Throughout the 1940s, 50s, and 60s Lincoln continued to build its brand in the luxury sedan market. They released the Continental, the Mark II, and the Mark III. The Continental was an immediate hit throughout the middle part of the twentieth century, and eventually became iconic when Lincoln constructed the vehicle with suicide doors. By the end of the 1960s Lincoln had sold over one million Continentals.
In the 1970s Lincoln introduced the Mark IV and the Versailles, the later which struggled to find consistent buyers. However, Lincoln came into its own in the early 1980s when they released the Lincoln Town Car. Long the flagship model of the Lincoln line, the Town Car was a sedan big on style, performance, and luxury. Lincoln was also innovative in safety, being the first American company to introduce anti-lock brakes on a vehicle.
Throughout the later part of the twentieth century Lincoln introduced the Navigator, taking the plunge into the high-end SUV market. The Navigator was an immediate success, and featured high-end styling including a robust engine, a leather interior, and tons of interior options.
Today Lincoln has shifted its focus to include more options on a limited line of vehicles. They no longer offer their beloved Town Car, having replaced the vehicle with the MKS sedan. The Navigator is still their most popular vehicle. What Lincoln lacks in model choices they make up for in available options and performance. Since their inception Lincoln has placed the emphasis on style, luxury, and performance, and in that regard Lincoln excels.