New Lincoln Discount Reduces Continental MSRP By $2,500 In May 2019

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Lincoln Continental sales decreased 4 percent to 1,355 units in the first quarter of 2019, a rather heartbreaking sales performance, but one that is not surprising given the current market trends that strongly favor SUVs and larger vehicles over traditional sedans. And now, in what is very likely an effort to combat slumping sales, a new Lincoln discount offers conquest cash or owner loyalty cash, along with a low-APR financing offer for the 2019 Continental during the month of May.


The new, nationwide Lincoln discount offers for May 2019 on the Continental are as follows:

  • Purchase incentive for non-Lincoln owners: $500 retail bonus cash + $2,000 conquest cash + 0.9 percent APR for 60 months. This discount is available thru June 2nd, 2019.
  • Purchase incentive for Lincoln owners: $500 retail bonus cash + $1,000 owner loyalty cash + 0.9 percent APR for 60 months. This discount is available thru June 2nd, 2019.

It’s worth noting that the $500 retail bonus cash part of each aforementioned Lincoln discount is available to all shoppers, including those who do not qualify for either a conquest or loyalty purchase. Additionally, the $500 Lincoln discount will be available until July 1st, while the larger discounts will only be offered through June 2nd, 2019.

For reference, here are the applicable 2019 Lincoln Continental trim levels and their corresponding starting MSRPs, including the $995 destination charge:

  • Standard – $47,140
  • Select – $50,940
  • Reserve – $60,705
  • Black Label – $71,040

The $2,500 conquest Lincoln discount reduces the starting price of a 2019 Continental Standard to $44,640, the starting price of the Select model to $48,440, and the Continental Reserve to $58,205. The range-topping Black Label model sees its starting price decrease to $68,560.


  • Must take delivery from an authorized Lincoln dealer’s stock by June 2, 2019, unless specified otherwise.
  • See dealer for details.
  • Incentive for the United States of America, unless otherwise specified.
  • Some customers may not qualify for this offer.
  • Residency restrictions apply.
  • Offer not available with special finance, lease, and some other offers.

We strive to provide accurate and up-to-date information about the vehicles and their incentives in question, but errors and misprints can happen. In addition, the manufacturer can change incentive information at any time and without notice. Always consult with your dealer regarding color availability information before making purchase decisions. Ford Authority will not be held responsible for any misprints, typos or any other errors.

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Written by Francisco Cruz

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance.

Frank's a real jokester, too.

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