Lincoln Mark LT - The Importance of Image
Just Drove a Lincoln Mark LT
I currently have three pickups. Have had pickups of one kind or another for about 30 years. I thought of myself as frugal, practical, not much interested in image, one way or the other.
Maybe I was all wrong!
I just spent some time with a Lincoln Mark LT. The fully loaded $50,000 version, with all bells and whistles. You know, the Mark LT is the Lincoln version of the Ford F-150 SuperCrew.
The vehicle itself worked just fine. Just as I expected an F-150 SuperCrew to perform. No troubles at all. I might have preferred a more contemporary 6-speed auto, but frankly the old 4-speed was perfectly adequate, and the bed is a little deep for my taste. But generally, no complaints.
But, there was a problem! A serious problem. I was embarrassed to drive it! You see, I live in a very rural area... an area where the most popular vehicle is a Ford Super Duty. And the Mark LT just doesn't fit in, especially not in pearlescent White Chocolate and with those 20" chrome wheels. The Mark LT is just too, well, "nice". Maybe it would be more appropriate in Newport Beach? Maybe if I wore Gucci loafers rather than Tony Lamas?
Different strokes for different folks, I guess. The Mark LT seems to sell to about 9,000 people per year, just a few more than the Cadillac Escalade EXT, but far less than Ford's 300,000+ Super Duties. Nothing wrong with the truck itself, but I sure wouldn't want to claim it in the parking lot outside the bar. Maybe I'm more image conscious than I thought!
