1969 Lincoln Continental Suicide Doors on 2040-cars

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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.

2021 Lincoln Corsair Grand Touring First Drive Review | Efficient, stylish and value-packed

With the introduction of the compact Corsair Grand Touring, Lincoln adds its second plug-in hybrid model. Like its bigger Aviator sibling, the plug-in Corsair shares technology with a Ford, but provides additional performance and a substantially improved interior that make it a credible luxury vehicle. And compared to other small plug-in SUVs, the Lincoln has pluses and minuses, but still is an attractive package for the right buyer thanks to strong value, efficiency and style. The Lincoln Corsair Grand Touring, like its internal-combustion counterparts, is based on the Ford Escape. Up front, it uses the same naturally aspirated 2.5-liter four-cylinder and electric motor as the Ford Escape PHEV, not to mention a motor-based CVT. But it picks up a rear-mounted permanent-magnet motor to provide additional power and all-wheel drive. It makes 266 horsepower combined, an increase of 46 ponies over the Ford. Compared with other Corsairs, it's just 16 horsepower more than the base Corsair with its turbocharged 2.0-liter engine, and it's down 26 horsepower from models with the optional turbo 2.3-liter engine. It's low on power compared to other slightly larger plug-in competitors such as the 304-horsepower Lexus NX 450e as well as the Audi Q5 E-Tron and BMW X5 xDrive45e, both of which make more than 350 horsepower. On the other hand, the Lincoln offers strong fuel efficiency. On a full charge, it can go an EPA-rated 28 miles on electricity. Running in gasoline-only mode, it gets 33 mpg. The aforementioned BMW can go 31 miles on a charge, but gets a paltry 20 mpg on gasoline only. The Q5 only goes 19 miles on a charge and gets 27 mpg on gas. The Lexus is the only one to top the Lincoln with 37 miles of EV range, and a gas-only fuel economy of 36 mpg. In practice, the Lincoln is, as you would expect of the numbers, no sports car, focusing instead on smoothness and reasonable refinement. Power delivery is extremely smooth, and there's no noticeable vibration added when the gas engine comes into play. You will hear it when it comes on, though, and it's not especially smooth. Thankfully, Lincoln has added more sound deadening as well as active noise cancellation to the Corsair in comparison to the Escape, so overall engine volume is low. Also, while the Corsair isn't fast, the torque from the electric motors means it's nippy around town. Being a plug-in hybrid, some of the Corsair's appeal is the ability to drive on full electric power.

Lincoln taps Serena Williams to pitch all-new Navigator

Lincoln is turning to a new star to help it pitch the hot-selling Navigator SUV alongside Matthew McConaughey: Tennis megastar and businesswoman Serena Williams. She'll help pitch the Navigator in a social media campaign that launched Thursday. Lincoln released four short spots that will appear on Lincoln and Williams' social channels. In one, the longest at 41 seconds, Williams recalls buying her first Navigator as a teen and says she's come full circle as a mother. She dubbed the vehicle "Ginger." "Ginger was all white, she had 22s and she had rims," she says in the spot. "I felt like, you know, I was kind of balling in a way. It was like my first huge purchase." Another shows Williams talking on a tennis court about being a mother and how the vehicle functions as a kind of bedroom for her daughter, Olympia, who was born last September. "For me that's what's most important." Like the McConaughey spots before them, the new spots hew to the Lincoln script of mostly not focusing on the vehicle but rather on experiences. (Williams' experiences seem a lot less ethereal than McConaughey's.) View 4 Photos Williams is known for her tennis exploits, having won a record 23 Grand Slam singles titles and four Olympic gold medals. She has fashion deals with Puma and Home Shopping Network and launched her own fashion brand called Aneres. And she operates the Serena Williams Fund to emphasize education and help victims of gun and domestic violence, plus the Williams Sisters Fund, which she launched in 2016 with her sister, Venus. Serena Williams is also a member of the Oath Board of Advisors. Oath is the parent company of Autoblog. "Serena is an amazing athlete who has won 23 Grand Slams, but she also has a family, she has her own clothing line, she sits on major boards, she's philanthropic — she has all these competing demands on her time," Lincoln Group Marketing Manager John Emmert said in a statement. "We know that time is our Navigator client's ultimate luxury as they balance everything in their busy lives, and Serena exemplifies that balance with poise and grace." It's not the first time Williams has endorsed an automotive brand, notes AdAge. Mini featured the tennis star in a Super Bowl ad in 2016. The Navigator is all-new for 2018. It won North American Truck of the Year last month at the Detroit Auto Show. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.