Is the Rough-and-Tumble SUV Dead? Lincoln Markets How Well Its Aviator Cossets Consumers

And that39s as intended quotLincoln engineers worked tirelessly on Aviator39s cabin to ensure the listening experience is optimizedquot the company said quotincluding adding a wealth of interior and exterior sound absorption content to minimize noise acoustic laminated windshield and side glass acoustic underbody shields and wheel arch liners doors built for quiet solid closure and tires designed to reduce roadinduced lowfrequency rumblequotThe car with its quotFlight Bluequot interior and ebony leather seats was an oasis for enjoying the Revel Ultima 3D audio system and fully isolated from the outside world There was a 400horsepower twinturbo threeliter V6 under the hood but it was hiding in plain sight making itself known only when the stopstart system39s quotAuto Holdquot kicked in The hardest job as the driver for this MediaVillage test drive was pushing the quotDquot buttonI kinda liked it The funny thing is that the Aviator is definitely an SUV a category that somehow manages to hold on to its image of noisy roughandtumble offroading But only 10 percent to 15 percent of SUV owners ever leave the beaten path and I would venture that even fewer Aviator owners will It39s a luxury carThe approach seems to be working Ford39s overall sales in the third quarter of 2019 were down 49 percent compared to the same period in 2018 Meanwhile Lincoln39s SUV sales were up 192 percent in the third quarter including strong results from the Navigator and NautilusThe biggest problem for Lincoln dealers is getting enough Aviators Production has been lagging at the company39s Chicago Assembly Plant and some cars have had to be finished at another factory because of the problems in Chicago This kind of thing is why sales figures tossed up and down by a variety of factors can sometimes be misleadingThe SUV has steadily been civilized to the point where the press39s test drives include offroad sections just to prove that these cosseting cars can get down and dirty They really don39t need to bother The consumer doesn39t care What39s going to turn them on about the Aviator is what they can do from the driver39s seat including using their phone to open and close the liftgate or remote start the engineVisitors to the showrooms will appreciate the adaptive suspension which reads the road ahead to smooth over potholes and speed bumps Again you39ll hardly know the rough road is there I felt like I was wafting down the road not well driving There39s even a particulate filter to make sure I don39t breathe dirty air Secondrow passengers get LCD touch screens climate controls and heatedcooled seats That should make the cars popular in China where chauffeurs are the order of the dayMeanwhile every possible safety system from blindspot detection to evasive steering assist and a perimeter alarm is aboardDoes Lincoln emphasize the idea of splendid isolation in its ads In spades In the TV commercial with the eversuave Matthew McConaughey at the wheel the motto is quotThe power of sanctuaryquot Some 25 million people have watched this videoWe39re told quotLeave the noise behind Inside the allnew 2020 Lincoln Aviator serenity reigns There39s horsepower alright amp8212 lots of it But that39s not what you39ll remember most about this journey You39ll be too busy noticing the buttery soft sensation of the available Perfect Position front seats as they mold to fit your body just so Cue the 28 speakers Even the little things like the way the vehicle kneels to greet you upon approach amp8212 those will awe you too You see we might have the power but that39s not all we39re aboutquotHere39s a look at the adHow successful is McConaughey as a spokesman Very When he first started as a spokesman in 2017 there were 18000 tweets about him and the car The first ads got 11 million YouTube views so it quottookquot right out of the box Ellen DeGeneres parodied the spots and Saturday Night Live got Jim Carrey involved in a skit almost as popular as the original commercials Imitation is flattery Here39s SNLThe 2020 Lincoln Aviator Black Label has an MSRP of 77695 As tested it was 91915 amp8212 nearly as expensive as the Porsche Cayenne eHybrid I have in the garage right now It39s a big SUV with burly offroad style cues hiding the real attraction the ultimate youdeserveit luxury of the interior Forget about horsepower amp8212 the roads are far too congested to exploit the silly zeroto60 times anyway Lincoln is instead about quotperformance that just leaves you feeling betterquotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Is the Rough-and-Tumble SUV Dead? Lincoln Markets How Well Its Aviator Cossets Consumers

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Jim Motavalli

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Is the Rough-and-Tumble SUV Dead? Lincoln Markets How Well Its Aviator Cossets Consumers

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