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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.

Junkyard Gem: 1995 Lincoln Mark VIII

Except for a pause during the 1960s, the Lincoln Mark Series of personal luxury cars stayed in production from the 1956 through 1998 model years. These were big, swanky machines loaded with the latest in gadgetry and — other than the handful of 1984-1985 Mark VIIs with BMW diesel linline-sixes — they cruised with great opulence on American highways courtesy of powerful V8 engines. The very last generation of the series, the Mark VIII, boasted a spaceship-style interior, slick body lines, and a sophisticated dual-overhead-cam version of Ford's Modular V8 engine. Here's a 1995 in Deep Jewel Green Metallic paint, photographed in a Colorado self-service yard. I've documented examples of the Lincoln Mark II through Mark VI while performing my car-graveyard studies, and the Mark VIII's distinctive wraparound cockpit makes most of its predecessors look cheap and stodgy by comparison.  The four-valves-per-cylinder version of Ford's rugged 4.6-liter Modular V8 made 280 horsepower in the Mark VIII, just two fewer horses than the V8 in BMW's 840Ci coupe that year. The Mercedes-Benz S500 coupe had a 315-hp V8 that year, while the Lexus SC 400's V8 made a mere 250 horsepower. The BMW cost $69,900, the Mercedes-Benz had a $91,900 price tag, and the SC 400 went for $47,500 — the Mark VIII could be purchased for just $38,800 that year. That's about $66,300 in 2019 dollars. Of course, the Cadillac Eldorado coupe was the real competition for the Mark VIII in 1995, and the unfortunately-named ETC (Eldorado Touring Coupe) came with a 300-horse DOHC Northstar V8 (admittedly, driving the front wheels) and a dignified wood-trimmed interior. At $41,535, though, the Cadillac had a higher base price than the Lincoln. I think this one was pretty clean, prior to getting banged up in the junkyard, and 140,905 miles seems low for a flagship Ford of the era. Perhaps it got too many unpaid parking tickets, or maybe that complex DOHC engine developed some expensive problem. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Tempted? Featured Gallery Junked 1995 Lincoln Mark VIII View 17 Photos Auto News Lincoln Automotive History

Lincoln takes to the Super Bowl with Twitter schizophrenia

Lincoln has officially pulled off the wraps on its ad for this year's Super Bowl. As you may recall, the company invited people to send in their tweets to help craft the spot's story line with Jimmy Fallon in the director's chair. The company chose five tweets and ran with them, and the result is, well, about as focused as your average online comment thread. We do get plenty of shots of the all-new Lincoln MKZ, as well as at least one comment on the interior leather's suppleness.
Do we learn a single thing about the brand's new honey? Nope. But there's a turtle crossing, a band of bikers, a German farming student and herd of alpacas. Mostly, the ad just makes us tired. You can check out the full spot before it airs during the big game by watching it below. We'll be busy preparing for the alpacalypse.
AOL Autos' associate editor Peter Bigelow went deeper in his criticism. Have a read: Lincoln's Super Bowl Ad is A Flop.