The Lincoln K-series was introduced in 1931, riding on a new 145 inch chassis and coming standard with 6.3 liter V8\. By 1933, however, the multi-cylinder fever had swept across all American car makers and a 6.3 liter V-12 was made available, becoming standard equipment for 1934\. Engine improvements continued and for 1936, the V-12 was updated with hydraulic lifters and revised cam while simultaneously moving the engine further forward in the chassis to provide more cabin room. Throughout its 10-year model run, Lincoln allowed buyers to choose between 17 different custom body styles while also choosing colors of both interior and exterior, providing each individual buyer the opportunity to highly customize their vehicle to their tastes. Sales continued fairly strong throughout the 1930's, based heavily on brand loyalty and the sheer road presence of the K-series but Lincoln eventually caused their own inter-company issues when they introduced the far cheaper V-12 powered Zephyr. With sales dwindling due to more economically viable V-12 options and a war on the horizon, Lincoln ended production of the K-series in 1940.