At last, Lincoln has finally filled the void left by the original Aviator. While I was a fan of the “Baby Navigator” styling of the original – the vehicle hardly left a mark on automotive history and not even the SUV craze of the early 2000s could save it from a mere three-year model run (2003-2005). While short-lived, its 14-year absence was not. Lincoln hasn’t had an equivalent competitor to the hugely successful GMC Acadia and Buick Enclave in that time.
The importance of the Aviator cannot be stressed enough. With crossover and SUV sales on the rise and car sales declining, the Aviator is an opportunity to reach customers that previously wouldn’t have cross-shopped Lincoln. While the MKZ and Continental have impressed tough critics, they are part of a segment which is seeing a steady decline in sales. Lincoln does already have four SUVs including the acclaimed redesigned Navigator, the MKT which is mostly a fleet vehicle and the refreshed Nautilus and MKC. The smaller SUVs tend to appeal more to younger buyers who are probably less likely to have Lincoln on their shopping list. However, a slightly older demographic with families would presumably be more interested in test driving a Lincoln. Therefore, the Aviator needs to be a homerun.
In previous Lincoln designs, we see the Ford model revealed ahead its Lincoln platform mate. With Lincoln being adamant about separating itself from Ford, it’s unsurprising that there was no mention of the Explorer during the model introduction.
The new Lincoln Group Vice President and Chief Marketing Officer, Joy Falotico, presented the Aviator. Falotico took over the role earlier this month having previously served as CEO of Ford Credit. According to Falotico, the new Aviator’s theme is “quiet flight” which is represented in both its performance and styling.
The exterior features the new Lincoln signature grille, a more upright and pronounced nose than in the Nautilus and MKC, and sweptback headlights. Lincoln succeeds in creating a distinct look despite having a traditional SUV shape without over styling. In my opinion, the rear of the Navigator is the weakest part – coming across as more of an afterthought, Lincoln learned their lesson and created a much more cohesive taillight design on the Aviator. The familiar rear quarter shape reminds me of the original Ford Taurus/Mercury Sable station wagons in a positive, nostalgic way, not in a sense that it in any way cheapens the presence of the Aviator. In looking more closely at just the back, there is a similarity between Land Rover’s recently redesigned Discovery – which reminded me of the Saab 9-5 wagon.
The stunning interior borrows heavily from the Continental and Navigator and includes a large center pop-up infotainment screen similar to Audi and Mercedes-Benz. Inside, the spacious cabin featured 2-tone tan and blue leather trim, dark wood, and brushed silver accents. Despite the number of different materials and colors, the interior manages to be elegant and modern without looking overstyled. Clearly, the version displayed is fully equipped to demonstrate that Lincoln is capable of providing a level of luxury on par with the Range Rover and other top premium SUV entries.
Mechanically, the new Aviator is on a rear-wheel drive platform. Lincoln is piloting new technologies on the Aviator including a new advanced suspension to enhance performance. Aviator owners will use their smart phone as a key via "Lincolnphone" to open the doors and trunk. Additionally, wireless charging will be available in the vehicle as well.
It is easy to view Lincoln as an American-only brand as it has been for most of its storied existence. However, Falotico was quick to reiterate the importance of the Aviator abroad. China is now the largest premium segment in world and sport utilities make up half of that premium segment.
Additionally, the Chinese market as a whole is now 60% larger than the U.S. auto market. Lincoln entered the Chinese market in 2014, a decade later than rivals. Despite playing catch up, Lincoln still sold 54,124 vehicles in China in 2017 – roughly half of their total sales (111,159 vehicles) in the U.S. To expand marketshare in China, Lincoln’s strategy includes planning for electrification and plug-in options per the country’s goal of 20% electrification of new vehicles sold by 2025.
Each company, especially one like Lincoln that has been desperately trying to reinvent itself for years, is searching for a clear message of what their brand represents. Given the name of the new model, the aeronautic inspiration is logical. Falotico continued to echo the theme of “quiet flight” when describing the acceleration as quick yet quiet. It struck me because a decade ago, such a statement would have been instantly attributable to Saab. Though a reminder of how much has changed since 2008, disruptive forces will drive the most rapid changes the industry has seen in the coming years.
With the rise of subscription services, it’s not surprising that Falotico is the former CEO of Ford Credit. Future Aviator drivers will have no shortage of options to get behind the wheel, Falotico mentioned that the Lincoln Concierge and delivery program is expanding to Canada and China and that the online shopping program is expanding as well. Lincoln is also launching a pilot luxury subscription service including 2015 to 2017 model year preowned vehicles in California.
With Lincoln’s recent success and innovative outlook, it appears the brand is cleared for takeoff.
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