Business

Lincoln Continental, the Car of Presidents, is Returning

Published

11 years ago

March 31, 2015

A Lincoln Continental concept car is shown at the New York International Auto Show, Monday, March 30, 2015, in New York. Thirteen years after the last Continental rolled off the assembly line, Ford Motor Co. is resurrecting its storied nameplate. The production version of the full-size sedan goes on sale next year. (AP Photo/Mark Lennihan)

DEE-ANN DURBIN, AP Auto Writer

DEARBORN, Mich. (AP) — Elvis Presley had one; so did Clark Gable. It was even the sedan of presidents. Then the name vanished amid an invasion of newer luxury cars from Europe and Asia.

Now, the Lincoln Continental is back.

Thirteen years after the last Continental rolled off the assembly line, Ford Motor Co. is resurrecting its storied nameplate. The new Continental debuts in concept form at this week’s New York auto show. The production version of the full-size sedan goes on sale next year.

After more than a decade of toying with alphabetical names like LS and MKS to be more like its foreign rivals, Ford’s 98-year-old Lincoln brand is embracing its heritage. It’s a measure of the growing confidence at Lincoln, which is finally turning around a decades-long sales decline. And it’s a nod to the importance of China, where customers know the Continental name and appreciate brands with a rich history.

Ford CEO Mark Fields says the Continental always represented the best of Lincoln. Resurrecting it sets higher expectations, both within the company and outside of it.

“When we get a chance to work on an iconic nameplate like that, it’s a mixture of pride and a mixture of fear, because when you put that name out there, it’s got to deliver,” Fields told The Associated Press in a recent interview.

The Continental was born in 1938, when Henry Ford’s son Edsel commissioned a convertible he could use on his spring vacation. Thrilled by the reception he got as he drove the elegant sedan around Palm Beach, Edsel made the Continental part of Lincoln’s lineup.

The Continental soon became the pinnacle of American luxury. Warner Brothers gave Elizabeth Taylor a 1956 Continental with a custom paint color to match her eyes. A darker historical note: John F. Kennedy was riding in the back of a 1961 Continental convertible when he was assassinated in Dallas.

Continental sales peaked in 1990 at 62,732. But after that, Lincoln’s sales began slipping.

Ford had acquired other luxury brands such as Jaguar and Volvo. Lincoln’s designs got dull and failed to stand out from lower-priced Fords. The Continental was also squeezed by competition from the midsize Lincoln LS, which debuted in 2000, and the bigger Town Car.

Ford also underestimated the threat posed by German rivals, who were expanding their lineups, and newer Japanese luxury brands. By 2000, Lexus was the top-selling luxury brand in the U.S.; last year, BMW was.

To make its way back, Lincoln isn’t trying to be sporty like BMW or showy like Cadillac. Instead, Fields says, it wants to give drivers an experience that is elegant and serene.

“We want folks to get into our vehicles and — for lack of a better term — chill,” Fields said.

The strategy appears to be working. Lincoln’s U.S. sales rose 16 percent last year, making it one of the fastest-growing luxury brands in the market. The midsize MKZ was the brand’s top seller.

Full-size sedans like the Continental are a tough sell in the U.S., where buyers tend to prefer midsize sedans or SUVs. U.S. sales of Lincoln’s current full-size sedan, the MKS, fell 24 percent last year.

But globally, the segment is growing, Fields says. Ford has high hopes for the Lincoln brand in China, where it’s opening dazzling new dealerships complete with waterfalls. Ford began selling Lincolns in China late last year, and plans to open more than 20 dealerships there this year.

The concept car being unveiled Monday in New York is painted a deep Prussian blue, an homage to Continentals of the 1950s and 1960s. But there are few other references to its history.

Lincoln’s split-wing grille, a feature that dates to the 1940s, has been replaced by a tight, rectangular mesh grille, its shiny chrome patterned with tiny versions of Lincoln’s rectangular logo. The sides are smooth; even the door handles are hidden within a narrow strip of chrome at the beltline.

The concept is a technology showcase. The driver’s seat has a patented split cushion, so if the driver holds one leg out further than another, it will support each leg separately. The moonroof glass turns opaque with the touch of a button. Another button automatically moves the front passenger seat forward and fully reclines the rear passenger seat. That’s another nod to China, where luxury car owners often have their own drivers.

Under the hood is a 3-liter V6 EcoBoost engine that’s unique to Lincoln. Ford isn’t yet revealing more details, like whether the car is front- or rear-wheel drive. The Continental switched to a front-wheel-drive sedan in the 1980s, but many of its current competitors — the Infiniti Q70, Mercedes Benz S-Class and Lexus LS — are rear-wheel drive.

The Continental is expected to replace the seven-year-old MKS, which currently sits atop Lincoln’s car lineup.

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Oakland Post: Week of September 2 – 8, 2026

The printed Weekly Edition of the Oakland Post: Week of September 2 – 8, 2026

Published

3 days ago

September 7, 2026

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Business

Longtime BWOPA Member Brendalyn Goodall Appointed to California Workforce Development Board

Gov. Gavin Newsom has appointed longtime Black Women Organized for Political Action (BWOPA) member Brendalynn Goodall to the California Workforce Development Board. Goodall, an Oakland resident with decades of experience in public service, has held leadership positions focused on

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2 weeks ago

August 30, 2026

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Post Co-Publisher Gay Plair Cobb with Brendalynn Goodall. Courtesy photo.

By California Black Media

Gov. Gavin Newsom has appointed longtime Black Women Organized for Political Action (BWOPA) member Brendalynn Goodall to the California Workforce Development Board.

Goodall, an Oakland resident with decades of experience in public service, has held leadership positions focused on employment, aging services and assistance for underserved communities.

“Brendalynn will be a great addition to this Board,” said Gay Plair Cobb, who served as former state Assemblyman Sandre Swanson’s alternate to the California Workforce Development Board (CWDB).

“She understands that California’s non-profit organizations serve persons who have the most significant barriers to their labor market success and that the Board should help these groups navigate the complicated requirements of state funding.

“In other words, she will be a strong advocate for our most marginalized populations. Her voice is needed now, more than ever.”

CWDB works with the governor to shape workforce policies, programs and investments designed to strengthen the state’s economy. It collaborates with employers, workers, labor organizations, educational institutions, community groups and California’s 45 local workforce development boards to expand access to quality jobs and respond to regional employment needs.

According to the board, its work includes coordinating state programs and guiding investments in workforce training and development.

BWOPA California celebrated the appointment, describing Goodall as a dedicated advocate for workers, families and older adults.

“Her appointment reflects a lifetime of leadership, service, and unwavering commitment to strengthening California’s workforce and expanding opportunity for all,” the organization stated in a press release.

Goodall served as summer jobs program coordinator in the Oakland Mayor’s Office from 2012 to 2014. In that position, she helped connect young people with employment opportunities and job experience.

Before joining the Mayor’s Office, Goodall was division manager for Aging and Adult Services in the City of Oakland Human Services Department from 2002 to 2011. She previously served as senior services supervisor and program director for the city’s Department of Aging, Health and Human Services from 1990 to 2002.

Goodall is also a member of the California Commission on Aging, which advises the governor and state officials on policies and programs affecting older Californians.

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Jackie Wright Champions Bay Area Stories, Filmmakers and Cultural Institutions

As an award-winning communications professional, Wright has worked with corporations, nonprofits, government agencies, educational institutions, artists, and community organizations. In 2026, she expanded that work by launching an introductory public relations class for small businesses and nonprofits, offering practical tools for gaining visibility, shaping messages and building productive relationships with the media.

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Jackie Wright of Wright Enterprises. Photo courtesy of Wright Enterprises.

By Carla Thomas

Jackie Wright has spent more than two decades helping people, organizations and communities understand the power of a well-told story.

As founder and president of Wright Enterprises, a San Francisco-based strategic communications and public affairs firm, Wright has built a career spanning journalism, public relations, media relations, crisis communications, community engagement and multimedia storytelling.

Wright’s commitment to storytelling is also deeply personal. She wrote and co-directed the 15-minute documentary, “Love Separated in Life…Love Reunited in Honor,” which chronicles the story of her parents, Specialist Five (S5 Wyley Wright Jr. and Ouida Fay McClendon Wright. Her father, a U.S. Army helicopter crew chief, died in Vietnam in 1964 while serving as an honor guard during a visit by then-Secretary of Defense Robert McNamara. Decades later, Wright and her siblings had their father exhumed from a segregated cemetery in Jacksonville, Florida, and their mother moved from her burial place in Georgia so the couple could be reunited at Arlington National Cemetery in 2014.

The family journey later took Wright and her sister to Vietnam, where they discovered the former military compound that had been named in honor of their father and another fallen soldier. The documentary, centered on love, war, family, racial understanding, and remembrance, earned festival recognition at screenings.

“It was quite an honor to learn about my family’s history and share it on film,” said Wright.

That filmmaking experience complements Wright’s longstanding advocacy for independent cinema. She has served as a media partner and brand ambassador for Bay Area film festivals, including the San Francisco Black Film Festival, Oakland International Film Festival, and the Durban International Film Festival in South Africa.

“It’s important to help filmmakers and underrepresented stories reach broader audiences,” said Wright.

Whether promoting a neighborhood organization, championing an independent filmmaker or preserving her own family history, Wright has remained consistent. Through Wright Enterprises, she has turned communications into both a profession and a form of community service, telling stories that might otherwise go unheard.

“Our stories are an integral part of our history, and our history is not only American history, but worldwide,” she said.