Ford Motor Company's Lincoln Continental model was a favorite of President John F. Kennedy. The luxury sedan, which symbolized the swagger of the Mad Men era, is about to make a stunning comeback.

Lincoln will present a new Continental sedan at the New York International Auto Show this week, reports Bloomberg, and one of the biggest changes to the car's style: a rectangular chrome grille that replaces the "eagle's wings" grille of years past.

Motor Trend describes the Continental as having "sculpted haunches and a rakish profile." Its sleek silhouette is outfitted with a new turbocharged, 3.0-liter EcoBoost V-6, exclusive to Lincoln, and trimmed lavishly in chrome. The ultra-luxurious rear seat features a pop-up touch-screen tablet and a champagne bottle holder. In addition, the sedan boasts a hideaway computer, electrochromic sunroof, attaché cases and 19-speaker Revel Ultima audio system complete with spiral-drilled mesh speaker covers.

Lincoln peaked in 1990, but discontinued the Continental in 2002 following decades of downsizing. Lincoln has since suffered a 59 percent sales slide, according to Bloomberg. The revitalized Continental is Ford's latest attempt to boost sales. Chief Executive Officer Mark Fields said the automaker is investing $2.5 billion on four new Lincoln models, including the Continental.

"It's such an iconic name, but it is a very, very modern car," Lincoln's president Kumar Galhotra told Motor Trend. "The emphasis overall for this vehicle is quiet luxury. And by quiet, I mean quietness in all aspects, not just NVH (Noise Vibration and Harshness). NVH is important, but in attitude and in beauty, in interior, all of it to create a space for the customers ... a serene place, a sanctuary. That name is so well-associated with the best of Lincoln, the next logical step for us was to create this flagship sedan that offers the best of Lincoln."

Ford will introduce the Lincoln brand in China, a country where large, chauffeur-driven luxury sedans rule.

In the U.S., the Continental's target market are professionals who earn more than $200,000 a year, said Lee Jelenic, Lincoln's U.S. marketing manager. The Continental hopes to attract owners of the BMW 5 Series, Lexus GS, Audi A6 and Cadillac XTS, he said.

The new Lincoln Continental arrives in showrooms next year. Ford has not yet announced the retail price.