1956 Lincoln Continental on 2040-cars

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Lincoln hopes month-by-month leasing will woo luxury clients

Lincoln is launching a new subscription-based service that will allow customers to lease any of its vehicles on a month-by-month basis as part of a new suite of services aimed at offering flexibility and converting buyers. The luxury brand has also been operating a pilot program in which dealers bring Lincoln vehicles to consumers' homes for them to test drive on their own time — and sometimes even complete the entire sales process at their homes. Lincoln also announced on the heels of the L.A. Auto Show a new collaboration with Clear, a company that provides expedited screening at security gates at airports and sports arenas, plus an expansion of its Lincoln Personal Driver service, formerly known as Lincoln Chauffeur, to Dallas. Kumar Galhotra, Lincoln's president, said the company is trying to create a brand experience for consumers that is warm, human and effortless, and that the new services are based on consumer research that equates time with luxury. "We take this philosophy of warm, human and effortless, and we really embed it" in the vehicles and ownership experience, he said. Lincoln plans to launch its vehicle subscription service early next year, likely in "a couple California cities," Galhotra said, that allows consumers to lease any Lincoln vehicle on a monthly basis. While Lincoln did not announce pricing, the program is based on Ford Credit's Canvas program, which offers monthly subscriptions to pre-owned Ford vehicles and come with insurance, maintenance and warranty coverage. The service is so far offered only in the Bay Area and parts of Los Angeles. The service appears to be similar to the $1,500-a-month Book by Cadillac service and Care by Volvo. Robert Parker, Lincoln's global director of marketing, sales and service, said the service will allow consumers the option of upgrading to larger-size vehicles without being locked into a traditional two-year lease. "We acknowledge the fact that we are a challenger brand. We're not at the scale of the Germans," Parker said. "We certainly aspire to continue to grow, that's not our No. 1 focus.

Lincoln's second, more traditional, Super Bowl commercial

For its second Super Bowl commercial, Lincoln Motor Company has stepped away from the Max Ernst-ian surrealism of the "Steer the Script" spot. No Germans, no turtles, no aliens nor alpacas this time, just a 30-second run through the ways in which Lincoln sees the 2013 MKZ as a rebirth of the brand and everything a luxury consumer would want.
The kind of traditional spot that could run any time of year, the only question we had after watching it was: "Wait - was that... Abraham Lincoln?" Along with the press release from Lincoln, you can view the spot below.
If you want a deeper look and criticism into Lincoln's "Steer The Script," ad, have a read of AOL Autos' column: Lincoln's Super Bowl Ad is a Flop, written by Pete Bigelow.

Lincoln Aviator to return as a concept in New York

The keen Canadian eyes at Autoguide spotted on Lincoln Canada's Twitter feed that the Lincoln Aviator will be resurrected at the 2018 New York Auto Show in two weeks, albeit in concept car form. Given that today's Continental and Navigator were previewed with thinly veiled concepts, it's therefore safe to assume that we'll eventually see a production Aviator. According to Automotive News back in 2016, Aviator should be a three-row crossover based on the next-generation Explorer. So essentially, it will replace the MKT, which was last seen picking people up at your local airport and essentially nowhere else. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. For those of you who don't recall, this would not be the first Lincoln Aviator. The original sold from 2002 to 2005 was also based on the Ford Explorer, and although relatively well-received by car reviewing types at the time, it never caught on with the buying public. Its failure is still a bit surprising given the similar SUV fever of that era. The resurrection of the Aviator name also coincides with the return of Continental and the introduction of Nautilus, which replaces the MKX. However, have no fear MK enthusiasts, the MKZ and MKC still live on. You can be in charge of letting people know just exactly which cars those are. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.