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Lincoln Aviator debuts as stylish 3-row crossover with a surprise

NEW YORK — At a studio in the Meatpacking District in Manhattan, after a walk through an "art gallery" full of inspiration for Lincoln's newest midsize, three-row Aviator crossover, we saw the company's future. That's not breathless hyperbole, either. Lincoln's huge Navigator is selling like gangbusters, but the aging MKT is a sad vestige of the company's last attempt to reinvent itself. The company needs an attractive, well-proportioned three-row with contemporary powertrains to complement the MKC and the larger Nautilus (nee MKX). For those wondering, the MKC is likely to get renamed at its next refresh, and the lousy MK__ naming convention will finally die. But while the names are refreshing, that's not the reason the Aviator is so important. For one, it'll almost certainly lend its underpinnings, which are rear-wheel-drive based, to the next Ford Explorer. The other is that it's an all-important three-row, a conventionally-shaped one rather than the awkward MKT's long, lumpy look. The Aviator — the vehicle we saw is a preview, not a production model, but is extremely close to production — has style and presence. There's more than a bit of Range Rover Velar in the look, but it's not a clone. And the interior is a wonderful interpretation of the larger Navigator's bold, distinctive and purely American look. View 20 Photos While many, many details are unspecified at this stage — including exact engine details, dimensions, and the like — there's enough there to draw some conclusions about the new Aviator. For one, it's got a version of the Navigator's elegant interior. Those Perfect Position seats, also seen in the Continental, covered with soft leather, are central to the Aviator's interior experience. When's the last time beautiful seats were such a selling point? Other than Volvo, no one's put enough attention on unique and particularly comfortable seats. It's a unique selling proposition and, also, a nice aesthetic detail. You could say the same for the dash design: It's low and sleek, with solid but not bulky elements and the sort of tastefulness normally reserved for Scandinavian industrial design. Back to the rear-drive platform and what little else we know of the powertrain. For one, it'll feature a twin-turbocharged EcoBoost engine with an available plug-in hybrid option. As far as we can tell, both versions will use the same engine, and there are no optional engines outside of this.

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.

Why the 2015 Lincoln MKC is 'holding some powder'

Earlier this month in our first drive of the 2015 MKC, we told you that Lincoln finally had a new vehicle in its arsenal worth crowing about. So with the compact premium crossover now finding its way into dealers, why aren't you seeing its likeness plastered on billboards and barraging you on television? It's because Lincoln is "holding some powder."
Those are the words of Lincoln's global director, Matt VanDyke, who tells Autoblog that the company is holstering some of its marketing guns because it's keen to avoid repeating the ill-timed efforts that blighted its last rollout, the MKZ. That vehicle's launch early last year was beset by various delays related to manufacturing and quality. The cadence issue was so dire that by the time the model reached showrooms in volume, Lincoln had already blown most of its budget on things like Super Bowl ads that ran weeks or even months before customers could check one out in person. It was a particularly trying series of events for parent Ford because the MKZ and its oversized marketing spend were charged with relaunching the Lincoln brand to the public.
Keen to avoid repeating the same timing issue and mindful of consumers' habits at this time of year, Lincoln is taking a different strategy with the MKC. According to VanDyke, "What we don't want to do is try and fight the summertime - people using television being down, and other mass media when school's out. New television shows aren't on." Of course, that doesn't mean Lincoln is sitting idle. VanDyke says, "By no means are we quiet during the next 90 days. This year, we're going to really spend the next 60 to 90 days using digital and social media, in-theater advertising and the like, and once we have full availability at dealerships, we'll really ramp up the advertising later on in the summer." Part of that early media effort includes immersive digital marketing like Lincoln's clever Dream Rides web experience.