Lincoln Revives Continental Name to Reverse Decades of Decline - Bloomberg
Ford Motor Co. ’s lagging Lincoln line, searching for a return to relevance, is dusting off the old Continental model name that had its heyday in the Mad Men era and was favored by President John F. Kennedy. Lincoln will present a new Continental sedan at the New York International Auto Show this week as another new direction for a brand that’s been seeking redemption for decades. The Continental concept features a “new face,” with a rectangular chrome grille replacing one that evoked eagle’s wings and alienated some buyers, said Joe Hinrichs, Ford’s president of the Americas. Chief Executive Officer Mark Fields is investing $2. 5 billion on four new Lincoln models, including the Continental, which arrives in showrooms next year. “Lincoln Continental is an iconic name,” said John Wolkonowicz, an automotive historian and analyst in Boston. The Continental is part of a parade of luxury cars debuting this week at the New York show, the traditional showcase for high-end automobiles. ’s Lexus line will introduce a new version of its top-selling RX sport utility vehicle. SUV Success Lincoln has had success lately selling SUVs such as the big Navigator and the compact MKC. Source: www.bloomberg.com
