2017 Lincoln Continental Undercuts Cadillac CT6 and Targets Audi A6

April 14, 2016

We’ve been curious about Lincoln’s plans for a brand new Continental. Now that the automaker has released its price list and options for its luxury sedan, one thing is abundantly clear: Continental is picking a fight with Cadillac for control of the affordable luxury market. It’s also nipping at the heels of Audi’s A6. But will consumers follow?

The Lincoln Continental is offered in four trims: Premiere, Select, Reserve, and Black Label. With the Premiere starting at just $45,485 (including $925 in destination pricing), which takes on Cadillac’s CTS (starting at $45,560) and its CT6 (starting at $54,490). The Select starts at $48,440. With the Select, drivers have the options of switch the base 3.7-liter V6 for a 2.7-liter EcoBoost V6. That upgrade costs $2,250 and drives the price up past the $50,000 mark.

For those who want more kick, you can try the Reserve , which gives you a nice 2.7-liter engine as the standard. This obviously comes with a big price hike to $54,840. Lincoln is hoping those with more refined taste, the base Black Label starts at $63,840. The Reserve and Black Label trims also come with another optional upgrade, to the hotly-anticipated 400-horsepower, 3.0-liter V6 for $3,265. All four versions of the Continental have a $2,000 option for all-wheel drive.

These are just the base prices with modest options. The more exciting stuff will drive the prices way past the $50,000 mark.. Lincoln has more options packages with various bells and whistles. For example, the Select Plus has the option of giving drivers blind-spot monitoring and Sync3, but it will cost you another $1,255 to the price of the Select.

The Select, Reserve and Black Label have an optional $695 Climate Pack (automatic high beams, heated rear seats, a heated steering wheel, and rain sensing wipers) and a $3,105 Technology Pack (360-degree camera, adaptive cruise control, Enhanced Active Park Assist, lane keeping assist, and forward collision warning).

The two upper level cars can add a $4,300 Rear-Seat Pack (heated, cooled, and multi-contour rear seats, inflatable rear belts, and a panoramic sunroof).

Meanwhile, the Reserve adds a $5,000 Luxury Package with LED headlamps and a 19-speaker Revel stereo to the Reserve trim. Standalone options include Lincoln’s “Perfect Position” seats ($1,500), which give drivers nice  30-way adjustability.

Other basic features include a $1,130 Revel stereo, a $1,750 panoramic sunroof, $750 20-inch wheels, and a $335 CD player. If you wanted all of these options on your Reserve, your total price would be just north of $82,000. But that’s not the number Lincoln is promoting as it sets out to unseat Cadillac. The company publicly claims its target is the Audi A6.

So is it truly comparable to the A6? Well, the pricing does track Audi’s Premium, which has a base price of $47,125 and comes with a front-drive 2.0-liter turbocharged A6 Premium engine.

In the mid-range area, the Premium Plus starts at $50,825 for the 2.0-liter turbo. Audi bumps the price up to $58,325 for the 3.0-liter, supercharged V6 model. The range-topper Audi A6 Prestige starts at $62,525. Lincoln does an excellent job of targeting Cadillac, as three of the four models undercut the Caddy. Only the Black Label, with its 400-hp, actually costs more than the Cadillac CT6.

Will these prices be enough to the attention of the American consumer? Only a season of the new Continental in the Lincoln showroom will truly answer that question.

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  1. Well I guess Lincoln is still making cars so why not dust off the Continental.

  2. Lots of competition in this category but I do like the power specs.

  3. To take advantage of the power and best features you’re investing 80k though.

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