Not long ago, most of us would have predicted Lincoln to soon become the next American make to be nearing the end of its time. Their products over the last 15 years have remained uninspired “upscale” versions of their Ford counterparts, with signs of cost cutting in clear view, even to those less familiar with Ford products. Many of their models like the MKT, MKZ, and MKX saw some of their highest sales from fleet purchasers instead of the middle-upper class suburban families they were intended for.
All of this began to shift in 2016 when Lincoln re-introduced the flagship Continental sedan into their lineup. While the American market these days isn’t filled with consumers begging for new sedans, it was hard to ignore the significant effort Lincoln put into their new flagship compared to those in years past (yes the MKS was their last “flagship”). The new direction was clear from all elements of the Continental; design, quality of materials, and fit & finish. Now, nearly four years later Lincoln has continued paving the path towards a re-energized product line with more of a soul behind it.
The next model to carve this path was the fourth generation Navigator in 2017. First previewed by a stunning concept fitted with gull-wing doors, it was hard to take Lincoln seriously, but the third generation Navigator was long overdue for a ground up redo. Sure enough, the production ready Navigator (with normal doors) stunned audiences as a true full-size luxury SUV complete with an all-new interior design, with less Ford copy-paste parts than ever before. The unique design touches can be seen throughout and feel solid, giving the impression that Lincoln now actually wants to prove that it’s price premium over the Expedition is worth it.
Now that Lincoln had its bases covered with a brand new flagship sedan and SUV, it became time to address the rest of their lineup. One easy way to boost excitement behind new or refreshed products is to take a second look at the marketing tactics, in this case, Lincoln addressed its naming conventions. With the Continental and Navigator having solid history behind their badges, Lincoln decided to start phasing out their boring “MK” nomenclature, in favor of travel based names for their models.
First up, the aging MKX got refreshed to become the Nautilus. The Nautilus itself was not as dramatic as the Navigator, but again it got people to start paying attention to the brand again. So to continue with that momentum, Lincoln re-introduced another name from its past, the all new 2020 Aviator.
Back in the mid-2000’s, Lincoln sold a dressy Ford Explorer under the Aviator nameplate. The formula here was not too different, underpinning the all new platform for the sixth generation Explorer, but this Aviator sheet metal was unique and wrapped everything up in an attractive package. Possibly the most stylish new Lincoln model, the Aviator started to round out Lincoln’s competitive offering of luxury crossovers, and at a much faster pace than it’s primary competitor: Cadillac.
Fast forward one year later, and Lincoln takes the same approach with the dull Ford Escape-based MKC, by turning it into the all new Corsair. Again, the Corsair shares its bones with the new Ford Escape, but you wouldn’t know by looking at it. Lincoln had successfully scaled its new luxury design language from the Navigator down to the competitive CUV segment with the Corsair. All three of their new crossovers and the full-size Navigator now have the potential to take on the competition with strong sales, something that you couldn’t say about any Lincoln model five years ago.
So what’s left to address for Lincoln? The awkward MKT is due to end production soon with no direct replacement, which is no loss now that the new Aviator is on sale. The MKZ is due for a replacement soon as it also ditches the old naming style, possibly to become the Zephyr as it was back when it debuted in 2006. Although, Lincoln recognizes that its efforts are better spent on luxury crossovers than sedans in today’s market. The future of their Continental flagship is already questionable due to slower sales, even though its debut effectively marked the beginning of the brand rebirth. Regardless, Lincoln has invested in the right products at a rapid pace, something that Cadillac has not done so well, as they continue to play catch-up in the world of crossovers, while also struggling to downsize their sedan offerings to focus on more profitable models. Also, consider the fact that Cadillac is trying to grab consumer attention with confusing alpha-numeric names like XT6, XT4 and CT5, while Lincoln’s models carry a clear theme and brand identity.
It’s obvious at this time, that Lincoln has surpassed Cadillac in their segment, but now something interesting is starting to happen. Lincoln may soon be a compelling alternative to brands like Lexus, Infiniti, Audi and Land Rover. Even if you prefer the reliability of a Lexus, the status of a Land Rover, or the precise German engineering of an Audi, it’s clear that Lincoln in 2019 means business, more than ever before.