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Monday, November 14, 2016

McConaughey and “Quiet Luxury” Rewrite a Legend

During the financial crisis and meltdown of the Detroit auto industry, the future looked dim for Lincoln, a brand that had been around since 1917 and part of Ford since 1922.  But Lincoln had steadily declined from its heyday, and the brand seemed doomed until about three years ago, when Ford made a very big commitment to Lincoln. 
The all-new Lincoln Continental

The 2018 Lincoln Navigator Concept


Having Matthew McConaughey as a spokesman created a viral campaign that helped put Lincoln back on the world's radar, but it took a lot more to make the comeback that Lincoln has. While others focus on aggressive vehicles with powerful engines aimed at delivering a track-worthy driving experience even if your track experience is limited to a city freeway, Lincoln keeps it more refined, something they describe as “quiet luxury."  “Elegance,” “effortless,” and “serene” are other buzzwords Lincoln is using to define its lineup.


The Lincoln Continental is back with a beautiful design and 400-hp turbocharged V6 engine; it replaces the full-size Lincoln MKS model.  The MKZ is designed to attract a new generation to Lincoln with an entry-level luxury sedan comes loaded with luxuries for a starting MSRP under $40k. Choose from a turbocharged four-cylinder or a V6 engine, both with available all-wheel drive, or a fuel-sipping hybrid powertrain in the MKZ Hybrid.  The 2017 Lincoln Navigator concept is an over-the-top update to the SUV inspired by the world of yachting, with huge gullwing doors, nautical teak details, and even a wardrobe management system!  It’s due at dealerships in late 2017 as a 2018 model, but will likely lose its gull wings, say designers.  

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