1960 Lincoln Continental Mark V Hardtop Friction Promo Model Car.
Starting in 1956 Continental was a separate division from Lincoln. Both Lincoln and Continental offered similar vehicles. this 1960 Continental Mark V is not related to the personal Luxury Mark V of 1977-1979 made by the Lincoln dividion.
See: https://www.hobbydb.com/marketplaces/hobbydb/subjects/continental-division-brand for more information.