Ford To Dump $5 Billion Into Saving Lincoln - Is This Going To Work Or Has That Ship Already Sailed?

Not a trivial amount but definitely too late.

Also, let's hope that now that the money is in, Lincoln does not get any delusions of grandeur (ala Cadillac) and rather tries to catch up with Acura, Infiniti or Lexus.

If Ford or GM wants to compete with Mer and BMW, they'll need to resurrect something like Pierce Arrow.

Too late for Ford but not Lincoln. What I mean is that the management at Ford neither has the right strategy, staying power, patience or goals to make Lincoln a success. If Lincoln were an independent company its approach would be fresh, bold, and based on American Lincoln heritage. Build it big, build it with "got to have it" design, build it as an anti-European steep in dripping Americana persona, etc etc. Forget this world car crap...build an American car for American roads and American tastes. Build it with quality, in limited numbers at premium prices. Build a brand for the next fifty years not the next quarter, year or decade. Anyone can build a reliable car today. Build a design icon with style and class...not the cookie cutter design you are offering today. Don't chase volume anymore...chase high end customers
and profit.

As long a Lincoln doesn't use any of the money on;

a. A dumbass naming scheme
b. Moving headquarters to a "cooler place"
c. Hiring the idiot Johan de Nysschen

I'm okay with it.

Why doesn't ford just higher trim levels to their existing lineup and get rid of lincoln?

They basically do in Europe with Vingale I think its called.

What a huge waste of money!

If they position it with products to compete,with Cadillac, Lexus and indirectly the Germans. Basically they should take what they were doing in the early/mid 60s and bring it all up to date... I would love to see a modern interpretation of a suicide door Lincoln Continental. The big problem is most brands have to have a broad spectrum of products. Sometimes I think the US manufacturers should just cull the best from each brand and keep making them. Like why not make a Mercury Cougar, a Pontiac GTO etc... Would be a radical shift in branding though as everything becomes GM or Ford... Not sure if that would,play or not...

seriously guys stop hating, lincoln is a luxury brand. they havent had a great product in a long time but that doesnt mean they cant turn it around. for the longest time, cadillac was also garbage and look at them now, a great company and still climbing.
why kill off lincoln ? id choose lincoln before huyundai or kia and if they can start making you spies believe they are worthy then so could lincoln.

the biggest problem with lincoln i think is their designs, thats what they need to start with first.
by pressing a button on a dash board to change gears, thats just silly, im not into that or the crappy radio knob that jaguar has as well, a nice stick in the middle is way better.
the redesign of navigator is a good start, its nice but not like " wow i want this over an escalade"
the mkc is prob their best car now but unfortunately looks like an upscale escape, they need to find better ways not to be an upscale ford. ( i love fords btw )

First give the cars names again. The MK...'s aren't working for me. They need to only have 6's and 8's. The tech needs to be better and they need to shoot for the stars. Long term reliability is important, major differentiation from Fords and a Halo car. They can no longer stick an unglued grille on the car and abandon them on the showroom floor like they've done with so many other cars.
The Navigator was the first American Luxo SUV now it's an also ran. We need a new big good looking Gator with a big engine and a good design, next an Aviator Crossover based on the Explorer. Rename the next gen MkC something with iator on the end. The Mks need a V8 option and should be stretched a few inches. Can't call it the town car or the continental anymore but it needs a name. Definitely need a 2 door v6 and V8 coupe, push the sower and tech with features found on more upscale cars with a lower price. The MKZ is last but it's a good start. Give it some power and and tighten up the design. Sell it on the features. I'd like to see the return of the Lincoln pickup too. They have the best selling pickup in the nation to start with. It shouldn't be that hard!

They might be onto something IF this new platform is RWD and AWD capable. NO more FWD based AWD Fords please! This sounds more promising than the last 2B they spent on the dead brand. New RWD platform that can be used for full line of models, small, med, large that is the key. If Ford does that Lincoln will be relevant again, provided they execute these car right.

I wish I could say that it wasn't too late, but...it's too late.

And it's not because of the money...$5B is more than enough. But they have repeatedly demonstrated that they have no grasp of who their potential customers are, what they want, or how to give it to them. $50B wouldn't save them, at this point, due to this utter lack of fundamental understanding and vision.

They should to team with Hyundai/Kia on RWD platforms, get an American design language, and use names.