King of the Hill: 1968 Cadillac Eldorado vs. 1969 Lincoln Continental Mark III

In the late 1960s, the luxury car market in the United States was thriving, with Detroit leading the way. While European cars like Audis, BMWs, and Mercedes-Benzes were well-made, they were considered too small, Spartan, and rough-riding for wealthy Americans. At the same time, Jaguar was facing quality issues. This high demand for luxury cars led to divisions of the Big Three automakers producing their own flagship models, such as the Buick Riviera and the Olds Toronado.

Cadillac took a cutting-edge approach by focusing on front-wheel-drive technology that had been under development for over a decade. In contrast, Lincoln’s Continental Mark III leveraged existing Thunderbird architecture to enter the personal luxury coupe market. Both automakers introduced new flagship models that outshone their competitors.

A comparison test between the Cadillac Eldorado and the Lincoln Continental Mark III was conducted, with the Mark III being crowned the superior choice due to its plushness and luxury. The rivalry continued through the years, with both models receiving updates and improvements. Eventually, the Cadillac Eldorado was replaced by the Cadillac Seville as the new king of luxury cars.

To assess the lasting appeal of these classic cars, Sandy Edelstein and Scott King acquired a Cadillac Eldorado and a Lincoln Continental Mark III for evaluation. Both cars were found to have unique characteristics and offered a luxurious driving experience. After careful consideration, the Lincoln Continental Mark III was once again hailed as the king of the luxury car hill for the years 1969-1970.