Report: FoMoCo must do with Lincoln what it has done with the Ford brand

I just hope that Ford has learned something from owning Luxury brands Jaguar, Volvo, etc. under PAG to do something with Lincoln.

I Ford learned too late...when the sales weren't coming easy and their once-loyal customers began to shop other more prestigious luxury brands...their time to initiate change had already past.

I'll admit that Ford was "seeing the light" as indicated by some of the recent Volvo, Land Rover, and Jaguar models ---- which were well into development when LR & Jag were sold off. With those divestitures, went any industry recognition that Ford can make exciting and worthy luxury cars.

Now, Ford MoCo has to basically prove itself with the Lincoln brand. OK, it's done fine with it's newest models --- MkT, MkS, and MkX; but the brand needs a definite S-class/LS/7-series/XJ/Pheaton/A7-competitor ---- and not just 1 vehicle. Lincoln needs 2-3 different models that compete on multiple levels from the sport luxury to the luxury sport to the high-end luxury near the $80-100k mark. The Navigator should be an excellent alternative to the Range Rover in on-road manners & presence, interior content, and tech gadgetry (be able to climb Mt Everest isn't all the important here).

Ford has a long way to go --- they should start with leaking sketches containing design mockups of future products to gauge public interest and reactions.

I kind of disagree with the absolute need for a full-size rwd S-class competitor sedan. Don't get me wrong, that type of car is right up my alley and it would be good for their image, but with regard to sales volume, this type of car won't do much for the bottom line.

"Ford will have to add more volume from Lincoln to satisfy Mercury dealers, in particular those who have Lincoln-Mercury stores. Mark Fields, Ford’s president of the Americas, said that the company has to make “a very compelling case” to its dealers right away."

To that I'd say piss off. If the store was never a winner, let it die where it stands. They need to evaluate dealership performance before they start pumping more volume.

And before they even consider dealership selection, make them change their signs. In Florida, you can easily find dealerships still operating with old signage like Oldsmobile and Plymouth. There's even one near my house that still advertises Eagle.

It was a mistake for Ford to purchase Jaguar in the first place. Years ago when they should have been fixing Lincoln, they just gave up and went to buy some luxury brands, which implied that even Ford didn't see any prestige in the Lincoln brand. Instead of bringing Jaguar downmarket with the Mondeo-based X-type and the DEW-98 S-type, they should have fixed Lincoln to compete in those segments and moved Jaguar upmarket into Bentley/RR territory.

If you go to gminsidenews.com, you will see that Lincoln put Cadillac on notice. They stated they will be going after a combination of Cadillac, Lexus, and Acura. Smart move, IMHO. Lincoln didnt state any intentions of going head-to-head with the germans. Ford stated that Lincoln will be getting exclusive technology, suspensions, and powertrains (as needed in this segment) in the not to distant future. I think this was in Ford's plans all along to focus on one brand at a time and then assault the luxury market with Lincoln (last but not least therory). Lincoln has been just basically getting good (but re-done) Fords so they could figure out the styling thing. Now that they have, Lincoln says they will expand the brand by seven new (or revised) models over the next four years. THIS will be interesting. I hope this puts some fire under Cadillac's *ss. Cadillac vehicles constantly offered with engines that are available on the rest of GM's vehicles (no matter how good they are) is NOT "standard of the world" status. I hope Lincoln's new moves will make Cadillac re-think this whole FWD based AWD business is the way to go. You dont have to agree with me, Im just saying. Alan Mulally did it with Ford and Im sure he will do it with Lincoln...