Pickup trucks are a big business, a very big business. They account for over 15% of all vehicles on US roads, and have become the do-it-all solution for people who want utility, size and towing capacity, mixed with the comfortable, high-seated luxury that modern pickups provide. So with a fully optioned F-150 Platinum knocking on the door of $100,000, why isn’t it sold under the more prestigious and luxurious Lincoln brand name? It would make so much sense, right? Well, it was, twice and both times were failures.
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