Has Lincoln's Problem Been All Along That They Are Targeting A Segment That No Longer Exists?

Lincoln, which unveiled its new MKZ on Tuesday, faces a luxury market that is fundamentally different from 20 years ago, Ford's global sales chief Jim Farley said.

Last year, about 800,000 luxury vehicles were sold in the U.S.

"Now it's big business," said Farley, who came to Ford after running Toyota's Lexus luxury division.

Lexus "tried to be everything to everyone," Farley said. By contrast, Lincoln is aiming for a buyer who is younger, more female, more educated, with a higher income and living on a coast, said Derrick Kuzak, head of global product development. Lincoln will have seven new or significantly modified vehicles by 2014.

 

PUGPROUD - 1/17/2012 8:37:41 AM

+3 Boost

Forget performance, forget top speed,forget corning g forces, forget
0-60 times, forget fast track times, etc etc. Lincoln only needs to do three things...hire Pinnafarina to do its styling, build engines with massive amounts of torque, and build interiors with luxury and quality materials to Rolls Royce standards. In other words be a Lincoln...nothing more and nothing less. The market and profits are there.

infiniti_G35c - 1/17/2012 12:03:35 PM

+3 Boost

It's too late for Lincoln. Apart from the Navigator (which hasnt been touched in YEARS), the brand is no longer synonymous with luxury or quality.

In my opinion, Lincoln needs a completely new design direction. The split massive grill is gaudy and unappealing.

Lincoln's should be classically handsome. I think the "retro" theme needs to die and the brand needs to be refreshed. Ford should be looking closely at what Jaguar has been doing and follow suit.

Caraficionado - 1/17/2012 3:29:43 PM

+1 Boost

Agreed, it is too late.

Cadillac and the Chrysler 300 are good American luxury offers.

wins555 - 1/18/2012 1:00:18 AM

+1 Boost

Its not too late. Its just that their direction is not clear. Just look at Hyundai's designs. WOW. Hyundai and Lincoln are not in the same class but the Korean company seems to be doing everything right at the moment. A good strategy is what Lincoln needs.