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For Lincoln Aviator in Canada, Simplicity is Key

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2020 Lincoln Aviator Grand Touring  Lincoln Aviator in Canada
The 2020 Lincoln Aviator Grand Touring is available in Canada by early 2020
Photo: Lincoln Motor Company

Lincoln Motor Company of Canada wants its new Aviator three-row crossover to be a hit. Since arriving this summer, the Aviator has scored high marks with critics, so it’s already taken off in that regard (get it, taken off, because Aviator). To make sure that it translates to customers, Lincoln is taking the complexity out of the ordering process with fewer trims more standard features.

Jim Rideout, product plans manager for Lincoln Motor Company of Canada, told Automotive News Canada that the objective for the brand is to make it easier for customers to get what they want without having to weigh too many options.

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“The U.S. has taken a similar approach in also lowering the order complexity,” Rideout said. “I would say we have probably gone further than what the U.S. has done.”

To this end, the Lincoln Aviator in Canada is offered in just two trims: Reserve and Grand Touring. The former starts at C$75,000 and includes a lot of the high-end amenities not included in the U.S.-spec base model. With the Canadian Aviator Reserve, you get the 28-speaker Revel Ultima 3D audio system, quad-zone climate control, a hands-free liftgate, Lincoln Co-Pilot360 Plus, and Intelligent All-Wheel Drive.

According to Rideout, not offering rear-wheel drive for the Aviator is the result of understanding what customers want, calling it “a prerequisite for luxury.”

Lincoln is expected to roll out a lower-priced entry-level Aviator Reserve within the next two months. It will be joined eventually by the Aviator Grand Touring, which is currently in production and expected to arrive in Canada by late 2019/early 2020. The Aviator Grand Touring will start at C$80,500.

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News Source: Automotive News Canada