Everyone needs to stop talking about when Lincoln will be revived, because it’s already happened, thanks to the Continental. The flagship sedan is turning out solid sales, and like a true halo model, it’s getting people in dealerships.
Automotive News calculates that the Lincoln Continental has managed to grab 14 percent of the large luxury sedan market. That’s good enough for a third-place finish, with only the Mercedes-Benz S-Class and Cadillac XTS performing better. Granted, that segment has been shrinking, but it’s a critical gauge of luxury brands’ health.
If you’re curious, the old Lincoln MKS, which was based on the Ford Taurus, only had a 7.2 percent share of the market once it reached the end of its run.
Various Lincoln dealers told Automotive News they’ve sold more cars like the MKZ thanks to the Continental. People come to the showroom to see the dramatic halo sedan, and they leave with something more affordable.
To see the brand revitalized is almost surreal. Sure, Lincoln has more progress it can make, but what car brand doesn’t?