We talk often about how the Big 3 never quite predicted the fall of the oversized luxury sedan, and certainly didn’t calculate just how popular vehicles like the Lexus LS400 and Mercedes-Benz S-Class would be. In some ways, the demographic shift snuck up on Detroit, who perhaps thought retirees would never stop waltzing into showrooms to buy the biggest and cushiest car they sold. However, automakers like Lincoln really did own this segment with classic models like this 1988 Lincoln Town Car shown here on craigslist, and it makes you wonder if they perhaps should have continued refining the platform.
Hear me out: Lexus still sells an awful lot of its high-line sedan, as does Mercedes. Audi and BMW have never really truly dominated that marketplace, settling for smaller bites at the apple. What would have happened if Lincoln just continued to improve the Town Car and truly made it competitive with the best that Europe had to offer? Up until the arrival of the LS400, there wasn’t much of a question that Detroit was the dominant force in the large, luxury sedan marketplace. After decades of building its marketplace identity, the Lincoln name was incredibly valuable. These days, aside from the ridiculous Navigator, does anyone see this company as a dominant luxury brand?
Obviously, all they sell is luxury-themed models, so it’s not as if the company has given up on the segment. But I highly doubt an S-Class shopper is going to spend any time looking at a Nautilus or Aviator, two utterly forgettable Lincoln models. When the first generation model emerged, it prioritized space and isolation; the second generation Town Car kept some of that boxy identity but further refined the package; by the time the third generation arrived, Lincoln had hit its stride, combining modern styling with an updated cockpit that still prioritized space but also felt sufficiently modern. The Town Car was *the* luxury model for high-flyers in places like New York City, where it was essentially used like private label service for stock brokers and industry kingpins.
Losing all of that strikes me as one of the greater marketing missteps in the modern era. Are there companies using Navigators for high-end transport? Sure. But to not have a formidable luxury sedan that stands shoulder-to-shoulder with the S-Class or even the likes of the Porsche Panamera seems like such a missed opportunity. This early example with its reliable 5.0L V8 (140 b.h.p. and 250 lb.-ft of torque) and under 70,000 original miles is a reminder of how formidable Lincoln was in the luxury sedan marketplace, and while the $6,500 asking price is ambitious, an offer of $5,000 or slightly less should be more than enough to get you behind the wheel of Lincoln’s most iconic nameplate. Thanks to Barn Finds reader Curvette for the find.
Hating to throw dirt on the coffin, but Lincoln sells just badge-engineered Blue Ovals, seemingly without a sense of purpose or direction.
One cannot say that about Cadillac, even if their sense of purpose or direction doesn’t align with yours. They try and, in some cases, achieve a difference.