Ford’s Errant Arrow: 1956-1957 Continental Mark II
Posted by Max Howard
The Continental Mark II was Ford’s attempt at creating an ultra-luxury flagship that would compete against the world’s best cars. Hand-built in limited numbers, the Mark II was manufactured between 1956 and 1957, and was well received by the public. The car’s high price tag and understated appeal, however, meant it would never sell in volume, and production of the Mark II ended after only two years.
Lincoln’s Post-War Continental
The Continental name has its roots in the popular pre-WWII car built under the direction of Ford Motor Company president Edsel Ford. After the war, Ford struggled to regain its footing in the American automotive marketplace during a period of dated designs and faltering leadership that led to poor sales. But by 1952, FoMoCo’s ship had been fully righted, and Lincoln dealerships began requesting a successor to the famed 1939-1948 Continental--Lincoln’s V12 masterpiece. Company brass responded by laying the foundations for a new halo car--one that would elevate the brand while also going head to head with established luxury carmakers like Packard and Cadillac. For the task, Ford assembled an all-star design team originally dubbed Special Products, later renamed Continental Division. Their assignment was to design and build America’s most luxurious car. A three-year run was planned, with annual production at 1,600, and from the outset it was generally accepted within Ford that the Mark II would carry an astounding price tag and that it would not turn a profit.
Debut of the Continental Mark II
The Continental Mark II debuted in October 1955 at the Paris Auto Show, carrying a price tag just shy of $10,000—-roughly the cost of a Rolls-Royce. It was immediately recognized as a departure from the design trends of the 1950s, with little in the way of fins, chrome, and futuristic treatments so prevalent at the time. Instead it was long, low, and unadorned; a prominent, trademark Lincoln-style spare tire bulge in the trunk is one of its most recognizable features. Overall, the two-door hardtop coupe allowed for plenty of headroom without a tall roofline, and the design is still regarded as timeless more than five decades later. The elegant body rode on a 126-inch wheelbase and with air conditioning, the whole package tipped the scales at a hefty 5,200 pounds. It was a bit too much weight for the standard Turbo-Drive automatic and 368-ci V8 that produced 285 horsepower; a performance car this was not. But it did achieve its intended aim of American opulence. Though the Mark II’s interior was as understated as its exterior, the seats were lavishly upholstered with either elegant fabrics or vat-dyed Bridge of Weir leather from Scotland, which set it apart from any other domestic car. Its hand-constructed quality added to the intense public buzz, and private showings Ford conducted more than year in advance of the car’s launch made the Mark II the "it" car for the rich and famous. Sales were brisk initially. Nelson Rockefeller had one. Barry Goldwater had one. Andrew Wyeth had one. Elvis Presley, Frank Sinatra, and the Shah of Iran all had one. For 1957, changes were few and mostly mechanical, though compression increased and with it horsepower, to 300. Sales had already fallen dramatically, however, and while no one reason is to blame, the sum of many reasons—-coupe-only styling, ill-prepared service departments, a distinct lack of real innovation befitting a $10,000 car—-spelled the end for the Mark II.
Continental Mark II Legacy
In all, about 3,000 Mark IIs were built during its shortened two-year run. With such small numbers, such luxurious appointments, and such classic styling, the Continental Mark II is considered one of Ford’s finest post-war creations, and indeed one of the best examples of 1950s automotive Americana. Prices haven’t necessarily followed along with the car’s reputation, however, and a long-awaited run-up in value is still yet to transpire. Today the Mark II sells for significantly less than its rival of the day, the Cadillac Eldorado Brougham. Today it is regarded by many as a misunderstood classic—the golden arrow that somehow missed its target.
[Next post: 1966-1972 Fiat Dino]
[Previous post: 1965-967 AMC Marlin]