Lincoln To Be Reinvented - But Is It Already Too Late?

Last week, on the first of two media days at the L.A. Auto Show, the Lincoln display was filled with some of the most iconic cars from its history. The next day the entire display was filled with versions of the all-new MKZ. And on Monday, December 3, Ford CEO Alan Mulally and Ford Global Marketing Chief (and Lincoln brand leader) Jim Farley went on a media tour in New York with stops at talk and business shows to introduce “The Lincoln Motor Company,” signaling the relaunch of the brand into the American luxury market.

And so it begins. The reinvention of Lincoln is going to be dominating the airwaves and media sites for the next 60 days. You won’t get far before running into a piece of communication about Lincoln. For instance the lead print ad that appeared on Monday in national newspapers provocatively asks and answers the following question: “Does the world need another luxury car? Not really.”

Read Article

PUGPROUD - 12/4/2012 4:43:50 PM

+1 Boost

The car business is like the movie business...a great movie is an instant hit and makes gobs of money. Same for cars. If the product is really good it is immediately recognized and flys out the show room. If it is inferior or me-too, the opposite is true. Its up to Ford to make a Lincoln that causes people to standup and take notice. Recent examples have not. No risk no reward. Ford may only get one more shot.

AlleVier - 12/4/2012 6:57:56 PM

+1 Boost

I'm not sure it works that way for luxury goods, at least not in the car business and especially not if you are trying to build a marque that stands the test of time. Mass production cars have too many practical requirements to be developed in anything but a conservative way (with the exception of hyper-cars and such). Anything that causes people to "standup and take notice" is likely going to be superficial and subject you to flavor-of-the-month type success.

Yes, the car's going to have to be good (and they'll probably need two), as you said, but it's never going to be good enough to re-establish Lincoln anywhere near the top. It'll take continued refinement of a few core cars (while avoiding the temptation of niche cars) and a lot of time.

PLAY - 12/4/2012 6:34:45 PM

+1 Boost

They don't have to try and make sporty models, if they can do something innovative that provides something to consumers other manufacturers are not providing, they can succeed. That glass sliding roof would make me consider an MKZ. A sexy quasi-cabriolet that can be driven in the winter.

CarCrazedinCali - 12/4/2012 6:50:06 PM

+1 Boost

if MKZ is a sign of things to come, then yes, too late Lincoln... Sorry, it's not unique or stylish enough compared to Ford