With lines like Buick’s Avenir and GMC’s Denali, domestic automakers especially have been finding ways to offer ever-more-luxurious versions of their existing offerings, and constantly seem to be adding the luxe treatment to more and more models. But that trend seems to have reversed on one model, at least.


According to CarsDirect, Lincoln has dropped the top-level Black Label trim from the MKZ for 2019. And with it, the American luxury marque has rolled out a series of other adjustments.

Aside from the discontinuation of the Black Label edition, the 2019 Lincoln MKZ now offers the Co-Pilot360 suite of driver-assistance and safety systems on lower-level models, while limiting the top engine to only the top versions.

Though it previously offered the suite only on the MKZ Select (and upwards) equipped with the optional Tech Package, buyers will now be able to order Lincoln Co-Pilot360 on any model even on the base model, which starts at just $36,990 (delivered). That’s just $460 more than last year’s base price, and ostensibly makes the MKZ a more tempting proposition for tech-savvy buyers.

In adjusting the trim levels, Lincoln has replaced the Premiere, Select, and Reserve trims with a new base model, Reserve I, and Reserve II. That could make it simpler for customers to wrap their heads around, but the 3.0-liter twin-turbo V6 engine option is now being offered only on the top version, which carries a $48,740 MSRP (in front-drive form, or $51,740 with all-wheel drive).

The bigger question is whether Lincoln will continue offering Black Label versions of its other models, and whether the MKZ will soldier on for much longer. Ford is discontinuing the Fusion on which the MKZ is based as the manufacturer moves away from passenger cars and towards a more crossover-centric lineup.

At the 2021 Auto Shanghai, Lincoln debuted the Lincoln Zephyr Reflection preview car, showcasing the best of Lincoln's global design expertise in a vehicle designed solely for the China market.

"Our global momentum is building, and we continue to lean into the strength of our world-class vehicles and Lincoln Way experiences," said Joy Falotico, president, Lincoln Motor Company. "Lincoln's strategy for growth in China is firmly rooted in our deep understanding of the discerning Chinese consumer. Their desire for sedans is the inspiration behind this progressive and distinctive vehicle for China and underscores our commitment to the China market."

The Lincoln Zephyr Reflection "teaser" model serves to preview the latest expression of Lincoln's Quiet Flight product DNA, and hints at the future of Lincoln's design philosophy and signature features ahead of the production model debut later this year. Consumer demand for luxury sedans in China is strong and the Zephyr Reflection will provide Chinese consumers with a unique vehicle designed for China. With a dynamic exterior and tech-forward interior that provides an immersive sanctuary, the Lincoln Zephyr Reflection is a fresh take on American luxury.

Mao Jingbo, president of Lincoln China, added, "We gathered Lincoln's global wisdom and Chinese design talent to create the Zephyr Reflection specifically for a more youthful, Chinese customer segment. With a dynamic and futuristic exterior design, and a lightweight interior, the Zephyr Reflection embodies the current digital era with advanced, intuitive technology that redefines American luxury."

Embrace and Farewell: A Sense of Ceremony

On approach, the Lincoln Zephyr Reflection presents a striking, modern aesthetic, designed to emotionally connect with and captivate a younger client. The exterior is dynamic and striking, thanks to Lincoln's signature horizontal design language. It is seen first through sleek body lines which are carried through to the rear, then by a fascia that is expressive, confident and ambitious.

The signature Lincoln grille is elevated with an elegant starburst pattern that cascades across the front facia. Moving to the side, the signature Lincoln star flows seamlessly to the flushed door handles, which emphasize its sleek design lines. A personalized suite of avant-garde colors like satin silver, tinted chrome and copper accents offer youthful, chic elegance. It is a dynamic exterior that reflects the unique confidence and boundless optimism of the younger Chinese customer.

The latest Lincoln Embrace and Farewell feature welcomes owners with a silhouette of the Zephyr Reflection. Upon approach, a sequence of welcoming lights activates, including the full width taillamp and headlamps. The Lincoln star lights up, and the welcome mat takes on a flowing, dynamic effect. From the exterior to the ambient interior lighting, the radiance of the Lincoln Embrace creates a sense of ceremony.

"Our global design team leveraged deep insights from our talented team in China, and carefully considered the discerning expectations of our young and affluent Chinese clientele," said Kemal Curic, design director, Lincoln. "The result is an evolution of our Quiet Flight product DNA. Quiet Flight has already proven to be a key differentiator for Lincoln globally, and now, showcases our drive for innovation, while addressing the evolving needs and wants of China's new generation."

A Re-Imagined Interior

The Lincoln Zephyr Reflection's interior has been designed to showcase the brand's Quiet Flight product DNA tenets of Human and Sanctuary. Thoughtful details create a truly rejuvenating, calm cabin, and passengers are invited to decompress in the sanctuary of their everyday journey.

The sense of sanctuary is heightened by the brand's signature horizontal design lines throughout the cabin, and the debut of Lincoln's coast-to-coast screen composed of a digital cluster and panoramic center screen. It offers intuitive technologies and effortless experiences designed to reduce the digital stress consumers face every day. And, nearly all keys in the console are equipped with smart surfaces, an innovative digital design where the key icons only appear when activated.

Zephyr Reflection features other calming designs that enhance the sanctuary, like speakers that flow away from surfaces, a minimalist multi-function knob, and a futuristic steering wheel. Designed to enhance the journey of all passengers, the coast-to-coast screen combines three advanced screens that offer unique functionality for the driver and front passenger. The split screen creates the effect of an ultra-wide, smart display where both sides can be adjusted independently, offering the driver relevant information, and the front passenger a wealth of entertainment and other information.

An Intelligent Digital HMI Language and A Forward-Looking Future

Since Lincoln adopted the star emblem as its brand mark, designers have always shown an affinity to the skies and cosmos as symbols for serenity. This sense of calm and beauty is interpreted in Zephyr Reflection's coast-to-coast screens and the new digital Human-Machine Interface (HMI) language - Constellation. The Lincoln-exclusive Constellation theme inspired by the night sky actuates the young generation's dream of exploring the universe and accentuates the calming effect of the horizontal designs in the cabin.

The new Lincoln Constellation features three exclusive themes - Normal, Sport, and Zen - each presenting their own take on the starry cosmos, allowing customers to choose the interior theme that reflects their mood during the journey. The stars of the Constellation take on flowing, dynamic effects, even a simple setting to turn on the air conditioner, bringing users a refreshed sense of operation, and visual enjoyment. The coast-to-coast screen provides an effortless experience and the intuitive control of the split-screen can bring the driver and passengers a rich experience on their journey.

The Zephyr could help Lincoln. The concept car revealed this week at the Shanghai Motor Show is gorgeous and a conversation starter. People noticed Lincoln.

The brand is quick to say the car, officially called the Zephyr Reflection Preview, is only intended for sale in China and what we’re seeing is a concept. In other words, don’t get excited and don’t read too much into the reveal.

Why not?

Mercedes, Audi and BMW still do pretty well with sedans. So do Lexus and Cadillac. I’m not saying Lincoln should line up three wide against the C-Class, E-Class and S-Class and try to go head-to-head. Just make one car, maybe complemented by a crossover variant, like the Volvo S60 and V60 Cross Country relationship. Tiptoe into the segment. Price it right, make it electric and see what happens.

I’ve argued Chrysler only needs a few models to become relevant again. Lincoln already has more than a few solid models. Lincoln is relevant. The Navigator is the superstar, and the brand has a respectable lineup with attractive design, solid powertrains and clever chassis setups (like the Aviator’s independent rear suspension). Lincolns aren’t more expensive Fords with flashier grilles anymore. Ironically, that’s exactly what the last Zephyr was — a gussied-up 2006 Ford Fusion — that lasted for one year before being renamed the MKZ.

Ford Motor Co., including Lincoln, famously pivoted away from cars. That was a mistake. The Ford brand can compensate with Bronco Sports and Maverick pickups and maybe a crossover-wagon thing that sort of replaces the Fusion. Lincoln could use something beyond crossovers and SUVs.

At this point, you’re probably saying, “Uh, Continental, hello — Lincoln tried this." In fact, Lincoln has actually sold 768 Continentals this year as it sells off remaining inventory of the now-discontinued sedan.

I’d argue the Continental’s demise wasn’t due to its merits. It’s a pretty good car. It just had the misfortune of launching in 2016 as the market for sedans continued to shrink. The Continental was never going to be a volume play, but the measly sales figures it did achieve didn’t justify its existence, even for a halo car. The Cadillac CT6, the Continental’s domestic rival, met the same fate for the same reasons.

Why would a new sedan fare any better? Lincoln didn’t reveal the powertrain of the prototype, but an electric Zephyr sedan could bring in a whole new customer to the brand. Even Tesla isn’t building or selling that many Model S sedans, but the segment is still viable, as evidenced by the Mercedes EQE and EQS. Stylish sedans, particularly powered by electricity, could make some early adopters rethink their attitudes toward legacy car brands.

The Zephyr name was used on Lincolns from 1936 to '42 and then in its brief 2006 return. It’s even older than Continental, which was used for the better part of the 20th century before returning from 2016 to 2020. Lincoln Continental is a venerable name, but it doesn’t sound like something you cross-shop with Tesla. Zephyr is so old you probably have no idea it was ever used on a car. It has no baggage. It literally means “a gentle, mild breeze.” Seems like a great name for an electric car that will run quietly most of the time.

The Zephyr Reflection has a dramatic full-length screen for the dashboard and attractive exterior styling that could pass for an Audi. It’s a cool concept, and by now you’re probably arguing that I’m making far too much out of a prototype revealed at an overseas auto show by a company that has already sworn off sedans. That’s fair. Still, think of the Zephyr as an idea. A flashy play for Lincoln, which has put itself in position to take a few risks by getting the foundational things — crossovers and SUVs — right.

Lincoln debuted its first locally-produced sedan - the all-new Lincoln Zephyr - in China at 2021 Auto Guangzhou. The highly anticipated Zephyr highlights the future direction of Lincoln's design and intelligent technology, and is expected to contribute to Lincoln's growth in China.

"For nearly a century, Lincoln has been redefining luxury with stunning design, advanced technologies and world-class products," said Joy Falotico, president, Lincoln. "We are committed to listening to the needs of our customers and the all-new Zephyr is a perfect example of this. The all-new Lincoln Zephyr is specifically designed for the young, Chinese customer and continues our tradition of reimagining design and technology for the future."

Mao Jingbo, president, Lincoln China said "The Lincoln Zephyr is a true masterpiece that brings together the expertise of our global team in California and the exceptional talent of our local team in China. Every detail from the inside out is crafted based on a deep understanding of our, young Chinese clients, and I am confident that the Lincoln Zephyr fully features intelligent experiences of the future."

The all-new Lincoln Zephyr will be built in China for the China market and is expected to go on sale in the first quarter of 2022.