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Lincoln 'not true luxury' yet, says Ford design chief

Lincoln is "not true luxury," according to Ford's design boss, J Mays. His statements come from a story in The Detroit News that saw candid language on the issues facing Ford's troubled premium brand. Notably, there's a need for a strong character, with Mays saying, "Every brand needs to have a DNA and a unique selling point and things in the vehicle that make you think, 'That's that particular brand.'"
With a range of rebadged Fords, it's not hard to see why that DNA is missing. Mays hinted that a full recovery for Lincoln will be a ten-year process, that's been kicked off with the MKZ sedan. While that car is still largely a Ford Fusion under its extremely pretty wrapper, it's the first Lincoln in some time to inject its own unique take both through the exterior styling and through interior features, such as the vertical, pushbutton gear selection.
Some analysts weren't so certain about Mays' 10-year estimate. Jim Hall of 2953 Analytics thinks it'll be more like 30 years before Lincoln can show a true return to form. The issue, as Hall explains it, is that, "luxury has a degree of exclusivity," that Lincoln just doesn't have. Michelle Krebs from Edmunds adds, "it's definitely a wanna-be luxury brand," comparing the troubled American brand with Infiniti and Acura, two other brands that have struggled to find their place in the luxury market.

2022 Lincoln Aviator MSRP discounted from $5 to $1,085

Price changes continue apace over at Lincoln. The 2022 Navigator received price boosts from the single figure to four figures, the 2022 Corsair came down in price by anywhere from three to four figures. The penultimate crossover in the four-strong lineup, the Aviator, gets one price increase of $105 to go along with discounts ranging from $105 to almost $1,100. As with the Navigator and Corsair, though, the Aviator's destination price is up by $100, from $1,095 to $1,195, trimming those discounts slightly. Prices for the new Aviator and the changes from the last 2021 pricing are: RWD Standard: $52,660 ($5 less) Reserve: $58,550 ($130 less) AWD Standard: $55,160 ($5 less) Reserve: $61,080 ($110 less) Grand Touring: $69.555 ($1.085 less) Black Label: $80,545 ($105) Black Label Grand Touring: $89,100 ($980 less) Another pricing quirk is that AWD has got more expensive on the Reserve trim. Sending power to the front wheels cost $2,510 in 2021, now it costs $2,530.  The Aviator doesn't appear to pair the price drops with punishments. The only big change for the 2022 model is former Monochromatic Package being given even more black-out trim and a name change to the Jet Package. The Monochromatic Package left bits of chrome on the car, such as the grille surround, fender badges, and window surrounds. The Jet Package abolishes those shiny bits in favor of gloss black trim. The body-colored mirrors also go black, as do the grille centers and the 22-inch wheels. It's meant to be available early this year, but at the time of writing, it's still not on the Lincoln configurator. When it does arrive, it can be optioned with the exterior colors Infinite Black, Pristine White, Silver Radiance, and Burgundy Velvet. The Monochromatic Package cost $2,000, the Jet Package will likely push that number up a bit. Ford Authority reports that Ford engineers have also reduced the latest Aviator's tow rating from 6,700 pounds with the Class IV Trailer Tow Package to 5,600 pounds. That package is standard on the Black Label Grand Touring trim, a cost option on other trims. The 2022 model isn't long for this world, GMA saying the 2023 enters production on May 30th.  Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Lincoln Continental suicide doors: A lot has changed since 1961

It looks like we've hit peak Lincoln Continental for the 21st century with the Coach Door Edition. At least, 80 people will be enjoying the best that Lincoln (and Cabot Coach Builders) can offer. We figured now was a perfect time to look back at the original Continental with suicide doors, now that there's a return to form. Make sure to scroll through the barrage of historical Continental photos Lincoln provided to us from its archive above. Lincoln was aiming to offer a design throwback to the 1961 Continental with its return to suicide doors. Back then, Lincoln wanted a car to compete with GM's " Standard of the World," ergo Cadillac. The goal was to make a car so enticing that people might want to buy a Lincoln instead of a Cadillac as their next luxury-mobile. It never stomped down Cadillac, but the Continental made a strong statement. Sales spiked at 54,755 Continentals in 1966 – Cadillac sold 196,685 cars that same year. For nine years (1961-1969), Lincoln made the Continental with suicide doors as the only option (barring the two-door coupe introduced in 1966). The car was offered as a four-door convertible or hardtop for most of the suicide-door generation, but the convertible was dropped after 1967. It was the droptop that was most iconic, and the car many of us picture today when thinking about that Continental. The pillar-less look of the Convertible with the top removed and the doors swung wide exudes class and luxury. This generation of Continental appeared in movies like "James Bond's Goldfinger", and more recently in "The Matrix." Celebrities owned them back in the day. Who doesn't want to exit their large convertible through suicide doors onto the red carpet, right? 2019 Lincoln Continental Coach Door Edition View 51 Photos Obviously, Lincoln wanted the normal Continental released for model year 2017 to take the world by storm. As rumors swirl of its untimely death after 2020, it's safe to say the new Continental hasn't exactly done that. What if it had suicide doors to begin with? Would we have been looking at the next Mercedes beater? Probably not. But still, we would have been blown away if that's what Lincoln showed us at the 2016 Detroit Auto Show. Maybe those in the market would have been too. The new Continental with suicide doors serves an entirely different purpose than the original. Producing only 80 of them makes sure of that. Maybe a few celebrities will buy one, but this one won't have the same cultural impact of the old.