Lincoln Officially Denies Continental Nameplate Revival

Ford’s luxury brand Lincoln is in the process of revising its lineup to move upmarket and compete with the likes of BMW and Lexus. According to recent reports, seven new or refreshed models are in the works, but we now have confirmation those plans do not involve a Continental revival.

Initial reports after yesterday’s meeting with dealer representatives from across the country indicated Lincoln was preparing to bring back the Continental nameplate for a new sedan. When asked for comment, Lincoln spokesman Christian Bokich quickly denied the rumored Continental revival. No matter the name, Lincoln clearly needs a more impressive sedan than the MKS to bring younger buyers into showrooms. The average age of Lincoln buyers is currently 59 years old.

If Lincoln manages to bring such a large sedan to market, the car would likely be chock full of technology, luxury touches, and push the brand’s image closer to Audi or Lexus. The potential flagship sedan would be offset by a smaller, Focus-sized vehicle that would play in the same space as the Audi A3 or upcoming small BMW and Mercedes models.

Fords’ plan to revitalize the brand also includes eliminating some 200 of the existing 1187 showrooms, to help ensure profitability for the remaining stores. Ford’s push to attract younger buyers will involve updated facilities and improved customer service standards.

Would a new flagship sedan give Lincoln the luxury credibility it currently lacks? Give us your thoughts in the comments section below.

Source: Lincoln, Reuters

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