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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.

2025 Lincoln Navigator revealed with dramatic look, massive screen in Monterey

Say a big hello to the 2025 Lincoln Navigator, now more grand-looking and chock full of tech than ever before. This marks the fifth generation of Lincoln’s three-row luxury SUV, and while its bones are largely carryover, its appearance and interior experience are totally fresh. As for those hard points, the Navigator is still rolling with a body-on-frame construction, independent rear suspension and the 3.5-liter twin-turbocharged V6 paired with the 10-speed automatic transmission and all-wheel drive standard. Said engine produces 440 horsepower and 510 pound-feet of torque, the same output as the 2024 model. Both the standard length and the L model return, with the latter pictured in white just below. While this Navigator may end up driving much the same as the current one, it sure does look largely new from the outside. A fresh grille design gives it a mighty loud and proud aesthetic from the front and is complemented by a big light bar for even more visual presence. Like other new Lincolns, this one features the “Lincoln Embrace” for approach that plays an animation via the lights to welcome your return to the car. The full-width taillights do the same with new light-up “3D” badging. Chrome is thrown out the window in favor of satin aluminum trim accents (a Jet Black Appearance package will apply glossy black trim instead), and just like the refreshed Escalade, 24-inch wheels are newly added to the party – 22-inch wheels are the new standard. One particularly new big-deal feature youÂ’ll notice on the exterior is the “Lincoln Split Gate” that is essentially a split tailgate the likes of which you find on BMWs and Range Rovers. Similar to others, the tailgate is split so three-quarters of the gate opens up, while the remainder folds down. It allows for easier loading and unloading, but can also be used as a seat (600-pound capacity) when parked. Lincoln even offers a “Cargo Tailgate Manager” option that can function as a seatback for the tailgate, a table for tailgating events or to split the cargo area into a multi-level storage shape. Things really start to look totally new when you hop into the front seats and take in the new 48-inch panoramic display that spans the whole width of the dash. YouÂ’ll recognize the Lincoln Digital Experience setup from the 2024 Nautilus where it debuted, and it operates in a similar manner here.

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: