Well, so much for no big video productions.
Lincoln's Day-Starter was as loud as they come.
Actually, Lincoln may have the right to make a little noise.
A couple of years ago, you wouldn't have given the marque much of a chance of success.
Their product mainstay was the Jurassic Town Car. They tried - twice - to throw an up-scale pick-up truck off buildings onto unsuspecting buyers.
Meanwhile, arch-rival Cadillac was going from strength to strength.
Recently though, the largish MKS sedan has been surprising critics, customers and most importantly competitors with its handsome looks, good fit and finish, and overall competence.
When the Direct Injection turbocharged Ecoboost V6 is added later this year - 355 horsepower, more than most competitors' V8 offerings with up to ten percent better fuel economy - it should do really well.
Today Lincoln unveiled a new production crossover, the MKT, and a cute little Concept C, based on Ford's new Fiesta platform.
Is there a sub-compact in Lincoln's future?
Not if gasoline remains free.