1974 Lincoln Continental Mark IV

The Continental Mark IV, the third generation of the Mark Series, was produced from 1972 to 1976 and was slightly larger than its Mark III predecessor. It continued to use the Continental nameplate that had a long-running history with Lincoln, first appearing in 1938 as a one-off custom built by the factory for Edsel Ford. Its attractive styling prompted production to commence for 1939, and the original Lincoln Continental, with its V-12 powerplant, continued through 1948.

The Continental name was revived in 1956, this time as a standalone brand placed above Lincoln at the very top of the market. In recognition and homage to the original, the model was known officially as the Continental Mark II. The high cost of $10,000 in 1956, coupled with the complexity meant its lifespan was brief and the Continental nameplate was rolled back into the Lincoln line up for 1958.

Following the success of the suicide door, slab-sided cars of the 1960s, the Continental 'Mark Series' was revived in 1968, again as a large two-door personal car. The Mark III used the Ford Thunderbird's chassis with elegant styling, a low, chop top roofline, and the signature spare tire hump on the trunk.

The 1974 Lincoln Continental Mark IV styling was nearly identical to the previous year's design. Changes were made to the sound insulation and better carpeting. The base engine was the 460 cubic-inch V8 with a four-barrel carburetor and delivered 220 (SAE) horsepower.

The 1974 Lincoln model lineup included the Continental, offered as a hardtop coupe or a sedan, and the Mark IV hardtop coupe. The Continental had a 127.2-inch wheelbase and measured 232.6-inches in length, while the Mark IV was shorter, with a 120.4-inch wheelbase and 228.4-inch length. Standard features and amenities on the Mark IV included deluxe wheel covers, spare tire lock, visor-mounted vanity mirror, tinted glass, automatic parking brake release, automatic temperature control, AM radio with power antenna, power windows, power ventilation system, front disc brakes, carpeted luggage compartment, cornering lights, and fender skirts. It had an AM radio with power antenna, digital clock, carpeted spare tire cover, vinyl roof, Six-Way Twin Comfort power seat, luxury steering wheel, front and rear rub strips, Sure-Track power brake system, and rear bumper guards.

The Gold Luxury Package added gold 'diamond fire' metallic paint, tan leather interior with brown suede accents, tan components, and a gold grained vinyl roof. Mark IV vehicles equipped with the Gold Luxury Package were known as 'Ameria's Consummate Luxury Car.' The Gold Luxury Package was priced at $438, and when the power glass sunroof was added, the cost rose to $770.40. Prices were similar to the Silver Luxury package that came with silver leather, red leather, or velour interior, silver grained vinyl roof, and silver metallic paint. The Silver Luxury package was also available with the power glass sunroof.

Many optional accessories were available on the Mark IV including a Space Saver tire, AM/FM Multiplex radio, AM/FM Multiplex radio with stereo tape system, speed control, Traction-Lok differential, high ratio rear axle, 'Moondust' metallic paint, 'Diamond Fire' metallic paint, illuminated visor vanity mirror, dual exhaust, and rear window defroster.

Lincoln produced 57,316 examples of the 1974 Mark IV accounting for 45-percent of Lincoln's total production.

By Daniel Vaughan | Nov 2020