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2020 Lincoln Aviator pricing can fly sky high: Configurator is up and running

The 2020 Lincoln Aviator is priced at $52,195 to start, Lincoln announced today as the crossover's configurator went live. Revealed at the Los Angeles Auto Show late last year, the Aviator is the newest entry in Lincoln's SUV lineup. It slots in below the Navigator but above the Nautilus. Five different trim levels will be offered at the start, with two powertrain combinations as well. The most expensive Black Label Grand Touring SUV will set you back a cool $88,895. Even the base engine in the Aviator is quite potent. It's a 3.0-liter twin-turbo V6 making 400 horsepower and 400 pound-feet of torque. The plug-in hybrid version is even more powerful, as it keeps the same gas engine but adds electric power to bring the final tallies to 450 horsepower and 600 pound-feet of torque. Hello Germany, says Lincoln. Lincoln differentiates between the plug-in and normal Aviator with the Grand Touring designation. The cheapest one of these begins at $69,895. That's a hefty price increase compared to the base model, but the power increase plus ability to run an unspecified number of miles on electric only is a pretty hefty benefit. As we take a look at others in the segment, the Lincoln is priced competitively in base spec. Specifically, the Aviator undercuts the Germans by a decent amount. The 2019 BMW X5 starts at $61,695. Mercedes has the redesigned 2020 GLE starting at $56,695. And the Audi Q7 begins at $54,545. Every one of those cars is underpowered compared to the Aviator at those price points. That said, you probably won't want just the base Aviator. Stepping up just one level to the Reserve trim at $57,285 nets you features like a 14-speaker Revel audio system, 360-degree camera and quad-zone climate control. Going up to the pricey Black Label ($78,790), you'll get the 30-way heated/cooled seats, 28-speaker Revel audio system, Panoramic roof and all the fancy materials that go with Lincoln Black Labels. If you tack on every option you can to the high-zoot version, it'll crest $90,000. Lincoln says orders for the new Aviator can be placed in February, and vehicles will be arriving to dealers in the summer. 2020 Lincoln Aviator View 27 Photos Related video:

Lincoln electric SUV to use Ford-backed Rivian's 'skateboard' chassis

DETROIT — A battery-powered Lincoln SUV, due in mid-2022, will be the first Ford Motor Co. vehicle built on a custom electrified chassis that resembles a skateboard, which was developed by Ford-backed startup Rivian, according to several people familiar with the program. The all-wheel-drive Lincoln SUV could compete against Rivian's R1S, an electric sport utility vehicle slated to go into production in early 2021 that will be priced from $72,500. Both models will use Rivian's so-called skateboard, a flexible platform that combines electric motors, batteries, controls and suspension. On Tuesday, Ford declined to comment. Rivian did not respond to a request for comment. The new Lincoln, which carries the internal program code U787, also could compete with premium offerings from others, including General Motors Co <GM.N>, which plans to introduce at least two new electric SUVs by 2023, one for Cadillac and one that could revive the Hummer name, sources have said. Ford invested $500 million in Rivian this year and plans to help it begin production next year at a former Mitsubishi plant in Normal, Illinois. When Ford made the investment, it said it would use Rivian's skateboard to develop its own electric vehicle, but did not disclose details. It is not clear where Ford intends to build the Lincoln SUV, which will be among the first of several battery-powered utility vehicles planned for Ford's premium brand in North America and China, according to supplier sources familiar with those programs who asked not to be identified. Ford expects to introduce a compact Lincoln electric crossover in late 2021 or early 2022 and a mid-size companion in 2023, the sources said. The U.S. auto industry plans to invest billions of dollars over the next few years to build all-electric pickups and SUVs, sectors of the market that have been among the most profitable, especially for Detroit-based automakers. But analysts have questioned whether demand from consumers and commercial customers will come close to matching production. Founded in 2009, Rivian has raised $1.9 billion from investors, including e-commerce giant Amazon, which has ordered 100,000 electric delivery vehicles from Rivian. The first Amazon vans will be built in Normal and are to be delivered in 2021. Ford aims to sell an electric F-series pickup in late 2021, sources have said.

Lincoln debuts MKC ads starring Matthew McConaughey

Lincoln is making the decisive commitment that it wants to improve its brand perception going forward. It can't be cheap to hire A-list talent like Academy Award-winning actor Matthew McConaughey and director Nicolas Winding Refn, best known for Drive, for its new ad campaign for the 2015 MKC crossover, but the company is showing that it's serious about the new vehicle and its future. The first three of these five commercials are just hitting YouTube, and they begin airing on television on September 6.
The Live in Your Moment campaign is all about Lincoln trying to sell not just the MKC to customers but also explain the brand's philosophy. It's one of the oldest luxury automakers around, but hasn't exactly had a glorious history, especially recently. Based on these first ads, we can see that there's a definite focus on philosophizing rather than focusing on the crossover. At times, McConaughey seems just a mustache and a mangled beer can away from reprising his role from True Detective.
The first ad (above) is simply titled Intro and sets the mood and concept for the whole campaign. Bull has McConaughey talking to a longhorn in the middle of a road, and I Just Like It has him explaining his affinity for the brand. Lincoln's full release is available below, and you can view the other ads by flipping through the playlist in the video player above.