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Ford Authority

Lincoln Dealer Council Head Wants Brand To Offer New Sedan

Along with the Ford brand, sedans disappeared from the Lincoln lineup a few years ago, following the discontinuation of models such as the Lincoln Continental and MKZ, after which the luxury brand transitioned to a crossover and SUV-only lineup. Since then, many consumers have called for Lincoln to bring sedans back, but as Ford Authority reported back in October 2020, the brand had no plans to do such a thing at the time – at least, in the foreseeable future. However, it seems as if one notable figure in the Lincoln Dealer Council would also like to see a new sedan added to the lineup as well.

A photo showing the exterior of the Lincoln Zephyr from a rear three quarters angle.

“I’m still a believer that a four-door sedan could be wildly successful,” Matt Demmer, chairman of the Lincoln National Dealer Council, told Automotive News in a recent interview. “When you’ve seen a lot of people exit that market, there’s a big percentage of those buyers willing to defect to another brand to have a sedan. I think that’s a huge opportunity. Any time there’s a sports car, kind of a halo-type product we could get to bring some more awareness to the brand, that’s always a winner too. I don’t think [leadership’s] closed to it by any means.”

“Obviously the CUV/SUV space, that’s where a lot of clients want to be right now, and that needs to be our primary focus. Could it shift and go the other way? Sure. I don’t think there’s anything they’d put a hard no on. They’re always willing to listen to feedback from the dealer body, and I’d tell you a sedan’s probably a topic they’ve heard more than a few times.”

At the moment, we do know that Lincoln isn’t focused on EVs, but we’ve heard nothing about a potential sedan rebirth as of late. It is worth noting that in China, Lincoln does offer a sedan called the Zephyr currently, a tech-heavy model that was designed to appeal to younger customers.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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Comments

  1. He’s right. All the automakers need to bring back sedans, luxury and lower cost ones.

    Reply
    1. Agree

      Reply
    2. TLE is right. Ford isn’t giving what we want, forget the stupid numbers. I, we, are being forced into buying trucks, and SUVs. I don’t like SUVs and cross overs. What are cross overs today anyway?

      Reply
  2. This car sold less than 13,000 units in China in 2024, which is about the same as Lincoln Continental was selling before it was axed. If real buyers wanted 4 doors, they should have supported the MKZ and the Continental by buying them when they were in the lineup.

    Reply
    1. Can’t buy a $80k car every year. When I was ready to buy in Fall ’22 none were left. Had to buy a MB E450 4Matic. After 35 years, I may never go back to Lincoln.

      Reply
  3. I bought 2013, 2015, 2017, 2020 MKZ hybrids & a 2019 MKZ 400hp. When Lincoln dropped MKZ sedans, that’s when I defected to 2022 & 2024 & soon 2026 Lexus ES hybrids! Please no imported China vehicles!!

    Reply
  4. It can be successful, but it must be done right, too. A boring corporate design isn’t going to cut it.

    The former Dodge Charger crowd (amongst others) is going to be looking for a real replacement now as Dodge’s new EV and 4/6 cylinder “Charger” here is DOA.

    Reply
    1. The Charger crowd would go for a Ford but probably not a Lincoln. I see no reason not to offer both. But Ford Execs might not be closed to the idea but it’s certainly not in their Top 10 list, I’m sure. “More Mustangs, more Raptors, another Lightning”, etc.

      Reply
      1. I think the new Dodge Charger…is going to sell pretty well…infact i believe it out sell the old one…offers two door or a change and 4 doors….it they offer the Hemi in it…a homerun. with new leadership at Stellatis it might be possible..nice looking car…that Daytona

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    2. I’ve had a number of Lincoln sedans, when it was time for replacement I ended up getting a Cadillac, won’t buy a SUV or station wagon whatever you want to call them.

      Reply
  5. He is so right. Younger generations wants sedans!

    Reply
  6. Building a sedan would give Lincoln a purpose and a unique selling proposition. For far too long, Ford designed autos as Fords and then slapped some fancy crud on it and called it a Lincoln. Lincolns were just Fords with fancy lipstick and a much larger price tag and not worth the money. If Lincoln made a sedan that was just and only a Lincoln, that would give the vehicle a certain degree of panache. It would be special. It could truly be a luxury vehicle. And corporate Ford should listen to the dealer networks more often. Dealers seem to have a much better sense of what customers actually want to buy. Corporate seems lost in the woods.

    Reply
    1. Excellent observation. Not too far removed from the logic that ultimately killed the Mercury brand. For too many years Mercury was also a “Ford with fancy lipstick.” I don’t think a Lincoln sedan needs to be “a commodity car,” either. Remember, the original Lincoln Continental (the one Edsel Ford inspired) lost money, but it was Lincoln’s “halo car” for many years!

      Reply
    2. First they took away the 2 door coup. Everything now has to be 4 doors, even pickups. Then they took away the sedan, (the real car). Now everything has to be SUVs, just because they say so. We want an affordable sedan or coup again, we’re starting to run out of used ones, like Cuba. Go figure!

      Reply
  7. Do a Ford Falcon V8 and a Lincoln equivalent.

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  8. As former owner of a couple of Lincoln sedans, I stopped considering Lincoln the day they stopped producing sedans. Not everybody likes SUV’s or crossovers or is willing to buy one no matter what. Lincoln, with an uncomplete lineup composed of only boring SUV’s, today is way behind it’s competitors. Lincoln today is nothing but a vulgar joke when compared to other luxury car brands.

    Reply
    1. They sold over 100K last year, the best year in 17 years without a sedan. The 2017 to 2020 with the 400 HP 3.0 Ecoboost was more car than any other Lincoln. It had more room than the Town Car, 0 to 60 in 5 seconds and AWD. If that didn’t sell, nothing they bring in from China will.

      Reply
    2. Very well said! I own 3 Town Cars (’79 Collector Series, ’97, and ’06) and previously a ’93 Continental. I am constantly bombarded with offers to buy them because no one wants the new Lincolns.

      Reply
  9. Lincoln needs a Cadillac CT4 and CT5 rival. Cadillac makes excellent sedans and Lincoln offers nothing. The younger generations are in favor of sedans so I’m wondering why Lincoln doesn’t offer one if Lincoln wants younger people to be brought into the portfolio?

    Reply
    1. I’m reading where Cadillac is ending production of XT4 & XT5 this year and CT4 sedan too. CT5 has no future plans after 2026 models. Looks like Caddy want very expensive mainly all-electric 3-row SUVs. They have ‘teaser’ return of Fleetwood sedans and Coupe DeVilles estimated at $100G. Just talk for future sedans. Caddy like Lincoln became a boxy tall SUVs company. Sad. Not getting my business 👎

      Reply
  10. I think the Chinese Zephyr would do well enough here. It’s got a high tech interior, svelte exterior and is more compelling as a mid range luxury sedan than the Continental was keeping the price at the lower end of the market. Heck, it’s already engineered – just ship the damn thing over already.

    Reply
  11. Ford/Flat Rock: No to a 4-door Mustang, but yes to a larger, Mustang platform based Lincoln. You’ve got the capacity.

    Reply
    1. Totally agree. No to a 4 door Mustang.
      Build a nice 4 door Lincoln on the Mustang platform. I remember the Lincoln LS was built off the Jaguar platform and it had a 50/50 weight transfer. It was a very well balanced sedan. How about a nice 4 door sport sedan and a nice 2 seat, high performance convertible. Make the convertible look like a Mark VIII convertible. SUVs aren’t for everybody.
      Let’s make the Lincoln brand a nice, luxury brand again not a Ford with a different grille. Come on Jim F. let’s get this done.

      Reply
  12. If they want to bring back a sedan, put the Supercharged Ford 5.0 V8 Coyote engine in the Ford and make it the new SHO — and have the Lincoln a sport- luxury car that would appeal to 40-60 plus year old’s

    Reply
  13. Market the new sedan with the Supercharged Ford 5.0 V8 Coyote as a Ford SHO and Lincoln as a luxury sport sedan,

    Reply
  14. A Ford Falcon V8 with a Lincoln version would be interesting.

    Reply
  15. Lincoln needs a 5.0 powered supercharged Luxury Sedan!!!
    A top of the line, proud to be driving, show them what you can do!!!
    Stop wasting time on EV garbage, Build a CT5-V killer!

    Reply
  16. Maybe they could built something people want to drive! Seems like Cadillac, and others have figured out what drivers are looking for?

    Reply
  17. Let me tell you from experience that Lincoln will NOT listen to Dealer Council, any Dealer Council. As Chair of Canada’s Dealer Council thirty five years ago we lobbied Lincoln to give us a powerful motor for the Town Car as we were getting hammered hard by Caddy and their Northstar 32 valve bad boy. ‘Our marketing indicates that our customers are very happy with the 302’!! A 302 that wouldn’t pull the skin off the top of a rice pudding!!!!

    Reply
  18. I have driven Mercury Grand Marquis and Sables until my first Town Car. I’ve owned Lincoln Towncars until the hurricane took my Designer. When I tried to replace it, there have been no Ford / Lincoln sedans since and so I had to buy a Genesis. I do own a 2022 King Ranch, but it’s just not a sedan.
    I will look at a Ford luxury sedan when you come out with one.
    Ed

    Reply
  19. Had to buy a MB E450 4Matic, may never go back to Lincoln.

    Reply
  20. A bigger Lincoln Continental sedan with more legroom and V8 would be nice.
    A LSC 2 Door with the 32V 5.0L V8, with more leg room than the last generation.
    And don’t over price them like you’re going to retire when you sell 1!

    Reply
    1. The last generation had more leg room than the last year of the Town Car, was much faster, handled better and could go out in all kinds of weather. Prices started in the upper 40’s in 2020. They were a bargain

      Reply
  21. The Lincoln LS of the early 2000s was a casualty of the Premier Automotive Group…the smaller Jaguar body was a best a compromise and at worst a major case of badge engineering. A larger Lincoln sedan would make sense since not everyone wants a hyper-luxury SUV…

    Reply
    1. Lincoln LS was a great car, same with MKZ

      Reply
  22. Ford seems to have lost the ability to make cars. They say they want to compete but offer little for the cat buyer. Lincoln needs to be its own brand again. They seem intimidated by Lexus and BMW. Build a sedan that people want, a powerful V8 with a smooth ride.

    Reply
  23. Look, I know Lincoln makes 4 SUVs, but I don’t know much about them except for the big Navigator. Aviator, Corsair, and something else? One’s based on the Explorer? They all seem very nice, but nothing there moves me to seek out a Lincoln.

    When I was a kid, I dreamed of driving a Mark VII LSC. Today I drive a Mustang, but would definitely be curious to see what Lincoln designers could do to upgrade the interior. I would absolutely visit a Lincoln dealership, which I haven’t done in years.

    Maybe a car wouldn’t make business sense, but it might make for some excitement. That would be cool, no?

    Reply
  24. I have brought up the idea of a new Lincoln Sedan, and a 3.7 Litre V-6 luxury sport hardtop convertible, at every Ford Event, and our DreamCruise here in Oakland County, MI to every person I meet, since Ford put the Cyclone engine in the Mustang in 2011. Some of them acknowledged it was something they wanted to bring to life, but you need a forward thinker like Alan Mullally to pull it off. They went from his “One Ford” success, back to the same, market promotion lacking disaster Ford was before Alan, and is now!!!! All the luxury brands have cars, so what have THEY figured out that Ford/Lincoln can’t?! Seems like others listen to their continuous brand lovers, and Ford goes for “big profit” suv/trucks. I have test driven for Ford until 2022, love the brand, and workers and buyers alike want cars to return. At Christmas time 2021, at a Roush facility in Allen Park, MI, everyone was drooling over this beautiful white 4 door Sedan, that everyone was guessing Ford had bought from Lexus, or BMW, or Kia/Hyundai, or Mercedes or Audi, or maybe even Ford formally owned Aston Martin, for sales competition testing. I laughed because the beautiful car they all wanted to drop deposits on……was A Ford! They didn’t believe it until I opened the hood, showed the Ford emblem, and told them they were looking at a British Mondeo, aka, Ford Fusion! They were blown senseless!! I bet them, if Ford would let me drive the car up and down Michigan Avenue down the street from where we were, in front of the corporate headquarters, Ford would have more orders than they could fill, starting with the 100 plus people there with me. They wouldn’t give me the chance, which tells me no one has the “jewels” to give corporate a swift kick in their complacent “assets”! So, at some point, I am going to build a prototype of my own, create my You Tube channel, and show up at every Ford event I can, until the public and the workers, wake corporate up!

    Reply
  25. Keep letting the Genesis Sedans, Hyandai Elantras , Lexas Sedans, Mercedes Sedans, Kias and other Toyota Camras, selling their Ads every night to the American Consumers ! They are the ones that are buying sharp looking Sedans ! The Price is Right is doing a wonderful job giving them away ! No one is complaining !

    Reply
  26. As a 2016 and 2018 Fusion owner, I’d love to b able to replace my ’18 with another Fusion—and I would guess that it would make sense for them to make a Ford version of a Lincoln sedan.

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  27. 🇬🇧🇬🇧I worry for the Ford dealerships in the UK having nothing to sell. No Fiesta, shortly no Focus, No Mondeo ( Fusion in the US) that just leaves the Puma hanging on to number one spot and the Kuga ( Escaped) which in ICE will be gone in the next year or three.
    That leaves Ford/VW electrics along with the Mustang MachE none of which are exactly rushing out the door and that’s without the Chinese who are opening showroom like Burger King open fast food outfits. Personally I would still buy a Mondeo in hatch form but very please with my Kuga ( my 6th).

    Reply
  28. Yes bring back the sedan, not everybody wants to be seen in a square shoebox sports utility van, that all manufacturers shoe boxs are all the same. SQUARE shaped, or rectangular if it is a long wheel base sports utility van. Our family runs a fleet of luxury BMWs and Mercedes, we used to always by Lincoln or Cadillac. We also have to start to buy Toyotas now.

    Reply
  29. I miss the Ford Fusion. My 2017 Fusion is doing fine, but normally I would have replaced it 3 or 4 years ago.

    Reply
  30. Yes, please bring back the sedan, the size of the last Continental. Hopefully a Hybrid, but by no means to be called a Zephyr. May I suggest, Lincoln Continental. My Dad gave me his ’63 Continental to drive during High School, it was great. I for one will be looking forward to a new Lincoln Sedan, as well as a counter sedan for Ford division.

    Reply
  31. I’m looking for a sporty 4 door sedan with a big trunk. Needs to be all wheel drive and prefer a hybrid or plug in hybrid powertrain with all the latest technology. The trouble is Ford or Lincoln doesn’t make one anymore. I need to go to the competition to get one. That’s sad!

    Reply
  32. I for one wish they would bring out a new Lincoln sedan. I’m on my 3rd MKZ and was highly insulted they took all away but made it for China…not all of us are SUV crazed! Its time to come out with one here and it needs to be bold, well designed and new!

    Reply
  33. I have had Lincoln Town cars and LOVED them. For SUV’S, it’s the only thing out there with room. I also a few continentals and loved them. I sure would buy a sedan if it was a luxury car with HP.
    I’m a Ford Retired auto designer, and still have my 1997 Lincoln Mark VIII and love it.

    Reply
    1. James – The Lincoln Mark VIII was a great car and is still a beautiful design even after all these years. It had a great drivetrain and suspension too !
      You are a lucky man.

      Reply
  34. Totally agree with Bob further up. Lincoln needs a Mustang based luxury coupe, convertible with a retractable hard top, for a halo car. A sedan too but why not import the China made Zephyr, load it up with every conceivable option, AWD, twin turbo 3.5 ecosport and call it Continental.

    Reply
  35. Bringing a sedan back to Lincoln is a tough order because sales continue to shrink for the segment at large. Lincoln also has the least amount of resources for investment and are at a huge disadvantage next to the larger global players. Lincoln just won’t be able to convince enough people to buy their sedans at this point, they would have be to make a business case for a very low volume product with high margins. Probably the best move for Ford is to expand the next-gen Mustang with a sedan option, more performance and style oriented with affordability in mind. Lincoln customers are very unlikely to buy into small performance sedan however. All you have to do is look at Cadillacs CT4/5 sales for proof of that, despite world class accolades.

    Reply
  36. Lincoln needs to offer more selection and actually try to look like they’re being competitive with other luxury brands. I like the looks and the design of their vehicles compared to Cadillac! They have a comparative design, attention to detail, and comfort to that of Jaguar, Lexus and even Mercedes Benz. They just need to offer a model in the same vein as the other luxury brands.
    I would have built a new age Town Car off the Flex platform and put the Continental on the Fusion platform while making a Mark VIII on the Mustang platform in a two door supercharger as well as four door. Since they design their cars…crossovers to pretty much look the same, they don’t have much to worry about with ROI, just give the Mark VIII a little bit more attention to detail with the design.

    Lincoln deserves to get some credit for building luxury designed cars that look absolutely beautiful, but build some sedans and don’t give up on segment that you actually sold 500,000 units in a down year in a down market. People will return to wanting sedans again, but will the Ford brand be on their radar? Probably not, that’s why Focus and Fusion should have been redesigned to be similar to that of Subaru sedans and your previous property…Volvo! AWD, pretty much like crossover cars/sedans. You keep the nameplate out there and when traditional sedans become popular again then you can just do different lines around the nameplate for Fusion and Focus (Taurus as well gotdammit!) Just don’t give up on sales, like giving up on the Edge and Nautilus…makes absolutely no sense! If people pick an Edge over an Escape, you still get the sell! Someone wants a Nautilus over an Aviator then who cares? You still get the sale! That’s why you make a Bronco truck version to compete with the Jeep Gladiator and if that takes a sell away from the Ranger…welp, guess what? You still got the sale!!! Add a crossover/suv version of the Maverick and see what type of sales you can wring out of it.

    I’m a Ford guy and have owned 3 F-150s (1993, 2005, 2013), an Expedition (1997), a Mustang (1997) and I still have the 2013 F-150 and the 1997 Expedition! Two of nieces have Fusion’s and so does my nephew, and he has an F-150, my sister has a Bronco and the irony is my daughter has a Honda Civic Sport because she didn’t want get something that everyone else in the family had lol. I’m looking at a used Continental or a Nautilus, maybe a Navigator to finally retire my dependable 1997 Expedition Eddie Bauer Edition! I did own a GMC Sierra (1998) and I inherited my mom’s 2004 Pontiac Grand Prix GTP, but it’s been a pain in my side with issue after issue (still own it though!) It’s the only sedan in my collection, but everybody else in my family has a Ford sedan!

    Reply
  37. ***a couple corrections that I missed in my previous comment, the 500,000 sales, was combined sales for Ford Motor Company and Lincoln Motors and I also had a 2000 Ford Taurus that I miss still, that sedan had a smooth ride, good get up and go and very comfortable seats. It was roomy and luxurious looking for upper end version.

    Reply
  38. Ford Lincoln wint listen. We never got the Fusion MKZ wagon. SUVs sell at a premium to sedans so end of story. If Ford hadn’t screwed up the 2.0 EcoBoost with coolant intrusion problems they would have sold more — and owners would not lose so much equity.

    Reply

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