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With gaps in product portfolio, Lincoln embraces experiences

In one sense, Lincoln is on a roll. It rides out the year having unveiled three substantially refreshed SUVs — the new full-size Navigator, the MKC crossover and the Nautilus, the new name for its top-selling MKX that Lincoln revealed in Los Angeles. The company is on pace to sell 50,000 vehicles this year in China, a four-fold jump after just three years in that market, and its sales growth in the U.S. outpaces its competition in the luxury segment. And analysts applauded the brand for moving away from its confusing alphanumeric naming system as a way to differentiate itself. But Lincoln remains far behind its competitors, with a market share that lags the likes of Lexus, Audi, BMW, Mercedes-Benz and even Cadillac. Its product portfolio is more limited too, heavy on hot-selling SUVs, but with only two cars — far fewer than the German luxury brands — and no marquee sports cars. Instead, Lincoln made it clear in Los Angeles that it's leaning heavily on creating distinctive experiences for its customers — its strategy focuses on being "warm, human and effortless" — as a way to stand out from the field. One way it's trying to do that is through its Black Label program, which offers premium interior trim options like unique leather stitching patterns, Alcantara headliners and laser-etched aluminum accents, and combines all that with a suite of services. Black Label members get an enhanced premium maintenance plan that includes wear and tear, anytime car washes and annual detailing, a dedicated concierge and the ability to be custom-fitted for a vehicle at their home. It also comes with a Culinary Collection, a curated list of more than 50 participating restaurants across the country that offer exclusive reservation assistance, visits from the noted chefs and other perks. Lincoln is introducing a new "Gala" Black Label theme on its new Nautilus, which it says is inspired by a night at a fashion gala. It's an interior decked out in what it calls Carmine Red, reflecting a popular color in fashion, with perforated seat stitching that form interlocking Ls. It joins the Thoroughbred and Chalet Black Label themes for the new Nautilus, which goes on sale next spring. Other Black Label themes including the Navigator's Yacht Club theme, with a Chroma Blue exterior paint color, upgraded leather seats and whitewashed teak wood in the center console, and Center Stage, with jet black Venetian leather with red accents, available on the MKC.

Lincoln may add suicide doors to future Continental

There's been plenty of uncertainty surrounding the future of the Lincoln Continental, a nameplate revived only 18 months ago but struggling to move units as sedans submit subduction-style to the techtonic boom in crossovers. We recently shared a report that the Continental won't live to see another generation after selling just 18,846 units in its year-and-a-half back on the market. Now comes a report from Automotive News saying that Lincoln at the 2018 NADA convention in Las Vegas showed a photo of the Continental with rear-hinged doors and said it plans to manufacture it. The publication cited several dealers who were in the room but didn't want to be identified. Lincoln, of course, isn't saying anything about rear-hinged suicide doors except to say that "Continental is an important part of the Lincoln family." The announcement at NADA was reportedly meant to convey a commitment to cars by Lincoln, which has been buoyed by crossovers like the MKC and its red-hot Navigator large SUV. There was no word on timing or other details about the suicide door-equipped Continental. Lincoln sold just 1,573 units of the sedan through February, down about 25 percent on the annualized monthly rate. Still, if Lincoln wants to plant its flag in the car segment, then its flagship is probably a good place to start. The Continental nameplate, which was revived in New York in 2015 as a concept, enjoys a long design lineage, of course, and boasted production suicide doors on the 1961 Continental Mk V. The luxury sedan also inspired one artist to reimagine the Continental as a two-door coupe, true to its original 1939 styling and demonstrating the car's versatility. And the car already has some concept-style futuristic touches, including hidden electric door handles and 30-way adjustable front seats. But suicide doors have mostly been relegated these days to concept vehicles, one-offs like this Rolls-Royca Sweptail and the Tesla Semi truck. So should we see this as a way for Lincoln to draw some attention to a struggling nameplate? Related Video:

Lincoln reignites the Navigator with bold concept

The Lincoln Navigator's demise has been greatly exaggerated, and nearly 20 years after it first revolutionized the luxury segment, a new generation of the iconic sport-utility vehicle will again point the way forward for the brand. Previewed by a concept at the New York Auto Show, the new Navigator will hit showrooms next year joining the much-anticipated Continental sedan as Lincoln's twin flagships. The concept is "a very strong" hint of what the production Navigator will look like, Lincoln president Kumar Galhotra said. He's referring to the general appearance of the tall concept, which is confident, creased, and a bit reminiscent of a Range Rover. There are huge wheels, lots of chrome, and "Navigator" spelled out in blocked capital letters over the fender vents. It runs a 3.5-liter EcoBoost V6 making 400 horsepower and will ride on a new chassis, though Galhotra wouldn't offer more details. Oh, and it has gullwing doors. The crowd audibly oohed and aahed when that feature was demonstrated at a preview event in New York, but those are purely for show. They won't be on the production model, Galhotra said, and they're meant to demonstrate the spacious cabin. "The nature of the vehicle is very important ... and it's a great way to showcase that interior," he said. The inside of the concept is an interesting place. It has a rear cargo area that doubles as a closet, complete with shelves that make up a wardrobe management system, and there's a rail running down the middle of the passenger area. A multi-level running board cascades forward when the gullwing doors open, and the six seats are adjustable 30 ways. There are also wifi-equipped touchscreen monitors mounted in the seat backs. Inside and out, the Navigator carries a nautical vibe. It's covered in a soft shade of blue paint, while the interior has blue leather and teak accents. The Navigator concept features some of Ford's semi-autonomous technology, including pre-collision assist with pedestrian detection. The radar-and-camera-based system will look for obstacles in the vehicle's path, warn the driver, and then brake if needed. It also has a 360-degree camera and lane-keeping assist. Look for all of this on the production model. Launched in 1997, the Navigator is one of the original all-American large luxury SUVs – the Cadillac Escalade didn't arrive until 1999.