9: Lincoln Aviator
Lincoln has always been the main luxury brand in the Ford Motor Company’s portfolio. The 2000s were a definite transition period for the brand as the Navigator SUV was a sales success. The company then decided to release a smaller version of the Navigator based on the Ford Explorer SUV (via Hot Cars).
The problem with the Aviator was the high price tag and maintenance cost. The reliability was questionable and between the development and the advertising Ford lost quite a bit of money on this. The Aviator brand was revived almost a decade later as a crossover SUV.