What Does Lincoln Have To Do To Become A Serious Player?

They need to re-brand and do a COMPLETE line up overhaul with a halo performance model to WOW the consumer and get people talking about lincoln.

Agreed. Lincoln needs to stop being so "retro" in their current designs. There's only so much nostalgia the average consumer can take...for an era that reminds the industry of excessively heavy vehicles with inefficient engines, inefficient interior designs, careless attitudes toward safety, and no real connection to the needs of their intended consumer base.

The MKS is start, but what next? Maybe the Ford Fairlane project can become a new Lincoln program? The MKX has to start differentiating itself from the Edge more. Would Lincoln's typical customer accept a model smaller than the MKZ?

The fact that Lincoln still sells the Navigator in its comical form, is utterly ridiculous. It's a joke. An even funnier item to note is that there are still consumers out there still buying the new full-size Lincoln SUV. Ford, I think, developed its current vehicle lineup off of the coat-tails of their old Jaguar program. Right now, the brand has no where to go. I must re-brand itself in order to really survive, otherwise it's just a trim job of existing Fords.

I think the recent models are alright from the outside but like Buick the problem is the interior. It Photographs well but when you feel the cheap leather inside the buick and the cheap plastic it just falls apart. Lincoln needs to define itself, ford has done great with their new cars, the new focus looks great (something I never thought I'd say) there SUVs are doing well but they need to overhaul the Lincoln line now. And now that the town car is done they're going to need something to replace all those black town cars out there

Perhaps something rear wheel drive with a V8 would be a good start, Chrysler 300C type product? Current Lincoln has similar type sedans as Chrysler before the 300C.

1972 Continental Mark IV

Bring it back. Period.

They need just a few things...
1. Complete shift in design language.
2. Competitive RWD based platforms in the 7/5/3 series mold
3. A compelling model or two that recharges the brand.

I would have to assume that they are creating a 3 and/or 5 series sized platforms using the architecture underpinning the next Mustang, but I havent heard this. Why can Hyundai get this done from scratch with pretty good results the first time out, while Ford seems unable to get past it's geriatric heritage?

A possibility for a halo would be a 6-series competitor (Mark IX?) based on the next Mustang, but with completely bespoke exterior and interior. Dont know if the next Mustang will finally get IRS, but that is obviously a necessity.

They need to move away from being a jazzed up Ford.

"Why can Hyundai get this done from scratch with pretty good results the first time out, while Ford seems unable to get past it's geriatric heritage?"

The understatement/question of the century!


"re-brand and do a COMPLETE line up overhaul"

I'm sure THEY won't listen. Who are WE after all?

Lincoln needs a clear "brand statement" and supporting strategy with a long term commitment to see it thru. Personally I do not believe thae should chase or copy any other brand in its class. I would suggest they become the ultimate luxury brand in the $30,000 to $100,000 range with bold exterior styling linked to its past, beautiful interiors, lots of torque, ride over handling to a degree. A Bentley brand for the masses,
The first new Lincoln should be a four door convertible to announce that
the times are a changinging. Let Cadillac chase BMW and Mercedes. Lincolns should be Lincolns.

Well Ford has stated that they are not developing nor do they plan to develope RWD cars. So that leaves Lincoln with the Volvo based FWD chassis. This is not very promising. If Ford is serious about developing Lincoln then it needs to differentiate Lincoln substancial from Ford.The platforms need to be different,the models need to be different,the design needs to be different.Concept cars need to be made into production cars.It will not work to just make Lincoln gussied up Fords. Another disturbing situation is the fact that Ford is keeping Lincoln dealers in the dark regarding future product. Yet they are requiring a 2 Million dolar upgrade to their showrooms. I think this is clearly aimed at forcing some dealers out of business. Ford then wants to shrink the dealer count that sells the Lincoln product. My feeling is that Ford really wants to focus on Ford and nothing else. Lincoln may go the way of Mercury.

pssssst...lincoln....just do what cadillac did. It obviously worked. Though you will have to do a truckload more advertising, because you have to overcome the stigma of the towncar.

Yes but all that costs money. The question is does Ford really want to invest heavily in Lincoln when it still has so much debt.What will the pay off be?Does Ford really need to have a Lincoln when they currently charge over 50 grand for a fully gussied up Taurus SHO,Ford Flex,Ford Explorer etc.Can Ford really get away with charging 70 Grand for a Lincoln based product that's currently based on a Volvo FWD platform. I don't think so.Would Ford currently be any worse off without Lincoln. I don't think so.Lincoln is not Ford's "bread and butter",Ford products are.I think Lincoln may be doomed.

Lincoln needs a RWD platform from European Ford. They do need to structure their styling and give their cars names again. They should develop a new V8 that they will have to shoehorn into the MKS, coupe and convertible too. They HAVE to do something about the syling. The Navigator is hideous and the MKZ is a fiasco. I would personally like to see the MKT again but with balls. I think the most important thing is V8 and rwd.
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Ford Europe doesn't have a anything to offer. Most people don't realize Ford Autralia's line-up trumps all other divisions, hands down. I want a Falcon ute.

Come out with 1 car that looks great and destroys its competition and this will bring attention to the brand via magazines,websites,commercials etc. Once you have the publics attention,start your lineup overhaul 1 by 1.

I also read that Ford is going to change the Falcon to FWD. That means that as far as passenger cars only the "Mustang" platform will be continued to be offered in RWD.All future sedan based vehicles offered by Ford will be FWD or AWD based on FWD.Europe only has FWD platforms.You also know that due to fuel economy regs that Ford is moving away from the V8 to the turbo V6. Financially there is no reason for them to develope another V8.I think they a virtually handcuffed themselves as far as Lincoln goes.

Ford seems to think it can pull off an "Audi" with front/all wheel drive luxury cars. I would caution it that Lincoln is turning into an "Acura" with garbage-looking and garbage-performing cars. What do they need? Their Australians to develop a rear drive chassis that competes with the GM equivalents and take baby steps like Cadillac did. In another 10 years they may have something worth bragging about. Until then...loser cars for loser drivers...

They need to make the car either a luxury only brand with good ride to compete with Lexus, with tier one interiors and not so horrifying looks. they need their own chassis not Ford ones and engines, they also need to COMPLETELY overhaul dealerships, provide loaner cars and better service experience to the customer.

Lincoln is not that far away in being a great brand. I own A MKS and love it. $46.000, got me a comfortable sadan with tons of technology. More tecnology and comfort then vehicles worth double the price. I hope all of you that are making these comments had at least test drove one or at least sat in one. I put my Mks up against Cadillac or any other luxury vehicle worth $46.000 any time. I did not buy my Lincoln for racing performance, If I wanted racing performance, I would have brought a Mustang. I wanted a vehicle to provide me with comfort, smooth ride and technology and That is what I have in my MKS. Just like Ford and all the other America companies that are trying to reestablished their rep. Lincoln will do the same. Ford is doing it right. They are rebuilding their main brand for the majority of the people and then they will improve their premier brand (Lincoln) for those fewer who desire more.

They need distinctive product, and Ford knows this. While I'd love to see a large RWD platform, FWD is probably how it's going to be. Audi, Saab, and Acura make credible FWD luxury cars, so it can be done.

They just need something that stands out, that people want.