Lincoln Continental Concept

Lincoln is in a peculiar position.

Lincoln is in a peculiar position.

For the past several years it was pretty much not much more than a brand that produced cars that were either painted black and driven by people who made their living driving or thinly veiled versions of Ford products.

That began to change, as the Town Car went out of production and as design became more pronounced at Lincoln such that even if one were to know that the MKZ is based on the Ford Fusion, the contrast was sufficiently profound such that the veil is rather game-changing.

The word is that in order for Lincoln to attain credibility in the luxury space, or regain it, a large sedan is needed. It has a large sedan, the MKS. That isn’t getting it done. Last year, it delivered 8,160 units, which makes it better only than the somewhat ill-conceived MKT, which had sales of 4,800 units. It would be one thing if the MKS demanded big money, but the starting MSRP is just $38,850, so it isn’t like they’re overstuffing a vault in Dearborn.

So Lincoln will be getting something that it needs next year, something that looks like this:

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The Lincoln Continental Concept.

Specifics are few.

The concept (and likely real car) has a 3.0-liter EcoBoost engine. It has 30-way adjustable seats. Revel audio. LED matrix headlamps with laser-assist high beams.

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Here are a couple of quotes that strongly indicate where Lincoln is going:

“Luxury at its best is about simplifying and quietly exceeding expectations, rather than being the loudest statement on the road. The Continental Concept showcases the promise of quiet luxury from Lincoln going forward. It also is a strong indication of what’s to come next year as we introduce our new Lincoln Continental full-size luxury sedan.” So said Mark Fields, Ford Motor Company president and CEO.

Note the “quiet.” (Which may be an ill-conceived term, given that someone might point out that that is a muffled drum that Buick has been beating for some time with its “QuietTuning.”)

“Some brands talk about ‘the machine.’ Lincoln is different. For us, it is about more than the machine. It is about what our vehicles do for our clients.” So said Kumar Galhotra, Lincoln president.

Clearly, this is not a vehicle to go after the market of The Ultimate Driving Machine.

Elegance. Serenity. Technology. Here’s guessing that Matthew McConaughey isn’t going to get the gig next year.

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