You don't get to be the "most popular" at anything by failing to give people what they want. That goes for entertainers, restaurants, writers, and - oh, yeah - auto manufacturers. Even though most of us automatically think "Cadillac" when the subject of American luxury autos comes up, the truth is that the vehicle with highest sales and owner loyalty in that particular class is the Lincoln Town Car. Combine that with the Town Car's dominance among limousine fleets, and you might get the impression that the Town Car is central to Lincoln's self-image. You'd be right - even after twenty years in its stable, the Town Car remains Lincoln's cash cow, though the Navigator may have something to say about that. Soon!
With a brand loyalty figure exceeding 60%, Lincoln is ever pressed to maintain a fine balance required by a market that demands modern luxury while insisting on adherence to tradition. The 2003 redesign of the Town Car has managed to maintain that equilibrium; altering the vehicle's outward appearance only slightly while performing substantial mechanical updates. Here, see what I mean...
Styling
Only the most observant car enthusiasts will be likely to differentiate the redesigned 2003 Town Car from the previous version. The biggest clue is about 4 inches by two; the reappearance of the Lincoln "star" hood ornament after a decade or so of absence. The new grille is also wider and the trunkline longer, but little else has changed. You can still expect the rounded, aerodynamic shape that's been around since the 1980s, still without surplus chrome. Don't expect a single square inch of the plastic cladding that's spreading over SUVs like necrotizing fascitis; you won't find it here.
Upgrades to the interior are less subtle: the entire driver interface has been redesigned, from a new steering wheel face to updates to the instrument panel and dashboard controls. Interior storage - long overlooked in the line - has been improved with the addition of both lidded compartments and map pockets in the doors, plus a roomy storage compartment in the fold-down armrest. In keeping with the luxury statement, Lincoln equips all Town Cars with leather seating and a leather-wrapped steering wheel, plus faux walnut trim on doors and dash. Apparently, they've found a new of plastic tree forest, since the trim is far less ugly than in previous years (not prettier - less ugly).
Mechanics
Here's where Lincoln has gone all out in the redesign: every system related to driving and handling has undergone substantial updating, starting with a new 4.6-liter V8 engine (239 horsepower, 287 lb-ft of torque). A redesigned four-speed automatic transmission yields improved shifting smoothness and responsiveness. The biggest changes, though, have come in suspension and steering, improving handling and ride over what was already fairly well regarded for the class. Updates include a new, stiffer frame; variable rack-and-pinion steering; and revisions to both front and rear suspension.
Safety
All trim levels come with dual-stage front airbags, side airbags, and four three-point seat belts - center seating positions, both front and rear, have only lap belts. Both traction control and ABS with electronic braking distribution are standard, though no anti-skid system in available. Rear-seat LATCH points are new this year.
Trim Levels
My ride was an "entry-level" Executive trim, that is, if a $41,000 car can be the "bottom of the line." Even the lowly Executive comes equipped with power everything (mirrors, doors, windows, cruise, tilt), and also has a dual climate-control system, CD player, electrochromatic mirror, information console, and eight-way powered seats. Lay out another $5000 for the Signature trim, and you'll get upgrades to the leather and wood, rain-sensing wipers, a memory system for seats / mirrors / pedals, and a sunroof. Another $2000 for the Cartier trim adds a fully-powered trunk lid, fog lamps, and a storage-bin system for the trunk. At the top of the line, the $51,000 Cartier L is stretched, adding an extra six inches to length, wheelbase, and legroom - as if that rear seat weren't already big enough! Ooh, la-la!
Driving the Town Car
Among car buffs (admittedly not the its target demographic), the rub against the Town Car has always been Lincoln's steadfast reluctance to embrace the latest technology. The 2003 update is no exception to this rule: while competing cars offer anti-skid "electronic brains," five-speed electronically-controlled transmissions, and other technological marvels, Lincoln clings tenaciously to early 1990s technology. That doesn't mean that they haven't made the best of their update, though.
In comparison with the last Town Car I drove, a
2001 model, the 2003's handling is markedly improved. That typical 1980s "big car float" sensation at freeway speeds has been diminished by revisions to the suspension and frame, without detracting from the ride's overall smoothness. Handling off the superhighways is also improved, as the upgrades to steering and suspension have made the big car relatively more responsive in turns and given the driver closer contact with the road. Make no mistake about it, though, this is a big car that's designed to insulate the passenger from the road as much as possible - and the suspension is up to all but the roughest of paved roads. The car's interior is quieter than previous models; only the faintest road, wind, and engine noise makes it past the updated sound-deadening insulation in the new model.
Acceleration, though by no means lackadaisical, is not the best in its class - many lighter vehicles have more powerful engines with maximum "power" lower on the tachometer. Still, the big sedan gets up to freeway speeds quickly enough for most of us, and shows enough "punch" to take some of the fear out of passing on two-lane roads. The four-speed tranny shifts smoothly though most maneuvers and I never caught it hunting for the proper gear in four days of driving. The Lincoln V8, as in previous models, displays a surprisingly light appetite for fuel, with an EPA rating of 17mpg (city) and 25mpg (highway); though my numbers were not quite as good - I averaged about 23mpg highway and 22mpg overall in some 500 miles of mostly highway driving.
Parting Thoughts
Lincoln has caught itself between a rock - the conservative (and aging) loyal fan base for the Town Car - and a hard place - technological advances that have given the competition a leg up on the car's stodgy, still-dated design. Rumor has it that the manufacturer will soon bring out new vehicle, a "retro" version of the Lincoln Continental that will incorporate modern technology. Introduction of this new line is surely an attempt to woo more conservative but younger customers away from European and Asian luxury sedans back to an American standard.
As luxury vehicles go, the Town Car does not rank among the best buys in its class. The manufacturer eschews the technological advancements that have made Lexus and other import lines formidable competition for American-made vehicles; Lincoln has even failed to technologically match its sole American competition, Cadillac. Although the Town Car represents a long and distinguished lineage, it is a paradigm that has fallen behind the times. Rich appointments, roominess, and tradition notwithstanding, the Town Car need more than a simple redesign to remain competitive - and slumping sales in the 2001 and 2002 model years are probably a harbinger of problems to come.
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