Car shoppers are drawn to sumptuous features on the new flagship sedan, Lincoln spokesman Sam Locricchio told Edmunds.
"More than half the retail vehicles to be built in the latter third quarter have been sold and pre-orders are coming in with a strong mix of high-series content," Locricchio said.
The favorite exterior color is White Platinum, a $595 option, followed by Black Velvet, a standard color.
Car shoppers are also checking the box for the Cappuccino interior.
The favorite engine is the uplevel twin-turbocharged 2.7-liter V6, while the favorite wheel is the 20-inch option.
The $3,105 Technology package is another popular addition. It bundles a long list of items, including adaptive cruise control with stop-and-go, a driver-alert system and a dual-panel moonroof.
Lincoln will offer the Continental in four trim levels: Premiere, Select, Reserve and Black Label. So far, Locricchio said there is a "strong interest in Reserve with about a 50 percent mix rate."
The Reserve front-wheel-drive model with the 2.7-liter V6 engine starts at $54,840 and tops out at $60,105 for the all-wheel-drive model with the 400-hp 3.0-liter V6.
Other key details on the Reserve model include a 24-way driver seat, power rear sunshade and an embedded modem.
The base Premiere front-wheel-drive model with a 300-hp 3.7-liter V6 engine starts at $45,485. Prices include a $925 destination charge.
The highly anticipated Continental will arrive at dealerships in September, targeting the Audi A6, BMW 5 Series, Cadillac CTS and CT6. Other competitors include the Lexus GS 350 and Mercedes-Benz E-Class.
Edmunds says: Early orders on the highly anticipated Continental show that buyers are opening their wallets for lots of goodies. Lincoln appears to be headed in the right direction with its new flagship.