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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.

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:

Lexus ES 350 vs. Lincoln MKZ

Despite a lineup of well-received crossovers on the Lexus showroom, the midsize Lexus ES 350 four-door continues to appeal to consumers. Many of those customers are older, so you won't see marketing budgets directed toward them; no one, other than the pharmaceutical companies, is spending money marketing to baby boomers. But a midsize, moderately expressive sedan with an easy buying experience and almost coddled ownership still has its fans, and the Lexus ES 350 delivers those attributes in spades. We'd like to say Lincoln's MKZ (pictured above) is hot on the Lexus' heels, but Lincoln's lineup remains a work in progress. The Fusion-based MKZ offers a nice mix of attributes, but Lincoln's dealer count has shrunk, and many Lincoln outlets are located within – or immediately adjacent to – Ford stores. If a Fusion-based Lincoln credibly aspires to Lexus-like attributes, the same won't be said for the Ford showrooms. Here are the offerings: The Lexus ES 350 team has, over the sedan's several variations, worked hard to separate the volume Lexus from Toyota's similar Camry, and in 2017 that separation might actually be quantifiable. To its credit, the ES 350 (pictured at left) comes with but one non-hybrid drivetrain, a 3.5 liter V6 connected to a six-speed automatic driving the front wheels. With it, the ES 350 delivers a motoring experience bordering on the sublime. With the exception of its now-predictable big mouth grille, the balance of the ES sheetmetal is responsibly muted, inoffensive to the eye and should wear well through the typical payment cycle. Access to its moderately upscale interior is easy, and once inside you'll find expansive room (some 100 cubic feet) for four, along with adequate space for the occasional fifth. With a curb weight of just 3,600 pounds, the V6's 268 horsepower and 248 pound-feet of torque is responsive, and that's evident in the four-door's 7-second sprint to 60. This isn't a track day or autocross weapon, but if part of your day is a stressful commute, this will make it less so. With a base – albeit well appointed – spec, the ES 350 retails for just under $40,000. We would order ours in Atomic Silver, even if "atomic" seems so last-century. If you can forget – for a minute – the Matthew McConaughey connection, know that Lincoln's MKZ is fully credible as a midsize, mid-fashion sedan. If you like your Fords with more expressive interiors and additional driving refinement, there's a lot to like in Lincoln's MKZ.