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Mulally wanted to kill Lincoln as late as last year, Fields vows to turn it around

Lincoln fans might want to give incoming Ford CEO Mark Fields a pat on the back for having a hand in saving the brand from the chopping block last year. He's among the people spearheading the rejuvenation of the division away from its stodgy image to appeal to younger customers.
According to two unnamed sources speaking to Bloomberg, CEO Alan Mulally was ready to kill Lincoln last year. Following the slow production ramp-up of the MKZ combined a with a costly ad campaign, Mulally was frustrated and openly suggested dropping the brand. However, Fields and Jim Farley, Ford's marketing boss, convinced the CEO that the brand was worth saving. They also created a plan to prevent similar problems for new models in the future.
It seems that one part of the strategy may involve waiting until new models are at dealers before starting a big ad campaign for them. Lincoln global director, Matt VanDyke, recently told Autoblog that the division is holding off on a full marketing push behind the new MKC crossover to prevent the supply problems that plagued the MKZ last year. Its big offensive begins in the fall when the CUVs are at all of the dealers and consumers are at home watching more TV. VanDyke also told Bloomberg that Fields, Farley and Joe Hinrichs, Ford president of the Americas, have more direct oversight over new product launches now.

2019 Lincoln Nautilus replaces MKX crossover as new naming system takes hold

Goodbye, Lincoln MKX, hello Nautilus. And while you're at it, you can start saying goodbye to Lincoln's arcane alphanumeric nomenclature altogether. Lincoln unveiled the 2019 Nautilus midsize crossover in Los Angeles, taking the wraps (literally) off a ceramic gray version that had been hoisted to the rooftop penthouse of the Dream Hollywood hotel via crane ahead of its formal introduction Wednesday at the L.A. Auto Show. Latin for "sailor," the Nautilus joins the Continental and Navigator to establish a travel theme in the luxury brand's lineup. Robert Parker, global director of marketing, sales and service for Lincoln, said the significant changes made to the midsize SUV made this the right time to switch to a more traditional model name. "We'll do it with other products in the future, we're gonna do it one at a time," he said, without committing to a timetable. The company said nothing about renaming the recently refreshed 2019 MKC compact crossover, for example, nor the MKZ midsize sedan. Parker said the letter-based nomenclature was particularly challenging for customers in China, which has emerged as a key market in Lincoln's third year selling vehicles there. "There's an old adage that the name doesn't make the car, the car makes the name. So there's a degree of that that's played into this," Parker said. "This kind of connection that consumers have, especially with American brands and names, we felt like, is something that Lincoln could own, it's something we've owned in the past, and bringing those two back together, it does make it a bit more effortless for customers." The Nautilus gets its siblings' new signature grille and sidebody badging, welcome lighting from the undercarriage and cabin, and a choice of five new wheel options (out of six total) and three premium Black Label interior trim themes and other perks. It boasts an all-new front end, with everything redesigned from the A-pillar forward, plus a suite of driver-assist technologies like a lane-centering feature that pairs with adaptive cruise control; evasive steering assistance, which uses radar and cameras to lower the risk of rear-end collisions and can help the driver steer around the vehicle if needed; pre-collision assist with pedestrian detection; and active park assist. Inside, there's dark-stained wood trim on the console and minimal controls, with Lincoln opting to keep the cabin spacious, quiet and uncluttered. The rear seats offer best-in-class head and legroom.

2023 Lincoln Corsair First Drive Review: Gimme back my buttons!

While 2023 brings only a refresh to the Lincoln Corsair, it’s a fairly robust one. It loses an engine, gains BlueCruise and receives an interior overhaul featuring a new infotainment screen running the latest version of Sync 4. Corsair may be LincolnÂ’s best-seller, but it competes against a variety of big-sellers in terms of both size and price. Take your pick from the likes of the Cadillac XT4, Audi Q3, Lexus NX or the BMW X1, just to name a select few; and soon they will be joined by Alfa RomeoÂ’s new Tonale, which lines up surprisingly well with the baby Lincoln. Like virtually everything in its class, the 2023 Lincoln CorsairÂ’s standard engine is a 2.0-liter turbocharged four-cylinder, which in this case produces 250 horsepower and 275 pound-feet of torque.  Gone is the previously available 2.3-liter upgrade that apparently wasnÂ’t popular. For 2023, the only other option is therefore the returning plug-in hybrid model, which produces a reasonable (and carry-over) 266 horses. Unlike the Escape PHEV on which itÂ’s based, the plug-in Corsair comes standard with all-wheel drive. With just 16 more horsepower compared to the 2.0T and more than 560 additional pounds to motivate, it relies on the instant torque of its electric motors to get off the line with authority. Lincoln gave us the choice of sampling either the standard turbo-four or PHEV for our quick outing in the Corsair; we opted for the plug-in for symmetry with our 2021 outing. As with virtually all midcycle updates, some exterior styling elements were updated or deleted. The grille is taller (and consequently larger) and is framed on the bottom by a new horizontal protrusion. PHEV models get a metallic foiling effect on the grille mesh. In the rear, itÂ’s business as usual. Inside, the dash is redesigned around a new 13.2-inch touchscreen running Sync 4.0. Besides an updated user interface (more on that later), the screen now houses virtually all of the media and climate controls that were previously located as buttons and knobs on the LincolnÂ’s center stack. All that remains on the consequently shrunken stack is a single volume knob and various vehicle controls like max defrost, auto stop/start and the hazard lights. The start/stop button has also been relocated next to the piano-key transmission controls. Through all of that, Lincoln managed to make access to the enlarged media storage bin easier. Yay?