Ford Motor Co’s Lincoln luxury division is resurrecting its storied Continental model and plans to put the full-size sedan on sale in China and the United States next year.

“We believe there will be a sizable market for this vehicle in the US and China,” Lincoln spokesman Stephane Cesareo told China Daily in an interview on Monday. “It will have appeal for a family and also for a business person.”

The new Continental concept will debut at this week's New York auto show. While full-size sedans face a tough market in the US, the segment is growing globally especially in China where Lincoln is making a major push. Lincoln began selling vehicles in China last year, and Cesareo said the company hopes to have 60 dealerships in the country by the end of 2016.

“China represents a critical part of our strategy,” he added. “Out goal is to develop a strong network of dealers in the country’s major cities.”

Lincoln isn’t the only US luxury brand taking aim at the China, which is now the world's largest auto market. General Motors' Cadillac, which sold 73,000 cars in China in 2014, intends to push the sales of its CT6 sedan in the mainland and will also roll it out in New York this week.

The Americans will face intense competition from German automakers BMW and its 7-Series and the Mercedes-Benz S-class sedan.

Even though Lincoln and to a lesser extent, Cadillac are late to the Chinese market, senior analyst Jessica Caldwell of Edmunds.com said China is now a market that demands a strong presence. According to a 2103 report from McKinsey & Co, luxury car sales in China could exceed those in the US by next year.

“It is a bit late but China is such a huge market I still think Lincoln can carve out a big enough share to make it worthwhile,” she told China Daily. “There is still room for a lot of growth in the second- and third-tier cities in China.”

Picking up on that theme, IHS Automotive analyst Stephanie Brinley said that even though the growth of car-sales in China has cooled from double to single digits, the market holds enormous potential.

“Unit sales in China are expected to top 30 million by 2020 and this year come in at around 24.7 million,” Brinley told China Daily. “Even if they are late (to the market), it doesn’t mean they can’t be successful in China.”

Since the Continental is a concept car, much could change between now and when the vehicle actually goes into production. “The design concept was stunning,” Brinley said after viewing pictures online. It is a beautiful product that should fit nicely into the full-size sedan luxury space.”

Brinley believes the Continental can bridge both markets in China and the US for Lincoln. “I think it can help Lincoln to establish a presence in the luxury market in both countries. And even though SUVs seem to surging in the US now, there is still room for a full-size sedan in a luxury lineup.”

Noting that Lincoln and the Continental carry an automotive history in the US, Caldwell said the Continental will help Lincoln to burnish its luxury legacy. “Luxury car companies need a flagship top-tier sedan. They become a symbol of what the company can provide a luxury buyer and create name recognition that carries around the globe.”

paulwelitzkin@chinadailyusa.com