Ford seems to have spent much of the past 15 years trying to reinvent the Lincoln brand.

I think the New York unveiling of the Lincoln Continental concept marked probably the fourth attempt at a defining a new look for the marque as it tries to get away from the clunking image of the giant Lincoln Town Car.

The indestructible Town Car, which was built on a separate chassis, was the US limo of choice in the 1980s and 1990s. It was related to the Ford Crown Victoria, the mainstay New York cab for many years.

This was a Lincoln which was a world away from the ultra-modern, elegant and sharp-edged 1961 Continental which became infamous as the car in which President Kennedy was shot.