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McConaughey stars in new round of Lincoln ads

Matthew McConaughey's ruminative commercial work with the Lincoln MKC, MKZ, and MKZ Hybrid showed us a side of Lincoln we didn't know existed, and a bunch of spoofs made us laugh about it. Most importantly, though, the partnership worked, leading to a double-digit increase in sales and millions of hits in brand exposure. That's why the actor and the automaker are back together, McConaughey scheduled to return in a new commercial campaign launching September 2 for the 2016 Lincoln MKX. He'll give up the air of cosmopolitan sage, because these ads "dial up the swagger factor" according to Lincoln's group marketing manager John Emmert. Introduced earlier this year at the Detroit Motor Show, the brand put a lot of work into the all-new model, said to be "much improved in how it rides, steers, brakes and looks," offering a more powerful engine, and at least 36 new features including adaptive lighting. Ford's first production implementation of adaptive steering, and Harman's first automobile application of Revel audio will bow with the mid-sized crossover. On top of all that, it's also got that lower price. Emmert said the McConaughey ads will point out "the technology and the beauty of the vehicle." Lincoln will buy time during NFL games as part of the campaign. We have no doubt the anticipation from YouTube and a few celebrity rascals is already high. Related Video:

Production 2017 Lincoln Continental arrives with 400-hp V6

Lincoln still isn't saying much about its new flagship, the long-awaited Continental. Instead, it's got to get everyone's attention. The brand that's been threatening to get a genuine luxury game going for years probably wants people to sit inside the fullsize sedan to learn what it's got, and we think that's a great idea. One good bit we know is that the new Continental is powered by a 3.0-liter, twin-turbo V6 with "a projected" 400 horsepower and 400 pound-feet of torque. We also know the marketing folks have the luxury-speak down, with lavish promises of heated, cooled, and massaging Perfect Position 30-way seats that adjust to shape and weight, as well as climate-controlled seats for rear passengers that also recline, and "generous rear legroom." Themed interior appointments come in Chalet, Thoroughbred, and Rhapsody selections, perceived-quality boosted further by a specific number of stitches-per-inch on the leather, a laser-cut door on the instrument panel, and real wood and aluminum trim. Acoustic laminated glass, active noise control, and available Revel audio are meant to insure serenity. Technology points are scored with optional adaptive steering and all-wheel drive, three drive modes, dynamic torque vectoring, surround-view cameras, adaptive cruise control, and pre-collision braking. We will really begin to know the new Continental when we sit in it later today at the Detroit Auto Show, for now there's the press release below. All-New Lincoln Continental Delivers Quiet Luxury: Elegant, Effortlessly Powerful, Serene - Lincoln Motor Company introduces its elegant new flagship – the all-new Continental – coming this fall - Effortless power comes from new 3.0-liter twin-turbocharged V6 engine that produces a projected 400 horsepower and 400 lb.-ft. of torque1; advanced safety technology is also featured - Serene interior offers the comfort of Lincoln's innovative Perfect Position Seat, spaciousness, rear seat amenities, Revel® audio system and top-grade materials DETROIT, Jan. 12, 2016 – Lincoln Motor Company heralds the return of its flagship – the all-new Lincoln Continental – an elegant, effortlessly powerful, serene full-size sedan that delivers quiet luxury to the industry's most discerning customers. Beginning this fall, Continental offers first-class travel for clients in America and China, bringing warm, human touches and a contemporary design.

Bring back the Bronco! Trademarks we hope are actually (someday) future car names

Trademark filings are the tea leaves of the auto industry. Read them carefully – and interpret them correctly – and you might be previewing an automaker's future product plans. Yes, they're routinely filed to maintain the rights to an iconic name. And sometimes they're only for toys and clothing. But not always. Sometimes, the truth is right in front of us. The trademark is required because a company actually wants to use the name on a new car. With that in mind, here's a list of intriguing trademark filings we want to see go from paperwork to production reality. Trademark: Bronco Company: Ford Previous Use: The Bronco was a long-running SUV that lived from 1966-1996. It's one of America's original SUVs and was responsible for the increased popularity of the segment. Still, it's best known as O.J. Simpson's would-be getaway car. We think: The Bronco was an icon. Everyone seems to want a Wrangler-fighter – Ford used to have a good one. Enough time has passed that the O.J. police chase isn't the immediate image conjured by the Bronco anymore. Even if we're doing a wish list in no particular order, the Bronco still finds its way to the top. For now (unfortunately), it's just federal paperwork. Rumors on this one can get especially heated. The official word from a Ford spokesman is: "Companies renew trademark filings to maintain ownership and control of the mark, even if it is not currently used. Ford values the iconic Bronco name and history." Trademarks: Aviator, AV8R Company: Ford Previous Use: The Aviator was one of the shortest-run Lincolns ever, lasting for the 2003-2005 model years. It never found the sales success of the Ford Explorer, with which it shared a platform. We Think: The Aviator name no longer fits with Lincoln's naming nomenclature. Too bad, it's better than any other name Lincoln currently uses, save for its former big brother, the Navigator. Perhaps we're barking up the wrong tree, though. Ford has made several customized, aviation themed-Mustangs in the past, including one called the Mustang AV8R in 2008, which had cues from the US Air Force's F-22 Raptor fighter jet. It sold for $500,000 at auction, and the glass roof – which is reminiscent of a fighter jet cockpit – helped Ford popularize the feature. Trademark: EcoBeast Company: Ford Previous Use: None by major carmakers.