1985 Lincoln Mark Series on 2040-cars

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Never mind the naysayers; Lincoln is worth saving

In the case of Henry Leland, naming his new car brand after the first President he cast a vote for in 1864 seemed a jolly good idea, on paper.
You should always be careful about the name you choose to give your new baby. The power of association can work in many ways, not always positive.

2020 Lincoln Aviator Black Label Interior Driveway Test | The best American luxury

It seems safe to say that Lincoln has finally managed to brush off its "fancy Ford" reputation. Nothing illustrates this better than Black Label, Lincoln’s range-topping trim level that elevates its various models' style, status and, of course, price. We recently found ourselves with a 2020 Lincoln Aviator Grand Touring (the plug-in hybrid) in Black Label trim, and decided it was time for a deeper look at what this trim gives you in LincolnÂ’s three-row crossover. In case youÂ’re new to Black Label, youÂ’ll need to know that Lincoln organizes the options into “themes.” For the Aviator, you have the choice of Flight (tan and black), Destination (a deep red featured in our Black Label Interior Tour video), and the Chalet (brown and cream) theme fitted to our test car. HereÂ’s how Lincoln describes it: “Chalet offers Espresso and Alpine Savannah leathers and deep Silverwood appliques, with touches designed to awaken the senses.” The colors and trims used are supposed to remind of long weekends in the Swiss Alps. ItÂ’s all a bit colorful and over the top, but Black Label is supposed to be exactly that. Despite being festooned with modern tech and features, the Aviator is remarkably old world in styling. Lincoln isnÂ’t trying to be a sporty American BMW like Cadillac has. Instead, Lincoln created its own identity and brand of American luxury, differentiating itself from Mercedes-Benz, Audi, Lexus and others in doing so. Lincoln put together an interior layout that makes sense and doesnÂ’t alienate older, less tech-inclined buyers (you know, the demographic who not only typically buy Lincolns, but high-priced luxury cars in general). Sure, thereÂ’s a big 10-inch touchscreen perched above the air vents, but there are also physical buttons for all your climate controls and audio controls. You can adjust these systems through the screen, as well, but we think easy and safe toggles like these still deserve a place in cars. TheyÂ’re especially welcome when surrounded by expensive-feeling trim and backed by the pretty Silverwood.  WeÂ’re less fond of the button gear shifter, but at least itÂ’s not confusing and is something anybody could learn to live with. It also does a decent job of staying out of the way and leaving more space for storage. Lincoln gives you plenty of that in this crossover, too. A couple premium pull doors in the center console open to reveal USB ports, cupholders and a place to slot your phone.

Lincoln hijacks Cadillac's 'Dare Greatly' tagline

Talk about comedy - not even 24 hours after Cadillac teased its CT6 while inviting us to "Dare Greatly" during the Oscars telecast, Lincoln was doing the same but on Google. An anonymous tipster informed us the day after the Oscars that typing "dare greatly" into Google returned two ads before the search results. When we checked it over the course of a few hours, the first ad was always for Cadillac and either read, "Cadillac - Dare Greatly - Only those who dare drive the world forward," or, "Cadillac - Dare Greatly - It's not the critic who counts, it's the man in the arena." (On a side note, come on, Cadillac - "the man in the arena?" Well. It's a quote. Suppose that's all right, then.) The second result was for Lincoln and read, "Dare Greatly - It's not about making a statement, it's about doing what you love," with the associated URL being www.lincoln.com/dare+greatly. The first time we clicked it, it went to the Lincoln homepage showing the 2015 MKZ Hybrid. The second time, we got a page saying that the Lincoln site wasn't available; the Lincoln site was fine, the link didn't work. There's no reference to the Google joke at the Lincoln site - this was just about getting eyeballs. The English have the perfect phrase for Lincoln's provocation: "You've got some cheek!" We think it cunning, dastardly, and funny, and there's no doubt it worked - they knew people would flock to search the term. One of our competitors, Autotrader, said that within an hour of the first of four Cadillac spots airing during the Oscars, car searches for Cadillac vehicles climbed 53 percent from pre-Academy Award coverage levels. Searches for Cadillac cars were up 120%, they said. If this is Round One of our homegrown scrappy old-timers going at it, we're all for it. News Source: Google Marketing/Advertising Cadillac Lincoln Luxury