Ford Looking To Audi And Lexus To Teach Them How to Differentiate Lincoln

For any luxury car brand, one indicator of success is whether customers know the mainstream brand to which it is related.

It's better if they don't.

Audi has gone to great lengths -- even foregoing the cost savings that come with sharing parts -- to erect a firewall between itself and parent Volkswagen.

All 228 Lexus dealerships in the U.S. are exclusive and physically separated from Toyota. The purpose is to keep the two brands distinct in the minds and experience of buyers.

Ford studied Audi and Lexus closely as it prepared to reinvent Lincoln.

 

PUGPROUD - 2/20/2012 4:41:17 PM

+5 Boost

Build the best damn car you can and the sales and price will take care of itself. Cut corners and you cut yourself. Its that simple. You have to challenge your people in a positive way, spend some real money on engineering, design and marketing and stay the course. If not...don't even try.

85bmw745i - 2/20/2012 8:46:27 PM

+1 Boost

couldn't have said it better PUGPROUD

Caraficionado - 2/21/2012 5:06:58 PM

+2 Boost

I actually think that Audi is a success story in that they have been able (it all started in the 80's) to separate themselves from VW and comparable Opels; and, like it or no, they are now getting closer to BMW and Mercedes.