Lincoln Continental Mark V

Design overview

During the development of the Continental Mark V, Ford was unable to justify the expense of designing an all-new platform for the vehicle, necessitating an evolutionary design for the vehicle. TO allow better model differentiation between the Mark series and the Thunderbird, the Ford Thunderbird was shifted away from the Mark series. Replacing the Ford Elite, the 1977 Thunderbird was downsized, becoming a counterpart of the Mercury Cougar.

Chassis

The Continental Mark V shares its chassis architecture with its predecessor, the Continental Mark IV (developed as a counterpart of the 1972-1976 Ford Thunderbird). During the development of the Mark V, Ford was unable to justify the expense of designing an all-new platform for the vehicle. However, following the successful launch of the Mark IV, a significant design departure would also be considered risky. Although sharing many underpinnings with the Mark IV, in the interest of fuel economy, many updates were performed by Ford engineers. With over 400 pounds trimmed from the curb weight, the lightest Mark V was the lightest Continental Mark since 1948.

In the interest of fuel economy, the 1977 Continental Mark V was equipped with the smallest-displacement engine fitted in a Lincoln or Continental since 1957. Shared with the Ford Thunderbird/Mercury Cougar and Ford LTD/Mercury Marquis, the standard engine for the Mark V was a 400 cubic-inch V8. Outside of California, the 460 V8 remained available as an option. In 1979, the dual-exhaust version of the 400 was discontinued; the 460 was discontinued in the Mark V (and all Lincolns).

Paired with both engines, the Ford C6 three-speed automatic was the sole transmission offering.

Body

As the flagship vehicle marketed by the Lincoln-Mercury Division, the Continental Mark V would mark the introduction of a new design theme for the Lincoln brand; some styling features of the Mark V would appear on Lincoln vehicles through the 1980s.

The exterior design of the Mark V began life in the late 1960s, as an alternative design proposal for what would become its predecessor, the Continental Mark IV. During the development of the Mark V, chassis designers intended for the vehicle to use specially-designed (wider) Michelin tires, leading to widely flared wheel openings in the design. Alongside the Lincoln Continental, the Mark V was styled with sharp-edged fender lines. In contrast to the Lincoln product line, the Mark V shifted towards horizontal edges, with a nearly flat roofline. To increase visibility, the rear window and quarter windows were enlarged.

In Mark-series tradition, the Mark V included a Continental "spare tire" decklid, oval opera windows, hidden headlights, and a radiator-style grille. In a design similar to the Continental Mark III, the Mark V includes vertical taillamps. During its development, a design that extended into the top of the fenders (similar to the current-generation Jaguar XJ) was eliminated after receiving controversial reviews from focus groups. A new design feature was included for functionality; the fenders included functional louvers behind the front wheels. The Mark V also featured Premium Bodyside Moldings (full-length chrome trim; color-keyed to the vinyl top).

Although technically a $187 option, all versions of the Continental Mark V were fitted with a vinyl roof unless specifically ordered without one. In 1979, the vinyl roof could not be deleted.

1977

Previously standard issue on Marks III and IV, Ford's 7.5-liter (460 cid) V8 (now the industry's largest remaining) was optional for 1977, as a smaller 6.6 L (400 cid) V8 became standard. The 7.5 L V8 was not available at all on Mark V in the state of California, as the powerplant was unable to meet that state's tougher EPA certification standards. Lincoln felt so bad about this, that for 1977 only, California-bound Mark Vs were offered with the newly optional turbine-style aluminum wheels as standard equipment, to compensate for their 460-less Californian clientele.

Also, 1977 was the first year since 1960 that a Mark-series model came with an all-metal, body-color painted (non-vinyl covered) roof as standard equipment. The full-vinyl roof – previously standard on Mark IV - was now optional, as was the rear-quarter Landau roof. The Givenchy Designer Series had exclusive use of a new, forward-placed, front-vinyl roof in all three years of the Mark V's production.

Mark IV's successful Designer Series Editions continued with revised color combinations on the new Mark V, as well as revised Luxury Group Option color trim packages. First available in mid-1975, as the "Versailles Option", a renamed-for-1977 "Majestic Velour Luxury Group" carried over to the Mark V - for 1977 only (minus the upper door trim panel wood-tone moldings - which were on Mark IV with the Versailles option). The returning Gold/Cream and new Cordovan Luxury Groups came with an available unique (small block pattern) "Romano Velour" on the seat pillow inserts and matching upper door panel inserts - this too was also a relatively rare 1977-only one hit wonder.

Another limited-run, mid-year introduction was the Spring Luxury Group option, which came in the customer's combination of selecting Dove Grey (1N) or Dark Blue Metallic (3G) for the exterior paint color, a choice of Dove Grey or Dark Blue for the vinyl roof color, bodyside molding color and paint stripe color - with those same Dove Grey and Dark Blue colors in a standard tu-tone leather interior.

Luxury wheel covers, dating back to the 1972 Mark IV, were carryover as standard on all Mark Vs, except for Designer Series models. The Mark IV-era forged aluminum wheels carried on as optional, as would new-for-1977 Turbine Style aluminum wheels (machined wheel lip and spoke edges with argent grey accent paint between the spokes, with bright, cup-style metal center caps). These new Turbine Style wheels would be standard on Designer Series models.

Standard tires in all three years were Michelin-X (225-15) steel-belted radials with a narrow white sidewall design. First optional in 1975, and remaining so through the end of the 1979 model year, were Goodyear's LR78-15" Custom Polysteel radials, in a Lincoln-exclusive "Dual-Wide Band White Sidewall" design (a wider white stripe about one-half-inch past wheel rim diameter, followed by a second, narrow, quarter-inch white stripe, about a quarter-inch outside of the wider inside stripe). This tended to create a more formal, luxurious appearance that only accentuated Mark V's exaggerated long-hood, short-deck, low-roofline styling. Back inside the trunk, in Lincoln's attempt to eke out a small increase in the amount of available trunk space, was a new-for-1977, inflatable spare tire option (a pressurized canister of tire propellant was included) which would replace the standard conventional, full-size spare, This was available for all three years of the Mark V's run. Regardless of any exterior wheel option selected, the standard, conventional spare tire would be of either Michelin or Goodyear brand (matching the vehicle's four exterior tires), but would be mounted on a standard, 15-inch conventional steel wheel. Hardcore aficionados would go to their dealer's parts department and order an extra turbine style or forged aluminum wheel, and have the dealer remount their spare tire, so that now all five wheels matched one another. This practice of spare tire wheel-matching was standard on Mark IV, but fell off the roster beginning in 1977.

An optional Illuminated Entry System—a timed (25-second) interior courtesy light illumination system with lighted door lock cylinder rings (activated by lifting either exterior door handle)—also made its debut for 1977. This feature would set the stage for Ford's exclusive and popular Illuminated/Keyless Entry System (with driver's door belt molding mounted keypad), which would first be seen on the then newly downsized Continental/Mark VI and Thunderbird/Cougar XR-7 beginning in the 1980 model year.

1978

A larger radiator, heater core inlets and hoses were new, for improved coolant flow and heater performance. Door lock cylinders and ignition lock switches were also revised for greater theft protection. The standard 6.6 L (400 cid) V8 engine got a slight detuning for better fuel economy, while the 7.5 L V8 soldiered on for one more year.

A super-luxurious (and expensive) Diamond Jubilee Edition Mark V was introduced to help commemorate Ford Motor Company's 75th anniversary. The Diamond Jubilee Edition was available on both the Thunderbird over at Ford, as well as the Continental Mark V. Designer Series Editions and the Luxury Group offerings continued with revised color selections and trim.

With the mid-1977 introduction of Versailles, Lincoln was the first American car manufacturer to produce a two-stage base-coat/clear-coat paint process for their mid-sized luxury sedan. For 1978, this new two-stage paint process was expanded to both the Mark V and Continental, (for metallic colors only). This process produced a rich, deep, and especially glossy finish, because the paint pigment was protected beneath a layer of high-gloss clear acrylic enamel. Non-metallic, solid paint colors still continued to use the traditional, single-stage paint process (no clearcoat).

Joining the optional Full Vinyl and Rear Landau Vinyl roof options for 1978, was a new, full-length, simulated convertible "Carriage Roof" option (available only in white canvas-embossed vinyl - with interior rear seat side-quarter trim panel vanity mirrors - in place of the normally standard opera windows, which were deleted with this option). The Power Glass Moonroof option was not available on Mark V when equipped with the Carriage Roof.

Also new options for 1978: a digital (L.E.D. display) "Miles-to-Empty" fuel indicator (which replaced the standard "Low Fuel" warning light unit in its location within the instrument panel below the fuel gauge), new Wire Wheel Covers (non-locking), a fully integrated Garage Door Opener control (built into the lower edge of the driver's side illuminated visor-vanity mirror), a new driver's side outside mirror-mounted Illuminated Thermometer, as well as Ford's new 40-channel CB radio with fully integrated hand-held microphone and controls, which also included a new, integrated tri-band (AM/FM/CB) power antenna - in place of the standard issue (AM/FM) power antenna.

Also new, (for 1978 only), were slightly revised standard Luxury wheel covers, with fewer ribs along the outside diameter of a slightly more-convex/bulging brushed center portion of the wheel cover. This wheel cover style would then only appear one more time - on the downsized 1980 Lincoln Continental and Town Car and Town Coupé models.

1978 also marked Ford's first usage of (the short-lived; 1978–79) electro-mechanical seat belt warning chimes, available, and standard only on Diamond Jubilee Edition. Lesser Mark Vs (in all years) were equipped with a traditional basic seatbelt warning buzzer, and for those whoever owned or own one ever started the car with the driver's door open, and not buckled in, the separately wired "key in ignition" warning buzzer unit would also start to buzz, and you would suddenly find yourself the unlucky victim of hearing an almost nightmarish drone of both units' wavering buzzing sounds at the same time, each at a slightly different sound frequency. Definitely not the most-pleasant aural experience!!

1979

In the engine compartment, the now-seemingly gigantic 7.5 L (460 cid) V8 and dual-exhaust 400 V8 are discontinued, all in the name of helping Ford Motor Company meet the US government-mandated Corporate Average Fuel Economy (CAFE) standards, which were enforced beginning in 1978.

A new AM/FM stereo radio with cassette tape player, as well as Ford's new top-of-the-line Electronic AM/FM Stereo Search Radio with Quadrasonic 8-track tape player, were added as new radio options. The latter received a floor-mounted foot-switch (inboard of the physically identical floor-mounted headlamp dimmer switch), which would allow the driver to left-foot-tap the switch to scan radio stations or advance tracks on the 8-track player, without having to take their hands off the steering wheel.

As Mark V and Continental were in their final year of being the largest, and the last "traditional-sized luxury" production cars in America (and the world, for that matter), a commemorative "Collector's Series" package (a few months later, an actual stand-alone listed model) was introduced. The ever-popular Designer Series and optional Luxury Group offerings continued - yet again in newly revised color and trim selections.

The 1972-style Luxury Wheel Covers returned for Mark V's final year as standard issue (on all but Collector's Series and Designer Series models) - as would the optional Wire Wheel Covers (now standard on Emilio Pucci Designer Series) and Forged Aluminum Wheels. The also-optional very popular Turbine Style Aluminum Wheels continued with argent accent paint between the spokes, except on Collector's Series, and the Cartier, Bill Blass and Givenchy Designer Series - where these models would be treated to color-keyed paint between the spokes, for unique added flair.

The Carriage Roof option (still only available in white canvas-embossed vinyl; but now standard on Bill Blass Designer Series) received new interior rear quarter trim panel inserts (a blanked off, color-keyed padded vinyl insert filler panel covering the area where the deleted opera windows were - with round (non-switch-operated) reading/courtesy lights in the center of these panels on each side; thus effectively replacing 1978's rear quarter panel vanity mirrors). These new interior quarter trim panel inserts would also appear on the Collector's Series, (in color-keyed vinyl, or cloth – depending on the seat trim color) as the exterior landau roof design also eliminated the opera windows on this model. Here, though, the reading/courtesy lights in these quarter panel inserts had control switches above the rear seat quarter armrests, to allow them to operate as customary door-jamb activated interior courtesy lights, as well as rear seat passengers being able to switch them on and off independently as true reading lamps.

1978's electro-mechanical seat belt warning chimes carried over into 1979...and were now not only standard on Collector's Series, but were also standard on the Designer Series models as well. From 1980-on, selected (higher-end) trim levels of Ford-Lincoln-Mercury models would adopt the use of a solid state, all-electronic combination (seat belt, 'key in ignition' and optional 'headlamps-on') warning chime module, with no moving parts, and no more buzzers.

Full and Rear Landau vinyl roof options continued for 1979. The all-metal, body-color painted roof also continued as standard equipment - though would rarely be seen. This all-metal roof style would not appear on a Mark again until the introduction of the all-new, Fox-based aerodynamic Mark VII for 1984.

Features

Standard on all Mark Vs are four-wheel disc brakes (continuing is the "Sure-Track" anti-skid brake system from the Mark IV, as an option), a "Cartier" embossed logoed sweep-hand clock with day/date feature, and full power accessories including Automatic Temperature Control air conditioning, power windows, six-way power driver's seat, power radio antenna, etc.

A new optional feature for the 1978 Mark V was the "Miles-To-Empty" indicator. This was a small rectangular display, located to the right of the steering wheel, which sat in place of the standard equipment "low fuel" warning lamp. The amber LED readout would indicate the estimated distance (in miles) available before reaching empty based on remaining fuel, fuel consumption, and driving habits. This system was a precursor to the electronic digital full-instrumentation which would be available on the 1980 Continental Mark VI. The system represents a first for an American automobile manufacturer, as it is the first dashboard LED display of an automobile's mechanical function.

Luxury Group (1977-1979)

A rather successful marketing theme that began with the 1973 Mark IV, and continued in varying numbers through the end of the 1981 model year, the Mark V with Luxury Group option allowed the buyer to custom design their own Mark. The Luxury Group's "color name" was derived from the color of the interior. To start the process, the customer had to first decide on the interior trim, whether it be in cloth or leather-with-vinyl. At which point, the next step for the customer would be to choose an exterior paint color ( anywhere from as little as one, but most often from two to as many as four ) offered within the selected Luxury Group. After the exterior paint was chosen, the customer then would select their desired roof style ( painted metal, full-length vinyl, rear landau vinyl ) and then its color that was offered within that specific group ( for 1978 and 1979, a full-length Diamond grain vinyl simulated convertible "Carriage Roof" would also be an available roof style - but only in the color White ). Following the roof choice, would then be the customer's selection of the bodyside molding vinyl insert color - then to be completed by the selection of the available bodyside and decklid paint stripe color within the specified group. After all that was said and done, then the customer would make choices of wheels/wheel covers, options list, whitewall tire options, etc. The number of possible color combinations and options could border on the staggering. But in general, the Luxury Group was a rather fun 'mix-or-match" experience for the expressive Mark customer. The end result could be understated elegance to dramatically flashy, or anywhere in between.

Below is only a sampling of some of the many Luxury Group Mark Vs which were available throughout its three-year production run:

Designer Series editions (1977-1979)

During its production, the Mark V was also available in special Designer Series editions. As with the 1976 Mark IV, there were four editions, which included Bill Blass, Cartier, Givenchy, and Emilio Pucci. Basically a "designer label" appearance upgrade, these models each consisted of designer-specified colors for the exterior paint, vinyl roof, bodyside moldings and striping as well as interior upholstery trim selection - and were unique to each edition and varied each year. All four Designer Series models were identified by a designer's logo decal on the trunk lid, along with the designer's signature laminated between the opera window glass - as well as a special 22-karat gold plated nameplate plaque to be mounted on the instrument panel (customer would receive this shortly after taking delivery of their new Mark V Designer Series).

Diamond Jubilee Edition (1978)

To commemorate the 75th anniversary of Ford Motor Company in 1978; Ford released Diamond Jubilee Editions of the 1978 Ford Thunderbird and Continental Mark V. Adding $8,000 to the price of a Mark V, the Continental Mark V Diamond Jubilee was the most expensive vehicle ever sold by Ford Motor Company at the time, raising the price of the Mark V to over $21,000. The Diamond Jubilee Edition included nearly every feature of the Mark V as standard; the extra-cost options left available included the 460 V8 (and its dual exhaust system), a power moonroof, and a 40-channel CB radio. The edftion included the digital LED "Miles-To-Empty" fuel gauge that calculated approximately how far the car could be driven with the remaining fuel in the tank, based on fuel level, driving speed, and fuel consumption rate. Every new owner was given car keys matching the interior trim and could request a Ford-created cookbook entitled "Ford Diamond Jubilee Recipe Collection".

In the style of the Designer Editions, the trim and paint of the Diamond Jubilee edition was specially color-keyed. Available in only two colors (Diamond Blue or Jubilee Gold), the edition is distinguished by a monochromatic exterior, with color-keyed wheels, grille, body trim, hood ornament, and trunklid (with color-keyed Lincoln badge). To further distinguish the exterior, chrome trim was added into the rear of the front fender vents. The Diamond Jubilee Edition was also one of the first Ford Motor Company vehicles (following the Lincoln Versailles) to utilize clearcoat paint.

The interior of the Diamond Jubilee Edition was designed to match the monochromatic exterior. The split front bench seat was replaced by cloth bucket seats with a center console with a padded armrest; the rest of the interior included padded leather on high-wear areas. Designed to provide extra storage, the console stored an umbrella on the underside of the armrest. Matching its name, the opera windows featured simulated diamond chips inside the glass, with a Diamond Jubilee script on the window the hood ornament featured crystal-style inserts. All Diamond Jubilee Marks were supplied with a leather bound owner's manual and tool kit.

In total, 5,159 Diamond Jubilee Edition Continental Mark Vs were produced. For 1979, the edition was repackaged as the Collector's Series.

Collector's Series (1979)

The 1979 Collector's Series Mark V had essentially the same equipment as the Diamond Jubilee Edition of 1978 and there were very few equipment options. Offered in just two colors initially, Midnight Blue Moondust Metallic ( 3Q ) and White ( 9D ) - two additional colors, Light Silver Moondust Metallic ( 1Y ) and Diamond Blue Moondust Metallic ( 38 ), started appearing at dealerships later in the year.

Midnight Blue 'Kasman II' luxury cloth bucket seats with a hand-stitched leather covered console and upper instrument panel crash pad were standard. Twin Comfort Lounge seats were also available in a choice of Midnight Blue leather or White leather ( in Luxury Group sewstyle ), at a slightly lower price - which did not include the console or a folding center rear armrest. Unique, tri-band paint stripes on the bodysides and hood, as well as gold tone "Collector's Series" script and padded vinyl wrapover band with integrated coach lamps on the rear roof quarters, gave the Collector's Series a unique luxurious appearance. Unlike other Mark V models, the Collector's Series did not include opera windows. Gold tone grille bars with gold tone "MARK V" grille badge and a unique gold and crystal-like hood ornament and a padded vinyl decklid spare tire contour with matching vinyl insert on the Continental star trunk lock cover also set it apart...as did the 18-oz color-keyed Midnight Blue trunk carpeting which lined the entire trunk - even under the deck lid!! Naturally, this model, and the above-mentioned 1978 Diamond Jubilee Edition, remain two of the most sought after examples of the many collectible late-seventies Mark Vs.

Actor Tom Selleck was featured in media advertisements for the car; this was prior to his television fame as Magnum, P.I. Being as fully optioned as the car was, naturally the retail price reflected this abundance. The Collector's Series option added approximately $8,000 to the base price of the standard Continental Mark V, bringing its base price to almost $22,000 US dollars which was about three times the cost of a regular Ford vehicle at the time. This option package was also available on the Lincoln Continental sedan which boosted the retail price of that car into the more modest but still pricey mid-$16,000 range.

Sales

Although only on sale for three model years, with a total of 228,262 examples sold, the Continental Mark V is the best-selling version of the Lincoln Mark Series.