Lincoln Motor Company
Sub-brand
UnclaimedLincoln is Ford Motor Company's luxury vehicle brand, known today primarily for premium SUVs and crossovers.
Last updated August 25, 2026
Overview
Lincoln Motor Company, generally marketed simply as Lincoln, is the luxury vehicle division of Ford Motor Company. Founded in 1917 by Henry M. Leland and his son Wilfred, the company was named for Abraham Lincoln, whom Henry Leland regarded as the first president for whom he had voted. Lincoln initially manufactured Liberty V12 aircraft engines for the United States war effort before shifting to automobile production after the First World War. Its first automobile, the Model L, entered production in 1920. The transition from military manufacturing to automobiles proved difficult. Lincoln struggled with production and cash flow and entered receivership in 1922. Ford Motor Company acquired it in February of that year, with Edsel Ford taking responsibility for the operation. The purchase gave Ford an established luxury nameplate capable of competing with General Motors' Cadillac and helped establish a higher-priced product tier above the Ford range. Lincoln's early automobiles emphasized large engines, conservative styling, custom bodywork, and formal coachbuilt designs. The Model L and Model K served affluent private customers, businesses, government institutions, and limousine operators. In the 1930s the brand broadened its portfolio with the Lincoln-Zephyr, a more aerodynamic and accessible model using unibody construction and a V12 engine. Edsel Ford's personal 1939 Continental-inspired automobile led to the production Lincoln Continental, a model that became one of the company's defining nameplates and helped establish the American personal-luxury-car category. Ford reorganized Lincoln as a formal division in 1940. After the Second World War, Lincoln was paired with Mercury in the Lincoln-Mercury Division, an arrangement that continued until Mercury was discontinued in 2010. Lincoln subsequently returned to the Lincoln Motor Company name in 2012. Continental was integrated into Lincoln in 1959, while the Mark series was marketed through Lincoln from 1969 and adopted the Lincoln name in the 1986 model year. The brand's four-point star emblem descends from a badge introduced for the 1956 Continental Mark II; its modern form was introduced in 1980. Over the decades, Lincoln produced full-size sedans, personal luxury coupes, executive cars, limousines, station wagons, and sport-utility vehicles. Several Lincoln models served as official state limousines for presidents of the United States, reinforcing the brand's association with formal American luxury. Major nameplates included the Continental, Town Car, Mark series, Navigator, Aviator, Nautilus, and Corsair. Lincoln's modern strategy shifted decisively toward utility vehicles. Beginning with the 2021 model year, its North American range consisted solely of SUVs and crossovers rather than sedans. The current portfolio is centered on the Corsair, Nautilus, Aviator, and Navigator, with the brand competing against Cadillac, Lexus, Acura, Genesis, Mercedes-Benz, BMW, and other premium manufacturers. Lincoln sells principally in North America, while official international markets include China, South Korea, and parts of the Middle East. It remains Ford's sole luxury nameplate after the closure of Mercury and the divestiture of most brands formerly associated with Ford's Premier Automotive Group.
History
Lincoln was established in August 1917 by Henry M. Leland and Wilfred Leland. Henry Leland had been associated with the creation of Cadillac and left General Motors during a dispute over wartime production policy. The new company received a large contract to assemble Liberty V12 aircraft engines during the First World War. Lincoln's Detroit plant assembled engines from components supplied by several manufacturers, including Ford and Cadillac-related suppliers. By the end of the war, it had assembled approximately 6,500 engines and employed roughly 6,000 people. On January 26, 1920, Lincoln was reorganized as an automobile manufacturer. Its first production automobile, the Model L, was completed on September 16, 1920. The move from military production was poorly executed: customers faced long waits, costs were high, and the company struggled to establish reliable automobile operations. Lincoln entered receivership in 1922. Ford Motor Company acquired it on February 4, 1922, after a court-supervised sale. Edsel Ford became responsible for the company, while Henry and Wilfred Leland initially remained involved before leaving later that year. Ford improved Lincoln's factory, manufacturing processes, and powertrain reliability. The Model L continued to be sold in standard and custom-bodied forms, allowing buyers to order formal coachbuilt bodies comparable with those offered by higher-priced European and American luxury manufacturers. A Lincoln served as the first official state limousine used by a U.S. president in 1924, when a Model L was supplied for Calvin Coolidge. The Model K replaced the Model L for 1931. It introduced a longer and lower platform and later received a V12 engine. From 1933 Lincoln produced only V12-powered vehicles, positioning the brand at the upper end of the American luxury market. In 1935 the Model K moved further upward in price, competing with brands such as Cadillac, Packard, Duesenberg, and Rolls-Royce. A second, more accessible line appeared in 1936 as the Lincoln-Zephyr. Its aerodynamic shape, unibody construction, and V12 engine gave Lincoln a more modern product and substantially expanded sales. The Continental originated in 1938 when Edsel Ford commissioned designer E. T. Gregorie to create a European-influenced car for personal use. The resulting 1939 vehicle, based on a Zephyr convertible chassis and distinguished by its long hood, deleted running boards, and rear-mounted spare tire, attracted public attention during Edsel Ford's trip to Florida. Lincoln converted the design into a production model for 1940. The Continental became one of the marque's most recognizable products and later helped define the personal-luxury segment. Lincoln suspended civilian automobile production after the United States entered the Second World War. In 1940 Ford had already reorganized Lincoln as a formal Ford division. After the war, Ford created the Lincoln-Mercury Division, pairing the luxury and medium-priced brands. Lincoln returned to production in 1946 and ended the Zephyr name. The 1949 model line introduced a postwar design and a V8 engine, replacing the earlier V12 architecture. During the 1950s Lincoln sought clearer separation from Mercury through larger platforms, more distinctive styling, and model names such as Cosmopolitan and Capri. The Continental name was developed as a separately positioned Ford luxury marque in the 1950s, most visibly through the Continental Mark II, but Continental was integrated into Lincoln in 1959. The Mark series continued to be sold through Lincoln from 1969 and adopted the Lincoln name in 1986. The Continental's four-point star emblem became a central visual identifier for the brand. Lincoln's later history included large sedans and limousines such as the Continental and Town Car, luxury coupes in the Mark family, and the Navigator SUV. The Navigator, introduced in the late 1990s, became a particularly important product as the North American luxury market moved toward full-size SUVs. The Aviator, Nautilus, and Corsair expanded Lincoln's SUV and crossover coverage. Mercury closed in 2010, and Ford restored the Lincoln Motor Company name in 2012. By the 2021 model year Lincoln had completed a major portfolio transition away from sedans. Its range became SUV- and crossover-only, reflecting changing consumer demand and Ford's strategy for the division. Lincoln now operates as Ford's premium brand, with major markets in North America and selected international territories including China, South Korea, and parts of the Middle East.
- 2021
Lincoln adopts an SUV-and-crossover-only portfolio
[1]The brand's principal lineup no longer includes sedans, reflecting the shift in premium-market demand.
- 2012
The Lincoln Motor Company name returns
[1]Ford restores Lincoln's original corporate-style name as part of a brand repositioning effort.
- 2010
Mercury closes
[3]Ford discontinues Mercury, leaving Lincoln as its only luxury vehicle brand.
- 1997
Navigator expands Lincoln into full-size SUVs
[2]The Navigator establishes Lincoln as a major participant in the growing North American luxury-SUV market.
- 1959
Continental is integrated into Lincoln
[1]The separately positioned Continental marque becomes part of Lincoln.
- 1945
Lincoln-Mercury Division is created
[1]Ford pairs Lincoln and Mercury in a shared organizational division after the war.
- 1940
Lincoln Continental enters production
[1]The Continental, derived from Edsel Ford's personal 1939 automobile, becomes a production Lincoln model.
- 1940
Lincoln becomes a Ford division
[1]Ford formally reorganizes Lincoln as the Lincoln Division of Ford Motor Company.
- 1936
Lincoln-Zephyr launches
[1]Lincoln adds a streamlined, lower-priced sub-marque using unibody construction and a V12 engine.
- 1931
Model K replaces Model L
[1]The Model K introduces a new, longer chassis and becomes Lincoln's principal flagship line.
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Products and positioning
American premium and luxury automotive brand emphasizing spacious vehicles, quiet cabins, comfort-oriented design, personalized hospitality, and SUV-based product offerings. Its traditional principal American rival is Cadillac.
Luxury automobile · 1920
Lincoln Model L
Lincoln's first automobile, produced from 1920. It used a conservative luxury-car design and was offered with factory and custom coachbuilt bodies. The Model L established Lincoln's early position against Cadillac, Packard, and other high-priced American manufacturers.
Luxury automobile · 1931
Lincoln Model K
Introduced for 1931 as the successor to the Model L, the Model K used a longer, lower chassis and later adopted a V12 engine. It represented Lincoln's highest-priced prewar offering and competed with prestigious American and European marques.
Luxury automobile · 1936
Lincoln-Zephyr
Launched in 1936 as a more accessible Lincoln sub-marque, the Zephyr combined streamlined styling, unibody construction, and a separate V12 engine design. Its strong initial sales broadened Lincoln's customer base during the late 1930s.
Luxury car · 1940
Lincoln Continental
The Continental began as Edsel Ford's personal European-influenced automobile and entered production in 1940. It became a defining Lincoln nameplate, associated with formal luxury, long-distance comfort, executive transportation, and the development of the American personal-luxury segment.
Full-size luxury sedan · 1981
Lincoln Town Car
A large rear-wheel-drive luxury sedan strongly associated with executive, limousine, and livery service. The Town Car became one of Lincoln's best-known late twentieth-century products before the brand moved away from large sedans.
Full-size luxury SUV · 1997
Lincoln Navigator
Lincoln's flagship full-size SUV and one of the brand's most strategically important modern products. The Navigator combines three-row passenger capacity, towing capability, and luxury equipment, and helped establish Lincoln's relevance as the premium market shifted toward SUVs.
Midsize luxury SUV · 2002
Lincoln Aviator
A three-row midsize luxury SUV positioned below the Navigator. The current-generation Aviator emphasizes premium interior design, advanced driver assistance, and available electrified powertrain technology.
Midsize luxury crossover · 2018
Lincoln Nautilus
A two-row midsize luxury crossover formerly sold as the Lincoln MKX. Nautilus serves customers seeking a quieter and more comfort-focused alternative to conventional sport-oriented premium crossovers.
Compact luxury crossover · 2019
Lincoln Corsair
Lincoln's compact luxury crossover, introduced as the successor to the MKC. It is the entry point to the modern Lincoln SUV range and emphasizes a compact footprint, upscale cabin, connectivity, and available plug-in hybrid technology in some markets.
Marketing campaigns
- 2012The Lincoln Motor Company brand relaunch
United States
Ford revived the Lincoln Motor Company name as part of a broader effort to separate Lincoln more clearly from Ford and reposition it as a distinct luxury brand.
Outcome. The relaunch established the name and identity used by the brand today.
Brand decisions
2021
Transition to SUVs and crossoversStrategyBackground
Consumer demand in the North American premium market shifted substantially toward utility vehicles.
Action taken
Lincoln ended its sedan-focused portfolio and offered only SUVs and crossovers from the 2021 model year.
Aftermath
The Navigator, Aviator, Nautilus, and Corsair became the core of the modern product range.
2010
Mercury closureStrategyBackground
Ford discontinued Mercury after determining that the brand no longer had a sufficiently distinct strategic role.
Action taken
Ford ended Mercury production and retained Lincoln as its sole luxury nameplate.
Aftermath
Lincoln became Ford's only premium brand in North America.
1940
Formal integration into FordStrategyBackground
Ford sought a clearer organizational structure for its luxury business and closer alignment with the operating model used by major competitors.
Action taken
Lincoln Motor Company was reorganized as the Lincoln Division of Ford Motor Company.
Aftermath
Lincoln became structurally comparable to Cadillac within General Motors.
1922
Ford acquisition of LincolnM&ABackground
Lincoln's postwar transition to automobile production created severe financial and operational difficulties, leading to receivership.
Action taken
Ford Motor Company acquired Lincoln and placed Edsel Ford in charge of the business.
Aftermath
Lincoln became Ford's luxury vehicle brand and a direct rival to Cadillac.
Acquisition price. $8,000,000 (February 4, 1922)
Recent events
- 2020
Lincoln shifts to an SUV and crossover-only range[1]
Product generation
Beginning with the 2021 model year, Lincoln's lineup in its principal markets consisted exclusively of SUVs and crossovers.
- 2012
Lincoln revives the Lincoln Motor Company name[1]
Other
Ford returned the division to the Lincoln Motor Company name after decades of operation within Lincoln-Mercury.
- 2010
Mercury is discontinued[3]
Other
Ford ended the Mercury brand, leaving Lincoln as Ford's sole luxury nameplate.
- 1945
Lincoln-Mercury Division is formed[1]
Other
Following the Second World War, Ford paired Lincoln and Mercury within a shared division that remained in place until Mercury's closure.
- 1940
Lincoln becomes a formal Ford division[1]
Other
Ford reorganized Lincoln as the Lincoln Division of Ford Motor Company rather than leaving it as a comparatively autonomous acquired company.
- 1922
Ford acquires Lincoln Motor Company[1]
M&A · Other
Ford Motor Company purchased Lincoln after the company entered receivership, establishing Lincoln as Ford's luxury vehicle nameplate.
Sources5 sources
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