Lincoln Revives Continental to Reverse Decades of Decline

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.