As a fan of Lincoln it has been exciting as Lincoln continues to roll out competitive, if not class leading, SUVs/CUVs and tapping into a market they haven't had recent success in. This makes me wonder what will be the moment or product that makes the Lincoln brand respected in the luxury segment again?
The "Quiet Luxury" brand identity that Lincoln has sets it in position to be a counterpoint to other brands but this can also be a reason that others may not take to the product as quickly. I'm not saying that it's a bad lane for them to occupy but sporty cars in luxury have dominated in the last 30 years. I love the idea of Black Label and see it as a potential conduit for vehicle subscription as well as further bespoke products like the suicide door Conti.
Which gets me to my point, what is the future of Lincoln sedans? I know there are rumors about Continental dying and possibly a next gen mkz replacement but I believe that's a bad idea. Lincoln isn't going to be a huge seller by using their current brand ethos especially in a mid-size 40k -60k price range. So why not offer a Continental Lincoln that is an RR Ghost competitor? I know there will be a lot of apprehension to that idea but look at the price of the CD4 coach built and tell me how they can justify it when considering how it's made. I don't think Lincoln has to be completely autonomous from Ford to command a price range of 150k-200k and that car imo is proof of that since it's 115k. They could use the model that Ford has for the GT by requiring perspective buyers already own a BL Lincoln with a subscription.
I believe it's time for Ford to get serious and realistic about the volume they want to see from the brand because 300k worldwide nor 100k US is happening anytime soon. If this is going to be a brand of luxury over sport there needs to be a non SPORT utility vehicle that represents "Quite Luxury", a next gen Conti is the car to do it.
What's your case for the continued "rebirth" of Lincoln and this Quite Luxury era?
Last edited by YoungLS; 10-05-2019 at 02:42 PM.