Lincoln Motor Company

Lincoln (formally the Lincoln Motor Company) is the luxury

vehicle division of American automobile manufacturer Ford. The Lincoln Motor Company
Marketed among the top luxury vehicle brands in the United
States, Lincoln was positioned closely against its General
Motors counterpart Cadillac. The division helped to establish
the personal luxury car segment with the 1940 Lincoln
Continental. Type Private (1917–22)
Division (1922–
Lincoln Motor Company was founded in 1917 by Henry M. present)[1]
Leland, naming it after Abraham Lincoln. In February 1922, Industry Automotive
the company was acquired by Ford,[5][6] its parent company to Founded August 1917 (as
this day. Following World War II, Ford formed the Lincoln- "Lincoln Motor
Mercury Division, pairing Lincoln with its mid-range Mercury Company")
brand; the pairing lasted through the 2010 closure of Mercury. Dearborn, Michigan,
At the end of 2012, Lincoln reverted to its original name, U.S.[2]: 4 
Lincoln Motor Company.[6][7] Following the divestiture of
Founders Henry M. Leland
Premier Automotive Group (Jaguar, Land Rover, Aston
Martin, and Volvo) and the closure of Mercury, Lincoln Wilfred Leland[2]: 4 
remains the sole luxury nameplate of Ford Motor Company. Fate Acquired by Ford in
1922, becoming a
Originally founded as a freestanding division above Lincoln, division of it
Continental was integrated within Lincoln in 1959. For 1969,
Headquarters Dearborn, Michigan,
the Continental-branded Mark series was marketed through
U.S.
Lincoln, adopting the Lincoln name for 1986. The Lincoln
four-point star emblem is derived from a badge introduced on Area served East Asia (China,
the 1956 Continental Mark II; the current version was South Korea)
introduced in 1980. North America
Middle East (except
The current product range of Lincoln consists of luxury
Iran and Syria)[3]
crossovers and sport-utility vehicles. Throughout its entire
existence, Lincoln has also produced vehicles for limousine Key people Joy Falotico (Group Vice
and livery use; several examples have served as official state President)[4]
limousines for Presidents of the United States. Products Luxury cars
Parent Ford Motor Company
In 2017, Lincoln sold 188,383 vehicles globally.[8] Outside of
(February 4, 1922[1]–
North America, Lincoln vehicles are officially sold in the
present)
Middle East (except Iran and Syria), China, and South Korea.
Website lincoln.com (https://ww
w.lincoln.com/)

Contents
History
Early years (1917–1930)
1930s
1940s
 1950s
1960s
1970s
1980s
1990s
2000s
2010s
2020s
Worldwide distribution
Asia
Europe
Middle East
Sales
Branding history
Mark series (1968-1998)
Slogans
Current model line
Motorsport
Presidential cars
1939 Model K "Sunshine Special"
1950 Lincoln Cosmopolitans
1961 Lincoln Continental SS-100-X
1965-1968 Lincoln Continentals
1969 Lincoln Continental
1972 Lincoln Continental
1989 Lincoln Town Car
See also
References
External links

History

Early years (1917–1930)

The Lincoln Motor Company was founded in August 1917 by Henry Leland and his son Wilfred. Among
the founders of Cadillac, Leland had sold the company to General Motors in 1909; staying on as an
executive, he left in 1917 over a dispute with GM President William Durant regarding war production.

Leland named Lincoln Motor Company after Abraham Lincoln, stating that Lincoln was the first President
for whom he ever voted (1864).[6][9] The company was financed by securing a $10 million contract to
Liberty V12 aircraft engines ($202,000,000 in 2020 dollars [10]) for use during World War I. The Lelands
broke ground on the Lincoln Motor Company Plant in Detroit. Lincoln Motor Company acted as the final
assembly point for the engines, with the company securing parts from other manufacturers; cylinders were
produced by Ford, with other parts sourced from Buick, Cadillac, Marmon, and Packard.[6]: 4  [11]: 1 63–164 

In total, Lincoln Motor Company would assemble 6,500 Liberty V12 engines with the end of World War I
concluding production; by the end of the war, Lincoln would employ 6,000 workers.[9]

On January 26, 1920, Lincoln Motor Company was reorganized as an automobile manufacturer, retooling
its Detroit factory to produce automobiles. On September 16, 1920, Lincoln Motor Company produced its
first automobile, the Lincoln Model L.[6][12]

Lincoln Motor Company had struggled with the transition from military to automobile production, with
some customers having to wait nearly a year for their vehicles to be completed from the time of purchase.[9]
By 1922, the company was on the verge of bankruptcy and was placed in receivership.

Under the influence of Edsel Ford, Lincoln Motor Company was purchased by Henry Ford for $8 million
($123,689,861 in 2020 dollars[10]) on February 4, 1922.[6][13] While Lincoln was valued at $16 million, a
$5 million bid by Ford was the sole bid received for the company (forced to be increased by the court).

Purchase by Ford Motor Company

Following the purchase of Lincoln Motor Company by Ford Motor Company, Henry and Wilfred Leland
remained at the company, with Edsel Ford given responsibility over it.[9] While Ford had sought to expand
its model range beyond the Ford Model T, the purchase of Lincoln held a degree of personal value, as the
owners of Lincoln developed an automobile company from one that Henry Ford had been forced from. In
1902, a group of investors (led by Leland)[14]: 5 2–57  forced Henry Ford from his second company, the
Henry Ford Company; the company was reorganized as Cadillac (deriving its name from the founder of
Detroit). With the exception of the engine, the 1903 Ford Model A and the 1903 Cadillac Model A share
nearly the same design.

Prior to the introduction of the Model T, Ford designed several higher-priced vehicles, including the 1904
Ford Model B, the 1905 Ford Model F, and the 1906 Ford Model K. Following its organization in 1908,
General Motors began a rapid expansion of its automotive brands; by 1920, GM would outnumber Ford
five to one. The purchase of Lincoln created a stand-alone luxury vehicle brand for Ford as Cadillac did for
GM.

Within the first few months, relations between Ford Motor Company and Lincoln management began to
break down; on June 10, 1922, the Lelands were forced to resign. As Edsel Ford began to take a senior
role in the management of Lincoln, multiple changes were made to both the Model L and its production.
The Lincoln factory was redesigned and expanded (to nearly 1,000,000 square feet), with the components
of the engine upgraded for increased reliability and performance.[9]

At its introduction, the Lincoln Model L gained a reputation for conservative (to the point of outdated)
design.[6] As a response, Edsel Ford introduced the Model L for 1923 in custom-bodied form directly from
Lincoln;[9] in line with a Duesenberg or a Rolls-Royce, customers could also purchase a Model L with
coachbuilt bodywork.[9]

For 1923, Lincoln produced 7,875 cars (nearly 45% higher than in 1922). After struggling to deliver cars
before 1922, Lincoln was operating at a profit by the end of 1923.

In 1924, a Lincoln Model L became the first state limousine used by a U.S. President on an official basis,
supplied for Calvin Coolidge.[6]
By 1930, Lincoln had succeeded in only a decade in what its chief competitors had taken 30 years to
accomplish.[9] Serving as a direct competitor to Cadillac, the Model L had become the equal to vehicles
from established American brands including Duesenberg, Marmon, Packard, Peerless, and Pierce-Arrow.

1922 Lincoln Model L 1925 Lincoln Model L 1926 Lincoln Model L town
touring sedan sedan (of Greta Garbo) car

1930 Lincoln Model L

sedan

1930s

During the production of the Model L, Lincoln did not adopt the common American automotive industry
practice of yearly model changes. While the company had made minor revisions and upgrades to the model
line to the chassis and powertrain, the body was largely left alone over its 10-year production, a business
model shared with the Ford Model T. Lincoln found that customer interest was accommodated by the
purchase of multiple Lincolns (or other luxury vehicles) in different body styles; as many Lincolns were
custom-bodied from the factory or coachbuilt, yearly styling changes would not properly accommodate its
customer base.

For the 1931 model year, the Model L was replaced by the Lincoln Model K. An all-new design (on a
longer, lower chassis),[9] the Model K introduced upgrades to the carburetor, brakes, and suspension.[6]
Competing against the Cadillac 355, Chrysler Imperial, Duesenberg Model J, and Packard Eight, the
Model K offered both factory-designed bodies and coachbuilt designs.

For 1932, Lincoln introduced its first "multi-cylinder" engine, introducing a V12 engine for the Model K.
The next year, the V8 was retired, making Lincoln the first manufacturer in the world to produce vehicles
exclusively with V12 engines.

For 1935, Lincoln was positioned upward in price. While limiting sales, the move increases profitability per
vehicle; at over $4,000 for a factory body ($75,505 in 2020 dollars [10]), the Model K competed against the
Rolls-Royce Phantom II, Renault Reinastella, Duesenberg Model J, Mercedes-Benz Typ3 630 and the
Cadillac V-12 (and V-16).
Largely overshadowed by the Lincoln-Zephyr, the final Model K was assembled during 1939. To this day,
the company has not developed a direct successor to the model line.

1931 Lincoln Model K 1932 Lincoln Model 1935 Lincoln Model K

KA (V8) six-window
sedan

1938 Lincoln-Zephyr 4-door sedan 1938 Lincoln Model K

Convertible Sedan (body
by LeBaron)

Lincoln-Zephyr (1936)

During the 1930s, Lincoln expanded to two model lines for the first time. Coinciding with the shift in
market position for the Model K, Edsel Ford introduced the Lincoln-Zephyr as a sub-marque within
Lincoln for 1936.[15]: 1 55  Designed as a competitor for the (Cadillac) LaSalle and Chrysler Airflow, the
Lincoln-Zephyr was priced between Ford and the Model K.

The Lincoln-Zephyr was the first Ford Motor Company vehicle to utilize unibody construction; while
designed with a prow-style front-fascia, the model line was sleeker than the Chrysler Airflow. In contrast to
its competitors, the Lincoln-Zephyr was powered by a V12 engine (a design separate from the Model K).

The model line was a success in the marketplace, selling over 15,000 units in its first year, amounting to a
nine-fold increase over the previous model year..[16]: 1 196–1197 

Lincoln Continental (1939)

In the late 1930s, Edsel Ford began to consider American cars too boxy. In late 1938, to develop a
European-style ("Continental") car for his next Florida vacation, he commissioned Ford Chief Stylist E. T.
Gregorie to design a unique body design, using a 1939 Lincoln Zephyr Convertible Coupe chassis. After
sectioning the body 4 inches (102  mm), the running boards were deleted and a spare tire was mounted
behind the trunk lid.
Upon his use of the one-off vehicle in Florida in 1939, Edsel Ford attracted a high amount of interest from
potential buyers, often referring to its "European" or "Continental" exterior design. From the latter term, the
one-off vehicle became known as the Lincoln Continental. For 1940 production, 404 vehicles were
produced, with the first vehicle received by Mickey Rooney.[6]

1940s

Following the Great Depression, a number of American luxury car manufacturers were either forced into
closure or reorganization; by 1940, alongside Lincoln, the American luxury-car segment largely consisted
of Cadillac (who ended production of the LaSalle and V16 in 1940), the Chrysler Imperial (reduced to 8-
passenger sedans and limousines), and Packard. To further secure the future for Lincoln, on April 30, 1940,
Ford Motor Company reorganized Lincoln Motor Company as the Lincoln Division of Ford Motor
Company.[15]: 1 99  While previously operating as an autonomous entity, as a division, Lincoln structurally
became similar to its major competitor Cadillac (within General Motors).

As part of the change, several changes were made to the Lincoln model line. Following the positive
feedback of the 1939 Lincoln Continental one-off convertible built for Edsel Ford, the Lincoln Continental
was introduced as a Lincoln-Zephyr production model for 1940. For 1941, Lincoln revised its branding;
the hyphen was removed from Lincoln-Zephyr, making it a Lincoln.[15]: 2 06  As a replacement for the
expensive Model K, an extended-wheelbase Lincoln Custom variant of the Lincoln Zephyr was developed.
Following the development of proper tooling, the Lincoln Continental began production on the assembly
line, replacing hand-built construction.

After the entry of the United States into World War II, as with all U.S. auto manufacturers, Lincoln ended
automobile production as Ford Motor Company concentrated on wartime manufacturing. Following the
conclusion of the war in 1945, the structure of Lincoln within Ford changed again, as the Lincoln-Mercury
Division was created, pairing Mercury and Lincoln together; from 1945 to the 2010 closure of Mercury, the
two divisions were paired together within Ford.

For 1946, Lincoln returned to production, ending the use of the Zephyr name. Code-named the H-series,
non-Continental Lincolns were identified by their body style. Using slightly updated exteriors from 1942,
the 1946 Lincolns continued the use of the Zephyr chassis. 1948 marked the final year of the Zephyr
chassis (dating to 1936) and (as of 2018) the use of a V12 engine in an American mass-produced
automobile. After 5,322 were produced (as both a Lincoln-Zephyr and Lincoln), Lincoln ended production
of the Continental.

For 1949, all three Ford Motor Company divisions debuted their first postwar designs. Sharing its body
structure with the Mercury Eight, the redesigned Lincoln model line (code-named the EL-series) marked
the first use of a V8 in a Lincoln since 1932. An all-new V12 intended for Lincoln was stillborn in
development, leading the division to adapt a Ford flathead V8 (from the Ford F-8 conventional truck). As
with the previous Lincoln Continental, the 1949 Lincoln dispensed with running boards completely,
moving on to abandon pontoon styling entirely, with a straight fender line (and low hood line) from
headlamp to taillamp. In a carryover from Zephyr-based Lincolns, the 1949 Lincolns retained rear-hinged
passenger doors. As a flagship model of Lincoln, the Lincoln Cosmopolitan was styled with its own rear
roofline.


1940 Lincoln Zephyr 1942 Lincoln Continental 1946 Lincoln (coupe)

coupe

1948 Lincoln (sedan)

1948 Lincoln Continental 1949 Lincoln (convertible)

1949 Lincoln Cosmopolitan

1950s

As Lincoln entered the 1950s, Ford Motor Company sought to increase the differentiation between the
Mercury and Lincoln model lines. For 1952, to add interest to the brand, Lincoln returned to model names
for the first time since 1942, with the Lincoln Cosmopolitan becoming the standard Lincoln model, with the
Lincoln Capri becoming the flagship model line. In a return to (small) pontoon rear fenders, Lincolns
shared a body with the Mercury Monterey. Mechanically, Lincoln differed from Mercury, as the Ford truck
V8 was replaced by the Lincoln Y-block V8 with a Hydramatic transmission. For the first time since the
discontinuation of the Model K, Lincolns were produced with front-hinged rear doors.
For 1956, the shared Lincoln-Mercury body underwent a redesign for the final time, with Lincoln adopting
elements from the Mercury XM-800 and Lincoln Futura concept cars. Slotted above the Lincoln Capri, the
Lincoln Premiere adapted features of the Continental Mark II, including its ducted air conditioning.

During 1956, Lincoln-Mercury was reorganized slightly, following the creation of the free-standing Edsel
and Continental divisions, Lincoln-Mercury was changed to Mercury-Edsel-Lincoln (MEL), with Edsel
slotted alongside/below Mercury and Continental above Lincoln, as the flagship of all of Ford Motor
Company. By the end of 1959, Continental was integrated into Lincoln, and Edsel was withdrawn.

The Lincoln Motor Company Plant, built in Detroit, Michigan, by Henry Leland in 1917, was closed after
1952; subsequent Lincolns were produced alongside Mercury Montereys and Mercury Montclairs. For the
1957 model year, Ford opened Wixom Assembly in Wixom, Michigan, as a facility to specialize in Lincoln
production. From 1957 to 2007, the facility produced Lincoln vehicles nearly exclusively, along with the
Ford GT and several generations of the Ford Thunderbird.

1950 Lincoln (sedan) 1953 Lincoln Capri 1955 Lincoln

Capri

1956 Lincoln Premiere 1957 Lincoln 1959 Lincoln

Premiere Landau Premiere
(4-door hardtop)

Continental Division (1956–1959)

For the 1956 model year, Ford Motor Company created the
Continental Division, slotted above Lincoln as the flagship marque
of Ford Motor Company. At its launch, Continental introduced the
Continental Mark II as its model line, intended as a successor to the
1940–1948 Lincoln Continental personal luxury car. Offered as a
two-door hardtop coupe, the Mark II broke from a number of
American styling precedents of the time. While fitted with
whitewall tires, the exterior was fitted with minimal chrome trim on 1956 Continental Mark II
the body sides; tailfins were left off of the body completely. In
place of the bumper-mounted spare tire of the original Lincoln
Continental, the trunk lid of the Mark II showcased the design element, with a large imitation spare tire
bulge (which fit over the actual spare tire inside the trunk). The Mark II was largely hand-built, with
extensive quality testing done to each engine and transmission before leaving the factory.
In place of establishing a separate sales and service network for Continental, the Mark II was marketed
through Lincoln (the Mark II used a Lincoln engine and transmission). At $10,000 in 1956 (equivalent to
$95,190 in 2020[10]), the Mark II was the most expensive car produced by an American automaker at the
time, rivaling the Rolls-Royce Silver Cloud in price.

On July 18, 1956, the Continental Division was integrated into Lincoln which continued to manage the
Continental brand as a separate marque.[15]: 2 81  During the 1957 model year, the Mark II was withdrawn,
largely as a consequence of its hand-built construction; each unit was sold at a loss of over $1,000.
Subsequently, the 1957 Cadillac Eldorado Brougham overtook the Mark II as the most expensive
American-produced vehicle.

For 1958, as part of a mandated $4000 reduction in price ($35,880 in 2020 dollars [10]), Continental
adopted the body of Lincoln, expanding into multiple body styles for the Mark III (the nomenclature
indicating the transition). Adding a feature of the Mercury Turnpike Cruiser, Continental adopted a
retractable rear window across every body style (including convertibles) with a reverse-slant rear roofline.
For 1959, the Mark III was renamed the Mark IV, becoming the Mark V for 1960.[15]: 3 31, 3 37, 4 14, 5 82–583 

In 1959, the Continental marque was formally brought to an end within Lincoln; for 1960, the Mark V was
brought to production as the Lincoln Continental Mark V, ending the model cycle alongside the standard
Lincoln model line.

Unibody vehicles

For the 1958 model year, the Mercury-Edsel-Lincoln (M-E-L)

division adapted new bodies across its vehicle lines. In addition to
Mercury sharing its bodies with the premium Edsels (prior to the
latter's demise), Lincoln and Continental adopted a common body
structure, shifting to unibody construction. With a 131-inch
wheelbase, the new platform would be among the largest vehicles
ever built by Ford Motor Company; they are the longest Lincolns
ever built without 5 mph bumpers, a regulatory mandate which
went into effect in September 1972. 1959 Continental Mark IV Town Car
formal-roof sedan
As a replacement for the Y-block V8, Ford developed a 430 cu in
(7.0 L) "MEL" V8 as standard equipment for Lincolns (which was
also available in Ford Thunderbirds and some Mercury vehicles).

For 1959, Continental developed Town Car and Limousine variants of the standard four-door sedan. In
place of extending the wheelbase, the reverse-slant roofline was replaced by a formal notchback
configuration, allowing the rear seat to be moved rearward several inches. Among the rarest Lincoln
vehicles ever produced, the Town Car and Limousines were only offered painted in black.

1960s

From 1958 to 1960, Lincoln would lose over $60 million ($524,881,890 in 2020 dollars [10]). Following
the recession economy of the late 1950s (a factor that would play into the demise of Edsel), Ford Motor
Company was forced to recoup the development costs of a vehicle platform that Lincoln shared with
neither Ford nor Mercury (with the lone exception of the engine and transmission). By 1958, the future of
Lincoln-Mercury was at risk, with Ford President Robert McNamara considering the reduction of Ford to
its namesake brand.[17] As a condition of allowing Lincoln to continue production, McNamara required the
Lincoln model line to undergo a reduction in size.[17]
For 1961, Lincoln consolidated its model lineup to a single model line, with the Lincoln Continental
replacing the Lincoln Capri and Lincoln Premiere; as the Continental marque was withdrawn, the Mark V
saw no successor. While only nominally lighter than the 1960 Lincoln, the 1961 Lincoln Continental
adapted a far smaller exterior footprint, shedding 15 inches in length and 8 inches of wheelbase. In an effort
to streamline production, only four-door body styles were produced, with the Continental becoming the
sole mass-produced four-door convertible sold in North America; to maximize rear-seat egress, Lincoln
returned to the use of rear suicide doors.

In another requirement to ensure its survival, the model cycle of Lincoln was extended from three years to
nine years.[18] While largely dispensing with major yearly model changes, the decision established design
consistency and shifting resources towards quality control.[19] For 1966, to better compete with the
Cadillac Coupe de Ville and the Imperial Crown/LeBaron Coupe, Lincoln added a two-door hardtop to the
Continental model line. After the 1967 model year, Lincoln ended production of the Continental 4-door
convertible. At 5,712 pounds,[20] the 1967 Lincoln Continental Convertible is the heaviest non-limousine
car ever produced by Ford Motor Company; as of 2018, it is the final factory-produced four-door
convertible sold in North America.

1960 Lincoln 1961 Lincoln 1963 Lincoln

Continental Mark V Continental sedan Continental convertible
hardtop sedan

1964 Lincoln 1967 Lincoln 1969 Lincoln

Continental convertible Continental coupe Continental sedan
(top raised)

Continental Mark III

During the 1960s, Ford sought to develop a new flagship vehicle as a successor for the Continental Mark
II. While the Lincoln Continental served as a close competitor to the Cadillac de Ville series and Chrysler
Imperial, while Cadillac shifted the Cadillac Eldorado to the personal luxury segment in 1967, a segment
that Ford exited in 1957 after the withdrawal of the Continental Mark II. As a response, in April 1968, the
Continental Mark III was released as a 1969 model. While not officially a Lincoln, the Continental Mark III
was marketed and serviced through the Lincoln-Mercury dealer network. Over a number of various names
considered for the vehicle, Continental Mark III was chosen, as Henry Ford II felt the Continental Mark II
did not have a proper successor (thus restarting the nomenclature).[21]
Alongside the 1968 Lincoln Continental, the Continental Mark III marked the debut of the 460  cu  in
(7.5  L) Ford FE-series V8 rated at 365  hp (272  kW; 370  PS) and 500  lb⋅ft (678  N⋅m) torque and also
became the first Ford vehicle to be fitted with anti-lock brakes.[22] As standard equipment, the Mark III was
fitted with power door locks, power seats, and power windows. To control development and production
costs, the Mark III was offered only as a two-door hardtop derived from the chassis underpinnings of the
four-door Ford Thunderbird. While sharing many styling elements from Lincoln, the Continental Mark III
debuted many elements of its own, including hidden headlights and a redesigned trunk lid with a simulated
spare-tire indentation (the actual spare tire laid flat in the front part of the trunk). It mixed European and
American luxury features with the most prominent being an upright chrome grille that imitated the Rolls-
Royce design as well as a centrally-mounted Cartier electric clock on the dashboard.[23]

1969 Continental Mark 1969 Continental Mark Interior, 1970

III III rear Continental Mark III

Interior, 1971
Continental Mark III

1970s

While the Continental Mark III would bring Lincoln into the decade on a high note, for the American
luxury car segment, the 1970s would prove tumultuous. Along with the introduction of federal safety
regulations for American-market automobiles (which brought features such as 5-mph bumpers and the end
of hardtop body styles), the 1973 fuel crisis would play a significant role in the engineering of American
automobiles, forcing Lincoln to develop a compact-size sedan and redesign smaller full-size sedans for the
1980s. As Chrysler withdrew its Imperial brand after 1975, Cadillac became the sole domestic competitor
of Lincoln.

For the 1970 model year, Lincoln made good on its 1958 plan to commit to a nine-year design cycle, giving
the Continental its first complete redesign for the first time since 1961. During the 1960s, while sales of the
Continental had remained relatively steady throughout its production, the engineering of luxury cars had
begun to change among its competitors; to increase design commonality (and lower production costs),
Cadillac and Imperial shifted away from brand-specific platforms (with the latter adapting to shared
bodyshells with Chrysler). For the redesign of the Lincoln model line, the Continental grew in size. While
sharing no visible body panels, Lincoln adapted the chassis of the Ford LTD/Mercury Marquis (shifting to
body-on-frame construction for the first time since 1957). In another effort to maintain design consistency,
the 1970 Continental was produced through 1979 with only gradual updates. Along with the mandated
addition of 5-mph bumpers, in 1975, the roofline was redesigned (to visually differentiate the Continental
from the Mercury Marquis).

The 1970s saw the introduction of several naming traditions within Lincoln. For 1970, the Town Car
nameplate was revived on a permanent basis as a submodel of the Lincoln Continental. Following the use
of a Cartier-brand clock on the Continental Mark III, in 1976, the Continental Mark IV began the use of
Designer Editions, which saw use on subsequent Continental Mark series models and Lincolns.

1970 Lincoln 1971 Lincoln Continental 2-door 1972 Lincoln

Continental Continental Town Car

1974 Lincoln 1978 Lincoln

Continental Town Continental Town Car
Coupe

Lincoln Versailles

Developed as a response to the popularity of the 1976 Cadillac

Seville, Lincoln introduced the Lincoln Versailles for the 1977
model year. Thirty inches shorter and 1500 pounds  lighter than a
Lincoln Continental, the Versailles was based on the Ford
Granada/Mercury Monarch (as the Seville was based on the
Chevrolet Nova). Outsold by the Seville by a significant margin,
1978 Lincoln Versailles
the Versailles was discontinued in early 1980.

With a smaller design and engineering budget than General Motors,

Lincoln stylists were unable to give the Versailles the distinct body that was given to the Cadillac Seville.
Adopting many features from the 1975–1976 Mercury Grand Monarch Ghia, the Lincoln Versailles was
given a Continental-style "radiator" grille, quad rectangular headlights (the first Lincoln since 1969 with
exposed headlights), and a Continental Mark-style trunk lid with simulated spare tire bulge. The Versailles
introduced two notable features to American-market cars: halogen headlights and clearcoat paint. The
Versailles was later criticized for being one of the worst examples of badge engineering.

Continental Mark IV and Mark V

Following the success of the Continental Mark III, Ford chose to develop a successor personal luxury
coupe. For 1972, the Continental Mark IV made its debut, redesigned alongside the Ford Thunderbird.
While sharing a common roofline with the Thunderbird, from the window line down, the Mark IV wore
distinct exterior sheet metal, with the return of a radiator-style grille, hidden headlights, and a redesigned
spare-tire trunk lid. To distinguish itself from the Lincoln Continental, the Continental Mark IV wore full-
height rear-wheel openings, precluding the use of fender skirts.

For 1976, the Continental Mark IV debuted a new tradition, called the Designer Editions, which later
spread to other models in the Lincoln model range. Introduced as four special-edition models, each edition
was an option package with color, trim, and interior choices specified by notable fashion designers (Bill
Blass, Cartier, Givenchy, and Pucci). Each edition carried the designer's signature on the opera windows
and were fitted with a 22 karat (92%) gold-plated plaque on the instrument panel which could be engraved
with the original owner's name. The concept was successful and would continue on other Lincolns until the
end of the 2003 model year.

For 1977, Lincoln-Mercury replaced the Continental Mark IV with the Continental Mark V, a substantial
exterior and interior revision of the Mark IV. At over 19 feet long, Mark V is one of the largest "coupes"
ever sold in North America. In what would become a design theme for Lincolns into the 1990s, the Mark
V used sharp-edged exterior styling with a center radiator grille. Following their 1976 success, the Mark IV
adopted the Designer Editions option packages.

While introduced following the beginning of downsizing among American vehicles, the Continental Mark
V would go on to become the most successful of all the Mark series vehicles, with over 228,000 sold
across three model years.

1973 Continental Mark IV 1973 Continental Mark IV, rear view

1977 Continental Mark 1977 Continental Mark

V V, rear view

1980s

As Lincoln entered the 1980s, the American auto industry remained in the "Malaise era", struggling to
balance fuel efficiency, emissions controls, and downsizing; the industry also found itself competing against
European and Japanese manufacturers entering segments once dominated by Ford, General Motors, and
Chrysler.

As a high point, after a ten-year model cycle, the Lincoln Continental underwent a complete redesign
(downsizing for the first time), becoming the lightest Lincoln since World War II. Again sharing chassis
underpinnings with Mercury and Ford, the Continental used the Panther platform of the Ford LTD and
Mercury Marquis. Coupled with a shift to a 302 cu in (4.9 L) V8, the fuel economy of the Lincoln model
line rose nearly 40% in a single year. In contrast, the Lincoln Versailles was withdrawn early in the 1980
model year. As a result, by the end of 1980, Lincoln was marketing three versions of one vehicle. As a
response, Lincoln split its two product lines, with the Continental becoming the Lincoln Town Car. After a
short hiatus, for 1982, the Lincoln Continental shifted size into the mid-size segment (using the Ford Fox
platform). While Lincoln would again compete against the Cadillac Seville (and to a lesser extent,
Mercedes-Benz), the division completely erased any visual evidence of badge engineering.

Initially planned for withdrawal in the mid-1980s until stabilization of fuel prices mitigated fuel-economy
concerns, the Lincoln Town Car progressed through the decade largely unchanged. While the Town Car
retained its traditional layout and large size, fuel prices dropped to a contemporary new low at the time, and
operating efficiency became less of a concern to buyers than a decade prior. Lincoln introduced a series of
advertisements in late 1985 titled "The Valet" which depicted parking attendants having trouble
distinguishing Cadillacs from lesser Buicks (Electras) and Oldsmobiles (Ninety-Eights), with the question
"Is that a Cadillac?" answered by the response "No, it's an Oldsmobile...or Buick." At the end, the owner
of a Lincoln would appear with the line "The Lincoln Town Car, please." The commercial campaign saw
the emergence of the new advertising slogan for the brand, "Lincoln. What a Luxury Car Should Be."
which was used into the 1990s.[24] These series of commercials, however, were unable to turn around
declining Town Car sales. It was only after an all-new redesigned Town Car was introduced in 1989 for the
1990 model year that its sales at least temporarily rebounded.[25]

For 1988, the Lincoln Continental underwent a second redesign. Splitting from the Mark VII, the
Continental became the first front-wheel drive Lincoln and was based on an extended-wheelbase version of
the Ford Taurus. The 3.8 L V6 engine also marked the first time that a Lincoln did not even offer an 8-
cylinder engine. The new Continental was positioned against domestic rivals as well as marketed against
European and Japanese-produced luxury sedans. Following the debut of a driver-side airbag in the Ford
Tempo, the 1989 Lincoln Continental became the first domestic brand sedan sold in the United States
equipped with standard dual airbags. Average annual sales for the new Continental were more than double
that of the previous generation model and helped the Lincoln brand to achieve record total sales in 1989
and again in 1990.


1980 Lincoln Versailles 1982 Lincoln Continental 1984 Lincoln Town Car
Givenchy Edition

1986–1987 Lincoln 1988–1991 Lincoln Continental

Continental

1989 Lincoln Town Car Signature

Series

Continental Mark VI and Mark VII

For 1980, the Continental Mark VI replaced the Mark V after only three years of production. Originally
slated to downsize the Mark series into the mid-size segment (adopting the chassis of the Ford
Thunderbird), Ford instead chose an intermediate step for the Mark VI, adopting the full-size Panther
platform, with the model line sharing much of its body with the 1980 Lincoln Continental. Alongside the
traditional two-door coupe (sharing its 114-inch wheelbase used by Ford and Mercury), a four-door sedan
joined the Mark series for the first time since the 1958–1960 Mark III–V models (using the 117-inch
wheelbase of Lincoln). While sharing much of its body with the all-new Continental/Town Car, many
design elements of the successful Mark V made their return, including hidden headlamps, opera windows,
and (non-functional) fender louvers; vertical taillamps were joined by a distinct spare-tire decklid.
Coinciding with its smaller footprint, the Mark VI saw the standardization of fuel-injected V8 engines (a
first for the American auto industry) and the first overdrive 4-speed automatic transmission; along with
computer control for the engine itself, the instrument panel replaced analog instruments with digital displays
(introducing a trip computer).

Serving as the flagship of the Mark VI model line, the Signature Series trim was introduced for 1980;
serving as the successor for the Mark V Collector's Series, the Signature Series included nearly every
feature as standard equipment. In 1981, the Signature Series trim was adopted by the Lincoln Town Car (in
various forms, through its entire production) and by the 1982 Lincoln Continental (for that year only).
Slotted below the Signature Series, all four Designer Series options returned (for Mark VI coupes). For
1982, the series underwent a revision, moving the Cartier and Givenchy Editions (to the Town Car and
Continental, respectively); the Pucci Edition became offered only as a sedan. The Bill Blass Edition was
offered through all four years of production (and returned for the successor Mark VII).

For 1984, the Continental Mark VII replaced the Mark VI, sharing its chassis with the Ford Thunderbird
and Lincoln Continental. In an extensive shift away from its Malaise-era predecessors, the Mark VII placed
a far greater emphasis on handling and performance capability (though not to the extent of a European
grand-touring car), introducing four-wheel disc brakes (with anti-lock capability), four-wheel air
suspension, and shared its 4.9L V8 with the Ford Mustang GT.

In contrast to its 1979 Mark V predecessor of five years before, the 1984 Mark VII had shed 27 inches of
length and over 1,200 pounds of curb weight. Alongside the base model (dropped after 1987), the Mark
VII was marketed in the luxury-oriented Bill Blass Edition (a Gianni Versace edition was also sold from
1984 to 1985) and the higher-performance Mark VII LSC (Luxury Sports Coupe). Coinciding with its
mechanical commonality to the 1982–1987 Lincoln Continental, the Mark VII was offered solely as a two-
door coupe.

For 1986, the Mark VII adopted the Lincoln brand name (in an effort to end the Continental branding
confusion over the Mark series). The last generation of the Mark series sold with a Designer Series option,
the Mark VII was produced through the 1992 model year.

1983 Continental Mark 1983 Continental Mark 1984–1985 Continental Mark

VI VI VII LSC

1990s

By 1990, Lincoln had exited the struggles of the 1970s and early 1980s on a positive note, but would enter
the decade in a new battle. While the division had nearly matched rival Cadillac in vehicle sales, it was now
also facing competition from newcomers Infiniti and Lexus.

For 1990, the Town Car underwent a full redesign (after following the traditional nine-year Lincoln model
cycle). As the model line represented over half of all Lincoln sales,[26] a redesign of the Town Car proved
risky, but was also mandated by passive-restraint requirements and fuel-economy improvements. Shedding
its sharp-edged exterior lines to allow for a far sleeker exterior, the Town Car adopted many rounded
styling elements from the Mark VII; traditional elements also returned, including a formal rear roofline,
radiator-style grille, chrome trim, and C-pillar quarter windows. Delayed until the 1991 model year, the
Lincoln Town Car marked the debut of the 210 hp 4.6 L Ford Modular V8 engine, the first overhead-cam
8-cylinder engine used in an American car since the Duesenberg Model J. Built on a revision of the Panther
platform, the 1990 Lincoln Town Car shared its underpinnings (but no exterior panels) with the 1992 Ford
Crown Victoria (dropping the LTD prefix) and Mercury Grand Marquis.
To meet federal requirements, Lincoln marked the debut of several safety features within Ford Motor
Company and within the American luxury segment. Following the 1989 debut of dual airbags in the
Lincoln Continental (1990 in the Town Car), antilock brakes (ABS) made their return on the Continental
(1988) and on the Town Car (1992).

Following the 1993 introduction of the Mark VIII (see below), the Continental underwent a redesign for
1995, introducing a new version of the Ford Taurus chassis. Styled closer to the Mark VIII, the Continental
dropped its V6 in favor of a 4.6L V8 engine from the Mark VIII (tuned for front-wheel drive) to better
compete with Japanese and European luxury sedans (in terms of power output).

The Lincoln model line underwent a significant transition for the 1998 model year. Alongside a mid-cycle
revision of the Continental, the Town Car underwent a complete redesign of its body. The tallest Lincoln
sedan in 40 years, the 1998 Town Car adopted the rounded exterior of the Mark VIII and Continental with
a completely new interior. The Lincoln Navigator (see below) made its debut as the first Lincoln SUV, as
the division fielded four model lines for the first time.

Bolstered by the launch of the Navigator, 1998 marked the first year Lincoln outranked Cadillac in vehicle
sales (by over 4,500 vehicles).[27]

1990–1992 Lincoln Town Car 1995–1997 Lincoln Town Car

1998–2002 Lincoln Town 1994 Lincoln Continental 1995–1997 Lincoln

Car Signature Series Continental

1998–2002 Lincoln Continental

Lincoln Mark VIII

For the 1993 model year, the Lincoln Mark VII was replaced by the Lincoln Mark VIII. The first
generation of the Mark series originally branded as a Lincoln, the Mark VIII remained a variant of the Ford
Thunderbird/Mercury Cougar, shifting from the 1980 Fox chassis to the FN10 chassis (a Lincoln version of
the MN12 chassis). Placing further emphasis on handling, the Mark VIII retained rear-wheel drive and
adopted four-wheel independent suspension (with the Mark VIII and Thunderbird/Cougar as the only
American-produced four-seat cars of the time with both chassis features). The body was streamlined further
to modernize its exterior (relegating the spare-tire decklid to vestigial status). In massive contrast from its
1970s predecessors, the Mark VIII was given a cockpit-style interior, with all controls oriented towards the
driver.

Alongside a standard trim, the LSC (Luxury Sports Coupe) made its return as the flagship Mark VIII
model; Designer Editions were discontinued. Though positively received by both critics and buyers, sales
of mid-size luxury coupes were in overall decline during the 1990s. After the 1998 model year, the Mark
VIIII was withdrawn (outliving the Thunderbird and Cougar by a year). As of current production, the
Lincoln Mark VIII remains the final generation of the Lincoln Mark series. In various forms, elements of
the Mark VIII design were adopted by other Lincolns (the 1995 Lincoln Continental, the 1995 Lincoln
Town Car interior, and the 1998 Town Car exterior) and other Ford Motor Company products (the Ford
Windstar minivan interior).

1993 Lincoln Mark VIII 1993 Lincoln Mark VIII 1998 Lincoln Mark VIII LSC

1998 Lincoln Mark VIII LSC

Lincoln Navigator

For 1998, Lincoln introduced the Lincoln Navigator full-size SUV,

its first new nameplate since the Versailles (outside of the Mark
series), derived from the Ford Expedition (itself based on the Ford
F-150). Developed as a competitor for the Range Rover, Mercedes-
Benz M-Class, and Toyota Land Cruiser/Lexus LX450, the truck-
based design of Navigator allowed increased cargo and towing
capability over its competitors (rated at 8,500 pounds for 1999).
The Navigator also offered standard third-row seating for up to 8 1998-2000 Lincoln Navigator
passengers (offered only on the Land Cruiser/LX).
Sharing no common bodywork with the Expedition forward of the windshield, the Navigator shared
several design elements from the 1998 Town Car, including its use of body-color bumpers, chrome license-
plate surround (the only chrome on the rear liftgate), and conservative use of chrome (primarily on the
grille, door handles, and window trim); in modified form, the grille was later used on the later Lincoln LS
and Lincoln Aviator.

In an extended debut model year, the Navigator became the second-most popular Lincoln vehicle behind
the Town Car, selling 71,000 examples. In response, General Motors launched its own luxury-brand full-
size SUVs, deriving the GMC Yukon Denali and Cadillac Escalade from the Chevrolet Tahoe.

2000s

As the division entered the 21st century, Lincoln began a period of major transition. In addition to ending
production of the long-running Mark series, the Lincoln Navigator SUV had entered production, nearly
unchallenged by European and Japanese manufacturers. As buyers of mid-size coupes in the luxury
segments had shifted towards sports sedans, Lincoln developed an entry for the segment in the place of the
Mark VIII. For 2000, Lincoln introduced the Lincoln LS mid-size sports sedan; coinciding with Premier
Automotive Group (see below), the LS was developed alongside the Jaguar S-Type. Though the two
vehicles shared a common chassis and related powertrain, no body panels were common between the two
vehicles. The shortest Lincoln ever produced at the time, the LS was developed to compete with European
and Japanese-produced counterparts, in line with the Cadillac Catera. While the Catera was imported from
Germany (as a rebadged Opel Omega), the LS was produced alongside the Town Car and Continental in
Wixom Assembly.

For 2002, Lincoln introduced the Lincoln Blackwood, the first pickup truck produced by the brand and the
first Lincoln manufactured outside of Michigan since 1958 (along with the Versailles). Derived from the
Ford F-150 SuperCrew, the Blackwood was fitted with the front bodywork of the Lincoln Navigator and a
model-specific pickup bed (with imitation wood exterior trim). In line with its name, all examples were
painted black. The Lincoln Blackwood met with poor reception, due to its limited cargo capability (its
pickup bed was effectively a carpeted trunk) and lack of four-wheel drive, leading Lincoln to discontinue
the model after a single year of production.

2003 marked a period of transition of the Lincoln model line, as both the Town Car and LS underwent
mid-cycle updates (with the Town Car receiving a full chassis redesign), with Lincoln introducing the
second generation of the Navigator. As a complement to the Navigator, Lincoln introduced the Lincoln
Aviator mid-size SUV. Sharing the body of the Ford Explorer with the Mercury Mountaineer, the Aviator
adopted many styling elements from the Navigator, with a nearly identical interior design. While priced
higher than its Mercury Mountaineer counterpart to avoid model overlap, the Aviator struggled to sell, as it
competed closely against the Navigator sold in the same showroom. After 52 years of production, the
Continental was discontinued for 2003.

For 2005, Lincoln introduced a second pickup truck model line, the Lincoln Mark LT. Again based on the
Ford F-150 SuperCrew, the design of the Mark LT was partially derived from the poor reception to the
Lincoln Blackwood. While still fitted with Lincoln Navigator bodywork and interior trim, the Mark LT was
fitted with a standard pickup bed; all-wheel drive was available as an option. Following lower than
expected sales, the Mark LT was withdrawn from the United States (in favor of Ford adding additional
content to the Ford F-Series) in 2008; in Mexico (where the Mark LT was the highest-selling vehicle of the
brand) Lincoln continued sales of the Mark LT through 2014.[28]

During 2006, The Way Forward restructuring plan (see below) began to take effect on Ford Motor
Company, with the Lincoln LS ending production. To replace the LS, Lincoln introduced the Lincoln
Zephyr for 2006. In what would be the smallest Lincoln sedan ever, the Zephyr was derived from the Ford
Fusion mid-size sedan. In an effort to distinguish itself from its Ford and Mercury counterparts, the Lincoln
Zephyr adapted styling elements from Lincoln vehicles of the past, including a wide rectangular grille
(1960s and 1970s Continentals), wraparound headlamps (late 1960s Continentals), and a twin-pod
dashboard (early 1960s Continental).

In 2007, as another part of The Way Forward, Lincoln began a rebranding of its model line. As Ford
considered the Lincoln Mark series to have high nameplate recognition, Lincoln began to introduce similar
"MK" branding across the model lineup. For 2007, the Lincoln Zephyr was rebranded as the Lincoln MKZ
("em-kay-zee"), with the 2007 Lincoln MKX ("em-kay-ex") crossover SUV introduced. Originally slated
to become the second-generation Lincoln Aviator, the MKX was the Lincoln counterpart of the Ford Edge.
Alongside the Lincoln Town Car, the Lincoln Navigator was not included with the MK rebranding; for
2007, it was redesigned alongside the Ford Expedition, marking the debut of the extended-length Navigator
L. For the last time, a Designer Series Lincoln was produced, as Lincoln discontinued the trim on the Town
Car after 2007. Produced only as a concept car, the 2007 Lincoln MKR marked the debut of the Ford
EcoBoost V6.

For 2009, Lincoln introduced its first all-new full-size sedan since 1980, the Lincoln MKS. Intended to be
phased in as the replacement for the Lincoln Town Car, the MKS was the Lincoln counterpart of the Ford
Taurus. Built on a Volvo-derived chassis, the MKS was the first full-size Lincoln with front-wheel drive (or
optional all-wheel drive); shared with the Ford Taurus SHO, a 3.5L twin-turbocharged V6 was an option.
Derived from the 2007 MKR concept, the MKS marked the production debut of the "split-wing" grille, a
design element similar to the 1930s Lincoln Zephyr. A year later, the division introduced the Lincoln MKT
crossover SUV, a counterpart of the Ford Flex. Sharing its chassis with the MKS, the MKT was sized
between the MKX and standard-wheelbase Navigator.

2002 Lincoln Blackwood 2003–2007 Lincoln Town Car

Signature Series

2004 Lincoln LS 2003-2005 Lincoln Aviator 2007 Lincoln Navigator L



2009 Lincoln MKZ 2009 Lincoln MKS

Premier Automotive Group & The Way Forward

As Lincoln entered the 21st century, the brand underwent a major transition within the structure of Ford
Motor Company. As Ford expanded its global automotive holdings during the 1980s and 1990s, it acquired
Jaguar, Aston Martin, Land Rover, and Volvo Cars. To collectively manage its global luxury-vehicle
holdings, in 1999, Ford organized Premier Automotive Group (PAG). The same year, the management of
Lincoln-Mercury was shifted to the American headquarters of PAG, largely in an effort to engineer and
market more competitive vehicles for the brand.[29]

The integration of Lincoln into PAG would lead to several product changes within the division. Following
the 2000 debut of the LS sports sedan, the Lincoln Continental was withdrawn in 2002. To avoid the
model overlap that plagued the division two decades before, Lincoln chose to focus production on the
Lincoln Town Car, one of the highest-profit vehicles of Ford Motor Company. During 2002, as part of a
change of management, Lincoln-Mercury was removed from PAG and relocated within Ford Motor
Company headquarters.

In 2005, Ford developed The Way Forward restructuring plan in an effort to return to profitability. Among
the seven vehicle assembly facilities slated for closure, Wixom Assembly (home to all Lincoln assembly
since 1957, with the exception of the Versailles, Navigator, Blackwood, and Mark LT) was placed third,
with an announced June 2007 closure. After a shortened 2006 model year, the Lincoln LS ended
production. Initially slated for discontinuation after 2007, production of the Lincoln Town Car was shifted
to St. Thomas Assembly in Ontario, consolidated with the Ford Crown Victoria and Mercury Grand
Marquis. In 2011, all three vehicles ended production, coinciding with the closure of that facility.

2010s

For the Lincoln division, the beginning of the 2010s introduced a number of structural changes. While
Lincoln and Mercury were spared by The Way Forward, in 2010, Ford announced the closure of Mercury
at the end of the year, with the final Mercury vehicle produced on January 4, 2011. After 30 years of
production as a distinct model line (and 41 years as a Lincoln nameplate), the Lincoln Town Car ended its
production run in 2011, coinciding with the closure of St. Thomas Assembly in Ontario. In contrast to the
V8-engined Lincoln Town Car, for 2011, Lincoln introduced the MKZ Hybrid, a counterpart of the Ford
Fusion Hybrid. The first Lincoln hybrid vehicle, the MKZ Hybrid was the first Lincoln equipped with a
four-cylinder engine. Following the discontinuation of the Town Car sedan, Lincoln continued use of the
Town Car nameplate, adding it to limousine and livery variants of the Lincoln MKT. Along with chassis
modifications for heavy-duty use, the MKT Town Car features modified rear seating, with the third-row
seat removed to create additional luggage space and second-row seat legroom.
To reflect the end of the Lincoln-Mercury division pairing (from 1945 to 2010), in December 2012, the
formal name of Lincoln was changed to The Lincoln Motor Company (its name prior to 1940).[30] To help
differentiate Lincoln vehicles from Ford counterparts, Ford established separate design, product
development, and sales teams for Lincoln.[31] In a marketing shift, Lincoln began to target "progressive
luxury customers". luxury buyers seeking a vehicle solely for their own interests and avoiding ostentation
altogether.[32][30]

As part of the 2012 rebranding, for 2013, the Lincoln model line underwent several design revisions,
headed by the release of the second-generation MKZ. Retaining commonality with the Ford Fusion (a
rebadged Ford Mondeo), the MKZ adapted a distinct exterior from its Fusion/Mondeo counterparts (nearly
unchanged from a Lincoln concept car released in 2012).[32] The MKS and MKT underwent exterior and
interior revisions, adopting the "bow-wing" grille design of the MKZ. Also during this time, Lincoln
introduced new trim level nomenclatures Premiere, Select, and Reserve on the MKZ. The use of these trim
names would eventually be expanded to other Lincoln models.

Since 2014, Lincoln has enlisted Matthew McConaughey as a brand spokesman; McConaughey has
appeared in commercials for several Lincoln products in the past six years.

For 2015, Lincoln introduced two new SUVs, with the all-new Lincoln MKC compact crossover SUV
(derived from the Ford Kuga/Ford Escape) becoming the first Lincoln produced solely with four-cylinder
engines. The Lincoln Navigator underwent an extensive revision, largely to preview buyers of its 2018
redesign. Along with extensive exterior and interior updates, the Navigator adopted the 3.5  L twin-
turbocharged V6 of the Ford F-150 as its standard engine, becoming the first version of the Navigator
offered without a V8 engine.

Following the positive reception to a 2015 concept car of the same name, Lincoln revived the Lincoln
Continental nameplate for the 2017 model year (after a 15-year hiatus). Slotted as a replacement for the
Lincoln MKS, the Continental was adapted from a version of the Ford Taurus designed for China. While
slightly shorter than the MKS, the Continental is the longest-wheelbase Lincoln since the Town Car. The
revived model line introduced a new design language for Lincoln; shifting away from the split-wing grille,
the Continental introduced a recessed rectangular grille. The revived Continental marked the debut of the
Lincoln "Black Label" program for all Lincoln vehicles. As a flagship trim line, Black Label vehicles
feature specially coordinated exterior and interior design themes (similar to the Designer Editions of the
Mark series), along with highly personalized customer service.

For 2018, after an eleven-year production run of its predecessor, Lincoln released the fourth generation of
the Navigator. Integrating the recessed rectangular grille of the Continental into its exterior, the Navigator is
distinguished from the Ford Expedition largely from its taillamps and its blacked-out roof pillars (sharing
the "floating roof" design of the Ford Flex and Ford Explorer). At a base price of $95,000, the Lincoln
Navigator L Black Label is the most expensive vehicle ever sold by Ford Motor Company (with the
exception of the Ford GT supercars). The Lincoln MKZ underwent a mid-cycle redesign, adopting the
grille design and twin-turbocharged V6 engine of the Lincoln Continental.

For 2019, the retirement of the "MK" naming scheme was expanded, as the MKX underwent a mid-cycle
update, becoming the Lincoln Nautilus.[33]

To commemorate the 80th anniversary of the Continental nameplate, Lincoln unveiled the 80th
Anniversary Coach Door Edition.[34] The wheelbase featured a 6-inch stretch to provide more rear
passenger room along with longer roof, rear doors, and rear windows. The variant also marked the revival
of the rear-hinged door configuration (after a 40-year absence). Cabot Coach Builders of Massachusetts
provided stretch as well as rear door and interior conversion.[34] A total of 80 units were made for 2019,
but a 2020 version of the Continental Coach Door Edition was also available.[35] The Coach Door variant
is otherwise similar to the Continental's Black Label trim level with a twin-turbocharged 3.0 L V6 with
four-wheel drive.[36]

The MKT (including the MKT Town Car livery version) was discontinued in 2019, marking the final use
of the Town Car nameplate.

2011 Lincoln MKX 2013 Lincoln MKT Town Car

2015 Lincoln MKC 2016 Lincoln MKX 2017 Lincoln MKZ

2018 Lincoln 2018 Lincoln Navigator L Black

Continental Label

2020s

For 2020, the Lincoln model line underwent further expansion, with the return of the Aviator mid-size
SUV (again a counterpart of the Ford Explorer); the revived Aviator offers the first hybrid-electric system
in a Lincoln SUV. The long-wheelbase coach-door Continental is now offered as a regular production
model only in Black Label trim. The MKC was replaced by the Lincoln Corsair, remaining a counterpart of
the Ford Escape/Kuga. Also in 2020, Lincoln announced that it was ending production of the Continental
and MKZ sedans by end of the year due to the popularity of SUVs.[37]


Lincoln Aviator Black Lincoln Corsair Lincoln Nautilus Reserve

Label

Lincoln Navigator L Lincoln Continental

Lincoln MKZ

Worldwide distribution
The home market of the Lincoln Motor Company brand is the United States, Canada, and Mexico. Around
the world, Ford Motor Company has used Lincoln in various markets as a flagship brand while using the
Ford brand across its entire product line for other regions.

Asia

In Japan, Lincoln was marketed alongside Ford through 2016, when Ford ended its operations in that
country.

In South Korea, the Lincoln product line continues to be offered. Previously excluded from the region, the
Lincoln Navigator was introduced to the country for the 2022 model year.

Australia & New Zealand

Ford Australia has never marketed the Lincoln brand; to market vehicles in the premium/luxury segment,
variants of Australian-designed and manufactured vehicles were marketed under the Ford brand (the Ford
Fairlane and LTD; the Ford Fairmont served a role similar to Mercury) through Australia and New
Zealand.

China

In the 1990s and 2000s, Hongqi (in an effort to develop a successor to the Hongqi CA770 limousine)
began production of a license-built variant of the Lincoln Town Car, using knock-down kits imported from
the United States.[38] The Town Car CKD kits received an exterior restyling, fitted with different front
fenders, headlamps and taillamps, and a new grille. Along with a standard-wheelbase sedan, three lengths
of limousines were produced, along with the Hongqi CA7400 prototype.[38]

In 2014, Ford Motor Company brought Lincoln to the Chinese market, introducing the brand with the mid-
size MKZ sedan and MKC small SUV.[39] By the end of 2016, Lincoln intended to establish a network of
60 dealerships in 50 cities, selling the MKZ, Continental, MKC, MKX, and Navigator.[40] 2016 sales
increased 180% over the previous year, with Lincoln planning to produce vehicles in China by 2019.[41]
To attract Chinese consumers, Lincoln introduced "The Lincoln Way", a car purchase and ownership
model which provides highly personalized services to customers.[42]

On March 29, 2020, the first Lincoln made in China (a Lincoln Corsair) was produced by Chang'an Ford
at its facility in Chongqing.[43]

Europe

Ford of Europe does not market the Lincoln brand. To compete against luxury-brand automobiles, the
Italian coachbuilder Vignale (acquired by Ford in 1973) is marketed by Ford of Europe as a sub-brand as
the highest trim of the Fiesta, Focus, Mondeo, Kuga, Edge, and S-Max.[44]

Middle East

Ford markets the Lincoln brand in several Middle East countries, including Saudi Arabia, United Arab
Emirates, Qatar, Oman, Kuwait, and Bahrain.

Sales
Lincoln achieved its two best U.S. sales years to date in 1989 (200,315) and 1990 (231,660). This followed
the redesign of the Continental for 1988 and the Town Car for 1990.[45]

Branding history
In 1927, Lincoln adopted a greyhound as a hood ornament, used into the 1930s.[46] As a replacement for
the greyhound, Lincoln adopted a knight's helmet hood ornament, used before World War II. On the front
fascia, Lincoln adopted a coat of arms with a red cross. Following the war, Lincolns adopted a rocket-style
hood ornament until 1958.

Since 1958, Lincoln has used a framed four-pointed star as its brand logo. Introduced on the Continental
Mark II in 1956, the four-point star has undergone various modifications in appearance, but has remained
nearly unchanged since 1980. Since 2018, an illuminated version of the front grille badge has been offered
as an option.
Mark series (1968-1998)

Intended as a successor of the 1956-1957 Continental Mark II personal luxury car, the Continental Mark III
was the first generation of the revived Lincoln Mark series. Marketed as personal luxury cars, the Mark
series served as the flagship of the entire Ford Motor Company range. Though marketed and serviced
through the Lincoln-Mercury dealer network, Mark series vehicles did not carry Lincoln badging (with the
exception of the four-point star badge, itself inherited from the Mark II), with Ford officially using
Continental as the brand name (later used for all Mark-series VINs).

For 1986, the Continental Mark VII was renamed the Lincoln Mark VII in an effort to end nomenclature
and advertising confusion over the model line. The successor 1993-1998 Mark VIII would use the Lincoln
brand name through its entire product run.

Along with serving as a flagship model line, the Mark series introduced the Designer Edition option
package for the 1976 Mark IV. In 1982, Lincoln introduced its first Designer Edition vehicle, offering a
Cartier Edition Town Car, offering the option through 2003. The feature of design-coordinated interiors and
exteriors made their return in 2017 with the introduction of its flagship Black Label trim series.

Slogans
Travel well
What a luxury car should be
American luxury
Smarter than luxury (2010)[47]
Quiet flight (2018)[48]

Current model line

Model Category Years
Lincoln Navigator Full-size SUV 1998–present
Lincoln Nautilus Mid-size two-row crossover SUV 2019–present
Lincoln Aviator Mid-size three-row crossover SUV 2020–present
Lincoln Corsair Compact crossover SUV 2020–present

Motorsport
Like all American brands of the 1950s, Lincoln participated in NASCAR's Grand National Stock Car
series, winning the first race in that series.[49] Lincolns were campaigned in NASCAR through 1953.

The Continental Mark VII was raced in the Trans-Am Series in 1984 and 1985 without success, with the
best result being a ninth-place finish (at the 1984 Watkins Glen Trans-Am race[50]).

The Lincoln Mark VIII was tested at Charlotte Motor Speedway in 1996 as a potential replacement for the
discontinued Ford Thunderbird, but the car was rejected by NASCAR due to a lack of wind tunnel testing
and not getting the serial numbers of the parts to ensure they were stock components, as well as Ford not
wanting to give Lincoln, traditionally a luxury brand, a racing image; Ford ultimately replaced the
Thunderbird with the Ford Taurus.[51]
Presidential cars
During the 20th century, Lincoln produced several official state limousines for Presidents of the United
States, from Franklin D. Roosevelt to George H. W. Bush. Along with producing the first purpose-built
presidential limousine, Lincoln produced two of the first armored vehicles for presidential use.

1939 Model K "Sunshine Special"

The first Lincoln used as a Presidential State Car was a 1939

Lincoln Model K convertible, fitted with Brunn coachwork for the
use of Franklin D. Roosevelt. A convertible-top body was selected
to allow the president to be seen by crowds without exiting the
vehicle, leading to the "Sunshine Special" name.

The Sunshine Special underwent a series of security and safety

upgrades in 1942 (largely in response to the beginning of World
1939 Lincoln Model K "Sunshine
War II). Along with armor plating and bulletproof glass, the vehicle Special" (1942 facelift)
adapted storage for Secret Service weapons, increasing the weight
of the vehicle to 9,300 pounds. The retractable roof remained in
place; at the preference of President Roosevelt, the vehicle continued to drive with the roof retracted for
most uses.

After traveling across the United States for the Roosevelt administration, the Sunshine Special traveled
overseas with the Truman administration (becoming the first presidential limousine to do so). After serving
both the Roosevelt and Truman administrations, the Sunshine Special was retired in 1950.[52]

Today, the Sunshine Special is on display at the Henry Ford Museum in Dearborn, Michigan.

1950 Lincoln Cosmopolitans

To replace the Sunshine Special with a more modern vehicle, the

Truman White House leased a fleet of 10 1950 Lincoln
Cosmopolitans, including 9 sedans and 1 convertible. The vehicles
were bodied by Henney Motor Company with security upgrades
from Hess & Eisenhardt.

For 1954, President Eisenhower ordered a removable Plexiglas

roof fitted to the 20-foot-long Cosmopolitan convertible, with the
1950 Lincoln Cosmopolitan "Bubble
vehicle adapting the "Bubble Top" nickname. Along with the
Top" convertible
Truman and Eisenhower administrations, Lincoln Cosmopolitans
would see use by Presidents John F. Kennedy and Lyndon B.
Johnson (once), with the "Bubble Top" retired in 1965.

1961 Lincoln Continental SS-100-X

In 1961, President Kennedy began to use a modified 1961 Lincoln Continental convertible, replacing the
Lincoln Cosmopolitans. Codenamed SS-100-X, the 1961 Lincoln was extended in length by over 3 feet
(adding an additional row of jump seats to the interior). Designed as an open car by Hess & Eisenhardt of
Cincinnati, Ohio, the vehicle was developed with a set of interchangeable tops; along with a stainless-steel
 targa top for the drivers compartment, the passenger compartment
included either a black formal-profile top or a set of plexiglass roof
sections (succeeding the "Bubble Top" Cosmopolitan). In
presidential parades and motorcades, the limousine was often used
as an open car; along with maximizing visibility of the President for
constituents, the configuration reduced stress on the cooling system.

1961 Lincoln Continental (SS-100-X), As a consequence of its open-car configuration, SS-100-X would
shown with rear Plexiglass top play a role in the November 1963 assassination of President
installed, June 1961 Kennedy, which would forever change the design of Presidential
state cars.

Post-Kennedy usage

Following the Kennedy assassination, SS-100-X was initially

investigated for evidence. In early 1964, the vehicle was released to
Hess and Eisenhardt to undergo security and safety upgrades. In
what was dubbed "The Quick Fix", SS-100-X was dismantled and
remanufactured (many removed components were destroyed).[53]
At a cost of over $500,000, the limousine received titanium armor
View of permanently installed roof on
plating, bulletproof glass, and upgraded communications
SS-100-X systems.[53] The armoring was extended to the roof, as the open-
car configuration was replaced by a permanently fixed roof. To
accommodate the 2,000-pound increase in weight (and the heavy-
duty air-conditioning system), SS-100-X was fitted with a custom-built V8 engine.[53] For its return to the
White House, the limousine was again painted dark-blue; upon the insistence of President Johnson, the
vehicle was repainted black to reduce its association with the Kennedy assassination.[53] Subsequently, all
Presidential State Cars have used black as an exterior color.

Following its return to service, SS-100-X was used for the 1965 inauguration of President Johnson and
remained in front-line service until 1967. Following its use by the Johnson administration, the rebuilt SS-
100-X saw occasional use by Presidents Nixon, Ford, and Carter before its retirement in 1977.[53]

SS-100-X is on display at the Henry Ford Museum in Dearborn, Michigan along with the Sunshine
Special.

1965-1968 Lincoln Continentals

During the 1960s, the Johnson administration used several Lincolns

alongside the SS-100X. The administration acquired three 1965
Lincoln Continental Executive limousines (two used by the
President; one was used by Secretary of Defense Robert
McNamara) and later placed a 1968 Lincoln Continental stretch
limousine into service.

The 1968 Lincoln stretch limousine is on display at the Lyndon

1968 Lincoln Continental stretch
Baines Johnson Library and Museum in Austin, Texas.
limousine

1969 Lincoln Continental

For the Richard Nixon administration, the White House
commissioned a state limousine based upon a 1969 Lincoln
Continental, bodied by Lehman-Peterson of Chicago, Illinois.
Again adopting the security features added to SS-100X (including
armor plating and bulletproof glass), a sunroof was added to the 1969 Lincoln Continental limousine
vehicle to allow the President to stand upright in the vehicle (to
greet constituents from the motorcade).

Used by President Nixon until 1974, the 1969 Continental limousine is located at the Nixon Library in
Yorba Linda, California.

1972 Lincoln Continental

Developed for the second term of the Nixon administration, an

armored 1972 Lincoln Continental limousine entered service for the
Gerald Ford administration in 1974. Stretched to 22 feet in length
by Ford Motor Company, the vehicle weighed nearly 13,000
pounds following the addition of armor plating and security
upgrades.[52]
1972 Lincoln Continental limousine
(showing 1978 facelift) The 1972 Continental has notoriety similar to the SS-100-X with its
presence at two presidential assassination attempts. In 1975, the
limousine rushed Gerald Ford away during the assassination
attempt against him from Sarah Jane Moore. In 1981, Ronald Reagan was wounded in John Hinckley, Jr.'s
assassination attempt. While not directly hit by a bullet from Hinckley, Reagan was wounded by a bullet
that had struck the armor plating on the side of the car, ricocheting off of the vehicle.

Used by Gerald Ford, Jimmy Carter, and Ronald Reagan, the 1972 Continental is on display at the Henry
Ford Museum alongside the Sunshine Special and SS-100-X.

1989 Lincoln Town Car

The last Lincoln used as a Presidential state car is a 1989 Lincoln

Town Car commissioned for George H. W. Bush. In line with its
1983 Cadillac Fleetwood Brougham predecessor, the roofline of
the Town Car was raised several inches to accommodate for the
thickness of bulletproof glass (while preserving outward visibility). 1989 Lincoln Town Car state
To better handle the weight of armor plating and unspecified limousine
security upgrades, the powertrain was upgraded to that of an F-250
pickup truck, receiving a 7.5L V8 and an E4OD 4-speed automatic
transmission.

Today, the car is on display at the George Bush Presidential Library in College Station, Texas. Since 1993,
the Secret Service has used limousines derived from Cadillac vehicles as a presidential state car.

See also
List of automobile manufacturers of the United States

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External links
Official website (https://www.lincoln.com/)
Lincoln (https://curlie.org/Recreation/Autos/Makes_and_Models/Lincoln) at Curlie
Website of Lincoln Presidential Limousines (http://c.barat.free.fr/lincoln/limousine/limo.html)

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