs soar into six-figure territory and beyond: Is a Bugatti Chiron 50 times better than a C8 Corvette? Probably not. But years ago, when I was handed the keys to my first Bentley press car, I approached the prospect with a similar mindset and came away a changed man.

Today we take a look at the early 2000s Lincoln Continental. A generation of Continental that didn’t know what it wanted to be, we can take comfort in the knowledge it was at least a nice Taurus.

It hasn’t been what we would call a tranquil year for Continental. The German parts supplier spent the summer preparing for one of the worst financial periods in its 149-year history and apologizing for its involvement with the National Socialist German Workers’ Party (Nazis) by hiring an independent researcher to chronicle their forced-labor practices in detail. The dark trip down memory lane served as a strange interlude from the company’s financial concerns, which re-manifested in September when Continental announced it would have to eliminate around 13 percent of its existing staff — or about 30,000 employees.

News has broken that the supplier’s 2020 troubles didn’t end there. German prosecutors also made their rounds on September 22nd, stopping at Continental facilities in Hanover and Regensburg as part of an ongoing investigation into Volkswagen’s Dieselgate fiasco from 2015.

Ford began selling Lincoln Mark Series cars starting in 1956, with the hand-built Continental Mark II, then mass-produced the first go-round of the Mark III, Mark IV, and Mark V for the 1958-60 model years. Fast-forward to the 1968 model year, for which Lee Iacocca decreed that a luxury-for-the-well-off-masses Thunderbird-based Mark III would be built, and we get to the period of Lincoln Marks that I’ve covered in this series; we’ve seen discarded examples of the III through the final VIII, but no Mark VII… until today.

Germany’s Schaeffler AG will reportedly be eliminating 4,400 jobs and abandoning several facilities in its home country as the supplier confronts what it dubbed complications relating to the global pandemic. Like Continental, which is actually controlled by the same people, Schaeffler has been coping with lessened demand after automakers around the globe shut down earlier this year as a precautionary measure. While the coronavirus lockdowns can’t be faulted for every issue the companies are facing, they have been a thorn in the side of parts suppliers everywhere.

Continental announced it would need to eliminate roughly 13 percent of its workforce last week. That’s roughly 30,000 fewer jobs. Schaeffler’s restructuring plan only calls for eliminating 4,000 positions. However, it is the smaller of the two and has decided to spread its cuts out as much as possible.

Continental commissioned an independent researcher to see what it was up to in the 1940s, with the auto parts supplier issuing a press release detailing the results.

“The study shows that Continental was an important part of Hitler’s war machine,” said CEO Dr. Elmar Degenhart, before adding, “We commissioned the study in order to gain more clarity about the darkest chapter in our company’s history. That’s why we specifically included those companies that were not part of Continental at the time. The study is a consciously chosen opportunity and a renewed motive for us to face up to our responsibility and, on the basis of past experiences, to understand our identity more clearly and to create a better future.”

The company has decided to not only “take responsibility” for acts committed 70-plus years ago, but to also include businesses that were complicit with the National Socialist German Workers’ Party (NSDAP/Nazi) long before they joined its ranks.

Parts supplier Continental says the extended lockdown protocols that closed countless automotive factories and dealerships will result in the worst quarter witnessed since the Second World War. It also isn’t overly optimistic about Q3, as supply chain issues will continue making normal business operations difficult while the global recession begins to take hold.

“The second quarter is just behind us. It will be the historically weakest quarter for the auto industry since 1945,” Continental Chief Executive Elmar Degenhart said, according to a transcript of a speech due to be delivered at the company’s annual shareholder meeting on July 14 that was intercepted by Reuters.

As you read in the previous post, Lincoln has finally admitted what everyone by now knew — that the Continental’s days are numbered. The marque plans to shelve the model after pulling the plug on production at the end of the year.

Big sedans have all the appeal of an uncontrolled cough in a crowded elevator right now, so there’s dim hope that the Continental name will ever grace a stately, rear-drive sedan or coupe in anyone’s near future. At least we have our memories, though… not all of which are good ones.

For the third and perhaps last time, Lincoln will cease production of the Continental.

The discontinuation of the slow-selling sedan at the end of 2020 was confirmed late Wednesday by Automotive News and quickly backed up by a statement from Lincoln, though the news was something we’ve expected for quite some time. It was foretold by unconfirmed past reports and a growing mountain of evidence.

Alas, this year’s destruction of things from the past did not spare a nameplate that first appeared in 1939.