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CONTINENTAL MARKS MUST NOT BE CLASSIFIED AS LINCOLNS

NOR SHOULD THE 1982-1985 CONTINENTAL

By Richard Bergquist

On Reclassifying the 1969-1985 Continental Mark III/IV/V/VI/VII and 1982-1985 Continental.

These cars are as of now classified as Lincolns, however their make is Continental. They shall therefor not be classified as Lincolns. There has been much confusion over time about this, in automotive litterature as well as among automotive enthusiasts in general. Indeed the confusion existed even at the get-go, something many non Lincoln-Mercury published advertisments bear testiment to. However it is clear in advertisments printed by Lincoln-Mercury that the 1968-1985 Mark automobile is not a Lincoln, nor is the 1982-1985 Continental. The Lincolnization of these cars came about with the 1986 year model.

Certainly most Lincoln-Mercury enthusiasts today will agree that the 1955-1957 Mark II was indeed by make a Continental. However many if not most will vehemently disagree that the Continental name as make reappeared in 1968, claiming that the Continental name as make disappeared with the end of the Continental Mark II in 1957 never to reappear again. This however is incorrect. The Continental division of Ford might, by all means, have closed in 1957, the name as make however did not seize to exist indefinitely. With the 1968 launch of the Mark III the Continental name as make reappeared and continued to be the make of the Mark automobiles until the 1986 Lincolnization of the by then, Mark VII and mid-sized sedan Continental. From 1986 the former Continental Mark VII became the Lincoln Mark VII and the Continental became the Lincoln Continental.

Ford Executive and Ford employee since 1963, automotive historian and automotive expert witness to the United States Government in the case of Toyota Motor Sales U.S.A. Versus The United States, James K Wagner, will attest to this fact. His 1987 Crestline Series book The cars of Lincoln-Mercury is one of the most comprehensive, precise and respected accounts of Lincoln-Mercury history. In his book James K. Wagner speaks of this confusion between the Continentals as a model and as a make, Marks and the 1982 introduced Continental often being confused as Lincolns before they were branded as Lincolns in 1986.

The Continental Mark and the Continental were ”Lincolnized” for the 1986 year-model. It was not until 1986 when the Continental name as make was removed entirely from the Mark automobile and degraded to model status for the Continental that became the Lincoln Continental. The Mark became a Lincoln and so did the Continental.

Lincoln-Mercury felt that even though it would have been effective in relating the Marks with its past to include the Continental name as a model-name after the cars in 1986 had been Lincolnized they felt it would be a too long and too intricate name leaving the car as Lincoln Continental Mark VII, hence for 1986 it simply became the Lincoln Mark VII.

Advertisments published by Ford/Lincoln-Mercury never mention such a thing as a Lincoln Continental Mark. However, to further the confusion, the Continental name was for many model-years used as a model-name as well as a brand name. For instance the 1970s Lincoln Continental Sedan, the Lincoln Continental Town Car, the Lincoln Continental Coupé and Lincoln Continental Town Coupé. Even the 1980 all-new down-sized full-size Lincoln luxury sedan was a Continental-model. Marketed Lincoln Continental and Lincoln Continental Town Car. The 1980 Lincoln Continental changed name for 1981 when the Town Car moniker for the first time became a model and not just a package and so for 1981 it was marketed as the 1981 Lincoln Town Car and Lincoln Town Car Signature Series.

To further confuse the public the 1980 all-new Lincoln Continental was virtually identical to the all-new Continental, the Continental Mark VI, shy of interior and exterior details, ornamentation and for Mark special optional head lamps known as Touring Lamps. The 1980 Lincoln Continental and Lincoln Continental Town Car shared mold with the 1980 Continental Mark VI and the 1980 Continental Mark VI Signature Series. The confusion with the public and even with Mercury-Lincoln dealerships was monumental and continue to this day.

However commercial videos produced by Lincoln-Mercury are testaments to the nomenclature principles of the Lincoln and Continental automobiles. In the video-link I post below each car is introduced with its entire name, make and model. When introducing the Lincoln, we hear the speaker state ”Lincoln Continental Town Car”, when introducing the Marks we hear ”Continental Mark VI”. Furthermore the speaker continuously mention Lincoln when the Lincoln car is showing. When the Mark is showing the Lincoln name is never mentioned, only Continental. Referring to the different automobiles in this fashion is applicable to all by Mercury-Lincoln published advertisments. See Hans Tore Tangeruds website for a wealth of Lincoln-Mercury published advertisments. All Lincoln-Mercury brochures head the Marks as Continental Mark and the Lincoln Continentals and Lincoln Continental.

Realizing that pointing these facts out would raise some controversy with the members of this board and website I have been reluctant to posting this article however I feel that the facts do not deserve to be so blatantly overlooked and it is, in my opinion, high time to issue a reclassification of all cars classified as Lincoln Continental Marks (1969-1985) to Continental Marks and those classified as Lincoln Continental (1982-1985) to Continental..

From 1981 cars are designated a 17-character VIN-number. The third character is the Make Identification. Lincoln=N. Mercury=E .Continental=R. All Lincoln automobiles are marked N, all Continentals are marked R. Hence are all Mark automobiles (Mark VI 81-83, Mark VII 84-85) from 1981-1985 marked R. Continentals from 1982-1985 are marked R since they are Continentals.

From 1986 all Marks (by then VII) and Continentals are marked N since they are from 1986 by make Lincolns.

Pay attention to the third character in the example. R=Continental N=Lincoln

1982 Continental=1MRBP98F2CY627349
1983 Continental=1MRBP97F4DY678774
1984 Continental=1MRBP97F7EY671657
1985 Continental=1MRBP97FXFY758518
1986 Lincoln Continental=1LNBP97F5GY704124
1987 Lincoln Continental=1LNBM97F7HY711540

1981 Continental Mark VI=1MRBP96F4BY658149
1982 Continental Mark VI=1MRBP96F4CY683893
1983 Continental Mark VI=1MRBP98F4DY619450
1984 Continental Mark VII=1MRBP98F7EY637233
1985 Continental Mark VII=1MRBP98F8FY654205
1986 Lincoln Mark VII=1LNBP98M0GY671286
1987 Lincoln Mark VII=1LNBM91F9HY667713
1988 Lincoln Mark VII=1LNBM92E9JY815600
1989 Lincoln Mark VII=1LNBM92E9KY713313
1992 Lincoln Mark VII=1LNCM93EXNY640489

1981 Lincoln Town Car=1LNBP93F2BY639487
1985 Lincoln Town Car=1LNBP96F6FY735107
1986 Lincoln Town Car=1LNBP96F5GY685902
1987 Lincoln Town Car=1LNBM82F8HY682597
1988 Lincoln Town Car=1LNBM83F0JY708744
1989 Lincoln Town Car=1LNBM82F4KY792263

There is not only substantial but incontrovertible evidence to the fact that the 1969-1985 Marks were Continentals and not Lincolns as is there to the fact that the 1982-1985 Continental was a Continental and not a Lincoln.

To summarize, there have been Continental model designations and there have been Continental make designations. The 1969-1985 Marks were Continentals and not Lincolns. 1982-1985 Continental was a Continental and not a Lincoln. The Mark and the Continental Sedan became Lincoln makes with the 1986 year model.


Lincoln-Mercury Commercial Video: http://www.youtube.com/watch?v=Thqe8r2F9mY

Lincoln-Mercury advertisments: http://www.lov2xlr8.no/lincoln.html

Album of Continentals and Lincolns (note lack of Lincoln emblems on pre-1986 Continental Marks and on the 1982-1985 Continental):

http://www.facebook.com/album.php?aid=237429&id=682771721&l=3bc316664e

Pictures from the 1987 Crestline Series Lincoln-Mercury Cars

http://www.geting.se/viewimage/image/268053-BIL_3613_copy.jpg

http://www.geting.se/viewimage/image/268054-BIL_3615_copy_copy.jpg

http://www.geting.se/viewimage/image/268055-BIL_3619_copy.jpg

http://www.geting.se/viewimage/image/268052-BIL_3647_copy.jpg

Further commercials on Youtube only mentioning Marks as Continentals

http://www.youtube.com/watch?v=y3IwXrPIpr0

http://www.youtube.com/watch?v=bx_uVAdzDuo&feature=related

http://www.youtube.com/watch?v=mqgCTfDH7cU

1969 Lincoln-Mercury Catalog brochure pictures (note how the cars are presented)

Lincoln Continental:
(heading is Lincoln since this car is a Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1969_Lincoln/1969_Lincoln_Conti- nental_Mark_III/1969 Lincoln Continental Mark III-08-09.jpg

Continental Mark III:
(note that the heading is Continental and not Lincoln since this is not a Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1969_Lincoln/1969_Lincoln_Conti- nental_Mark_III/1969 Lincoln Continental Mark III-02-03.jpg

Presenting the Lincoln Continental and the Continental Mark III:
(Continental not labeled Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1969_Lincoln/1969_Lincoln_Conti- nental_Mark_III/1969 Lincoln Continental Mark III-01.jpg

1971 Lincoln-Mercury Catalog brochure pictures
(note how the cars are presented)


The Lincoln Continental:
(marked Lincoln since this car is a Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1971_Lincoln/1971_Lincoln_Conti- nental_Brochure/1971 Lincoln Continental-09 amp 10.jpg

The Continental Mark III:
(not marked Lincoln since this car is not a Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1971_Lincoln/1971_Lincoln_Conti- nental_Brochure/1971 Lincoln Continental-11 amp 12.jpg

1976 Lincoln-Mercury Catalog brochure pictures
(note how the cars are presented)


The Continental Mark IV:
(not marked a Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1976_Lincoln/1976_Lincoln_Conti- nental_Mark_IV_Brochure/1976 Lincoln Continental Mark IV-01.jpg

The Lincoln Continental:
(marked Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1976_Lincoln/1976 Lincoln Continental Brochure/1976 Lincoln Continental-01.jpg

1984 Lincoln-Mercury Catalog brochure picture

The Continental:
(not mentioned as a Lincoln as it is not yet a Lincoln)
http://www.oldcarbrochures.com/static/NA/Lincoln/1984_Lincoln/1984_Lincoln_Broch- ure/1984 Lincoln-15.jpg

The Lincoln Town Car:
(mentioned as a Lincoln since it is a Lincoln. Compare with Continental above):
http://www.oldcarbrochures.com/static/NA/Lincoln/1984_Lincoln/1984_Lincoln_Broch- ure/1984 Lincoln-23.jpg

Continental:
http://www.lov2xlr8.no/brochures/lincoln/84_17.html

Lincoln Town Car:
http://www.lov2xlr8.no/brochures/lincoln/84_21.html


1986 Lincoln-Mercury Catalog brochure picture

The Lincoln Mark VII:
(note that the Mark has now become a Lincoln and is now mentioned as such)
http://www.oldcarbrochures.com/static/NA/Lincoln/1986_Lincoln/1986_Lincoln_Conti- nental_Mark_VII_Brochure/1986 Lincoln Mark VII-04.jpg

The Lincoln Continental:
(has now become a Lincoln and is mentioned as such)
http://www.oldcarbrochures.com/static/NA/Lincoln/1986_Lincoln/1986_Lincolns_Broc- hure/1986 Lincolns-04-05.jpg

1981 Continental Mark VI with optional Touring Lamps

http://www.oldcarbrochures.com/static/NA/Lincoln/album/1981 Lincoln.jpg

An account of the Lincoln-Mercury heritage
Cars of Lincoln-Mercury
George H. Dammann; James K. Wagner
ISBN 10: 0912612266 / 0-912612-26-6
ISBN 13: 9780912612263
Publisher: Crestline Pub Co
Publication Date: 1987

Examples of available models for various years

1970 Lincoln
Lincoln Continental Sedan
Lincoln Continental Coupé

1970 Continental
Continental Mark III


1975 Lincoln
Lincoln Continental Sedan
Lincoln Continental Coupé

Lincoln Continental Town Car
Lincoln Continental Town Coupé

1975 Continental
Continental Mark IV


1979 Lincoln
Lincoln Continental 4-Door Sedan
Lincoln Continental 2-Door Coupé

Lincoln Continental Town Car
Lincoln Continental Town Coupé

1979 Continental
Continental Mark V


1980 Lincoln
Lincoln Continental
Lincoln Continental Coupé

Lincoln Continental Town Car
Lincoln Continental Town Coupé

1980 Continental
Continental Mark VI four-door
Continental Mark VI two-door

Continental Mark VI four-door Signature Series
Continental Mark VI two-door Signature Series


1981 Lincoln
Lincoln Town Car four-door
Lincoln Town Car two-door

Lincoln Town Car Signature Series four-door
Lincoln Town Car Signature Series two-door

1981 Continental
Continental Mark VI Luxury Group four-door
Continental Mark VI Luxury Group two-door

Continental Mark VI four-door Signature Series
Continental Mark VI two-door Signature Series


1982 Lincoln
Lincoln Town Car four-door
Lincoln Town Car two-door

Lincoln Town Car Signature Series four-door
Lincoln Town Car Signature Series two-door

1982 Continental
Continental (new for 1982)

Continental Mark VI Luxury Group four-door
Continental Mark VI Luxury Group two-door

Continental Mark VI four-door Signature Series
Continental Mark VI two-door Signature Series


1986 Lincoln (http://www.geting.se/viewimage/image/268051-1986_Lincolns_2.jpg)
Lincoln Town Car
Lincoln Mark VII
Lincoln Continental

1986 Continental (discontinued for 1986)


Excerpts from Cars of Lincoln-Mercury (1987)

http://www.geting.se/viewimage/image/268645-1968_Mark_III_Official_name_was_Continental_Mark_III.jpg

http://www.geting.se/viewimage/image/268646-1968_Technically_not_a_Lincoln.jpg

http://www.geting.se/viewimage/image/268647-1986_all_officially_named_Lincoln.jpg

http://www.geting.se/viewimage/image/268648-1986_now_officially_a_Lincoln.jpg
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