Can Mark Fields TURN AROUND Lincoln Or Should It Have Been KILLED Off When Alan Mulally Wanted To?

Now that Mark Fields has officially taken over as Ford's chief executive officer, it should be interesting to see what the young gun can do. Following in the footsteps of Alan Mulally, we think Fields has some seriously big shoes to fill.

It's pretty hard to argue that the company isn't in good shape and given the size of the global entity, all you need is one recall to have the tide turn — cough, cough, GM.

There's just one significant pain point for the Blue Oval. That would be Lincoln. It seems that most folks in the automotive biz think that the luxury marque should have been killed off years ago. Of course, it's been lingering on the sidelines putting out "meh" products for what feels like eons now.

Here's the crazy part: Alan Mulally wanted to put it out of its misery as it's a drain on resources. Fields convinced him not to do so.

At this point it seems like Fields has his work cut out for him. The Lincoln brand will need a lot of R&D bucks to make truly differentiated products from its Ford counterparts AND there is significant amount of work to be done in the brand recognition department.

Though we've seen Buick go through a little resurgence, the reality is that company is still facing a stodgy image as it attempts to convince younger buyers to get behind the wheel. How will Lincoln be able to conquer that?

We want to know: does Mark Fields have a shot at turning around this sinking ship or should Lincoln have been axed a year ago when Mulally wanted to put it six feet under?

...Lincoln, with U.S. sales down 65 percent from a 1990 peak, is such a big money loser for Ford that Mulally suggested killing it last year, according to two people familiar with the internal discussions. Chief Operating Officer Fields, set to become CEO tomorrow when Mulally retires, convinced his boss that Lincoln was worth saving, to give Ford buyers a luxury brand to move up to when they’re ready to spend more, said the people, who asked not to be identified because the discussions were private...

...“Our team is so enthused about Mark becoming CEO,” Matt VanDyke, director of global Lincoln, said in an interview. “Mark really understands and has instilled in all of us the strategic importance of the luxury business. It’s a small part of industry sales relatively, 8 percent and growing, but the contribution to the overall bottom line is a much higher percentage...

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mini22 - 7/6/2014 1:55:51 PM

+3 Boost

The way Ford has been moving all of it's sedan platforms have been FWD based. Ford is not Audi where there seems to have been continual development of it's FWD/AWD technology. True the Mondeo is the exception and there small car platforms Focus/Fiesta. When you are talking about Lincoln you are talking about higher end luxury. The Volvo based chassis on the Ford Taurus and Lincoln MKS is to heavy to
be competitive with an Audi. Now VW's Passat is moving up a class from Mondeo. So to be competitive in the Luxury car market you have to go RWD at this point. Ford does have an opening with the new Mustang chassis being IRS. It could certainly be adapted to a longer wheelbase
for a RWD sedan. It would also help amortize the costs for Mustang. So if Lincoln is to survive and possibly thrive this is the way they really have to do it to properly compete. The MKZ is not bad but it really competes with lower priced Acura's and Lexus's. It is not a 3 series or 5 series, A6, or C or E class competition yet. It is simply not there. A developed RWD chassis would be the only solution. It really get's down to if Ford wants to commit. So far I've not really
seen it. Perhaps on Mark Fields the step will be finally taken.

xjug1987a - 7/6/2014 2:43:14 PM

+2 Boost

Mark Fields wanted the job he now has, 7 yrs ago, before Mulally rode in. He has learned a lot in the time he has been mentored by AM..... if he cannot save Lincoln, he should never have been given the CEO's role. Mulally saved a global corporation, if Fields cannot save a division he was clearly the wrong choice... we'll know 5 years from now won't we...

MattDarringer - 7/6/2014 2:50:49 PM

+1 Boost

A shrewd move would be to co-develop RWD platforms with Hyundai. The Mustang can be leveraged immediately of course, but the Genesis would make an instant 5 Series competitor for a very low development cost. The next Equus would give Lincoln a large sedan.

Strange bed partners yes. The win for both companies is that they are trying to break into the premium market which is costly to do, but their collaboration could leap frog their progress. The Mustang could easily give both brands a 3 series competitor as well as a much better Genesis Coupe.

Lincoln also needs to abandon the stupid alphabet BS.

Mark could be a lengthened "Mustang" coupe
Sentinel could be a "Mustang" sedan
Continental could be the 5 series competitor
Town Car the 7 series competitor

I would also return to a much more traditional grille, upright styling, and simplicity of form. The Rolls Phantom would be a good feel to evoke.

Max Wolff needs to be kicked to the curb even more than his demotion.

carloslassiter - 7/6/2014 6:45:52 PM

+1 Boost

First step to resuscitating Lincoln:

Fire whoever is doing the current advertising. You know, the guys who came up first with an ad with a fleeting image of Abraham Lincoln from behind in his tall hat walking through a wheat field. Then the awesome new ones where young couples are comparing an MKC to a Lexus RX and choose the Lincoln because they are only interested in the one single attribute the Lincoln has that the Lexus doesn't, no matter how bizarre or obscure.

After that you just need to fix the model range and convince younger people to buy it.

MattDarringer - 7/6/2014 7:09:21 PM

-1 Boost

Agreed.

A fire-breathing "Focus" RS AWD sedan aimed at the WRX STI would be the kind of jolt Lincoln need to become younger and more relevant. The change in product needs to be abrupt so that people know a new Lincoln is on the way.

The fact that Lincoln has no 300C SRT8 competitor is ridiculous. The Lincoln/Jaguar platform sharing was a good idea that played out wrong. The Lincoln LS was a boring car with boring styling and a boring name. It could have been brilliant.

They need to leverage the Mustang and do a 4 seater with usable back seats with gobs of power for maybe a 10% price increase over a comparably equipped Mustang to buy buyers.

Bottom line is that even with competent and convincing product, Lincoln will have to buy market share with advantageous pricing.

The garish, ugly styling needs to go.

PUGPROUD - 7/6/2014 8:07:34 PM

+2 Boost

The key is to define the brands core values, make a sustain commitment with no deviations and set realistic sales goals. Core values should be elegant design, outstanding ride, effortless performance (max torque) and beautiful interiors. Sales goals should be set so there never ever any discounting on price. Board must approve a ten year plan with acceptance of losses in early years to set the foundation for a profitable long term.

carloslassiter - 7/6/2014 8:22:20 PM

+2 Boost

Elegant design? Outstanding ride? Are we trying to attract younger buyers or convince my grandmother to replace her Cimarron?

MattDarringer - 7/6/2014 9:31:13 PM

-2 Boost

@PUGPROUD you are correct, but those "core values" could be adopted from Mercedes that is on fire with product success. They should listen to "Hot Rod Lincoln" and design cars that are as punchy as the song.

RobertPaulson - 7/6/2014 8:46:36 PM

+2 Boost

It was a HUGE mistake to reboot the Lincoln brand last year with warmed-over Ford products.

Who were they kidding? Zero credibility, and it makes it all the more difficult to reboot the brand again when they inevitably try again in a few years.

MattDarringer - 7/6/2014 9:33:31 PM

-1 Boost

I have to wonder whether Ford would have been money ahead to kill Lincoln and recast Mercury as hybridized, trendier versions of Fords. Lincolns are selling at Mercury prices. I have to wonder whether Mulally was planning to kill Lincoln and invigorate Mercury and Fields persuaded him to keep Lincoln and kill Mercury and the Mercurys became Lincolns.

freeagent - 7/7/2014 8:16:00 AM

+1 Boost

If they didn't engineer the Mustang platform from the beginning to host one or more sedan variants, then Lincoln is toast. It'll take too long and/or be too compromised to be competitive. Lincoln needs a set of 5 & 7 series competitors, and a 3 series as well but I'd focus on the 7 and 5 sizes first. Like Cadillac, Lincoln needs a strong flagship to clarify their brand and provide cover for the lower level models. I don't see this happening, so I'd place bets on Lincoln not surviving.

MattDarringer - 7/7/2014 10:40:24 AM

+1 Boost

The "new" Mustang platform is a heavily reworked version of the DEW lite under the 05-15 mustang which was derived from the DEW98 Lincoln LS so was derived from a sedan platform. DEW98 - IRS + shortened wheelbase was pretty much the DEW lite.

mini22 - 7/7/2014 1:38:28 PM

+1 Boost

There was nothing inherently wrong the DEW98. The problem was bland styling and lack of proper marketing. There is no reason why DEW lite could not morph into a new Luxury Lincoln sedan. Lincoln just needs to get the styling right and the marketing right. Ford has all the engine power plants needed here. The new Mustang chassis should ensure good handling and ride. Lincoln could offer 3 and a 5 series competitor etc.
with 2 different wheelbases and track.

MattDarringer - 7/7/2014 5:18:46 PM

0 Boost

Bingo. if the LS had looked like the classic suicide door Continental and had that name, it would have been a hit. Retro was big then, but the LS was a good car hidden under drab metal and a stupid price.

iamdabest1 - 7/8/2014 1:43:06 AM

+1 Boost

they need products that people want and something that brings excitement, they are lacking a performance lineup like caddy has with the V, their designs arent great,they are just simple luxury - i would say they have become like buick.
the towncar was an awesome workhorse , they should definitely bring it back- but again it would be fleet sales and no regular person would want it.