The Lincoln Continental was first designed as a one-off for Edsel Ford to take on his Florida vacation in 1939. The car’s long body, low height and minimalist trim made it one of the sleekest automobiles seen at the time, and so caught the attention of fellow holidaymakers.
Despite its popularity and reputation throughout the ensuing decades, Ford discontinued its legendary luxury sedan in 2002; pressure from the new competition ushered in by a throng of European luxury cars was too great, thereby causing sales to decline.
The redesigned Lincoln Continental is due to go
on sale in the US and
China next year
In a turnaround to the company’s strategy, the decision to bring back the Lincoln Continental was made by recently appointed CEO Mark Fields, in order to reinvigorate its luxury division. “Lincoln is a core element of delivering on our target of profitable growth for all. It’s also understanding we’re on a journey – that’s code for ‘it’s going to take some time’”, Fields said in an interview with Forbes.
Currently Ford’s luxury segment represents around 10 percent of the market in the US and six percent in China, yet these automobiles account for almost a third of the company’s overall profits. With China estimated to surpass the US and become the largest market for luxury cars worldwide by 2016, the redesigned Lincoln Continental is due to go on sale in the US and China next year, in response to these evolving trends.
The model will debut at the New York Auto Show this week; onlookers will see that luxury is the foremost feature for the new Lincoln Continental, with integrated storage for briefcases, suede footrests, mirrored tray tables that swivel to the passengers lap and of course, the car’s old-style champagne cup-holders.
The car that was the vehicle of choice for US presidents and icons such as Elvis, Liz Taylor and Clark Gable, will once again ride along the US highways, and this time will be driven in China too – as a beacon for luxury travel among the country’s growing wealthy elite.
