1999 Lincoln Ultra Stretch Limo on 2040-cars

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The Rolls-Royce Dawn leads this month's list of discounts

If you're one of the few readers of this site who is in the market for a $350,000 Rolls-Royce Dawn, well, first of all, good for you. And you should be prepared to keep some extra money in your pocket, too, as the drop-top Roller leads this month's list of the largest monetary discounts with an average of $14,733 taken off the machine's $359,250 sticker price. That means buyers are paying an average transaction price of $344,517 for the 2020 Rolls-Royce Dawn this month, according to data provided to Autoblog by TrueCar, which equals about 4.1% off the price on the sticker. An intriguing pair of supercars land in second and third positions this month. The 2019 Acura NSX is selling for an average of $145,174 this month, which represents a 9% discount, or $14,373. With an eerily similar 9% discount of $14,079 comes the 2020 Aston Martin Vantage, which has an average transaction price of $142,002 this month. The Maserati Quattroporte is up next with an average discount of $13,634. Another Rolls-Royce model lands in the fifth spot, but instead of the aging Dawn it's the brand-new Cullinan SUV. Although the luxury 'ute boasts a large discount of $12,427, its staggeringly high retail price of $332,750 means buyers are getting a little less than 4% off the sticker. More interesting to most buyers will be the 2019 Lincoln Navigator, which is one of our favorite full-size SUVs in America. Buyers of Lincoln's range-topping vehicle are getting average discounts of $11,761. That represents a 13.4% savings for a final price of $75,940. For a look at the best new car deals in America based on the percentage discount off their suggested asking prices, check out our monthly recap here. And when you're ready to buy, click here for the Autoblog Smart Buy program, which brings you a hassle-free buying experience with over 9,000 Certified Dealers nationwide. Related Video:

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.

Lincoln dons the Black Label

"We're really trying to simplify for the customer on their terms." - Paul Bucek
Lincoln is launching a Black Label service and customization program in December at 32 dealerships across the country in a bid to attract new and more upscale customers.