BLACK LABEL

The Statement-Making Lincoln Aviator

November 29, 2019 by admin Leave a Comment

The Lincoln Aviator crosses a one-lane bridge in Moore County, NC.

The Lincoln marque is once again undergoing a major overhaul, this time with new utility vehicle-based models. Ford’s luxury brand is also moving away from its three-letter naming convention, choosing traditional and new names featuring nautical and aviation themes.

Suggesting movement, the current nomenclature now covers all four SUVs — Navigator, Aviator, Nautilus, and Corsair. Separately, a pair of sedans remain — the large Continental along with the midsize MKZ. We think the latter is in its final year as the similar Ford Fusion is also being discontinued.

With a heavy utility vehicle focus, the Lincoln Motor Company (as identified by Ford) is all-in on the kinds of models customers want. Although its current roster shares its underpinnings with like Ford models, attention to detail, engineering, and luxury appointments have improved tremendously and supply further separation.

2020 Lincoln Aviator Models

For 2020, the Lincoln Aviator debuts, a name familiar to fans. From 2003 to 2005, Lincoln offered an Aviator which was based on the Explorer. Once again, the two models share a common platform, but this time the Lincoln features a distinct exterior design and interior layout.

The 2020 Aviator comes in five trims: Standard ($51,100), Reserve ($56,190), Grand Touring ($68,800), Black Label ($77,695), and Black Label Grand Touring ($87,800). These prices do not include the $1,095 destination charge. This model comes with standard rear-wheel drive or available all-wheel drive. A plug-in hybrid electric version is marketed separately.

Our top-trim test model costs just over $91,000. Yes, it is possible to have more than $40,000 worth of upgrades for Lincoln’s second most expensive model. As for its large Navigator, it is the price leader with a fully optioned model approaching $103,000.

The Aviator is a three-row SUV with room for six or seven.

9/10-Scale Navigator

The new Aviator is approximately 90 percent of the size of the stretch Navigator. Its design roughly parallels the Navigator, a look we like. However, there are some differences, including in the chrome grille surround design. The Aviator’s design is stately, featuring a bold front fascia, strong shoulders, upright pillars, and crisp lines.

Among the standard features are full-LED lights all around, a power liftgate, and a quad-tip exhaust system. Lincoln dresses the Aviator with stylish 20-inch wheels.

The list of upgrades include such features as adaptive headlamps, LED fog lamps, an illuminated Lincoln Star logo, 21-inch wheels, running boards, and approach lighting.

High-End Luxury

Lincoln went to great pains to ensure the Aviator has the features needed to take on its competitors. There is ample room for five across the first two rows with the third-row seat best assigned for carrying two children.

The cabin has a luxurious feel with even the standard models dressed in imitation leather. A tilt-and-telescopic steering column, push-button start, power controlled and heated front seats, a power-folding third-row seat, and three-zone climate control chart the list of included features.

Where the Aviator truly struts its stuff is with the Black Label trims. Here, Lincoln offers three design themes — flight, destination, and chalet. Each one offers unique color schemes, wood trim, and patterning. That said, you don’t have to opt for the top-trim to get loads of amenities. Indeed, beginning with the Reserve trim, Lincoln adds such features as a power tilt-and-telescopic steering column, leather-trimmed seats, and four-zone climate control. This trim also features second-row captain’s chairs, ambient lighting, and a second-row mini console.

The third-row seats are power-operated across all trims.

Tech and Safety Features

Straight out of the gate Lincoln supplies the 2020 Aviator with laudable tech features, including a 12.3-inch configurable instrument cluster, a 10.1-inch touch-screen display (that sits like a laptop screen on top of the center stack), a Wi-Fi hotspot, Android Auto and Apple CarPlay smartphone compatibility, USB ports, and a 10-speaker audio system.

Among the upgrades is a fantastic 28-speaker Revel audio system (a 14-speaker system is also available), navigation, and a rear entertainment system. A wireless charging pad is optional.

On the safety front, Lincoln offers an impressive suite of driver-assist technologies. To begin, Lincoln includes automatic high beams, blind-spot monitoring, active lane control, and automatic emergency braking. Available features include front parking sensors, a head-up display, and adaptive cruise control.

Engine Choices

Every Aviator model is powered by a 3.0-liter twin-turbocharged V6 engine with 400 horsepower and 415 pound-feet of torque. A 10-speed automatic transmission shuttles power to the wheels. This model earns an EPA-estimated 18 mpg in the city, 26 mpg on the highway for a combined 21 mpg. With all-wheel drive, the ratings are 17/24/20 mpg city/highway/combined.

The hybrid version utilizes the same engine and adds a battery-powered electric motor. Thus, the hybrid isn’t just more efficient than the base model, but it delivers more power — a jaw-dropping 494 horsepower and 630 pound-feet of torque.

Full power is always at the ready with the Aviator. Indeed, its step-off acceleration is strong and passing power is excellent. Under full throttle, the engine is loud, which may seem out of character for a luxury model. Additional sound-deadening materials might help here.

Plush seats with heating, ventilation, and massaging
cosset the first-row passengers.

We’re thrilled that this Lincoln has standard rear-wheel drive as it seems better planted on the road, especially when navigating twisty pavement. The steering system is nicely weighted, while the ride benefits from air suspension on the upper trims. On all-wheel-drive models, up to half its power can shift to the front wheels, but not from side to side. The usual drive mode select dial manages gear shift points and steering weight.

The Lincoln’s strong engine means you won’t miss a V8, while enjoying a slight boost in fuel economy over what a larger engine might offer. As for towing, the Aviator pulls up to 6,700 pounds. Competing models include the Audi Q7, which pulls up to 7,700 pounds and the Mercedes-Benz GLE-Class and its 7,200-pound tow capacity.

Aviator Considerations

The all-new Aviator serves notice that Lincoln is a serious competitor in the segment. On paper, we think it is a better vehicle than the Cadillac XT6, the model nearest in size to the Aviator. Lately, Lincoln seems to be doing a better job than its American rival in all things SUVs.

That said, we heard enough squeaks and rattles while driving the Aviator to be concerned. Further, there were some build quality issues reported early on, including a scrambled instrument panel, which is related to software problems dogging this model. If you’re interested in buying one, avoiding those built during the summer or early fall seems best. Sitting out a model year is an option for customers who still want one, but prefer Lincoln to work out the kinks. We think they will as Ford invested more than $1 billion in upgrading the Chicago Assembly Plant which builds the Explorer and Aviator.

Long term, we believe the Aviator is a promising model for Lincoln. The Reserve trim with all-wheel drive may offer the best bang for the buck, costing about $60,000 before several package options weigh in. This represents a strong price point for a three-row luxury SUV.

The available captain’s chairs grace the second row.

2020 Lincoln Aviator Specifications

Lincoln	2020 Aviator
Segment	Midsize crossover
Price Range	$51,100 to $77,695
Destination Charge	$1,095
Engine No. 1	3.0-liter, turbocharged V6
Horsepower	400 @ 5,000 rpm
Torque (lb.-ft.)	415 @ 3,000 rpm
Transmission	10-speed automatic
Engine No.2	3.0-liter, V6
Horsepower	494 @ 5,500 rpm
Torque (lb.-ft.)	630 @ 2,250 rpm
Transmission	10-speed automatic
Seating	6 or 7
Curb Weight (pounds)	4,774 to 5,673
Wheelbase (inches)	119.1
Length (inches)	199.3
Width (inches)	79.6
Height (inches)	69.6
Headroom (f,r…inches)	41.5, 39.7, 36.9
Legroom (f,r…inches)	43.0, 40.1, 29.2
Shoulder room (f,r…inches)	61.5, 61.3, 54.0
Hip room (f,r…inches)	58.5, 58.3, 40.9
Storage (cubic feet)	18.3, 41.8, 77.7
Gross vehicle weight (pounds)	NR
Towing (pounds)	5,600 to 6,700
Payload (pounds)	NR
Fuel	Regular
Fuel Tank (gallons)	20.2; 18(Grand Touring)
EPA Fuel MPG (city/highway/combined)	18/26/21 (RWD); 17/24/20 (AWD)
Manufacturing Plant	Chicago, Illinois

Data compiled by Tom Keegan. Specifications supplied by the manufacturer.

About the 2020 Lincoln Aviator

September 3, 2019 by admin 4 Comments

Lincoln Aviator highlights and features.

The all-new Lincoln Aviator takes flight.

For the first time, Lincoln gains a three-row crossover with the debut of the 2020 Aviator. The Lincoln Aviator shares its platform with the Ford Explorer and is situated between the smaller Lincoln Nautilus and the full-sized Lincoln Navigator SUV. Along with the upcoming Lincoln Corsair, Ford’s luxury brand now boasts four utility vehicle models. A fifth model, the MKT, won’t see the 2020 model year.

The 2020 Lincoln Aviator resides on a rear-wheel-drive platform. All-wheel drive is optional. Rear-wheel drive should deliver improved handling benefits against such competitors as the Volvo V90 and the Audi Q7. Most other competitors, however, also utilize rear-wheel drive.

The following are the highlights of the 2020 Aviator:

1. Five trims for your consideration.

Lincoln offers the 2020 Aviator in five trims: Standard ($51,100), Reserve ($56,190), Grand Touring ($68,800), Black Label ($77,695), and Black Label Grand Touring ($87,800). Add $1,095 for the destination charge. With touring and rear-seat entertainment packages included, a fully optioned top-trim model will cost you about $92,000. We’ve seen this price point and higher with the Navigator, with some models topping $100,000.

Black Label models, including this Chalet trim, offer further customization.

2. Two engine choices.

Lincoln offers a pair of 3.0-liter V6 engines with the all-new Aviator. The standard twin-scroll turbocharged engine makes 400 horsepower and 415 pound-feet of torque. This engine works with a 10-speed automatic transmission. The second choice simply takes this powertrain system and adds a 75-kilowatt electric motor. Thus, you have here a plug-in hybrid electric vehicle, the first one for Lincoln. But here’s the real kicker: the hybrid has a total system output of 494 horsepower and 630 pound-feet of torque, which puts this model in the same category as the Porsche Cayenne turbo and the twin-turbo Mercedes AMG GLS 63. And at about half the cost too!

3. Relatively efficient for its class.

We don’t have the fuel economy numbers for the plug-in Aviator yet, but we have what we need for the standard model. This one makes an EPA-estimated 18 mpg in the city, 26 mpg on the highway, and 21 mpg combined for the rear-wheel-drive model. Choose all-wheel drive and those numbers are 17/24/29 mpg city/highway/combined. Thus, the efficiency numbers are laudable, especially considering the power at hand.

4. Luxurious interior with a symphonic touch.

We’ve seen Lincoln up its game in recent years with the Navigator and Continental. The Aviator will reflect those changes with luxury materials throughout. You’ll find wood grain, piano black trim, brushed aluminum, and Alcantara suede. Further, Lincoln drills down on the details, by utilizing musical chimes and warning signals produced by the Detroit Symphony Orchestra. Yes, you’ll enjoy a calming classical response instead of some of the grating tunes we hear with today’s models. Other standard features include soft-touch (imitation leather) and front heated seats.

Fine leathers wrapping supportive seats are available.

5. Top tech features.

You won’t find a stripped-down tech package with the all-new Aviator. Indeed, the Ford Motor Company’s most advanced tech interface, Sync 3, is standard. This voice-recognition communication and entertainment system features a 10.1-inch touch-screen display. It is bundled with an app suite and includes Android Auto and Apple CarPlay compatibility. You’ll also find four USB ports and Wi-Fi capability. The audio package includes 10 speakers and satellite radio. Lincoln also includes a 110-volt power outlet in the second row.

6. All the important safety features included.

Manufacturers are upping their safety game, by including numerous driver-assist technologies as standard equipment. The Lincoln Co-Pilot360 suite in the Standard model has forward collision warning, pre-collision assist with pedestrian detection, lane-keep warning and assist, and dynamic brake support. Moreover, a 360-degree camera, active parking assist, adaptive cruise control with full stop and go, lane centering, and evasive steering assist, are among the available upgrades.

7. Black Label in three themes.

Lincoln is doing its best to up its luxury experience through its Black Label suite of upgrades and services. It has worked quite well for other Lincoln models and is now featured with the 2020 Aviator. Here, Lincoln supplies three themes: Flight, Destination, and Chalet. These represent special equipment upgrades, including unique design cues. You’ll also find all package options standard and a panoramic roof with a power sunshade included. Black Label also represents concierge services, complimentary care including annual detailing, and premium maintenance. Lincoln carries the experience further by supplying a complimentary dinner for two for new members at an exclusive restaurant along with travel amenities.

The Lincoln Aviator costs less and offers more than some competing models.

Your Lincoln, Your Way

The all-new Aviator gives Lincoln a credible entry in the utility vehicle market. Utilizing a rear-wheel-drive platform supplies this model with a handling edge and differentiates the Aviator from the front-wheel-drive platform underpinning the Cadillac XT6. Its starting price is strong, but very easily you’ll discover upgrades which can add tens of thousands of dollars to its price.

New! 2018 Lincoln Navigator Black Label

March 9, 2018 by admin 13 Comments

Lincoln Black Label in the land of the $100K SUV.

The Lincoln brand is one in transition, a luxury marque that once outsold the likes of Cadillac, BMW, Mercedes-Benz and Lexus. But that was 1998 and the segment was far different from what it is today, with more brands competing than ever and seven of those now outselling Lincoln year after year.

Lincoln may never again regain its segment leadership, but that’s probably not a priority for the Ford Motor Company. Instead, the “Lincoln Motor Company” is in the midst of a makeover, one that seeks greater differentiation between mainstream Ford and upscale Lincoln products. The hope here is for a new generation of Lincoln buyers, customers who like an unabashedly American brand and naming convention, and aren’t hung up on an alphanumeric nomenclature.

Enter the 2018 Lincoln Navigator, the latest example of what this now century-old marque has to offer. Yes, it is built on Ford’s F-Series truck architecture and shares its platform with the Ford Expedition. But the differentiation is apparent on the outside and even more so once you open the doors and take a look around inside.

2018 Lincoln Navigator Black Label

2018 Lincoln Navigator: Overview

Lincoln offers the 2018 Navigator with standard and extended wheelbases, along with rear-wheel drive (2WD) and four-wheel drive (4WD) models. It begins with the Premiere trim ($72,055), followed by Select ($76,055), Reserve ($81,025) and Black Label ($93,705).

Lincoln offers the Premiere in the standard wheelbase guise only. Add $2,655 for four-wheel drive and $4,675 for the extended wheelbase. Select and Reserve models offer the most configuration choices, i.e. standard or extended wheelbases, two- or four-wheel drive. The Black Label edition is four-wheel drive only, but you still have a choice between standard and extended wheelbases.

I was considering presenting a breakdown of the various packages offered, but then I realized it would only complicate matters. Luxury manufacturers, including Lincoln, routinely offer several packages as well as individual updates to the paint, wheels and so on. Quite frankly, the list is too involved to cover here.

Here’s the thing: you’ll probably pay at least $80,000 to acquire the 2018 Navigator once your layout and package options are considered. Right off, you’re considering a model that’s in the same league as the Cadillac Escalade, Lexus LX570, Land Rover Range Rover and Mercedes GLS. If your budget can’t sustain this high cost, then consider the Ford Expedition.

Lincoln Black Label With Concierge Services

My test model was the 2018 Lincoln Navigator Black Label edition. That said, Black Label isn’t just a trim, rather it also encompasses concierge and other special services.

What this means is when you choose a Black Label model, a whole host of services are included. For instance, if you live within 30 miles of a Lincoln showroom in most states, participating dealers will bring your new Navigator to you.

Further, this suite includes unlimited car washes at the dealership, annual detailing, maintenance pickup and delivery, as well as travel and culinary advantages. The idea here is not just to provide an elevated level of elegance with the SUV, but the services to go with it.

All this comes at a cost, of course. Interestingly, Lincoln shoppers are proving that they’re willing to pay for it. Indeed, as I researched this model I discovered that 85 percent of Navigator buyers are opting for the two top trims. Further, demand is so strong that dealer supply isn’t keeping up with demand. As a result, Ford has increased production of both the Navigator and the Expedition.

2018 Lincoln Navigator Black Label

Exterior Highlights

How do you take an otherwise slab-sided SUV and imbue it with elegance? In the case of the 2018 Navigator you carefully rework the sheet metal to supply just the right among of ornamentation and pizzazz without appearing overwrought.

Lincoln succeeded in this endeavor by imbuing the front fascia with a large honeycomb grille and distinctive lights. On closer inspection the grille pattern matches the Lincoln emblem for an altogether handsome look. Notably, when this key fob is in your hand, this SUV offers a series of approach features, including deploying running boards and numerous lights, including the door handles, mirror puddle lamps, front and back LED lights and the emblem itself. This makes for a stunning show, while also delivering an extra measure of safety.

Lincoln’s choice of colors was carefully thought out, although depending on your choice, you’ll pay extra for it. For example, the Chrome Crystal Blue metallic paint on my test model and the Chroma Molten Gold also available are a $1,750 upgrade. That’s one of the few extras on the Black Label that may ultimately push your final price above $100,000.

One of the significant touches on the 2018 Navigator are its 22-inch, 21-spoke ultra-bright machined wheels with ebony black painted pockets. The design was first applied to the Continental and is now found on the Black Label. On this big SUV, the look executes quite well.

Other Black Label exterior features include automatic headlamps, bright belt molding, a luggage rack, panoramic vista roof and dual exhaust tips. Tow hooks are included with the four-wheel drive models.

2018 Lincoln Navigator Black Label

Interior Highlights

Where the Navigator’s exterior serves as the bait, the interior is this SUV’s hook. Here, Lincoln supplies a seven-seat layout with not an uncomfortable seat to be found. This SUV seems like a rolling living room and serves in that capacity too with its reclining second-row captains chairs, numerous drink holders, ambient light, reading lights and local climate control switches.

The dashboard is nothing like a Ford truck nor is it like anything else Lincoln has applied to an SUV previously. The full force of Black Label elegance is released here with three design theme choices available: Chalet, Destination and Yacht Club. My test model had the last one, which incorporated beautiful blue leather surfaces, beige lacquered wood and aluminum trim. Lincoln paid special attention to each surface, nook and cranny to deliver an incomparable level of luxury or at least not comparable to anything the company has produced previously.

The front seats are wide, supportive and amazingly comfortable. The requisite seat extender is there as well as heating, cooling and available massaging features. That last category is actually a $1,250 upgrade that brings in upgraded seats with 30-way adjustment and massaging from your shoulders down to the back of your knees.

Navigator bigness is accompanied by an equally large instrument panel and color displays. The finer details of the cabin give this SUV its styling points, from the look and layout of the center console to the feel of the door handles and to every switch, knob and button.

As before, Lincoln places the transmission controls on the dashboard. This time, you’ll find a horizontal layout with switches, replacing the previous vertical design with buttons. I’m not sure why I think the new arrangement is better, but it seems natural. It also allows for a floating console design with ample storage room and hidden recesses underneath.

Lincoln wasted nothing with the 2018 Navigator, ensuring each touchpoint has its own design. Generations ago, cabin speakers were ugly, intrusive and seemingly out of place. Even in recent years, they often seemed like an odd match in some cabins. But not in the new Lincoln Navigator as each speaker is artistically designed and enhances the overall look.

2018 Lincoln Navigator Black Label

Safety & Technology

The Lincoln’s bigness is one of this model’s strongest safety points. If you’re in an accident, you have three tons of mass to ease the blow.

Lincoln also includes a full suite of safety equipment, including a head-up display, adaptive cruise control with full stop, a pre-collision system with pedestrian detection, blind spot warning, lane keep assist and a 360-degree camera. It doesn’t include autonomous driving features yet, but it does provide active park assist.

The Lincoln SYNC 3 telematics interface is a much-needed improvement on the previous model. Here, Lincoln supplies a 10-inch color display that seems bolted on to the center console. I like the look, especially its sturdy feel. The system provides numerous features, including Siri Eyes Free, smartphone integration, voice-activated navigation and WiFi.

You can connect up to 10 devices at a time and surf the web to your heart’s content. The 20-speaker Revel II audio package delivers concert-hall sound throughout the cabin. Other tech features include six USB ports, including two in the second row, a 110-volt outlet and a wireless device charging pad.

Lincoln Navigator Performance

We haven’t seen a V8 engine in the Lincoln Navigator in several years as a twin-turbo V6 moves this big SUV. For 2018, the 3.5-liter V6 engine is updated, outfitted with new aluminum heads, a composite oil sump, BorgWarner turbos and a new port fuel injection systems, among other improvements.

The result is a much more powerful engine delivering an astounding 450 horsepower and 510 pound-feet of torque. That’s easily the most powerful engine Ford offers, outstripping the power from its naturally aspirated 6.2-liter V8 engine. The transmission is new too, a 10-speed automatic that syncs well with the new engine.

The 2018 Navigator delivers more than sufficient power with very good off-the-mark acceleration along with explosive performance when you need it, such as when entering a highway or passing traffic on that same road. Steering is weighty and handling is exactly what you expect with a three-ton, 18.5-foot-long SUV.

There was one surprise with the Navigator I hadn’t expected. Although the ride is comfortable, I noticed a slight amount of residual bounce over the rear axle when passing over uneven surfaces such as my neighborhood’s speed bumps. Just one week earlier, I had the Chevrolet Suburban and that bouncing sensation was absent when traveling down the same road. The Navigator features an independent rear suspension, while GM’s big SUVs utilize a live rear axle suspension.

2018 Lincoln Navigator Black Label

Parting Thoughts: Lincoln Navigator Black Label

The 2018 Navigator is a much more dramatic change for the Lincoln moniker than the new Continental was. Not simply because people are more apt buy a large SUV than a big sedan, but for the design upgrade the Navigator represents.

Buyers will likely begin their search with the Select trim and go from there. What’s hard to avoid are the amenities found with the two top trims, especially with the Black Label itself. Clearly, the new Navigator out-pimps the current Cadillac Escalade, matches well with Range Rover and I’ve been told that it makes a run for the Bentley Bentayga costing twice as much, although I haven’t seen it.

All in all, the 2018 Lincoln Navigator offers a clean departure from the previous model, while bringing the brand into new territory. While the Black Label trim itself executes well, the concierge services may be a determining factor whether the Lincoln marque has everything luxury shoppers expect.

2018 Lincoln Navigator Black Label

Sticker price from $93,705, $96,905 (plus $1,195 destination)
Price as tested: $100,000 (estimated)
Seats 7 or 8 occupants
Engine: 3.5-liter twin-turbo V6 gas
450 horsepower @ 5,500 RPM
510 foot-pounds of torque @ 3,000 RPM
10-speed automatic transmission
Wheelbase: 122.5/131.6 inches
Length: 210/221.9 inches
Width: 78.8 inches
Height: 76.1 inches
Passenger volume: 172/165.3 cubic feet
Storage volume: 19.3,34.3/57.5,73.3/103.3,120.2 cubic feet
Towing capacity: 8,700/8,400 (2WD); 8,300/8,100 (4WD) pounds
EPA: 16/21 mpg
Regular grade gasoline
Fuel tank: 23 gallons
Curb weight: From 5,855/6,056 pounds
IIHS safety rating: NR
Limited vehicle warranty: 4 years/50,000 miles
Powertrain warranty: 6 years/70,000 miles
Corrosion warranty: 5 years/unlimited miles
Vehicle assembly: Louisville, Kentucky USA

Black Label: 2017 Lincoln Continental

June 7, 2017 by admin 10 Comments

A new flagship sedan for Lincoln.

One of the most storied model names in autodom is back, as in Continental by Lincoln. The all-new model and flagship sedan provides a much-needed boost for a marque that once claimed top-selling status amongst luxury brands. In more recent years Lincoln has languished in eighth place, trailing all three German and three Japanese luxury brands as well as its American adversary, Cadillac.

The 2017 Lincoln Continental replaces the forgettable MKS, supplying a longer wheelbase for upholding what’s nothing less than a dignified canvas. The Continental advances a new design language, also evident on the smaller MKZ and soon to appear on the 2018 Navigator. A new one-piece grille, with a signature Lincoln logo honeycomb mesh, amplifies the current expression.

The 2017 Continental offers few surprises as it maintains the silhouette of the concept Continental introduced at the 2015 New York International Auto Show. That concept was the most discussed Lincoln products showcased in at least a generation. The one design change made since then was a significant one — the elimination of suicide doors (front-hinged first-row doors; rear-hinged second-row doors). Figure that safety regulations and/or insurance considerations influenced that change.

Bringing the Continental name back was a stroke of marketing genius and timed perfectly. Continental is a name familiar to mature Americans — its reappearance comes as Lincoln celebrates its centennial this summer. Last found on a Lincoln product in 2002, the name is synonymous with full-size luxury, although the Town Car was the brand’s de facto flagship until its 2011 demise.

2017 Lincoln Continental

Through the intervening years, much of Lincoln’s product line offered a series of models with a three-letter designation, with the first two M and K. That was Lincoln’s way of aligning its naming convention with what other luxury brands were doing —deemphasizing individual models, while drawing full attention to the make.

But Lincoln’s methodology has always been confusing, especially to Lincoln loyalists who never understood the change. Resurrecting Continental suggests that the three-letter naming convention will gradually disappear. In any case, at least Lincoln now has Continental and Navigator to lead the way down a trusted and established path, with MKC, MKT, MKX and MKZ models following.

A stretched version of the platform underpinning the Ford Fusion and Lincoln MKZ powers the Continental. Here, Lincoln added about six inches between the wheels to provide excellent legroom front and back. Thus, the Lincoln offers a slightly longer wheelbase than an Audi A6, but is shorter than the Audi A8L. Other models to compare, include the BMW 5 Series, Genesis G80, Mercedes-Benz S-Class, Volvo S90, Lexus GS, and the Cadillac XTS.

2017 Lincoln Continental

The 2017 Lincoln Continental is available in four grades: Premiere ($44,720), Select ($47,675), Reserve ($54,075) and Black Label ($63,075). Add $925 for the destination charge. Front-wheel drive is standard; all-wheel drive is available as a $2,000 option. My test model was a 2017 Continental Black Label all-wheel drive carrying a near-$80,000 price tag.

Three V6 engine choices are available, beginning with a 3.7-liter naturally aspirated V6, which is standard on the Premiere and Select. A twin-turbo 2.7-liter V6 is available on the Select and is the standard engine on the Reserve and Black Label. Further, both the Reserve and Black Label offer a twin-turbo 3.0-liter V6 exclusively to Lincoln. Unlike the other two engines, no Ford product will see this 400-horsepower dynamo as it represents one of the more significant examples of brand separation between the two.

2017 Lincoln Continental

Polished, Elegant Exterior

Beyond the stately grille, the 2017 Continental offers a sleek silhouette with several notable touches. The door handles are one such feature as they’re integrated within the beltline. Simply slip a finger inside the handle and pull — the door opens with ease. And as you approach the Lincoln the mirrors unfold and front and rear approach lights activate.

The wheels make a statement and are the same design showcased on the concept — at least with the Black Label model. Specifically, they’re 20-inch wheels comprised of polished aluminum with a black label center cap. I won’t say the wheels make the sedan, but they certainly make a statement. Other choices include 18-, 19- and 20-inch aluminum wheels — painted or with chrome inserts.

Additional features of note include adaptive HID headlamps and LED daytime running lights, backlit door handles (terrific for low lighting conditions), and dual integrated bright exhaust tips.

2017 Lincoln Continental

In the Cabin

Inside, you’ll find a cabin that’s roomy, upscale and covered in high-end materials. My Black Label model offered one of three color themes, exclusive to the line — Chalet, Rhapsody in Blue, and Thoroughbred. Mine was a Thoroughbred — a light brown color scheme with thick leather dressing the dashboard, door inlays, and the covered storage compartment. Further, a wood and leather-wrapped steering wheel, Alcantara headliner, and Venetian leather-trimmed seats bring this model up another notch.

The rear compartment seats three, but is ideal for two. Indeed, when you move into the upper echelon of the Continental range, you’ll find the back seat most desirable. That is, if you opt for the Rear-Seat Package ($4,300), what transforms the compartment into something wholly elegant.

2017 Lincoln Continental In exchange for a hefty cash outlay option, you’ll receive a center armrest console with a digital display, sun blinds, partially reclining heated and cooled seats, and four-way adjustable lumbar support. Moreover, Lincoln went one step further by adding front passenger seat control — this means you can move that seat forward for cross-your-legs comfort.

A couple of points about the interior need further examination. First, headroom is not as generous as you’d find in Lincoln models of yore. Specifically, there is not much space between the top of the heads and the headliner in the rear compartment. Tall passengers may find the space tight — measuring 6-feet, I barely avoided scraping the roof.

Second, and entirely related to the top of your head — rear compartment access and egress means carefully ducking your head. Lincoln Town Car owners will notice the difference and may come away disappointed. You may end up with a bump if you’re not careful.

As for technology, the Continental pulls out all the stops. The base audio system offers 10 speakers; my test model had the 19-speaker Revel audio system — one step up from the available 13-speaker Revel system.

The current version of the SYNC telematics system is a huge improvement over the previous generation, something that should please the owners.

2017 Lincoln Continental

On the Road

If you’re looking for a quiet, comfortable and large luxury sedan, the Lincoln Continental should be on your list. That said, which Continental you choose depends largely on whether you’re okay with front-wheel drive or all-wheel drive, as well as just how much power you want from your engine.

I cannot comment on the first two engines or front-wheel drive, but I will surmise that customers who place an emphasis on handling will want power sent to all four wheels, as needed. And that’s exactly what this all-wheel drive Lincoln does when you step on the accelerator — power distribution goes to each wheel. Even with torque mitigation technology, the front-wheel-drive models must have at least some torque steer — namely, understeer — the sensation where the front wheels shift when tapping full power.

2017 Lincoln Continental

Off the mark acceleration is quite good with the 3.0L V6, but when needing a quick burst of passing power, the Continental executes flawlessly. The ride is somewhat firm, yet comfortable, although the Lincoln doesn’t manage bumps as well as some cars, with a jarring sensation felt whenever I crossed a pothole. On curvilinear roads the big sedan remains poised, the electric steering responding immediately, even with the slightest movement.

The one demerit with the 2017 Continental is pairing each engine with a six-speed automatic transmission. Although the transmission shifts smoothly up and down the band curve, more gears would help. Likely, the 10-speed automatic Ford co-developed with GM wasn’t available when the new Lincoln was ready.

That said, most competitors have long offered at least seven or eight gears. The new baseline is now nine or 10 gears for improved fuel economy. Incidentally, my test model makes an EPA-estimated 16 mpg in the city and 24 mpg on the highway.

2017 Lincoln Continental

Parting Thoughts

That the Continental is a wonderful departure from the MKS is a given. Lincoln needed a new model to reset the brand and the Continental answered.

There are a few things shoppers should keep in mind when considering the Continental:

1), The price differences are dramatic. With a base price in the mid-$40,000 range and a fully-equipped Black Label model costing more than $82,000, there’s a huge separation between models. My recommendation for shoppers is to familiarize themselves on the four grades offered, the package options, and well as the drive and engine choices.

2), All-wheel drive is best. Front-wheel drive is standard across the Continental range, but that may not satisfy your needs. All-wheel drive is a $2,000 option, what provides improved handling for a more satisfactory driving experience. I hesitate to endorse front-wheel drive products on large sedans, especially for luxury models, and for the reasons outlined here.

To sum up, the 2017 Lincoln Continental should attract its share of traditional American luxury car buyers. It is doubtful that it’ll pull many away from the German marques, Lexus or Infiniti. Acura, Volvo and Genesis owners might take a look as well as Cadillac owners.

2017 Lincoln Continental

2017 Lincoln Continental Black Label

Lincoln	Continental
Segment	large luxury sedan
Base Sticker Price	$65,075 (all-wheel drive)
Price as Tested	$78,920
Standard Engine	2.7-liter, twin-turbo V6
Horsepower	335 @ 5,700 RPM
Torque (lb.-ft.)	380 @ 3,500 RPM
Transmission	Six-speed automatic
Available Engine	3.0-liter, twin-turbo V6
Horsepower	400 @ 5,750
Torque (lb.-ft.)	400 @ 2,750 RPM
Transmission	Six-speed automatic
Seating	2+3
Curb Weight (pounds)	4,346 to 4,547 pounds
Wheelbase (inches)	117.9
Length (inches)	201.4
Width (inches)	82.3 (including mirrors)
Height (inches)	58.5
Head room (f;r — inches)	39.3; 37.7
Leg room (f;r — inches)	44.4; 41.3
Shoulder room (f;r — inches)	58.3; 55.9
Hip room (f;r — inches)	55.9; 54.8
Storage (cubic feet)	16.7
Gross vehicle weight (pounds)	NR
Towing (pounds)	NR
Payload (pounds)	NR
Fuel	regular
Fuel Tank (gallons)	19
EPA Fuel MPG (city/highway)	18/27 (2.7L FWD); 16/24 (3.0L AWD)
Manufacturing Plant	Flat Rock, Michigan

2017 Lincoln Continental

Lincoln Brand Expands its Concierge Services

June 29, 2016 by admin Leave a Comment

Pickup and delivery service goes brand-wide for 2017.

2016 Lincoln MKC.

The Ford Motor Company’s Lincoln brand is exploring new ways to win over customers. This week, Lincoln announced plans to turn its experimental trial pickup and delivery service program into a permanent effort, effectively expanding its current concierge services. The Lincoln Service Valet rolls out across all 2017 nameplates, beginning with the all-new Lincoln Continental arriving this summer.

Lincoln Service Valet

According to the manufacturer, the Lincoln Service Valet will pick up a client’s vehicle at a mutually agreed upon location, supplying a complimentary Lincoln loaner vehicle while the client’s vehicle is being serviced at the dealership. Upon completion of the service, Lincoln owners can arrange for their washed and serviced vehicle to be returned to them at the location of their choice. The loaner vehicle is then returned to the dealer.

“Lincoln Pickup and Delivery service revolves around complementing our luxury vehicles with outstanding luxury experiences,” says Andrew Frick, Lincoln North American director of sales and services. “This kind of Quiet Luxury provides an exclusive and personally crafted service experience that enhances their lifestyle and saves them what is a true luxury item – their time.”

Lincoln began its pilot program in May 2015, choosing a select group of dealers to fine-tune the project. The manufacturer claims an overwhelmingly positive experience based on customer reactions.

Specifically, 98 percent of the clients indicated they would be more likely to receive services from that Lincoln dealer in the future. Another 98 percent said they would recommend Lincoln and the service to a friend. Importantly, 93 percent said they are likely to purchase another Lincoln vehicle. These are the numbers any luxury brand would aspire to.

2017 Lincoln Continental.

Lincoln Business Plan

The latest concierge service initiative comes from a business plan adopted in 2012 to merge product offerings, provide a peerless service, and to supply a superior experience for brand customers. It will be added to an existing line of services to extend the original initiative.

That initiative is composed of multiple programs, including Lincoln Concierge, Black Label, Date Night, and the Lincoln Institute.

Lincoln Concierge provides customers with a personal advisor, available to assist customers around the clock. Although other luxury brands offer this service, Lincoln extends the service further by providing a video chat function.

The Black Label service, launched in 2015, involves more than 90 participating dealers. The service provides personalized shopping by helping customers identify their vehicle by providing paint and wood samples in their home or other location. Special privileges are also included such as maintenance coverage on wear items.

2016 Lincoln MKX.

Other services include “date night” whereby participating dealers provide extended test drives for up to 48 hours. Lincoln says the program resulted in an 11 percent increase in sales. Some 70 percent of clients came from other luxury brands. As for the Lincoln Institute, it provides hospitality training for brand dealers and includes a series of workshops to help Lincoln teams to improve their processes with luxury clients.

Strong US Sales Through May 2016

Lincoln’s US sales are up 14.7 percent in a market that is up just 1.1 percent. Importantly, Lincoln is ahead of many of its competitors, including arch-rival Cadillac. Indeed, Cadillac sales are down 12.5 percent through May 2016.

Further, among the premium brands, only Volvo (up 20 percent) and Jaguar (up 24.6 percent) are outpacing Ford’s luxury marque. That means a revived Lincoln — is outpacing such industry stalwarts as Lexus, Mercedes-Benz, Acura, BMW, Land Rover, and Audi. Lincoln currently occupies ninth place among luxury automotive brands. In 1998, Lincoln outpaced all comers, but its sales fell dramatically over the next 15 years.

See Also — Lincoln MKX: Masseuse on the Go

Photos copyright Auto Trends Magazine.

Automotive Branding: Are Sub-brands the Way to Go?

September 6, 2013 by admin Leave a Comment

Ask what should seem to be a fairly straightforward question and you would hope for similarly worded answers. That wasn’t the case when I made a query to auto industry and public relations professionals about branding.

That query asked: Are sub-brands the way to go?

By sub-brands, that would represent a brand that “reports” to another brand. For instance, Scion is part of Toyota. The M-Series is a performance sub-brand for BMW. AMG does likewise for Mercedes-Benz.

The BMW i3 launches the “i” sub-brand.

Sub-brand Defined, Sort Of

We’ve been hearing a lot about automotive sub-brands lately as Toyota seeks to give its dealerships more freedom on whether to carry Scion or not. In some eyes Scion is a separate brand given that its cars are registered separately. Fair enough. However, other respondents focused on the defunct Saturn as a sub-brand of GM while still others looked at Lexus in the same way.

For the record, Saturn was originally a separately held company and GM subsidiary before it was eventually pulled in to the brand fold to join Cadillac, Buick, Chevrolet and others. Lexus, developed in the 1980s, is Toyota’s luxury brand. Perhaps some respondents were looking at the lack of distinction between select earlier Toyota and Lexus models.

Let’s be candid: even marketers sometimes do not fully understand branding.

Besides Scion, BMW is launching its “i” division, a sub-brand of BMW. Lincoln recently announced its “Black Label” and Cadillac may yet expand its new “VSport” line to several models. All three examples are sub-brands.

What I wanted to know is what upside does a sub-brand have for a manufacturer?

Lincoln will launch its Black Label late in 2014.

BMW, Mercedes-Benz and Prius

Justin Cupler, editor-in-chief at TopSpeed.com, explained that “sub-brands ultimately are a way for an automaker to go outside of its typical scope without fearing damage to its main image. It’s almost like a beta test to see if it’ll work or not. If it fails, the maker can chalk it up as just a “test.” If it succeeds, the automaker looks like a genius and pulls in profits on the brand.”

Kevin O’Brien, Vice President, Marketing Solutions Operations at Minacs Marketing Solutions, gave an example of Prius (sub-brand of Toyota) noting the timing of the hybrid’s introduction when the segment was new. Once its environmental benefits were recognized Prius “organically developed into a sub-brand as the consumers were very loyal brand advocates.” Besides its market timing, brand positioning and product quality also helped advance the Prius line, while offering insulation for the Toyota brand should it later decide to abandon Prius noted O’Brien. That, of course, isn’t about to happen as the Prius family now consists of four vehicles, a line that also outsells all other hybrid models combined.

Lincoln and Cadillac Approaches

What is interesting about the Lincoln and Cadillac sub-brands is that the former is taking an approach based on design, the latter on performance. Both approaches may tell much on just how the parent brands perceive their upscale brands, with Lincoln taking a more traditional approach, while Cadillac appears headed to take on BMW and Mercedes-Benz on their own turfs.

Ford describes the Black Label Collection as “a new and higher level expression of the brand’s design, craftsmanship, and personal service and experience.” The automaker said that equipped Lincoln models will feature four exclusive exterior colors and a variety of interior enhancements including Venetian leather.

For GM, the emphasis is on performance with Cadillac VSport. Both the CTS and XTS sedans will offer the line, powered by the brand’s first-ever twin-turbo power engines. The enhanced 3.6-liter V-6 engine makes 420 horsepower and is paired with an eight-speed automatic transmission.

Cadillac VSport features a twin turbo V-6 engine.

The Future of Branding

Likely, we’ll see the introduction of more sub-brands moving forward. As both Daix and O’Brien indicated, if a sub-brand doesn’t succeed, it can be ended. On the other hand, the start up costs for launching a new brand are huge, requiring the creation of a separate dealer network. With sub-branding, the network is already in place and promotional costs can be contained.

Photos courtesy of BMW, Lincoln and Cadillac.

Is the Lincoln Black Label Dressed For Success?

August 19, 2013 by admin 4 Comments

Lincoln Black Label

When your model line is thin and lacking outstanding products, you can patiently wait for the development of new models or strike out in a new, quicker direction for immediate results. As the luxury brand for the Ford Motor Company, Lincoln has chosen to do both in an effort to compete in a segment dominated by Lexus, Mercedes-Benz, BMW and others. Look at Lincoln right now and you see a premium version of the Ford brand, models that share platforms with mainstream Ford across the board.

Lincoln Black Label

Craftsmanship and Concierge Services

Lincoln desperately needs fresh, original product and with Ford slow to respond, it is taking the aforementioned “quicker direction” to renew customer interest. Specifically, the Lincoln Black Label program has been announced, what the company describes as “…a new and higher level expression of Lincoln design, style, materials, craftsmanship and personal service and experience.”

How Lincoln’s shrinking customer base will respond to these changes is not known, but it is a stop-gap measure until the brand finds its footing again. This past week, Lincoln Black Label was showcased on its MKZ sedan and MKC Concept, with the company confirming that it will gradually find its way across the entire Lincoln line.

Three Foundational Elements

Speaking at a news conference in advance of the 2013 Pebble Beach Concours d’Elegance was Jim Farley, executive vice president of Global Marketing, Sales and Service and Lincoln. “The new Lincoln Motor Company is built on three foundational elements – design, quality and personal service; Black Label represents our highest expression of these elements.” Farley added that customers want to feel a “personal connection” for the products and services they desire, something Black Label intends to fulfill.

Farley explained that Lincoln and Black Label dealers will “collaborate to create a consistent, personal and integrated client shopping and ownership experience.” What Black Label customers will find is a full suite of elevated customer services to be announced when the sub-brand is introduced in early 2014. Figure that Lincoln is still working out the particulars of this program and enlisting dealers to participate.

Lincoln Black Label

Three Black Label themes are being introduced: Indulgence, Center Stage and Modern Heritage. Lincoln describes “Indulgence” as a Chroma Couture exterior and Truffle interior. Its “Center Stage” package offers a Black Tie exterior and a Jet Black with Foxfire Red accents interior. Lastly the “Modern Heritage” theme comes with what it describes as a Confidential White tri-coat exterior with a Vianca interior.

Affected models will be wrapped in speciality Venetian leathers, a hide standard that fewer than one percent of all leathers meet. Besides the seating, Venetian leather will be draped and stitched across the dashboard, the center stack and on door panels. Lincoln will also make use of natural woods including Ziricote in the Indulgence, prized for its natural beauty. Alcantara, a trade-marked high-end material will grace the headliner, visors and pillars and trim the floor mats.

New Lincoln Models

It will take the better part of a year for Lincoln to roll out Black Label with a late 2014 introduction planned. In the meantime, Auto Trends has learned that the MKC Concept, a compact crossover utility vehicle, will be green-lighted for production and a second new model mostly likely will be announced sometime in 2014. Thus, Lincoln will both flesh out its product line with new models and expand the products within that line by rolling out Black Label.

Ford’s Black Label approach and new models comes as Lincoln finds itself trailing Cadillac which outsells Lincoln by a 2-to-1 margin. As recently as 1998, Lincoln was the top-selling luxury make in America, but has been outgunned by the three German luxury brands, two Japanese luxury brands and Cadillac over much of the past decade. And with Ford introducing Lincoln to China, it will be investing billions to revive a brand that has languished.

Lincoln Black Label

See Also — Black Label: 2017 Lincoln Continental

Lincoln Black Label Photos courtesy of the Ford Motor Company.