2003 Lincoln Navigator Base Sport Utility 4-door 5.4l on 2040-cars

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How Lincoln could make itself special again

Things are going better for the Lincoln brand — or, more properly, The Lincoln Motor Company — so far this year, and are likely to continue to do so, comparatively speaking. In the first quarter of 2017, the brand's sales are up 8.7 percent compared with the same period last year. Lincoln delivered 27,083 units in the first quarter. The Continental is certainly a boon, with 3,209 units (almost 12 percent of the total number), something Lincoln didn't have in the first quarter of 2016. Its crossovers, the MKC and MKX, were up 15 and 11.2 percent, respectively, and while the Navigator SUV was down 16.2 percent, the new 2018 model will certainly boost that nameplate. Still, there is undoubtedly a glass — or crystal — ceiling for Lincoln (as well as for Cadillac) that it's not likely to break through regarding total US sales. No matter how you look at it, the US luxury market is dominated by import brands, and there is no reason to think that's going to change. Ever. According to Autodata, for the first quarter of 2017 there were 213,817 luxury vehicles delivered, of which 170,780 were from import brands and 43,037 domestic. While there is a good likelihood that Lincoln will gain some ground, given the lineup extensions that the likes of Mercedes, Audi, BMW, and Lexus are making, as well as the creation of new brands like Genesis and the traction of Tesla, it is going to be all the more challenging for any company to get any significant growth in the luxury category. So growth for Lincoln, yes. Notable growth? No. But there is something the company could do to generate revenue separate from the car and crossover business. It may not make a lot of money in and of itself, but it can provide a distinct edge in the product segment that would cement Lincoln with a unique offering. Kumar Galhorta, president of Lincoln, frequently talks about "experiences." About how the company is working to relieve or eliminate "pain points" from its customers. About how time — or the perceived lack thereof — is something Lincoln is working to address. And it's doing so in a way that gives it a distinctiveness vis-a-vis the competitive set. Lincoln's services are creating a buzz in a way that Matthew McConaughey ads never will. Lincoln is addressing it through service. As in offering pickup and delivery for service appointments for all new 2017 Lincoln models.

Lincoln Continental sent 'into the vault' ... again

Ford confirmed today that the Lincoln Continental will be discontinued for North America after the 2020 model year. The news certainly isn't surprising given the Continental's meager sales figures, lukewarm critical reception and the fact that the Navigator has resoundingly entrenched itself as the brand's true modern flagship. "The name will go back into the vault," Lincoln spokesperson Angie Kozleski told the Detroit Free Press. "It has a long and rich history. But production for this vehicle will be ending at the end of this year." In an official statement, the brand said the decision was due to the continued decline of full-size premium sedans in the United States. The Continental is built in Flat Rock, Mich., and dates back to 2017 when Lincoln resurrected the nameplate after a 15-year hiatus. The car itself technically replaced the unloved MKS in Lincoln's lineup, and although based on a well-received concept car, the actual production model failed to live up to the rather grand style statement that had been promised. The interior in particular was a letdown. Lincoln sold 6,586 Continentals in 2019; likely many of those were fleet sales. Nevertheless, it can be argued that this Continental triggered Lincoln's rebirth. It was named something, for starters, as the Nautilus, Aviator and Corsair would eventually follow, signaling the end to the unloved and confusing MK nomenclature. And although it didn't live up to its concept, Lincoln at least learned from the episode and didn't repeat the mistake with Navigator or Aviator. They came as promised.  Though it's dead in the U.S., the Continental will live on for 2021 in China, where its sales are in decline but not by as much. And although it'll likely be remembered as a footnote in the long history of cars named Lincoln Continental, and with few fans in its corner, at least it reaches the end of the line having left a mark. Cue the Traveling Wilburys.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Featured Gallery 2017 Lincoln Continental: Detroit 2016 View 17 Photos Plants/Manufacturing Lincoln Sedan

2015 Lincoln Navigator

Typically, when I approach a new vehicle launch, it's with a degree of optimism. Nowadays, we just expect that every new vehicle will pose a legitimate challenge to segment leaders. Mid-cycle refreshes, meanwhile, have taken on a greater degree of importance, as customers' preferences for the freshest vehicles remains strong and automakers rush to keep the latest tech in their offerings.
Conversely, I admit to not being terribly optimistic hopping into the 2015 Lincoln Navigator. I was the first person from Autoblog to see the new model in the metal, way back in January ahead of its Chicago Auto Show debut, and my initial reaction was far from positive. But, as I'd been the one that initially tested the new Cadillac Escalade and had just finished a week in the long-wheelbase version of General Motors' most premium SUV, I was a natural candidate to head down to Louisville, KY - home of Navigator production - to sample the brand's latest.
Lincoln's attempt at freshening the old Navigator's bling-bling face is pretty typical of today's more thorough mid-cycle refreshes, with dramatically new front and rear clips. The addition of standard 20-inch wheels or optional 22s - in place of standard 18s and optional 20s - goes a long way towards modernizing the Navigator's staid exterior. The cabin, meanwhile, is home to finer leather, which covers most of the dash as well as the steering wheel and seats. Warm Ziricote wood would prove to be a particular highlight on the top-flight Reserve model that I drove (the only trim available for us to test).