If there was a poll of unsuccessful automakers and one individual muttered Detroit's Lincoln, I don't think anyone would argue. It's certainly seen some tough times but Ford hasn't given up just yet.
And it shouldn't.
But as the brand goes through a rebuilding process, some rebranding and a new direction needs to be taken. A trail needs to be blazed, if you will.
However, I am not sure if I like what I hear -- it's almost a defeatist attitude. Company execs say it's not Lincoln's goal to be number one. Is that just in terms of sales or overall? A little more clarification is needed.
Then towards the end of the story, according to The Detroit News, a reporter asked a Ford executive about a possible renaming of the brand, the response was simple "Stay tuned."
A tease? Perhaps.
Even if Lincoln was renamed though, that's only the beginning to tackle its problems -- what ELSE needs to be done? Sexier products? More differentiation from Ford? What will MOVE these cars?!
Ford Motor Co.'s Lincoln brand is undergoing a reinvention, hoping to become a real player in the luxury vehicle market by offering buyers a personalized and premium product lineup.
One thing Lincoln doesn't necessarily have to be is the luxury market leader.
"Our ambitions are not to be No. 1...We'd rather have a few people love us, than everyone like us."
There's also been talk of renaming the brand.
Farley, when asked about such a move, said "stay tuned."