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Lincoln Aviator returns, VW ponders pickups, and Subaru Forester endures

NEW YORK – Volkswagen is taking a hard look at a pickup truck, the Lincoln Aviator is back, and you love old Subarus (we'll explain). The New York Auto Show returned last week with flair and a wide range of promising reveals. Let's break down some of the big news, plus a few things you might have missed. News: Ford is fortifying Lincoln with the Aviator SUV Views: Doing a mid-size SUV is obvious. Calling it the Aviator wasn't. I like it. Using Navigator design cues, this thing looks the part and should give Lincoln some energy and sales volume. Not playing in the midsize SUV segment has been a mistake for Ford's luxury brand, and the Aviator should fill a much-needed hole. Props to Lincoln for dusting off the Aviator name, most recently used on a rebadged Ford Explorer built in 2003-2005. It sounds classy and historic, like something from 1930s, even though it only dates to the tail end of the " Friends" era. Speaking of names, when the MKC gets a new one, Lincoln should dust off Zephyr, a moniker it actually used in the '30s and then briefly in the early 2000s. Why use the Aviator name? Jim Farley, Ford's president of global markets, said it's about reminding consumers that Ford has traditionally built strong SUVs. "I think in a way the legacy is falling in love with what we do best," he said. "We wanted to go back to our roots. We know how to do this well." Farley also said the Aviator could prove to be Lincoln's bestseller. The Aviator was well-received in New York, earning our Best in Show award and garnering cautiously optimistic reactions from some analysts. "Lincoln ran this experiment once before ... differences in the market conditions, stronger differentiation and appetite for utility vehicles may prove a different story for this Aviator," IHS analyst Stephanie Brinley said. View 19 Photos News: VW surprised the car world with the Atlas Tanoak pickup concept Views: Good move. VW should build this. The concept is based on a longer version of the Atlas platform and would take aim at the midsize truck segment. VW is using this prototype to "gauge the reactions" of automotive influencers, but make no mistake, the Tanoak is totally doable. Using Atlas bones and mechanicals punched up with rugged styling and some soft-road capability, the Tanoak would grow VW's portfolio in a smart way. The Atlas Cross Sport concept, also revealed in New York, signals that Atlas expansion is already underway.

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.

Why Lincoln says it's loving Ellen and Conan MKC ad spoofs [w/videos]

You would think that commercial being ridiculed across the Internet would be an advertising executive's worst nightmare, but that's not necessarily the case. At least not when it comes to Lincoln and its latest campaign to promote the new MKC.
The campaign features Matthew McConaughey channeling his characters from True Detective and The Lincoln Lawyer, and was quickly spoofed by both Conan O'Brien and Ellen DeGeneres. But instead of shaking their heads in dismay at the comedy talk-show hosts' take on their ad, Lincoln and its advertising firm Hudson Rouge welcome the free publicity.
"We're flattered. Just to get out into the public mind with parodies says you've achieved a certain amount of notoriety," Hudson Rouge CCO Jon Pearce told Automotive News. "It's hard to put a dollar amount on earned media. We couldn't ask for better."