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2025 Lincoln Aviator revealed with new face, more tech, no more PHEV

The 2025 Lincoln Aviator is here wearing the model’s first refresh since its launch for the 2020 model year. ThatÂ’s a long period of time to go without any significant changes, but luckily for Lincoln, the Aviator never really fell out of favor. This refresh follows the Ford ExplorerÂ’s update for 2025, its platform mate, and the scope of changes made to the Lincoln is similar. The exterior wears the new Lincoln family front fascia with a taller grille, new LED headlights that creep into the grille itself and an updated front bumper. Nothing changes out back, but Lincoln says both the LED daytime running lights and LED taillights now feature welcome and goodbye animations. Two new colors join the palette – Cenote Green (pictured first in the gallery at the top of this post) and Whisper Blue Metallic – and a couple of new wheel designs arrive for 2025, too. None of these updates drastically change the handsome Aviator, which weÂ’re fine with because this sleek Lincoln three-row SUV has always looked dashing. Only one engine option is available for the Aviator, which is the 3.0-liter twin-turbo V6 that makes 400 horsepower and 415 pound-feet of torque. Power is sent to either the rear wheels or to all wheels via a 10-speed automatic transmission, which Lincoln says is re-calibrated this year for smoother performance. Unfortunately, the Grand Reserve PHEV trim that was dropped for the 2024 model year will not be returning in 2025. Lincoln tells us that its take rate of just 14% wasnÂ’t enough to justify continuing to build it, which is a real shame, because that was one quick plug-in hybrid SUV with 494 horsepower and 630 pound-feet of torque. The good news on the mechanical side of things is that the adaptive suspension is now standard instead of optional. The air suspension continues to be available as either an option on the Reserve trim or standard equipment on the Black Label. The biggest changes come inside the Aviator. A new dash design does away with climate control buttons, tucking them into the touchscreen. The start/stop button moves to sit next to the other “piano key” style shift buttons, and the center stack is simplified with more empty space for beautiful trim to sprawl across. The storage areas in the center console are slightly re-jiggered, with the one pocket on the left being the new wireless phone charger.

Matthew McConaughey returns in new Lincoln MKX ads

Matthew McConaughey is getting back behind the wheel of a Lincoln for a set of cool new ads for the MKX. Unlike his oft-parodied spots for the MKC, the latest ones eschew the easy-going actor's semi-philosophical musings in place of some smooth jazz, a mysterious story, and shots of the luxury crossover on the road. Separately, the three commercials are titled Welcome, Arrival, and Winning Hand, and they combine to tell a story of McConaughey getting ready for a game of poker. Of course, the MKX is meant to be the real star, and the spots show off its high-end tech, including a 360-degree camera, Revel Audio system, and hands-free parking. Keep an eye out for a cameo from a classic Lincoln in one of the ads. For really curious viewers, the automaker is also extending the story to its homepage to explain more about the people McConaughey is meeting. In addition to giving McConaughey and the MKX starring roles, there's A-list talent behind the camera too. Replacing Nicolas Winding Refn from the MKC spots for these is Gus Van Sant, best known for directing Good Will Hunting and Milk, plus recent BMW i8 videos. The new ads make their broadcast debut during college football games on Saturday, September 12 on ABC and re-air during NFL games on the 13th on CBS and Fox. However, you can get an early peek by watching the combined short film above. Let us know in Comments how you think they compare to McConaughey's MKC spots. Collaboration Between McConaughey and Lincoln Evolves in Spots for All-New Lincoln MKX Quiet Luxury, an understated yet compelling experience brought to life by the all-new Lincoln MKX, underpins a new series of television advertisements featuring Matthew McConaughey. All-new Lincoln MKX, representing the latest chapter for the brand, featured in new television advertisements with Matthew McConaughey Acclaimed director Gus Van Sant brings distinct cinematic style to these Lincoln MKX ads, which introduce new characters and storylines. The new spots debut during key college football matchups on Saturday, Sept. 12, on ABC. They can be seen again during NFL games on Sunday, Sept. 13, on CBS and FOX. "What appeals to me about this new series of ads is that while the overall Lincoln message remains consistent, the way it is delivered continues to evolve," said Matthew McConaughey.

The Lincoln Way seeks to woo customers with unique services

Lincoln has been fighting hard to shed their image as a luxury brand for the elderly. The company has recently introduced or updated nearly every vehicle in its fleet in order to literally put a new face on the brand. Options, like the Black Label program, attempt to pull influence from high-end automakers that provide services extending beyond scheduled oil changes. Now, Lincoln is introducing a program that it refers to as The Lincoln Way, a suite of customer-oriented services that the company hopes will set it apart from the pack. All of this starts this fall when the new Continental goes on sale. Customers will have access to services like vehicle pickup and drop off and complimentary loaner vehicles. The company is planning more incentives for the future, but details are vague. Lincoln parent Ford is offering similar services on the upcoming GT. The Lincoln Way seems to be an expansion of some services already offered under the Black Label program. Right now, Black Label includes scheduled maintenance, car washes, and concierge services, as well as exclusive vehicle colors and options. The program is pricey and only available on some models in some states, though Lincoln plans on expanding Black Label's reach. In addition to these services, Lincoln is opening a showroom of sorts, called the Lincoln Experience Center, in Newport Beach, California. The facility won't actually sell vehicles. Instead, customers can come and learn about the brand, build and price vehicles, and take test drives. The Experience Center will then put customers in contact with local dealers. Lincoln says the increased focus on customer care and satisfaction draws influence from the company's growth in China. Since the introduction of The Lincoln Way services, sales in China have grown greatly. Sales in the United States, like China, have been improving the past few years. With the introduction of The Lincoln Way, the company hopes that Matthew Mcconaughey won't be the only draw for future customers. Related Video: Lincoln Ownership Luxury lincoln black label