Meet the entire Lincoln Continental line for 1973, from the stately Continental Sedan to the hot-selling Continental Mark IV.

We couldn’t help but notice the brand messaging in this spot from the Lincoln-Mercury division for 1973. The announcer barely mentions the Lincoln name, and we only see it in print once at the very end. All five models are featured here: The base Sedan and Coupé, the slightly upscale Town Car and Town Coupé, and the division’s volume leader and moneymaker, the Continental Mark IV. This de-emphasis on the Lincoln name while pushing the Continental brand to the fore also carried through in the division’s print materials that year, but not quite to the same extreme.

Ride noise and comfort were absolute obsessions at the Ford Motor Company in this period, and they are the focus here, too. In the previous year, a survey group of owners of “the other luxury car” (Cadillac, we may safely assume) had compared the two, and 60 percent preferred the Continental, the home team reported. The ’73 cars were “designed for an even more comfortable ride than our ’72s,” the announcer asserts. In a September 1973 comparison test of the Town Car, Cadillac Fleetwood, and Imperial LeBaron, Motor Trend magazine agreed that the Continental had the smoothest ride of the three, but with some penalty in rebound control. Video below.