Lincoln

Lincoln is the luxury vehicle division of American automobile manufacturer Ford. The Lincoln name has been associated with wealth and power and is only rivaled by its competitor, the Cadillac. It is no wonder Cadillac was a competitor when both were started by the same man. Lincoln has always been on the cutting edge of technology and is known for including all the bells and whistles. Songs and ballads have paid homage to this icon and symbol of wealth, with one ballad being a tribute to country singer Loretta Lynn, titled “Loretta Lynn’s Lincoln.”

Motorsports

Like all American brands of the 1950s, Lincoln competed in NASCAR’s Grand National Stock Car series, winning the first race in the series. Lincoln remained in NASCAR through 1953.

The Continental Mark VII was raced in the Trans-Am Series in 1984 and 1985 without success.   Their best result was a ninth-place finish at the 1984 Watkins Glen Trans-Am race.

The Lincoln Mark VIII was tested at Charlotte Motor Speedway in 1996 as a hopeful replacement for the Ford Thunderbird, but NASCAR rejected it due to a lack of wind tunnel testing.  Ford did not want to give Lincoln, a company that was traditionally a luxury brand, a racing image. The company eventually replaced the Thunderbird with the Ford Taurus.

Lincoln Sales

Since its inception, Lincoln sales have seen lots of drops. More recently, Lincoln has broadened its overseas sales. In 2021, it sold more vehicles in China than its home country of the United States. Now that the Continental and MKZ sedans have both been given a discontinuation date, Lincoln’s lineup will only include crossovers and SUVs for the first time ever. Lincoln stopped production of the Continental at the end of 2020. The company stated the decision was due to declining sales of full-size premium sedans.

Many Different Models

Historically, the vehicle range of Lincoln consisted of sedans, crossovers, and SUVs. Outside of retail markets, Lincoln has produced vehicles for limousine and livery use throughout its entire existence, with several examples used as official state limousines for Presidents of the United States. Now, Lincoln only manufactures crossovers and SUVs.

Model	Avg Asking Price	Picture	Description
Lincoln Navigator	Used: $67,998 New: $76,710		“Travel confidently with technology that meets your needs, such as Revel® Audio System with 14-Speakers, Lincoln Co-Pilot360™ 2.0 & Lincoln Co-Pilot360™ 2.0 Vision, and Phone As A Key.”
Lincoln Aviator	Used: $45,029 New: $51,780		“Intelligently designed for comfort and convenience. With seating for up to seven people, the Aviator SUV provides a sense of peacefulness and elevated focus that propels you through every drive.”
Lincoln Nautilus	Used: $29,958 New: $43,030		“Make every journey an elevated and effortless experience. The Nautilus SUV maximizes comfort and performance with a precise blend of thoughtfully designed technologies with five-person seating.”
Lincoln Corsair	Used: $32,213 New: $36,370		“Explore your world with a spirited standard turbocharged 2.0L I-4 engine, spacious cabin, and Lincoln Co-Pilot360™ 1.5 driver-assist technology.”

Geographic Popularity

Ford has tried to make the Lincoln brand a prime player in the luxury segment again. The discontinuation of the Continental and MKZ had made Lincoln an SUV-only brand, with the fully electric Aviator coming by 2024.

Per Automotive News China, Lincoln sold more vehicles in China than in the US in 2021 for the first time ever. A total of 91,000 Lincolns were sold in the global market in 2021. This is a 48 percent increase over 2020. US sales dropped by 18 percent to 86,929 units the same year, which is the worst yearly total since 2013. Lincoln’s rise in China is surprising, considering that it did not open its first dealership in China until 2014.

So, what was the secret to Lincoln’s success? It studied Chinese consumers. It even hired the company that designed the original Apple stores to create a unique-looking dealership layout that included amenities like tea rooms, waterfall displays, and a heritage wall showing Lincoln’s long history.

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