Ford's Lincoln line revives iconic Continental in attempt to reverse decline

Dearborn, Michigan

FORD Motor Co's lagging Lincoln line, searching for a return to relevance, is dusting off the old Continental model name that had its heyday in the Mad Men era and was favoured by former US president John F Kennedy.

Lincoln will present a new Continental sedan at the New York International Auto Show this week as another new direction for a brand that's been seeking redemption for decades. The Continental concept features a "new face", with a rectangular chrome grille replacing one that evoked eagle's wings and alienated some buyers, said Joe Hinrichs, Ford's president of the Americas.