Lincoln misses the mark ... again

Lincoln misses the mark ... again

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Photos by -Autonet.ca
Daniel Barron
Published: 23 09 2005
Lincoln already tried entering the pickup market once a few years back with the Blackwood and it lasted about as long as a Ramones album. The company is stubbornly trying to crack the market again (for reasons we're not sure of) with the great-looking but otherwise pointless Mark LT.

If Lincoln couldn't sell pickups a few years ago, why would it be able to now, with gas prices fluctuating from outrageous to ridiculous? The Mark LT has a 114 litre gas tank, 4X4 capabilities (good for lots of things, but conserving gas isn't one of them) and straddles the 3-ton curb weight line.

During my week with the Mark LT there were plenty of stares from young kids and older men wowed by its beefy demeanour and shiny chrome everything. There were also plenty of cracks about its size, right down to the parking lot attendant joking about charging me for two spots. But 90% of them were impressed by its size.

Aside from a 50 Cent video, though, we don't quite see how this vehicle fits in to the truck market.

The Mark LT is based on the new Ford F-150. It basically adds a luxury nameplate and the aforementioned chrome in the hopes that people will want to buy it. It has the same dimensions as an F-150 super crew cab, other than being a little taller off the ground ... and all this results in is giving people a tougher time getting in and out, and not just those who are short. People of all shapes and sizes will need to take full advantage of the running boards and hooks located inside each door entrance to get inside.

The Mark LT has a generous 300-horsepower and 365 lbs.-ft. of torque for a towing capacity of well over two tons, but again we still have to keep asking the question: will the typical owner of this truck really need all of that power?

For a pickup, the Mark LT does have decent road manners. It shares a special rear suspension design with the F-150 that helps reduce body lean around corners and when changing lanes, and it works well. The ride is comfortable, soft and quiet.

The Mark LT basically has all the attributes of an above-average (though not great) luxury sedan or SUV - so why wouldn't someone buy one of those instead?

We'll grudgingly say that the Mark LT is a truck that has the 'cool' factor, but not much else - at least, not that you couldn't get in an F-150.

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