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Lincoln Mark LT
By Ron Brill
 incoln Mark LT: If at first you don't succeed - and your competitors do - you try again.
The Mark LT is being launched with a launch commercial during Super Bowl XXXIX. The future owners of the new Lincoln Mark LT - industry's next luxury pick-up - will run their truck across the Rubicon Trail no more than most Corvette C6 owners will take their cars at three times the legal speed limit. Yet, there's a sweet satisfaction in knowing you can.
In Lincoln-Mercury's plan to introduce 11 new products within the next four years, Lincoln is trying again with a luxury pickup, hoping that the new product, the 2006 Mark LT, won’t fail miserably like the ill-fated Blackwood pickup (it was dropped in September 2002 after sales of 3,356 embarassing units).
On sale in early 2005, Mark LT’s many chrome accents asserts the vehicle's status and enhancing its appearance, and its dominant grille, wide tail lamps and thick spoked wheels give it an unmistakable family resemblance to today’s Lincoln Aviator and Navigator SUVs. But the upscale leather interior, 18in chrome wheels and a huge band of chrome around the underside will prevent any confusion with the F-150.
The Lincoln Mark LT is a luxury oriented 4-door pickup based on the Ford SuperCrew, and the Mark LT delivers, with a standard 5.4-liter, 3-valve Triton™ V-8 engine that produces 300 horsepower at 5,000 rpm and 365 foot-pounds of torque at 3,750 rpm. Its grille combines traditional lines with a new center that features a prominently anchored, 8-by-2-inch Lincoln star as the showpiece.
Priced starting at about $71,000 for a vehicle that has little to offer in the way of practicality, it is clear that Lincoln is taking a more bolder approach with its new release. While Cadillac’s Escalade has been a surprise for GM, seeing the truck sought after by many young rap and hip-hop performers and sports stars, Lincoln’s roster has yet to reach that status. The new demographic aim for the Mark LT is married men from their mid-40s to mid-50s, and perhaps dipping into Escalade’s younger consumer base. Ron Brill | Lincoln Mark LT
The new demographic aim for the Mark LT is married men from their mid-40s to mid-50s, and perhaps dipping into Escalade’s younger consumer base
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