One can definately question Fords wisdom in marketing the cars this way, one Continental as a make and one as model, side by side.
And it gets even worse with 1980-83 Mark VI when they became available as 4-door versions, that looked pretty much the same as the normal Lincoln Continental Sedan, that from 1981 changed name to Town Car.

http://www.lov2xlr8.no/brochures/lincoln/81linc/81linc.html

http://www.lov2xlr8.no/brochures/lincoln/81linc1/81linc1.html