I’m Not Saying The Past Was Better But It Was More Butterscotch: Cold Start

Cs Lincolnbutterscotch

Let’s be honest, we romanticize the 1970s a lot. I was there. A lot of it sucked; compared to today, it was dirtier, people always seemed to be cranky, and child seats for cars were just to keep the kid from bothering you as opposed to alive if shit went down. That said, there were plenty of good things, too, not the least of which was the American luxury car industry’s carefree embrace of color, like this butterscotch-on-butterscotch-on-butterscotch Diamond Jubilee Lincoln Continental Mark V.

Look, they even color-coordinated the rubber impact strips on the bumper! And look at the dude they have modeling with the car, dressed to match that rolling, V8-powered Werther’s Original there. That’s not a guy you’d see in modern premium car ads.

Cs Lincolncarriageroof

Also, here’s something I wasn’t aware of: Lincoln offered a “Carriage Roof” option in place of the vinyl half-roof, and this one covered the whole roof, but eliminated the opera windows in favor of “personal mirrors” inside. What the hell?

From what I can sort of see in that pic, the “personal mirrors” must fit into the oval holes the opera windows once used, and so are big oval mirrors on the inside C-pillars there. I wonder if that’s weird to ride in back there, always catching your own eye off to the side.

Stop staring at me, me! No, you stop!

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50 Responses

      1. “Outside of the punk rock and reggae scenes, I can’t imagine a single non-awful cultural contribution.”

        The bicycle boom. High end, high quality vintage touring and sport bikes are STILL cheap because of overproduction which started in the 1970s until they were supplanted by mountain bikes of the 1980s. Those had their own boom and are still cheap today too.

  1. Mark V, car of the bearded eccentric billionaire puttering about his country estate, wealthy beyond the need to ever wear a suit again. He has no one left to impress. Security, show that person with the camera to the gate.

  2. I enjoy the incongruous bits (like the turbine wheels and the prominent gill vents) that you’d often see on luxury cars of the era.

    They always struck me as a little jarring – very ’70s not-to-distant-future, we-wear-turtlenecks-now high tech – on such otherwise baroque designs. I like it.

  3. The really cool thing about the Mark V is you have this enormous, comfortable car to cruise around in, but when you want to be more economical, the hood makes a perfect place to park your Smart car.

  4. If you want a smell-track for the 1970s, everything smelled faintly of fried foods and cigarettes (because most people smoked… wherever they wanted), and Love’s Baby Soft and Jovan Musk. Favorite tv commercial – Mennon Deodorant: *hairy guy props himself up in bed, says to camera* I didn’t take a shower yesterday, and I might not take one today…

  5. My mom drove a mark v in this color, although not the diamond jubilee model. I learned to drive in it, although I took my test in my dad’s small by comparison ‘79 bonneville.

    It was not a good car. It was unreliable and turned like a pig and the carb was never quite tuned right and the seats had indeed turned into limp bags and it barely fit in our garage and the fuel economy was terrible and the “Cartier” clock in the dash didn’t keep time and so many other bad things.

    But my god, look at the glorious bastard. I still love it.

  6. My dad had the Mark V Diamond Jubilee in this exact color. It absolutely was his “I’ve arrived” car, having a started an aerospace manufacturing company in the early 70s which took off. He bought it when I was less than a year old, and had it for 3 years until he got in a terrible crash in it when a tractor trailer jackknifed in front of him on the Q Bridge in New Haven one night in 1981 or 82.
    He survived thankfully, but the Lincoln was destroyed. He was pretty badly hurt, but those long velour seats and half-assed seatbelts allowed him to actually slide down below the dash, probably saving his life.

    And on that note, Torch! You didn’t mention the best part of these cars. Those opera windows had “simulated diamond chip” in the opera windows. SIMULATED DIAMOND.

      1. Instead of the Triton V10, I’d rather install the Ecoboost 2.7 or 3.5 out of an F150.

        The V10 is a gas-guzzling pig. And the Ecoboost 2.7 has at least 1.5 times the power that these old beasts had stock.

    1. Power steering is most definitely not a hard part.
      This is all second hand, so I may have some details misremembered, but the basics are solid. Prius steering shafts have an integrated electric assist. It has its own computer that tells it how much to give power and its related to vehicle speed, but if it is disconnected from the main vehicle computer it will just default to all-power-all-the-time mode. I know several guys that have converted hot rods, kit cars, and others to electric power steering using Prius steering shafts.

      1. Back in the day, for the 2nd Oil Shock, with a big 2 barrel Autolite swapped in I could get 17mpg highway with the Marquis with a 429. City driving, it dropped to 12.
        Things looked better without the 5mph bumpers, but beats today where the least touch on a bumper, and you are out $1200 for repairs

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