The two biggest U.S. auto makers will unveil new passenger cars at the New York International Auto Show later this week. While earmarked for sale in the U.S. and other markets, the sedans take specific aim at the growing collection of Chinese buyers snapping up Audi A8s, BMW 7-Series and Mercedes-Benz S-class.
Ford Motor Co., meanwhile, is reviving its Continental name, attaching it to a posh new sedan to be launched in 2016. Ford Chief Executive Mark Fields said in an interview that the new “flagship” represents a bold and costly step for a brand striving to get on its feet. Pulling a name from the Lincoln brand’s glory days should demonstrate the brand has a “history with a future,” Mr. Fields said.
Lincoln President Kumar Galhotra said the Continental is part of a bigger “quiet luxury” experience that Ford is trying to develop. Ford believes many potential customers will relate with the Continental’s role in U.S. history, often serving as the presidential limousine.