Rare 1978 Lincoln Mark V Pucci Edition Parking Lot Find Looks Absolutely Stunning

It was 1977, and the Malaise Era had already settled in. Muscle cars were a thing of the past, and many golden-era nameplates had been discontinued. But while high-performance cars were no longer sought-after, the luxury automobile market was doing just fine. And Lincoln was rolling out the Continental Mark V.
1978 Lincoln Mark V Pucci Edition 9 photos
Photo: The Imperialist/YouTube
1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition1978 Lincoln Mark V Pucci Edition
Unlike the Ford Thunderbird, which moved to the Torino's intermediate chassis, the Mark V retained its predecessor's full-size platform. A significant redesign over the Mark IV, the fourth-gen coupe was only three inches (76 mm) shorter than the standard Continental and over 400 pounds (181 kg) lighter.

The Mark V had sharper edges and introduced vertical taillights and front fender gills. In addition to the 460-cubic-inch (7.5-liter) V8 carried over from the previous coupe, the Mark V also got an entry-level 400-cubic-inch (6.6-liter) mill for improved fuel economy.

The full-size coupe also debuted an industry-first feature thanks to the optional LED "miles-to-empty" gauge. Providing an estimated fuel range based on the level in the gas tank, the indicator was a precursor to modern trip computers.

Like most Continental Mark models, the fourth-gen car was short-lived, with only three model years in showrooms. And it was notably more successful than its predecessor, moving nearly 230,000 units.

Lincoln also took things up a notch by offering various customization options. It introduced the Luxury Group with over a dozen exterior colors and the Designer Series. The latter was an appearance package inspired by fashion designers and companies. The lineup included Bill Blass, Cartier, Givenchy, and Emilio Pucci models.

Each came with coordinated exterior paint, interior upholstery and trim, and a vinyl roof. The bundle also included a decklid decal, the designer's signature in the opera window glass, and a dash-mounted 22-karat gold-plated nameplate. And some of these Design Series Mark Vs are hard to find today.

And it's not just due to relatively low sales. The Mark V wasn't a desirable classic until recent years, so many of them were abandoned into junkyards once they broke down or newer models became available. This 1978 Pucci Edition was luckier than most of its siblings, but it still spent a few years gathering dust in a parking garage.

The car was rescued in April 2023 by YouTube's "The Imperialist," who decided to buy it as a replacement for the Mark V he owned in the past and regretted selling. The Lincoln was in poor shape at the time, needing a thorough cleanup and some TLC under the hood.

Some six months have passed since then, and our host posted an update that shows a Mark V in stunning condition. Sure, it still has a few paint issues and a vinyl roof that needs a refresh, but this Mark V looks amazing for a 45-year-old rig that sat for a long time.

And even though it's been repainted and reupholstered in the past, it's as factory-correct as they get. The newer paint matches the original Light Silver Metallic, while the stunning cabin showcases the correct Dove Grey leather with dark red accents. Have you ever seen a prettier interior in a late-1970s car?

Making things that much better, this Mark V rocks a range-topping 460-cubic-inch V8 under the hood. The 385-series big-block was rated 208 horsepower and 356 pound-feet (483 Nm) of torque when new and mates to a three-speed automatic. For reference, the base 400-cubic-inch Cleveland unit came with 179 horsepower on tap.

Check out this stunning Designer Edition Mark V, one of 3,125 Pucci cars sold in 1978, in the video below. The second video shows the Lincoln as it was found in early 2023.

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About the author: Ciprian Florea
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Ask Ciprian about cars and he'll reveal an obsession with classics and an annoyance with modern design cues. Read his articles and you'll understand why his ideal SUV is the 1969 Chevrolet K5 Blazer.
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