What is the luxury version of Ford?
Lincoln is the luxury division of Ford Motor Company. This article explains Lincoln's role today, its lineup, heritage, and path forward within Ford's broader electrification plan.
Brand positioning and current lineup
Lincoln positions itself as Ford's premium brand, emphasizing quiet luxury, refined interiors, and a distinctive customer experience in the luxury SUV space.
Core models
The following models form Lincoln's core SUV lineup as of 2025:
- Navigator — full-size luxury SUV
- Aviator — mid-size luxury SUV
- Corsair — compact luxury SUV
- Nautilus — mid-size luxury SUV (formerly MKX)
These vehicles define Lincoln's current market presence, combining premium materials, advanced technology, and a calm, upscale design philosophy. The Black Label tier adds bespoke interiors and dedicated concierge services for a higher level of personalization.
Milestones in Lincoln's evolution
Below are some pivotal moments that shaped Lincoln's brand over more than a century, from its origins to its modern reinvention.
Key milestones
- 1917: Lincoln is founded by Henry M. Leland as an automobile brand of the Lincoln Motor Company.
- 1922: Ford Motor Company acquires Lincoln, giving the brand broader resources for luxury development.
- 1930s–1950s: Lincoln becomes synonymous with American luxury, competing with others in the premium segment.
- 1990s–2000s: Lincoln expands into SUVs and redesigns its lineup as part of a broader premium strategy.
- 2010s–present: Lincoln undergoes a brand revamp focused on modern design, technology, and a premium ownership experience, including the Black Label program.
These milestones show how Lincoln evolved from a standalone luxury marque to Ford's premium arm and its ongoing efforts to redefine itself in a rapidly changing market.
Design philosophy and customer experience
Lincoln's brand philosophy centers on quiet luxury, high-quality materials, and a refined, serene interior environment designed to minimize noise and maximize comfort. The company also emphasizes a premium ownership experience, with programs such as Black Label offering exclusive interiors and personalized concierge services.
Design and service pillars
- Quiet luxury aesthetics with premium materials and sound dampening.
- Black Label program delivering curated interiors, exclusive colors, and concierge services.
- Enhanced customer experience, including pickup/delivery maintenance and tailored ownership options.
Together, these elements aim to separate Lincoln from other luxury brands by pairing craftsmanship with a high-touch ownership journey.
Electrification and future direction
As part of Ford's broader electrification push, Lincoln plans to expand its electrified lineup and introduce more fully electric models while continuing to offer efficient plug-in hybrids where available.
Current electrified options include plug-in hybrid variants on select models in certain markets, with a broader all-electric strategy expected to unfold in the coming years as Ford scales its Blue Oval EV architectures and charging infrastructure.
Summary
Lincoln is Ford's luxury division, delivering premium SUVs, a distinctive design language, and a premium ownership experience. Its lineup centers on Navigator, Aviator, Corsair, and Nautilus, supported by a clear path toward greater electrification and product refinement. As Ford's premium brand, Lincoln seeks to balance heritage with innovation to appeal to luxury buyers seeking comfort, technology, and personalized service.
