Why Lincoln needs a real Continental again.
A new Lincoln Continental is fun to imagine, especially as a truly retro-inspired, full-size four-door built for the 21st century. A true modern American luxury car that isn’t afraid of showing off its size.
Not a reboot of the 2017 model, which, as good as it was, never quite had the presence of a real Continental. With sales dropping to just 1,460 units, it clearly didn’t convince enough buyers that it was something special. It looked OK, but it lacked the unmistakable gravitas older Continentals carried so effortlessly.
A proper Lincoln Continental should be a big car. Something at least the size of a Mercedes-Benz S-Class, and unapologetically formal. It should feel substantial from every angle, with a strong silhouette and real road presence. And ideally, it would do all that for less money, giving buyers a distinctly American alternative to European flagships.
Ford doesn’t currently have a platform ready for such a car, but Jim Farley has mentioned the possibility of using its new “low-cost” architecture for a future Lincoln. That opens the door to something interesting.
“I don’t think we want to make an affordable hybrid as a Lincoln, but an affordable EV Lincoln, with over-the-top color choice and over-the-top interior customization would make sense.”
“Affordable” and “over-the-top customization” don’t usually go together, at least not in the traditional luxury sense. But in an EV era, maybe that formula could work differently. Fewer powertrain choices, but far more personalization. Like nique trims, bold paint options, rich materials, and interiors that feel curated rather than mass-produced. That could give Lincoln a fresh identity without abandoning its roots.
In more recent decades, the Continental had become Lincoln’s smaller sedan, sold alongside the more traditional Town Car. Many versions were V6-powered, front-wheel drive, and based on platforms shared with the Ford Taurus. While comfortable, they didn’t always project the authority expected of a flagship. These are also mostly forgotten.
Still, the Jack Telnack-designed eighth generation remains a highlight. It looked upscale, clean, and unmistakably like a proper Lincoln. The generation that followed tried to modernize the formula, even resembling a four-door version of the Lincoln Mark VIII at times. But by then, the Continental was already losing momentum, while the Town Car grew more popular with traditional buyers seeking space and familiarity.
A true revival today could finally reset that identity. An electric Continental could deliver the quiet ride, tons of smooth power, and relaxed character the brand was once known for. While also benefiting from modern proportions and interior space advantages. It wouldn’t need to chase sportiness or imitate European rivals. Instead, it could embrace comfort, elegance, and a sense of occasion.
A return of a proper American luxury sedan would be something worth celebrating. Something confident enough to embrace chrome, real wood, and classic design cues without apology. Something that values presence over trends.
If anyone actually buys it, that is.
If you think the luxury sedan market is a small one, how about something even less popular? Like a big American luxury coupe?
A 2-door Lincoln Continental would appeal to even fewer buyers. And yet. It would be quite something to see one gliding down the road…
