2019 Lincoln Continental Prices Rising Up To $4,925

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Senior Pricing Analyst

Alex Bernstein is the Senior Pricing Analyst for CarsDirect.com. Each month he studies immense volumes of pricing and incentives data in search of trends that are useful to car shoppers. In the process, he often breaks industry news stories -- his analyses and insights have been featured on websites such as Automotive News, The Detroit News, Autoblog, The Truth About Cars and The Car Connection.

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, Senior Pricing Analyst - August 24, 2018

Dismal sales aren't stopping Lincoln from raising prices on the Continental sedan for 2019. Order guides reveal buyers will be in for price increases of almost $5,000 depending on trim.

Fortunately, the brand's flagship sedan will also be getting some important features like standard auto emergency braking and may equate to a better value.

Here's what you need to know.

More Features

At the entry level, the 2019 Continental will start at $47,140 including destination, $985 more than last year's MSRP of $46,155. However, buyers will get a slew of features that may make the car well worth the extra money.

For 2019, all Continentals will come with adaptive cruise control plus Lincoln Co-Pilot360, a bundle of assistance features that includes auto emergency braking, a lane-keeping system, a blind spot monitor and more.

Previously, auto emergency braking required choosing the more expensive Select trim and adding the Technology Package for an MSRP of $56,830. As a result, the feature's price point has effectively been lowered over $9,600.

Next up, the 2019 Continental Select has been priced from $50,940, $1,830 more than the previous year. Here, there appears to be no discernible change in equipment other than the above driver assist features.

The well-equipped Reserve will start at $60,705, $4,925 more than last year's MSRP of $55,780. Here, the car will now come with the Technology Package (a $4,215 option last year), Climate Package ($850) and 13-speaker Revel audio.

As a result, buyers will get tech like a 360-degree camera, head-up display and park assist standard. The Climate Package adds things like heated rear seats, a heated steering wheel and windshield wiper deicer.

At the top of the range, the swanky Black Label will start at $71,040, $4,630 more than last year. Here, buyers will now get the Technology Package (previously $4,215) plus Lincoln's 30-way seats ($1,500) standard.

Given how expensive the competition is, the changes could boost the Continental's appeal. The cheapest 2019 BMW 7-Series starts at $84,645, but comparable safety features bring the price over $87,000.

But will the changes actually move the needle in terms of sales? Last month, the brand sold just 573 Continentals, making it one of Lincoln's slowest-selling models. Through July, sales were down nearly 30% versus 2017.

Lincoln has increasingly been adding features for 2019. The 2019 MKZ will soon gain Lincoln Co-Pilot360 as well. The 2019 Navigator will get more luxury and tech features, but at the cost of price increases of up to $3,500.

2017 Continental pictured

Explore the Lincoln lineup »

, Senior Pricing Analyst

Alex Bernstein is the Senior Pricing Analyst for CarsDirect.com. Each month he studies immense volumes of pricing and incentives data in search of trends that are useful to car shoppers. In the process, he often breaks industry news stories -- his analyses and insights have been featured on websites such as Automotive News, The Detroit News, Autoblog, The Truth About Cars and The Car Connection.

Follow On: Google+ | Website