Lincoln to deep-six the ‘Continental’ again

Lincoln Continental

The Lincoln Continental has sold at a snail's pace in the US since the nameplate's reintroduction for 2017, and now, Automotive News reports that the full-size land yacht will be discontinued at the end of 2020.

The midsize Lincoln MKZ is following a similar timeline, with Ford announcing earlier this year that it would face the axe around mid-July.

Lincoln is pulling entirely out of the "traditional sedan" segment in the United States, chasing after the US's growing utility vehicle market.

"Lincoln is investing in growth segments and the brand will feature a full portfolio of SUVs, including a fully electric vehicle in the future," read part of a statement from Lincoln. "Lincoln will continue to keep its newest SUVs fresh and we will have more news to share later this year; however, as the full-size premium sedan segment continues to decline in the U.S., we plan to end production of the Lincoln Continental at the end of this year."

Speaking of "fully electric" Lincoln's strategy is now very unclear after pulling the plug on its deal with Rivian.