1960 Lincoln Continental Mark V: Almost History

1960 was a near miss for Lincoln. You see, back in 1958, Lincoln attempted to out-Cadillac Cadillac. The new ’58 models were bigger and more luxurious than ever before. And the elegant 1956-57 Continental Mark II (which was not a Lincoln, for those unfamiliar with Ford’s luxury efforts in the ’50s), which Ford Motor Company lost money on despite its lofty $10,000 price, was replaced by an extra dolled up version of the all-new 1958 Lincoln Capri and Premiere.

It was ambitious, and it may even have worked. Except a major recession resulted in new car sales falling off a cliff. The new medium-priced Edsel, upon which millions had been spent and which every FoMoCo executive hoped against hope would succeed, did not. At the end of the ’58 model year, around 63,000 Edsels had been built. It would only be downhill from there.

And Lincoln, which sold 41,567 cars for 1957 (including the non-Lincoln Continental Mark II), crashed and burned in 1958 as well despite all-new everything, to the tune of 29,684 units.

Of course, there were many factors. But at least some of it had to do with the rather unusual styling, which included large flares on the front fenders, quad headlamps set at a 45-degree angle, and the overall massive look. Lincoln immediately toned down the looks for 1959, and again in 1960.

But beyond minor sheetmetal adjustments, the car was still massive. And while many pooh-pooh the styling, really, was it so much different from the other luxury marques? Cadillac had giant fins, massive grillework, and chrome dripping off of it, too, and the 1957-59 Imperials looked a lot like wheeled UFOs.

But regardless, the cars didn’t sell. 1959 sales were down to 26,906 cars produced, a spit in the ocean compared to luxury leader Cadillac. And Ford was hemorrhaging cash with even more disastrous Edsel sales, which were tanking even worse than in ’58.

The 1960 Lincoln was arguably the best-looking of the 1958-’60 models, with an even smoother front end. Non-Continental models gained a much more normal-looking roofline, with a standard sail panel instead of the reverse-angle unit/wraparound backlite used in 1958-59. Continentals retained the ’58-’59 roof, complete with a “backwards” rear window that retracted. Even the convertibles had this feature, as seen above.

Sales literature remained upbeat despite the lack of showroom activity: “Ever since its beginnings as a custom-built automobile for a privileged few, the Lincoln Continental has been famous as America’s most distinctive and luxurious motorcar.

“The Mark V now carries this tradition to a new peak of perfection. New elegance enhances its distinctive design. Beautiful new materials reflect an even greater richness in its appointments. And another important quality makes itself quickly evident—the thorough, painstaking care with which this car is built.”

And these cars were truly huge. The ’60 Mark V was 227.2″ long with a 131″ wheelbase. The engine was a 430-cubic-inch V-8 with 315 hp and 465 lb-ft of torque. On paper, they looked good, and the interiors were always a very nice place to be. Exterior colors included Cherokee Red, Deerfield Green, Twilight Pink, Maple Leaf, Tawny Beige, and Gold Dust. Interiors could be just as colorful.

But sales again crashed, this time to 24,820. With all the investment in the new ’58 car, Ford bean counter Robert McNamara was all set to kill the division. In another scenario, 1960 could have been the last year for Lincolns.

But in the 11th hour, a Thunderbird styling mockup was chosen to become the 1961 Lincoln Continental, converted to four doors, of course. And Lincoln was saved! Crisis averted, and the 1961-’69 Continental would go on to impress buyers and collectors for decades.

And today, the 1958-60 Lincolns have a dedicated fan base. Today’s car, finished in Pale Turquoise with black leather interior, was spied along with several other 1958-60 models back in 2023 at an LCOC meet in Springfield, IL. I was very impressed with this car, and took even more pictures of it than can be seen here.

It was a good effort, but it missed the mark, if you’ll avoid the pun! And thankfully, Lincoln kept on going through the ’60s, ’70s, and ’80s, fighting the good fight against arch-rival Cadillac.