1923 Advertisement

Beauty That Lives
For the perceptible things so pleasing to a Lincoln observer rest their appeal on three fundamentals. These are good taste, purity in design and refinement and a quality that knows neither sparing or compromise. Are not these things the rudiments of that enduring beauty from which the years cannot detract?

The Lincoln Brand DNA themes of good taste, purity in design and superb quality have been a part of the brand since its inception, as evidenced by this advertisement from 1923, just after Henry Ford bought Lincoln from Henry Leland. Some 86 years later, these words still ring true as an ambition for the Lincoln brand.

The 1966 Continental continues the design themes seen on earlier Lincolns with a strong beltline and the emergence of a repeater line below the beltline.

What were the best Lincolns?

From a Design Perspective...

On the 1970 Continental the repeater line evolved into a bodyside chamfer while retaining the strong C-pillar and beltline designs of earlier Lincolns.

The 1984 Lincoln Mark VII continues the strong C-pillar and clean bodyside design traditions of earlier Lincolns along with a subtle bodyside chamfer.


From a Design Perspective...
What were the best Lincolns?

Two design elements that stand out on the 1941 Lincoln Cabriolet are its clean bodyside sections and the split grille that recalls the “bow-wave” of a boat gliding through water. The 1956 Continental Mark II design includes a strong C-pillar and a beltline with a repeater line below and a kickup at the C-pillar. The 1961 Continental design demonstrates a clean bodyside section, a dominant beltline with a subtle kickup at the prominent C-pillar.

Now let’s look at how we develop our Design DNA: Consider a language of seven Lincoln cues; each Lincoln design should include three to four of them.
Lincoln Design Cues
• Powerful and dynamic beltline • Clean side surface below the beltline • Chamfer/surface breakline feature • Distinctive Lincoln grille opening • Thin, horizontal taillamps that run from one side to the other • Cantilevered roof reflecting Lincoln C-pillar DNA • Powerful cantrail

Powerful and Dynamic Beltlines and Clean, Uninterrupted Surfaces
Future Lincoln vehicles will be defined by powerful and dynamic beltlines with clean, uninterrupted surfaces. A defining line will run from the front to the back of the vehicle, allowing it the purity that defines the Lincoln brand DNA.

Chamfer/Surface Breakline Feature
The 1966 and 1970 Lincoln Continental demonstrate the defining Lincoln Brand DNA characteristic of the chamfered surface, or breakline, feature. This feature makes future models just as identifiable as they were in the 1970s.

Cantilevered Roof, Lincoln C-pillar, Powerful Cantrail
The smooth transition from the C-pillar into the cantilevered roof, as well as a powerful cantrail, helped define Lincoln in the past and continues to define it in the future. Each of these elements allows the brand to maintain the strength of Lincoln’s traditionally dominant features.

Thin, Horizontal Taillamps
The thin, horizontal taillamps that run from one side to the other are a defining feature of the most recognizable Lincolns. The lamps stretch from side to side, leaving just enough room for the Lincoln star.

Distinctive Grille Inserts
Lincoln’s distinctive bow-wave grille explains the personality of the car to which it belongs – whether it is sporty or elegant – through the use of a variety of grille inserts.

Distinctive Grille Opening
The badge of the Lincoln Brand, the bow-wave grille, defines the face of Lincoln vehicles and no longer has to fight for a place to stand proud. Designers have taken the essence of the 1941 Lincoln grille one step further with a double-wing design, and the Lincoln star adds the final touch.

What will all Lincolns have?
Front: Distinctive Lincoln grille opening Side: Powerful and dynamic beltline with a clean side surface below the beltline Rear: Thin, horizontal taillamps that run from one side to the other

Lincolns also will include one or more of the following depending on the product:
Front: Chamfer/surface breakline feature Side: Powerful cantrail Rear: Cantilevered roof reflecting Lincoln C-pillar DNA

The Lincoln MKR combines all of the seven design elements to demonstrate the ultimate modern Lincoln look. • Distinctive grille opening • Powerful and dynamic beltline with a clean side surface below the beltline • Thin horizontal taillamps that run from one side to the other • Chamfer/surface breakline feature • Powerful cantrail • Cantilevered roof The Lincoln MKR delivers on a promise of guilt-free luxury by incorporating elements like re-engineered oak on the instrument panel, chromium-free leather seats and renewable mohair carpeting. With a 3.5-liter V-6 engine, featuring direct injection and twin turbochargers “Twin Forces, the Lincoln MKR is environmentally ” friendly while providing a powerful ride. The MKR offers the performance of a 415-horsepower gasoline-powered V-8 with the fuel economy of a V-6. Plus, it can run on E-85 ethanol.