Lincoln Not Ready To Devote Resources To Halo Sports Car - What Would You Target Next?

I'd leverage the Focus ST and RS to build a Lincoln coupesedan to battle the CLA/A3/1 Series. I'd lengthen the Mustang's wheelbase and do a gotta-have coupe. I'd makes sure that the next Navigator does not look like a tarted up Expedition.

I'd break out NAMES!

Yes - I believe that their only real choice is to use the Mustang platform although I might bring out both a sedan and a coupe.

Names are a given.

But the most important think they need to do - they are already doing - bringing out a new Lincoln Continental - based on a Large Car with plenty of interior room - and quietly Luxurious. Ie - an old fashioned American Luxury car. There are plenty of people out there in Lexus ES and still in their Town Cars - who are looking for that. ANd as far as age - why care - it is the OLDER demographics that are increasing in population in the USA. And these people also can afford it too. IF they price the Continental around the price of the new CT6 - It is going to be interesting.

And what a coup it would be for Ford to come out with a Mark X car - when Cadillac had a prototype that they did not actually choose to build.

@TomM Names are NOT a given. The MKZ is still named MKZ...

Matt, you got there before I did:

Stretch a Mustang platform and create a gorgeous Coupe, one thats better looking than the S-Class Coupe (not a hard task) and market the new Mark IV. Re-invent the "personal luxury coupe" segment. Price it between the price C Class & upcoming new E Class Coupe. Focus on American Luxury... No, I don't think the 4 Series or A5 would be competition as it should be about the size of the S Class, but priced like the smaller ones.

Wow, a 2017 Mark IV...
You win the Internet.

Lincoln needs to focus on bringing back the values of "American luxury" that Cadillac abandoned. I don't remember Lincoln ever really being known for "high-performance" so I don't think anyone is expecting that or disappointed in a lack thereof. That's what Ford (and the Mustang and GT) is for.

I do agree that a coupe should be their next priority, to diversify their lineup. The S-Coupe is one of the most gorgeous cars on the road, anywhere, so besting that would be quite the tall order. And there's a plethora of extremely good coupes on the market so Lincoln will need to figure out the right approach without sticking its nose into an arena to set itself up for failure. A large-ish 2-door with excellent design at about 60% of the S-coupe's price is a vacant niche so that could be the plan of attack.

1) Town Car
2) Mark IV
3) Continental Convertible
4) Lincoln Cougar

Lincoln has a great heritage to draw from but its to execute. This latest effort is a penny wise pound foolish mishmash. Built elegant quality American styled car with a long term view not quick fixes that drag the brand ever downward. Have some guts and conviction and throttle back the accountants in the room.

Coupes are too much of a niche. Lincoln needs to focus on doing volume products right. They are missing a strong 3 row CUV to do battle with the upcoming Caddilac and the Q7, X5, QX60.

The Navigator is within reach. A three-row CUV will have to wait until the Explorer's ancient chassis is retired, but given how well it's selling, hell may freeze over first.

Interesting observation at the auto show this weekend. There was not one single person showing a bit of interest in the very glamorously showcased updated MKZ. There were a bunch of people around it, but they were all about 80 years old and just using the comfy benches that Lincoln had set up around the display, while waiting for their loved ones who were out and about the show. Plenty of folks WERE interested in the current model, though. Not sure what this says for Lincoln's future when they go with their new grille/image.