What’s in a (Black Label) Name?

[KevinT]

I just learned the Aviator were in the middle of buying is a Grand Touring I and not a Black Label as was claimed in their Cars.com ad.

The car is well spaced, with almost all of the options I’d include if building the car on Lincoln’s sorts.

I’m concerned the car doesn’t represent as good of a “deal” as I expected, and that its value will always be less than if it had been a similarly equipped BL.

Obviously, as a used car bought at a non-Lincoln dealer we won’t be getting BL perks like pick up/delivery for service appointments, but I don’t know what I don’t know about trim level differences other than the actual equipment packages and options that are on the car.

Any thoughts?

Thank you!

 

[bbf2530]

I just learned the Aviator were in the middle of buying is a Grand Touring I and not a Black Label as was claimed in their Cars.com ad.

The car is well spaced, with almost all of the options I’d include if building the car on Lincoln’s sorts.

I’m concerned the car doesn’t represent as good of a “deal” as I expected, and that its value will always be less than if it had been a similarly equipped BL.

Obviously, as a used car bought at a non-Lincoln dealer we won’t be getting BL perks like pick up/delivery for service appointments, but I don’t know what I don’t know about trim level differences other than the actual equipment packages and options that are on the car.

Any thoughts?

Thank you!

Hi KevinT. The resale value of a Black Label versus non-Black Label due to the name alone is negligible. Value would simply be based on equipment content, just like any other used vehicle sale.

Keeping in mind that value is always in the eye of the beholder: Most people have no idea what a Black Label Lincoln is, so the name alone adds minimal value at resale time, at least to an educated/wise buyer.

The physical differences are basically cosmetic. The interior headliner is Alcantara/faux suede, versus a more fabric type of headliner in lower trim levels. The leather quality is slightly nicer. There are Black Label interior themes (and I believe exterior paint colors) which are not available in lower trim levels. The exterior badging and wheels are Black Label exclusive. Those are the major additions.

You don’t mention what model year it is, but most Black Label-only perks disappear after the 4 year/50,000 mile New Vehicle Warranty and 6 year/70,000 mile warranty anyway, even for the original owner.

You can find more detailed information on the Lincoln Owner website.

I’m sure others will also jump in to fill in the blanks I missed, so keep us updated and good luck.

 

[G-580493]

Thank you. I thought that might be the case. I wish I could compare the leather in the two trims for myself.

We stopped by the dealership to see how the paintless dent repair went, and it was not 100% successful. There is now a small break in the paint. Even before they attempted the repair, they committed to send it to the body shop to fix it, if the PDR was unsuccessful.

The car is a ‘22 Aviator GT I, $43K, 44k miles, with luxury pkg and everything else we hoped for. But it’s being sold at an Audi dealership, so not a CPO.

 

[KevinT]

Thank you.

After considering how far we’d have to go for a CPO Black Label Grand Touring car, and how big a hassle it would be to buy long distance, we decided to proceed with the used car purchase. The car has everything we were looking for. I can live without the Alcantara headliner. The leather is nice enough, FWIW.

Their PDR attempt was more successful than I expected, but while they did get the dent out, there’s now what looks like a crack in the top or color coat. The sales guy insists there’s no break in the undercoat, but they promised to fix it to our satisfaction, up to replacing the panel if necessary. (It won’t be)

We checked the local Lincoln dealership, of course, but the closest they have is a CPO Reserve with luxury pkg and not much more. It’s about the same price as the used one we’re getting, and CPO, but it’s definitely not exactly what we’re looking for.

We’ll be taking delivery this evening.

Next Morning Update: We took delivery last night. The process was smooth, but long. As this wasn’t a Lincoln dealership, we learned less about operating the car’s systems as we had hoped, but more than I expected. YouTube, here we come!

______________________________

 

[Vikingstaff]

I partially disagree slightly with BBF….

In terms of resale cost alone, the Black Label does sell at a higher price point both new and used. Is it worth that? Depends on the buyer. To BBF, perhaps not. To someone else, perhaps so. This could be impacted regionally as well.

Here in Michigan, the trim level on a Lincoln absolutely impacts its price point whether it is new or pre owned. That said, BBF is correct in that the Black Label trim “exclusives” are cosmetic. For some, that alone is worth it. More distinctive and better looking. For others, not a big deal.

Now, aside from that, there are a lot of options bundled with the Black Label that otherwise are part of different trim and package upgrade levels on lower trim models. So not exclusive, but bundled in because it’s the top of the line trim. So again, a bit of homework is involved in deciphering that compared to an Aviator Reserve I or II, and what comes bundled with them vs the BL.

Hope that makes sense…. I haven’t had my morning coffee yet. Grin.

Did you compare the price yours was listed at to other similar pre-owned you were buying vs other Black Label and non-black label vs GT? As long as yours wasn’t priced as a Black Label and priced on par with its true equivalents, you’re fine.

Another factor, the Grand Touring prices a bit higher than a non-GT. So again, as long as your used vehicle price was in line with other GT Aviators, no worries.

 

[KevinT]

I partially disagree slightly with BBF….

In terms of resale cost alone, the Black Label does sell at a higher price point both new and used. Is it worth that? Depends on the buyer. To BBF, perhaps not. To someone else, perhaps so. This could be impacted regionally as well.

Here in Michigan, the trim level on a Lincoln absolutely impacts its price point whether it is new or pre owned. That said, BBF is correct in that the Black Label trim “exclusives” are cosmetic. For some, that alone is worth it. More distinctive and better looking. For others, not a big deal.

Now, aside from that, there are a lot of options bundled with the Black Label that otherwise are part of different trim and package upgrade levels on lower trim models. So not exclusive, but bundled in because it’s the top of the line trim. So again, a bit of homework is involved in deciphering that compared to an Aviator Reserve I or II, and what comes bundled with them vs the BL.

Hope that makes sense…. I haven’t had my morning coffee yet. Grin.

Did you compare the price yours was listed at to other similar pre-owned you were buying vs other Black Label and non-black label vs GT? As long as yours wasn’t priced as a Black Label and priced on par with its true equivalents, you’re fine.

Another factor, the Grand Touring prices a bit higher than a non-GT. So again, as long as your used vehicle price was in line with other GT Aviators, no worries.

Thank you.

At the time we bought the car, there were no other GT’s available locally, other than one with almost 100K miles. I think our car was priced decently. We just didn’t get as good of a deal as we thought we had, if the car had been a Black Label, if you can believe the valuations given by Kelley for the two trim levels, spaced the same.

We paid $43K, including a “Lifetime Powertrain” warranty, Through Tom Wood Auto Group, a big regional chain of multi-brand dealers. This was before adding a comprehensive bumper to bumper service contract, wheel and tire, etc.

We live in an area with a huge pothole problem, so the wheel and tire protection is a must. When we moved here I was driving an E400 wagon with the lowered ride height option. That setup was no problem when we lived in Alaska. It handled the winter roads just fine. But here in the Indianapolis area I went through one wheel and three tires within a year of moving here.

Anyway, we’re happy with the deal and the Aviator, so far.

It’s pretty well equipped:

‘22 AWD Grand Touring I
Flight Blue / Ebony

Equipment Group 301A
Elements Pkg. Plus
Heated Steering Wheel
Auto Air Refresh
Heated/ventilated front/second row
Heated Vizio blade wipers
Lincoln Co-Pilot360 1.5 Plus
Active Park is 2.0
Reverse brake assist
Intelligent Adaptive Cruise Control
Head up display
Phone as a Key
Illumination package
Lincoln Lit Star in grill
Adaptive pixel LED headlamps

OPTIONS
21” wheels
P275/45R21” all seasontires
Luxury Package ($3300)
Rear door
Perfect position 30 way adj. seats
Revel Ultima 3D audio
Dynamic Handling Package
Adaptive suspension w/road preview
Air glide suspension with lower entry
Full Rear Console

This was at an Audi dealership, so we didn’t get a super detailed explanation of the driving modes and their effect on maximizing electric driving range, etc., but we’ll learn.

One thing we’ve found is that the car accelerates much more smoothly from a stop when there’s some battery power available. It’s got a very sensitive throttle, in general, compared to my wife’s former GLS 450.

The only sad thing was that our contact at the Lincoln dealership called me the day after we bought the car to let us know they were taking in a ‘23 Black Label GT with similar miles which was being listed for $49K. I would have preferred a CPO car still under original warranty, but the extra $6K would have been a significant bump.

Thank you both for your thoughtful replies!

Kevin

 

[Vikingstaff]

Thank you.

At the time we bought the car, there were no other GT’s available locally, other than one with almost 100K miles. I think our car was priced decently. We just didn’t get as good of a deal as we thought we had, if the car had been a Black Label, if you can believe the valuations given by Kelley for the two trim levels, spaced the same.

We paid $43K, including a “Lifetime Powertrain” warranty, Through Tom Wood Auto Group, a big regional chain of multi-brand dealers. This was before adding a comprehensive bumper to bumper service contract, wheel and tire, etc.

We live in an area with a huge pothole problem, so the wheel and tire protection is a must. When we moved here I was driving an E400 wagon with the lowered ride height option. That setup was no problem when we lived in Alaska. It handled the winter roads just fine. But here in the Indianapolis area I went through one wheel and three tires within a year of moving here.

Anyway, we’re happy with the deal and the Aviator, so far.

It’s pretty well equipped:

‘22 AWD Grand Touring I
Flight Blue / Ebony

Equipment Group 301A
Elements Pkg. Plus
Heated Steering Wheel
Auto Air Refresh
Heated/ventilated front/second row
Heated Vizio blade wipers
Lincoln Co-Pilot360 1.5 Plus
Active Park is 2.0
Reverse brake assist
Intelligent Adaptive Cruise Control
Head up display
Phone as a Key
Illumination package
Lincoln Lit Star in grill
Adaptive pixel LED headlamps

OPTIONS
21” wheels
P275/45R21” all seasontires
Luxury Package ($3300)
Rear door
Perfect position 30 way adj. seats
Revel Ultima 3D audio
Dynamic Handling Package
Adaptive suspension w/road preview
Air glide suspension with lower entry
Full Rear Console

This was at an Audi dealership, so we didn’t get a super detailed explanation of the driving modes and their effect on maximizing electric driving range, etc., but we’ll learn.

One thing we’ve found is that the car accelerates much more smoothly from a stop when there’s some battery power available. It’s got a very sensitive throttle, in general, compared to my wife’s former GLS 450.

The only sad thing was that our contact at the Lincoln dealership called me the day after we bought the car to let us know they were taking in a ‘23 Black Label GT with similar miles which was being listed for $49K. I would have preferred a CPO car still under original warranty, but the extra $6K would have been a significant bump.

Thank you both for your thoughtful replies!

Kevin

You certainly have a very well spec’d Aviator, and a GT to boot. You certainly are not missing anything important on features as compared to a Black Label. I hope you enjoy yours as much as we enjoy our non-GT. Happy driving!

 

[MattMacMan]

I partially disagree slightly with BBF….

In terms of resale cost alone, the Black Label does sell at a higher price point both new and used. Is it worth that? Depends on the buyer. To BBF, perhaps not. To someone else, perhaps so. This could be impacted regionally as well.

Here in Michigan, the trim level on a Lincoln absolutely impacts its price point whether it is new or pre owned. That said, BBF is correct in that the Black Label trim “exclusives” are cosmetic. For some, that alone is worth it. More distinctive and better looking. For others, not a big deal.

Now, aside from that, there are a lot of options bundled with the Black Label that otherwise are part of different trim and package upgrade levels on lower trim models. So not exclusive, but bundled in because it’s the top of the line trim. So again, a bit of homework is involved in deciphering that compared to an Aviator Reserve I or II, and what comes bundled with them vs the BL.

Hope that makes sense…. I haven’t had my morning coffee yet. Grin.

Did you compare the price yours was listed at to other similar pre-owned you were buying vs other Black Label and non-black label vs GT? As long as yours wasn’t priced as a Black Label and priced on par with its true equivalents, you’re fine.

Another factor, the Grand Touring prices a bit higher than a non-GT. So again, as long as your used vehicle price was in line with other GT Aviators, no worries.

I agree with this 100%. I have a 23 Nautilus Black Label and work at a dealership. Theres more to a Black Label than mentioned.

For starters: a Black Label Lincoln has the Alcantera Headliner as well as Venetian Leather and genuine wood trim pieces in the interior. It also includes the Revel Ultima sound system not just the Revel sound system found on Reserve Trims. Black Label models also come standard with the CCD suspension as well as exclusive paint color options and exclusive wheels. The interior themes are exclusive such as Chalet, Moonbeam, Yatch Club, Vineyard, Central Park, Destination, Flight, etc. Each theme has exclusive materials such as glass knobs, special metal trim panels, real wood trim panels, special animated splash screens on the navigation system when you enter the vehicle, and some models (Continental) have the exclusive suicide doors with special lighting that says "Black Label" Resale value is often higher mile for mile even when priced next to similarly equipped Reserve III models with the same mileage.

The Black Label perks are for the original owners only. These include a maintenance plan (included free), free luxury rental from AVIS for 7 days as well as free membership to their exclusive Presidents Club for free double upgrades anytime you get a rental, you get 1 free dining at some high end restaurants in the first like 6 months of ownership, priority service at the dealership (no appointment needed, you automatically are next in line for like oil changes and such), guaranteed loners anytime you drop off your vehicle at the dealership, theres a few more I forgot to mention Im sure.

______________________________

 

[bbf2530]

I agree with this 100%. I have a 23 Nautilus Black Label and work at a dealership. Theres more to a Black Label than mentioned.

For starters: a Black Label Lincoln has the Alcantera Headliner as well as Venetian Leather and genuine wood trim pieces in the interior. It also includes the Revel Ultima sound system not just the Revel sound system found on Reserve Trims. Black Label models also come standard with the CCD suspension as well as exclusive paint color options and exclusive wheels. The interior themes are exclusive such as Chalet, Moonbeam, Yatch Club, Vineyard, Central Park, Destination, Flight, etc. Each theme has exclusive materials such as glass knobs, special metal trim panels, real wood trim panels, special animated splash screens on the navigation system when you enter the vehicle, and some models (Continental) have the exclusive suicide doors with special lighting that says "Black Label" Resale value is often higher mile for mile even when priced next to similarly equipped Reserve III models with the same mileage.

The Black Label perks are for the original owners only. These include a maintenance plan (included free), free luxury rental from AVIS for 7 days as well as free membership to their exclusive Presidents Club for free double upgrades anytime you get a rental, you get 1 free dining at some high end restaurants in the first like 6 months of ownership, priority service at the dealership (no appointment needed, you automatically are next in line for like oil changes and such), guaranteed loners anytime you drop off your vehicle at the dealership, theres a few more I forgot to mention Im sure.

Hi MattMacman. In my defense…since the “VikingStaff” post you quoted mentions and quotes me…lol: i was not/am not denigrating Black Label Lincolns. In fact, I like them. And I mentioned virtually all of the Black Label features you stated above. The headliner, nicer leather, themes, optional equipment as standard, BL wheels, Black Label perks, etc. etc. I simply did not name them all one by one.

I was simply giving the opinion that minus the Black Label perks (most of which don't apply to a used vehicle purchase, as you agree and which the OP was asking about), the rest of the Black Label appeal is mainly appearance (BL themes, headliner, nicer leather, wheels, etc.). There is no more powerful engine, revised handling package, special suspension, etc. etc. Even the CCD suspension is/was available otherwise.
So if the appearance features, wheels, headliner, BL themes etc. are appealing to a used vehicle buyer, a Black Label is certainly worth the perceived extra cost. If not, then it is not. Absolutely no putting down of the Black Label models.

In fact, I had wanted to purchase a Black Label MKZ when I purchased my 2018. However, to obtain the option packages I wanted, a moonroof came as standard equipment. And I prefer no moon roofs on my vehicles. So I had to go with the Reserve model.

Also, “suicide doors” were only limited edition Lincoln Continental thing (I believe only one model year). I’m not aware of any other Lincoln sanctioned/sold Black Label vehicles with “suicide doors”. Are there any, I’m really not sure?
In the case of the Continental, It was a Black Label edition Continental donor vehixle, which was sent to an out-of-house coach builder to add “suicide doors” (and possibly a L model or slightly stretched), then sold by Lincoln. They were a special edition vehicle. Not a “Black Label” Lincoln per se. A Black Label modified with suicide doors and a few other features. And I believe the price premium was quite steep over and above the Black Label donor vehicle. Maybe $20,000 plus?

Anyway, just wanted to point out that to be fair, I did mention the added Black Label features.

Thanks and good luck.

 

[Vikingstaff]

I was focused solely on resale costs, and that BL trim levels sell new and used at a higher price point. Value is in the eye of the beholder since it is almost totally cosmetic when separating out included “options” from lower trim levels.

BFF pointed out a good catch above as well. Sometimes one might not want everything that comes bundled in the top tier trim levels (like the moonroof in his example). That’s another good point to consider when looking at elevated trim levels on vehicles. You might not want one of the major features bundled with it.