What the critics said
“The Mark III certainly will be the subject of many debates as it shows up in Lincoln dealers’ showrooms… The others, of course, will compare it to the Cadillac Eldorado, for which it is a direct competitor and to the earlier Continentals, Marks I and II. It’s that kind of car; bold and positive.” Road Test, March 1968.
“This latest pretender to the Continental throne… is in essence, a senior Thunderbird. It is a conventionally engineered styling exercise, embodying neoclassic clichés, highlighted by a 6ft long hood fronted with a massive plated casting which mimics traditional Rolls-Royce and Mercedes radiator housings… The styling is, well, a bit unimaginative, rather over adorned and underformed… The Mark III is largely conventional, uninspired and gadgety. In all, the Mark III represents polished execution of a lacklustre concept.” Car Life, March 1968.
“Not many Lincoln Continental Mark IIIs are likely to be sold in our austerity ridden isles. Those who do acquire one will have a car which has a dignity of line which would be acceptable in any company in any setting.” Autocar (UK), February 1968.
“We have put things on the Mark III that make it evident this is an expensive car,” says Eugene Bordinat, Ford’s vice-president for design. “If the car has a sniff of the Rolls at one third of the cost we have made a case for it…” Motor Trend, March 1968.
“To sum up,” says Ford, “Literally everything has been designed and engineered to make the Mark III interior the most comfortable, most completely appointed, most luxurious of all – and to match that by making it the best looking, quietest car it is possible to build.” Motor Trend, March 1968.
“If you are a successful businessman wanting a Mark III, the basic showroom price is $6585 (about £2750)… a whole lot cheaper than a Rolls or a Mercedes, may beat $20,000 in Detroit! Perhaps the Americans know a thing or two after all!” Autocar, July 1968
“Superb ride and handling characteristics are responsible for the non-tiring qualities. Mark III chassis components have been tailored to the car. A nine-inch shorter wheelbase and five-inch shorter length than the contemporary Continental make all this a reality… Everything about the Mark III is pure pampered luxury… conceived and built for the ‘owner-driver’. As a driving man’s car it’s a complete success.” Motor Trend, July 1969.