Lincoln is in the midst of a fancy Ford identity crisis, so the brand has revealed plans to unveil seven new or updated models.

Lincoln is in the midst of a 'fancy Ford' identity crisis, so the brand has revealed plans to unveil seven new or updated models in the coming years.

To kick things off, Lincoln will introduce the facelifted MKS and MKT at the Los Angeles Auto Show in November. The brand is going for an understated appearance so we're hoping the MKT will lose the toothy grille.

More interestingly, in an interview with the Wall Street Journal, Ford product chief Derrick Kuzak said "You think of BMW as engaging to drive; you can think of Lexus as refined. Bring them together and it is a new experience no customer has ever had." That sounds rather promising, but we'll believe when we see it.

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Lincoln promises to match BMW & Lexus, make pigs fly