Once a Symbol of Luxury, Lincoln Is Getting a Second Wind With Millennials

Though the Continental is driving into the sunset, young drivers are discovering the brand

A Lincoln with doors open
Lincoln will soon be available only as the Aviator and Navigator SUVs, but it remains one of the most storied brands in Detroit. Courtesy of Lincoln

In 1939, Edsel Ford, son of automotive pioneer Henry Ford, vacationed at his estate in Hobe Sound, Fla.

This story first appeared in the Sept. 21, 2020, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.