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

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

Ford took the trip every year, but this time he brought along a one-of-a-kind convertible that Ford’s chief stylist E.T. “Bob” Gregorie had made for him. Having seen the stylish sedans running around Europe, Ford had told the draftsman he wanted a car like the ones “on the Continent … long, low and rakish.” Ford was surprised when friends, awestruck by his one-off car, began leaving him blank checks in hopes he’d make them one, too.

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This story first appeared in the Sept. 21, 2020, issue of Adweek magazine. Click here to subscribe.