Extended Premium - Sedan
Well it may seem like another grab at the retro market, but for Lincoln, that may be all it has left. With the fall of luxury marks, it seems now more than ever Lincoln needs a winner. Yes the MKC and MKX have been sales hits, but it seems that Lincoln really needs a bread and butter car. The MKS was a great looking car, but nothing in real terms of luxury refinement. But as Chrysler reaps the benefits of the 300 and Cadillac with the CTS, it seems that Lincoln is being left behind.
Sure at one point in its life it was at the top. Being the premiere model used bur American presidents. But that day is long behind us and nothing since the Town Car of the 90's have really given us something to look at with awe.
But for 2017 Lincoln is going back in time and bringing back its most famous model of all. Giving a sort of rebirth to the 1960's Continental could be what Lincoln needs to get back into the luxury playing field. Of course it would be easier to carve out your mark if they would have brought back the suicide doors for the previous models. Sure the previous Continental didn't have them, but this one should have.
Given the drop in new luxury sedan sales, the new Continental could be off to a rocky start. But when consumers see that this car is priced in line with the 300, RL and LaCrosse, they maybe more likely to consider it. The Continental's price point may make it a leader in its segment, paving the way for the model and brand to move up the luxury scale. Hey we already saw this happen with Hyundai to Genesis.
But for now only time will tell if the new Continental has what it needs to take on the big guys. And if Lincoln really wants to turn some heads, they should really offer a convertible option. Something Chrysler has never done with the 300, and yet so many consumers would love to have one.
OVERALL SCORE: C+