“Reach Higher” is Lincoln’s advertising tagline, but “Reach Lower” might be more appropriate. Pitching Lincoln as a reward for people with American values who’ve achieved the American dream but don’t want to display success in a pretentious fashion, Lincoln claims no aspirations to compete on the world stage. Evidently, the view from Dearborn is that the battle for customers is in America, and that cars like the Lincoln MKS Concept are what Americans want to buy.