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TAKING ON THE COMPETITION - 1990s
In the 1990s, Japanese and European brands entered the picture and started competing with the American manufacturers. Again, Lincoln responded with a winner. The 1990 Town Car was named Motor Trend "Car of the Year." Lincoln launched another star performer in 1993 with the Mark VIII, offering a dramatic exterior design coupled with a driver-oriented interior. However, these cars attracted a slightly older clientele, and Lincoln wanted to broaden its appeal. Enter the 1998 Lincoln Navigator, the first true full-sized ultra-luxury SUV. Like the traditional Lincoln, it was big and luxurious. Its first-in-class, "King-of-the-Road" persona attracted a new set of younger buyers.
In the 1990s, Japanese and European brands entered the picture and started competing with the American manufacturers. Again, Lincoln responded with a winner. The 1990 Town Car was named Motor Trend "Car of the Year." Lincoln launched another star performer in 1993 with the Mark VIII, offering a dramatic exterior design coupled with a driver-oriented interior. However, these cars attracted a slightly older clientele, and Lincoln wanted to broaden its appeal. Enter the 1998 Lincoln Navigator, the first true full-sized ultra-luxury SUV. Like the traditional Lincoln, it was big and luxurious. Its first-in-class, "King-of-the-Road" persona attracted a new set of younger buyers.
