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2022 Lincoln Aviator Review | American luxury in the best way

In Lincoln's heyday, its cars were big, powerful and extravagant. They embodied the idea of American luxury in the best possible way. The 2022 Lincoln Aviator shows the brand has recaptured the essence of those good old days, while still pushing forward into the future with the latest tech offerings and an available plug-in hybrid powertrain that provides competitive all-electric range and a staggering amount of power. It's also a style leader, particularly inside, which was true of Lincoln's midcentury classics, but obviously missing for the better part of 30 years. Practically speaking, the Aviator is a fully competitive entry in the three-row luxury segment, capable to making a strong case for itself among (relative) lower-cost entries like the Acura MDX and Volvo XC90 as well as larger, upper-crust offerings like the Mercedes GLS and BMW X7. Its generous interior size and feature content has a lot to do with it, but so does the fact that Lincoln didn't mess around under the hood. Its base engine is more powerful than most of its competitors' engine upgrades, while that plug-in hybrid's 630 pound-feet of torque makes you wonder whether someone made a typo. They didn't. Basically, there's a lot to love about the Aviator, and crucially, a lot that makes sense. Interior & Technology  |  Passenger & Cargo Space  |  Performance & Fuel Economy What it's like to drive  |  Pricing & Features  |  Crash Ratings & Safety Features What's new for 2022? Changes are light for the 2022 Aviator. The Reserve trim picks up additional standard features: wireless charging, a head-up display and phone-as-key. There's also a new Monochromatic package that adds black wheels and replaces bright work with body-colored trim. It's very 2022. 2020 Lincoln Aviator Grand Touring Black Label View 34 Photos What's the Aviator interior and in-car technology like? No other company's interiors look anything like the midcentury-inspired palace of cool you get in the Aviator. All versions are available with distinctive color schemes (including the base model shown below right in Sandstone), but the Black Label trim level stands out the most with its three available "themes" of "Chalet," "Flight" and "Destination" (below left) that get special colors and trim types. The quality of some plastics and the fit-and-finish aren't up to Mercedes or BMW levels, but everything looks so special that it covers whatever deficit exists.

Lincoln needs a farewell address, not a new marketing plan

The trouble with Ford's Lincoln brand is that no one cares about it any more.
Not long after I heard that Mark LaNeve, chief operating officer of Ford agency Team Detroit, was moving to take over direct operations of the New York ad agency Hudson Rouge for Lincoln, I heard that JCPenney CEO Ron Johnson was ousted. The two events are connected.

Lincoln to get high-end Harman Revel audio in 2015

"They've never been in autos before, and this is going to be an absolute point of differentiation for us." – Matt VanDyke Lincoln executive Matt VanDyke admits he was "moderately interested" when he heard his brand was considering a partnership with a high-end speaker company. Then he listened to the silky sound they made. "I sat there and I was blown away," he said. That may be overselling the speakers, but they do sound good – we know, we've checked 'em out. Lincoln is betting subtle enhancements – like Harman's Revel audio systems – will help the historic automotive brand appeal to a new generation of buyers. The companies announced a 10-year deal on Wednesday to place Revel speakers in Lincoln cars and trucks beginning in 2015 models. Terms were not disclosed. Though Revel is a new name, Harman has long offered a wide array of car under other brands, including Harman Kardon, Infinity and Lexicon. The partnership launches with the next-generation MKX crossover (concept version shown above), which arrives in showrooms in 2015, and the speakers will be available on other Lincoln models, too. Revel is Harman's top-of-the-line brand that's marketed to audiophiles, and its home systems can easily cost several thousand dollars or more. In Lincolns, passengers will be able to tune their Revel system to three settings: normal stereo sound; "audience," which creates concert-like acoustics; and "on-stage," which is designed to make passengers feel like they're standing among the band. Revel and Lincoln designers also collaborated on the style of the speaker grilles to integrate them into the vehicles, and the uplevel Revel system, called Ultima, will use aluminum covers. "They've never been in autos before, and this is going to be an absolute point of differentiation for us," said VanDyke, Lincoln's global director. Though Revel is a new name to the auto sector, Harman has long offered a wide array of in-car audio and infotainment systems under other brands, including Harman Kardon, Infinity and Lexicon. The Revel partnership is part of Lincoln's efforts to elevate its image and make the brand more relevant to new and younger customers. Lincoln's Black Label line, a customization and service program, will launch at 32 dealerships in six states this year, before expanding nationwide in late 2015. Additionally, Lincoln signed Oscar-winner Matthew McConaughey to star in its advertisements.