Next-generation Lincoln Town Car for 2028?

Let’s face it, Lincoln is stuck in a design rut these days. Just look at the current US lineup, and it’s hard not to notice how similar everything feels. Most of the brand’s SUVs share the same visual formula with large grilles and nearly identical proportions. From a distance, it can be difficult to tell one model from another.

And while SUVs dominate the market, the absence of any sedan offering in North America certainly doesn’t help the brand stand out. Historically, luxury sedans have often been the canvas for bold design ideas. It’s simply easier to create a distinctive silhouette with a long, low sedan than with a tall, brick-shaped SUV riding high on big wheels.

Meanwhile, across the Atlantic, Jaguar is getting ready to launch the new 00 EV sedan. The concept’s design immediately divided opinions. Some called it bold and visionary, while others found it downright shocking and ultimately, ghastly. But interestingly, the more people see it, the more it seems to grow on them. That’s often the case with truly daring automotive design. First reactions can be harsh, yet over time, the originality begins to shine through.

More importantly, early reports from journalists who have driven prototype versions of Jaguar’s upcoming EV sedan have been very positive. Reviews describe a refined, quiet, and genuinely luxurious driving experience that matches the dramatic styling. If the production version lives up to that promise, it could mark a major turning point for Jaguar.

But here’s an interesting thought experiment: what if Gerry McGovern was suddenly looking for a new challenge? And what if he ended up at Lincoln? (Wasn’t he let go from Jaguar a few months ago?)

For a brand that has recently struggled to capture attention, bringing in a designer known for bold, sometimes controversial ideas could be exactly the shake-up Lincoln needs. With roughly 104,000 vehicles sold globally last year, the historic American luxury marque clearly isn’t dominating headlines or sales charts. A fresh design philosophy could help change that narrative.

Imagine McGovern applying his signature long-hood, narrow-glasshouse proportions to a modern Lincoln sedan. The result could be something dramatic and imposing. Blending futuristic surfacing with classic American luxury cues. Think subtle nods to legendary models like the Lincoln Continental. Perhaps a modern, even larger interpretation of the iconic grille, hidden door handles, or even the famous rear “suicide doors.”

The illustration above hints at what such a design direction might look like: long, sculptural bodywork, ultra-thin lighting elements, and dramatic proportions that feel both futuristic and unmistakably luxurious.

Would it appeal to everyone? Probably not. But that might be the whole point.

Great luxury brands often succeed by being confident and distinctive rather than universally safe. Right now, Lincoln arguably plays things a bit too carefully. A McGovern-style design revolution could bring back the sense of drama and prestige that once defined the brand.

At this stage, it’s purely speculation—but it’s hard not to imagine how interesting Lincoln’s future lineup could look with that kind of creative shake-up.

Honestly, Lincoln could probably do a lot worse. And that new Universal EV Platform from Ford is almost ready to go. Just saying…

I guess all we can do for now is stare at some of these illustrations of past Town Car generations…