As one of many luxury car brands, our customers want to know what Lincoln’s purpose is and what we’re about. And we have news for you: it’s not horsepower, and it’s not technology, though we do those well.
Instead, Lincoln is a company about American leadership. It was named after Abraham Lincoln by its founder Henry Leland, who was so inspired by the landmark president that he preferred to have the president’s name on his cars instead of his own.
For years the Lincoln Continental was the official car of the U.S. presidency. During the 1960s-1980s, the Continental was the car for the head of state. The last Lincoln to serve the president was a modified 1989 Lincoln Town Car that was in use until 1993, at which point the executive office switched over to Cadillac.
The Lincoln Continental hung on until 2002 and was discontinued for more than a decade. That’s changing, however, with the rebirth of the Continental, which will appear in the fall of 2016. Obviously we’re hoping to see its placed restored by the occupant of the oval office.
Because at its core, that’s what Lincoln is about. It’s about honoring America’s leaders. Whether you’re a small business owner, an independent professional, an artist, a caregiver, a homemaker, or even a celebrity like Matthew McConaughey, Lincoln is about serving those who take leadership in the U.S.A. and help us all to move forward.
It takes guts to be a leader. It’s hard work to put your vision out there and call people to work alongside you. But America has a long tradition of firsts, and a long line of leaders who have brought out the best of us. If that makes sense to you, then you might want to give Lincoln a second look.