No China business case
Definitely none in United States
Board to begin review at their regular monthly meeting tomorrow
12 replies (most recent on top)
Lincoln arguably has its strongest portfolio in decades with the new SUVs coming to market. However, the brand is dead last in the luxury segment.
I leased MKZs for many years (GSR - no lease plan). I enjoyed them - with the huge rebates they were a few bucks more than a Fusion so I upgraded.
Had I not been working at Ford - I never would have looked at a Lincoln. I find the Cadillac styling to have more going for it if I were to stay with an American car.
The new SUVs look better - although the rear end of the Navigator is truly ugly - looks like a random guy designed it without seeing the rest of the vehicle. Oh well....
I have driven a few Lincolns and really liked them. Unfortunately most people think of them as a Ford with a different name plate.
I love my Lincoln! It’s a great car.
There is no way on earth that Lincoln is profitable to Ford. So really does not matter if the product is good which it is although really expensive
Lexus was credible from day one. They overdelivered at a competitive price point and started building their brand image.
I recall when Ford development engineers first got their hands on one and went through every system. They were amazed at what they delivered for the cost. One engineer was almost giddy at how Lexus took the time/expense to add a rubber sleeve to an actuator spring to dampen any noise.
Lincoln products are still for the old man and typically require $5k+ on the hood to move them.
Doubt this is accurate. Just now have an SUV line up that is credible in major segments.....Navigator is awesome.....Aviator and Corsair are class competitive......electric next year......Continental should be upgraded.....currently like an E Class or BMW 5xx with the 400hp engine but without the reliability issues. Just need to do some feature upgrades and a little less pricey. It took Lexus 20 years to be credible. Ford neglected the brand for nearly 30 years until 2014.
While this should be done, I highly doubt this report is accurate. Lincoln is near and dear to the Ford family's heart for historical reasons. It was the one brand they blocked Alan from selling off or winding down in 2007.
Where was this reported?
This should have been done 12 years ago. Continental is prime example of the cluelessness on what is needed to develop brand image for a premium product. Embarrassing.
In 2010 our CMO, Jim Farley, said it would take 10 years to make Lincoln successful and profitable
Lincoln should of been axed in 2008. Instead they kept sinking money into it with half hearted badge engineering. Remember the MKS? Sad thing is the Taurus looked better, and offered the same step up powertrain. MKZ never materialized either. They hired that bozo from GM who supposedly did the CTS, and thats the best they could muster (I assume that guy fluffed his resume). The Continental was stale when it hit the showroom floor. Interior was inferior to rivals, was not RWD with a V8, etc. Honestly sitting in one, you could of had the same level of refinement in a mid 00s BMW, Audi, or Mercedes. Problem was the Continental came out for 2017MY. Huge miss. Navigator and maybe Aviator is the only saving grace, but more so on the Navigator. Everything else is nothing special or BIC. They also made a huge mistake letting the LS die on the vine. No marketing, minimal investment to keep it fresh. It to me was the last full hearted attempt to make Lincoln stand apart from the Ford brand.
Long overdue - company blew the lineup with lack of car platforms. Not worth the expense for the return.