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Luxury in Motion A few years ago, before Jim Farley was promoted to Ford's corner office as CEO, he and I discussed Lincoln's challenge of competing in the demanding landscape of the luxury automotive market. My assertion was that Lincoln should continue to produce and refine the Continental Coach Door Edition, a $100,000 luxury sedan with a long wheelbase and elegant, wide opening rear-hinged rear doors, just like what Rolls-Royce offers. Although Farley dismissed my suggestion, I recently discovered a four-year-old, low mileage Lincoln Continental Coach Door model offered in the used car market for nearly $100,000. So, I stand by my assertion. Lincoln is hardly alone in dismissing sedans in favor of SUVs. Infiniti has also taken that path, and if you scour a neighborhood parking lot for non-SUV luxury vehicles, you might count them without removing your loafers. And Lincoln's four-model lineup has allowed the team a sharp brand focus. Not long ago, Lincoln made the wise decision to return to model names instead of uppercase letters to identify their offerings. e naming strategy is formulated from aviation themes, beginning with the compact Corsair, moving up to the two-row Nautilus, then the midsize three-row Aviator, and ending with the big, full-size Navigator. detour transportation PHOTOGRAPHY COURTESY OF LINCOLN e Lincoln Aviator Black Label offers striking design, intuitive technology, and an effortless drive BY BRIAN DOUGLAS ranchandcoast.com 92 MARCH 2026 RANCH & COAST MAGAZINE