The hottest automotive category these days is the small SUV/crossover segment. Lexus first popularized this two-row, five passenger people and/or cargo hauling luxury niche with its RX model. Also back in 1998, when RXs were flying off the shelf, Lincoln and Cadillac launched big, luxury SUVs labeled Navigator and Escalade. All the players prospered.

Creating a Difference

Some luxury brand buyers may be blissfully unaware that the foundation of their vehicle may be based on an automaker’s volume offering, but that does not mean they’re unsophisticated shoppers. They know what luxury should look and feel like. And since normal nameplates can now be optioned with gear that was only available for their luxury siblings, automakers have to demonstrate value in their higher priced brands.

Lincoln clearly got that message when it revamped its product lineup. The venerable luxury brand began by shedding forgettable, three-letter model IDs and replacing them with memorable names. Navigator was easy, since it hadn’t succumbed to a MK-something and the newest version of Lincoln’s SUV flagship is more than competitive with the world’s best. Corsair, formerly known as MKC, is Lincoln’s latest model, joining Nautilus and Aviator to round out its SUV lineup. And it’s as dramatic a change in this small segment offering as the award-winning Navigator was when it was thoroughly redone.