Success is all about knowing your strengths and capitalizing on them. NBA legends who continue to practice free throws know it, established lawyers fine-tuning their debate skills know it, and Vegas regulars with good poker faces know it. Not always included in that self-aware bunch are automotive executives. “We’re a car company that will start making trucks.” “We’re an economy brand that will start selling luxury cars.” From Hyundai to Jaguar, automakers are all over the map these days, with some forging ahead enjoying profits as others recoil in shock from their losses. Today, one of the losers is Ford Motor Company, parent to the Lincoln brand. There were days when “Hot Rod Lincoln” played on the radio, back when “imports” was a foreign word and having a Mark in the driveway was a sign of success. But over the years the brand’s recipe for success was watered down, ultimately serving chromed Fords to premium buyers who expected and deserved more. Hence, nobody really sings about Lincolns anymore. Maybe the 2006 Zephyr and Lincoln’s new “Reach Higher” campaign will change that. Not likely, but maybe. At a recent press event in New York City, company executives pledged that a new, reinvigorated focus has been placed on the Lincoln brand, that whatever happened in the past is the past. According to the folks from Dearborn, “Now is the time to get a Lincoln. It’s a brand that’s ready for its future.”

Time will tell if the Zephyr is up for that kind of pressure, but early glimpses look promising. This smart-looking sedan offers a classy design, a finely-crafted interior, a nice list of standard and optional features, and boasts a starting price that’s less than its main competitors. What the 2006 Lincoln Zephyr lacks is power and sporty handling, though those are afflictions also dealt with by the successful Lexus ES 330.

But those are outside forces. Ford Motor Company executives face an uphill battle as they attempt to convince the buying public that a $30,000 Zephyr is that much better than an $18,000 Ford Fusion or a $19,000 Mercury Milan. Yes, the Zephyr feels more luxurious, has a smoother ride, and offers more upscale features, but underneath it’s the same car, and in today’s market, $10,000 buys not only better seats but a better vehicle. Take Cadillac, for example – though its trucks are blinged Chevys, cars like the CTS and DTS are just two among a lineup that offers buyers rides distinct from their plebeian cousins.

The 2006 Lincoln Zephyr is a comfortable, attractive sedan, but one that’s nothing more than a tweaked Ford Fusion. And that, unfortunately, is not a car people are going to sing about.