Is the Rough-and-Tumble SUV Dead? Lincoln Markets How Well Its Aviator Cossets Consumers

I just spent a week with the upscale, midsize 2020 Lincoln Aviator Black Label and was left with a strong impression of … its interior. The darned thing was just so sumptuous, so quiet, so designed, and such a nice theater for quality audio.

And that's as intended. "Lincoln engineers worked tirelessly on Aviator's cabin to ensure the listening experience is optimized," the company said, "including adding a wealth of interior and exterior sound absorption content to minimize noise, acoustic laminated windshield and side glass, acoustic underbody shields and wheel arch liners, doors built for quiet, solid closure, and tires designed to reduce road-induced low-frequency rumble."

The car, with its "Flight Blue" interior and ebony leather seats, was an oasis for enjoying the Revel Ultima 3D audio system, and fully isolated from the outside world. There was a 400-horsepower, twin-turbo, three-liter V-6 under the hood, but it was hiding in plain sight, making itself known only when the stop-start system's "Auto Hold" kicked in. The hardest job as the driver for this MediaVillage test drive was pushing the "D" button.

The 2020 Lincoln Aviator Black Label has an MSRP of $77,695. As tested, it was $91,915 — nearly as expensive as the Porsche Cayenne e-Hybrid I have in the garage right now. It's a big SUV, with burly off-road style cues hiding the real attraction: the ultimate, you-deserve-it luxury of the interior. Forget about horsepower — the roads are far too congested to exploit the silly zero-to-60 times anyway. Lincoln is, instead, about "performance that just leaves you feeling better.">

Jim Motavalli

Auto-industry expert Jim Motavalli is a highly regarded writer for MediaVillage ("Motavalli on Marketing"), The New York Times, Barron's, Autoblog.com, National Public Radio's Car Talk, and others. He is author or editor of eight books, inc… read more