Ford Decides to Discontinue the Lincoln Continental in Favor of Expanding SUV Lineup

It comes as no surprise that Lincoln is following Ford’s footsteps given the surge in popularity of SUVs and crossovers over the past decade. These rugged vehicles are not being viewed as mere substitutes for traditional sedans but are overtaking them on American roads, perceived as safer, more versatile, and spacious options by consumers. With advancements in engineering and affordable fuel prices, the preference for SUVs and crossovers has become predominant, making the transition a logical choice.

Lincoln has already adapted to this market trend by introducing a range of new SUV models, and now it’s taking a further step by discontinuing the iconic car that carried its legacy from the 1960s and was envisioned as a flagship for the modern era.

“Lincoln is committed to keeping its latest SUV lineup innovative, with more announcements expected later this year,” mentioned their statement to Automotive News. “However, given the declining demand for full-size luxury sedans in the U.S., we have decided to conclude the production of the Lincoln Continental by the year-end.” 

The reintroduction of the Continental just four years ago after a 15-year pause played a significant role in reviving Lincoln’s prestige from its days of badge engineering. Features like 30-way seats and rear passenger coach doors showcased a departure from rebranded models. Although critics raised concerns about the FWD platform and absence of a V8, the 400-horsepower 3.0-liter twin-turbocharged V6 engine was well-received.

Despite Matthew McConaughey’s endorsement campaigns, the public’s preference seems to be in favor of vehicles with higher ride height and increased space rather than premium sedans. The revenue generated from Lincoln’s successful SUV lineup will be pivotal in funding their upcoming electric and autonomous vehicle ventures.

Despite the discontinuation of some models, it doesn’t signify a downfall for Lincoln. Ford Vice President John Savona emphasized, “Our production aligns with evolving customer preferences… Lincoln remains a key brand for Ford Motor Company, and we are optimistic about its future.”

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