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2020 Lincoln Aviator Review and Buying Guide | All-American sophistication

The new 2020 Lincoln Aviator lands into one of the hottest luxury segments – three-row family crossovers – and is not only an incredibly relevant product, but a fully competitive and appealing one too. It all starts with a uniquely characterful interior that's likely to earn the Aviator a fair share of takers by itself. Then there's the exterior styling, which is long and sleek with a tapered roofline courtesy of new rear-wheel-drive architecture developed in concert for the Aviator and also-new Ford Explorer. The two vehicles share common bones, but the skin and muscle are quite different. Emphasis on muscle, too, because the Aviator's powertrain options utterly blow away its competition (a 400-horsepower turbo V6 and the Grand Touring's 494-hp plug-in hybrid). However, despite those eye-popping performance numbers, don't expect the Aviator to be a firm-riding, sport-tuned SUV. All that power is there if you need it, but it's part of an overall competent, composed driving experience rather than one thatÂ’s tightly wound and over-caffeinated. Frankly, it's a recipe that should make a lot of sense to American luxury buyers. If you're looking for a big, luxurious family vehicle, put it on your shopping list. What's new for 2020? The Aviator is an all-new model that slots into a previously unfilled slot in the Lincoln lineup between the five-passenger Nautilus and full-size, truck-based Navigator. 2020 Lincoln Aviator Interior View 9 Photos What's the interior and in-car technology like? No other company's interiors look anything like the mid-century-inspired palace of cool you get in the Aviator. All versions are available with distinctive color schemes shown above, but the Black Label trim level stands out the most with its three available "themes" of "Chalet," "Flight" and "Destination" that get special colors and trim types. Perhaps the quality of some plastics and the fit-and-finish aren't up to Mercedes or BMW levels, but everything looks so special that it makes up whatever deficit exists. Most competitors just seem drab and generic by comparison. In terms of technology, every 2020 Aviator comes standard with a 10-inch touchscreen mounted so high on the dash and close to the driver that it actually seems larger. It runs the Lincoln-skinned version of Ford's Sync 3 interface, which is generally user friendly, though it perhaps doesn't look as cool and sophisticated as the all-digital gauge cluster (or the interfaces of rivals).

Why the 2015 Lincoln MKC is 'holding some powder'

Earlier this month in our first drive of the 2015 MKC, we told you that Lincoln finally had a new vehicle in its arsenal worth crowing about. So with the compact premium crossover now finding its way into dealers, why aren't you seeing its likeness plastered on billboards and barraging you on television? It's because Lincoln is "holding some powder."
Those are the words of Lincoln's global director, Matt VanDyke, who tells Autoblog that the company is holstering some of its marketing guns because it's keen to avoid repeating the ill-timed efforts that blighted its last rollout, the MKZ. That vehicle's launch early last year was beset by various delays related to manufacturing and quality. The cadence issue was so dire that by the time the model reached showrooms in volume, Lincoln had already blown most of its budget on things like Super Bowl ads that ran weeks or even months before customers could check one out in person. It was a particularly trying series of events for parent Ford because the MKZ and its oversized marketing spend were charged with relaunching the Lincoln brand to the public.
Keen to avoid repeating the same timing issue and mindful of consumers' habits at this time of year, Lincoln is taking a different strategy with the MKC. According to VanDyke, "What we don't want to do is try and fight the summertime - people using television being down, and other mass media when school's out. New television shows aren't on." Of course, that doesn't mean Lincoln is sitting idle. VanDyke says, "By no means are we quiet during the next 90 days. This year, we're going to really spend the next 60 to 90 days using digital and social media, in-theater advertising and the like, and once we have full availability at dealerships, we'll really ramp up the advertising later on in the summer." Part of that early media effort includes immersive digital marketing like Lincoln's clever Dream Rides web experience.

Jim Hackett says metal tariffs costing Ford $1 billion in profits

Ford CEO Jim Hackett divulged in an interview with Bloomberg that the Trump administration's tariffs on metals imported from the European Union, Canada and Mexico have affected the automaker's balance sheet, adding that trade disputes need a quick resolution. "From Ford's perspective, the metals tariffs took about $1 billion in profit from us," Hackett told the outlet. "The irony is we source most of that in the U.S. today anyways. We're in a good place right now, but if it goes on longer there will be more damage." Hackett did not specify what period the $1 billion covered, but a Ford spokesman said the CEO was referring to internal forecasts at Ford for higher tariff-related costs in 2018 and 2019. President Trump in March announced his intention to enact 25 percent tariffs on steel imports and 10 percent on imported aluminum from the three trade zones as a way to protect the U.S. steel industry. The move sent U.S. automakers' stock prices plunging at a time when they were coming off weak monthly sales reports. Separately, President Trump has targeted China with two rounds of tariffs targeting a combined $260 billion worth of imports. China has responded by enacting 25-percent tariffs on U.S. goods including vehicle imports. In the interview, Hackett said that has hurt demand for Lincoln, which has found a growing market for its luxury vehicles in China, and made the price of the Lincoln MKC less attractive to Chinese buyers. The MKC is built at the company's Louisville, Ky. assembly plant. "We've had to move people in that factory to other operations because of that trade problem," he said. It's not clear what those moves entail or how many workers were involved. Autoblog sought comment from a Ford spokeswoman and will update this story if we hear back. Ford last month announced it was scrapping plans to import the Focus Active small crossover to the U.S. from China because of the new 25-percent tariffs on Chinese imports. Material from Reuters was used in this report Related Video: