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McConaughey stars in new round of Lincoln ads

Matthew McConaughey's ruminative commercial work with the Lincoln MKC, MKZ, and MKZ Hybrid showed us a side of Lincoln we didn't know existed, and a bunch of spoofs made us laugh about it. Most importantly, though, the partnership worked, leading to a double-digit increase in sales and millions of hits in brand exposure. That's why the actor and the automaker are back together, McConaughey scheduled to return in a new commercial campaign launching September 2 for the 2016 Lincoln MKX. He'll give up the air of cosmopolitan sage, because these ads "dial up the swagger factor" according to Lincoln's group marketing manager John Emmert. Introduced earlier this year at the Detroit Motor Show, the brand put a lot of work into the all-new model, said to be "much improved in how it rides, steers, brakes and looks," offering a more powerful engine, and at least 36 new features including adaptive lighting. Ford's first production implementation of adaptive steering, and Harman's first automobile application of Revel audio will bow with the mid-sized crossover. On top of all that, it's also got that lower price. Emmert said the McConaughey ads will point out "the technology and the beauty of the vehicle." Lincoln will buy time during NFL games as part of the campaign. We have no doubt the anticipation from YouTube and a few celebrity rascals is already high. Related Video:

Does Lincoln Zephyr trademark mean a return to real names?

Lincoln's long history includes many legendary names, and despite its short life, Zephyr retains a spot in that pantheon. Perhaps its will return once again: Ford Motor Co. applied to trademark Zephyr on May 11. Trademark filings can have ambiguous meanings, and often they're legal plays to get or keep the rights to a name. But in the last year, we've seen signs Lincoln is looking to use real names on its vehicles again. Obviously, it's keeping Navigator for its flagship sport-utility vehicle with a new model due next year. Reprising Continental for the MKS replacement was also well received. That said, Lincoln still uses the MKX and MKC "names" for its crossovers. Zephyr is a dustier moniker. It was used in the 1930s and '40s on a mid-level model spearheaded by Edsel Ford. The stylishly aerodynamic model was set between the Ford V8 De Luxe and more expensive Lincolns. It returned in 2006 as the Lincoln version of the Ford Fusion before that model was renamed MKZ. Mercury also used Zephyr on its version of the Ford Fairmont in the late 1970s and early '80s. Ford last held a trademark on the Zephyr name in 2013. The filing says Ford seeks to use Zephyr for "motor vehicles and parts and accessories therefor." That could mean a new car — or just parts. Putting the Zephyr badge back on the MKZ is the most likely bet. Meanwhile, Ford also moved to get the Thunderbird trademark on May 11 for the same vehicles and parts purpose, and it filed for the Mustang trademark for shampoo and lotions on May 4. A Lincoln spokesman said, "In the normal course of our business, we file trademarks for names," but had no further information. Related Video:

2024 Lincoln Navigator won't offer rear-wheel drive

Another Lincoln rear-wheel-drive trim bites the dust, following the course of the 2024 Lincoln Nautilus. When Cars Direct looked over an order guide for the 2024 Lincoln Navigator, the outlet discovered the omission of an RWD variant. The site inquired with Lincoln about the absence, anf the automaker responded, "24MY Navigator will be exclusively available as a 4x4." The relevant news for consumer wallets is that the change automatically raises the Navigator's base price by $3,000, the cost of adding four-wheel drive to the two trims that offer it, entry-level Premiere (currently called the Standard trim) and Reserve. The good news is that the order guide contained price data for the 2024 SUV, with Cars Direct saying the base Navigator MSRP is otherwise only going up $40. Early MSRP data for the 2024 model after the $1,895 destination charge, and the differences from 2023, shows: Premiere: $84,660 ($3,040) Reserve: $97,220 ($3,390)  Black Label: $112,646 ($1,495) Among the competitive set, the all-wheel drive 2024 Cadillac Escalade in base Luxury trim starts at $85,690, $1,030 more than the 2024 Navigator. The Cadillac's price gets pushed beyond the Navigator's by the $1,500 charge for three years of OnStar and Connected Services. Cadillac doesn't include this in the MSRP, instead listing the line in the Options section of the Summary page on the configurator; however, the "option" can't be removed. The 2023 Jeep Wagoneer Series III 4x4 — the top trim — starts at $77,200, the base trim of the 2023 Jeep Grand Wagoneer 4x4 starts at $92,945. The 2023 Mercedes-Benz GLS 450 starts at $82,950, the BMW X7 xDrive40i starts at $82,895.   According to Ford Authority, Lincoln's leaving the 2024 Navigator pretty much alone while the automaker prepares a refreshed 2025 model. For next year, Flight Blue returns to the color palette for the Standard and Reserve trims, displacing Ocean Blue. The most recent 2025 Navigator spy shots haven't revealed much of note, but it's clear it will carry design influences from the new Nautilus.