According to Motor City legend, Iacocca created the Mark III by directing a designer to "take the Thunderbird and put a Rolls-Royce grille on it." The Mark III embodied all of Iacocca's styling excesses including a padded vinyl roof, porthole rear side windows, and pseudo-spare tire bulge in the trunk -- and it was enormously popular. One writer called it "far-fetched and vulgar, a two-seater sports car stretched to the length of a limousine," but Iacocca claimed Ford made a profit of $2,000 per car."
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