Ford’s Lincoln Looks to SUVs for Salvation
- Company to unveil a new Aviator mid-size utility in New York
- Future is unclear for flagging flagship Continental sedan
Ford Brings Back Lincoln Aviator to Target Millennials
This article is for subscribers only.
Just two years after Ford Motor Co. bet the revival of its Lincoln luxury line on the return of the Continental sedan, it’s reversing course and going all in on sport utility vehicles instead.
Despite its retro Rat Pack allusions and elegant evocation of Bentley styling, the Continental didn’t sell as expected. Sales are down 30 percent this year, as buyers spurn traditional cars for spacious SUVs. By contrast, the new Lincoln Navigator, a brash behemoth that can top $100,000, flies off dealer lots in less than a week.