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Lincoln unveils its Black Label Collection at Pebble Beach

With the posh surroundings of Monterey, CA during the Pebble Beach week as a backdrop, Lincoln has unveiled is new personalization and luxury service brand, called Lincoln Black Label. Following in the footsteps of programs like BMW Individual, Range Rover Autobiography, and many more, Black Label is strategic strike, aimed at upping Lincoln's brand cachet while luring new customers into the fold. Speaking about this at the Black Label's introduction in California Thursday, Jim Farley, Ford's executive vice president of Global Marketing, Sales and Service and Lincoln, told members of the media that "At Lincoln, our flagship is, you get to choose. That's our flagship."
While Black Label customers will benefit from concierge-like service from their dealers - both during the sale process and throughout ownership - the focus of the introduction is strongly focused on interior design.
Lincoln chose its current MKZ sedan and its MKC Concept crossover (seen in the inset image) as the debutants for Black Label treatment for good reason: the well-received MKC points the way forward for Lincoln styling as a whole, and the MKZ will be the first production vehicle to receive the option of the high-zoot interior design. We're told that eventually, Black Label treatment will be available for the full Lincoln lineup, but the MKZ will be the initial recipient, and not until late in 2014 according to the company's current projections.

Lincoln previews new Navigator with illuminated grille, new interior

While it's not the best-selling Lincoln, the Navigator stands proud as the company's flagship and one of its most important models in terms of image. The current-generation SUV made its debut for 2018, and it will soon receive what sounds like a round of far-reaching updates. Full details about the new-look Navigator aren't available yet, but a short preview video published by Lincoln gives us several hints. We already know that the front end gets a redesigned grille that's seemingly wider, and the teaser confirms that the central slat and the Lincoln emblem will be illuminated. Earlier spy shots suggest that the big SUV's overall proportions won't significantly change, however. Another detail revealed by the video is that the updated Navigator receives a redesigned interior. In the current model, the ignition button is located on the right side of the steering column (near where you'd expect to find the ignition barrel in an older car) and the buttons used to shift the transmission into gear are below the air vents on the center stack. In the updated SUV, the ignition button and the piano key-like shift buttons are on the center console. The steering wheel gets a cleaner-looking design, and it looks like the dashboard is new as well. There's no word on what's under the hood. For 2024, the Navigator comes with a 3.5-liter V6 that's twin-turbocharged to 440 horsepower and 510 pound-feet of torque. It spins the four wheels via a 10-speed automatic transmission. Rear-wheel-drive is no longer offered. An unverified report claims a hybrid system will join the portfolio; the 10-speed automatic was developed with electrification in mind, after all. Lincoln will unveil the Navigator on August 15, and the model should land on dealer lots for the 2025 model year. The Ford Expedition that the Navigator is closely related to is expected to receive a major round of visual and tech updates for the 2025 model year as well.

Lincoln's $5B revival bid hinges upon new D6 chassis

It's no secret that Lincoln has received short shrift from the Ford Motor Company for years, and former CEO Alan Mullay even wanted to kill the whole thing off when he ran things. Today, things appear to be trending in a different direction. Fresh investment has helped enable a sizable marketing push for its well-regarded MKC compact crossover, a couple of awards for the company and plant the seeds for a major expansion into China. While the situation is still in the early going, it looks like Lincoln is on a tentative (if long) path towards a turnaround. If new reports are accurate, the brand is poised to build on that momentum with its largest investment in new products in years thanks in large measure to a new modular platform codenamed D6.
According to four unnamed insiders speaking to Reuters, FoMoCo is investing over $5 billion over the next five years, partially to create a new modular platform to underpin multiple Lincoln vehicles - and possibly some Ford products, too. Development is reportedly being overseen by the division's new boss, Kumar Galhotra. At the moment, specific details about the D6 chassis aren't yet known, but it's rumored to have the flexibility to support front-, rear- and all-wheel drive vehicles. According to Reuters, the first model using the framework could be an MKZ replacement and seven-passenger MKT successor in 2019.
Until the D6-based models hit, expect to see continued expansion from Lincoln. Ford management isn't trying to turn around the division overnight and is planning "in terms of generations of products," according to current CEO Mark Fields. The strategy unsurprisingly includes a production version of Lincoln's recent MKX Concept, as well as an all-new Navigator using aluminum-intensive architecture. Reuters also claims the MKS is due for renewal in the meantime, including with a longer-wheelbase version to appeal to the brand's new Chinese buyers.