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I doubt that they will be conjuring up a completely new name for the brand. Continental was once a separate brand, but that seems unlikely. Seems I was reading a suggestion somewhere (but I don't remember where) that they were considering Lincoln Motors or Lincoln Motor Company. Along with the brand name modification, I bet they will re-do the MK names as well.
Today's feel good story in the Detroit Free Press:
The car Babe Ruth drove: 1948 Lincoln Continental
They hired Wolff over a year ago and established a separate design studio organizationally soon after. They're just now showing off the new building but the design staff and 150 other dedicated Lincoln staffers have been working on the Lincoln rebuilding plan for well over a year.
The new small crossover will be the first one to be done 100% by the new design team. That vehicle plus the MKZ and new MKX will be the volume models just like they are for Cadillac and Lexus.
Not sure what you mean by they can't afford the investment to be #1. You don't become #1 in sales by building "bmw killers" like Caddy. You do it by having a broad lineup of cars people want to buy. Rather than go after one or two "halo" cars on expensive new platforms they're trying to have 7 really good vehicles in multiple segments with Lexus like dealer service. The fact that they have a dedicated staff of 150 and plans for 7 vehicles tells me they are willing to make a significant investment to turn Lincoln around.
The "we don't have to be #1" comment is the same one Ford has made for years. They're not going to chase a sales crown in lieu of profit.
Ford is doing well, but to pour the many billions it would take to begin matching the number and pace of new models coming from both BMW and Cadillac in the next two years, given the sorry state of Lincoln right now, would not be a wise move by any measure. Lincoln sales right now are about as low as they are going to go (before they throw in the towel). A "boutique" designation may be just what is needed to save the brand from oblivion, as boutique precisely means they don't have to go up against Audi/Mercedes/BMW/Cadillac while they sort out how to make Lincoln relevant again. Volume can come later, if this dedicated team discovers a formula for making this moribund brand into something that some real car guys wouldn't mind being seen driving.
BTW, you know as well as I do, that Ford uses all kinds of approaches to sell iron. Yes, they have learned well that dumping cars into fleets for sales titles does not usually pay off. However, with the F150, they are not going to let the sales title they have held for so long go away just because Chevy has a new popular model. Incentives, fleets, dealer buys, whatever it takes will be utilized until Ford has its own newest version. Reminds me of the stories recently of the Focus taking the #1 title of the world's best selling car from the Corolla. As it turns out, it depends on how the models are counted around the world, the technicalities of which allow both companies to make the same #1 claim right now.
Anyway, sometimes I think you just love to argue, or at least assume that people disagree with you, even when they don't. :P
During the time Lincoln takes to field its "seven new models," most of the competition will issue at least as many, if not more, new or revamped models. Lincoln has a fighting chance now, given that the overpaid powers-that-be have finally realized how the game has changed.
Car buyers are an ever fascinating lot. It is almost amusing how Toyota reputation is carrying the Camry to the top of the sales (and profits) charts, even though it is not even the second or third or fourth best-rated mid-size.
"Very profitable" is another iffy thing. Ford has realized that significant investment beyond what they had thought needs to go into a true revamp. If Lincoln sales do not pick up significantly after those truly new models begin to come to market, profits will be even slimmer. Right now, even though Lincoln models are already competitive, sales of the MKS for example, are too low for profit to be there.
Potential Lincoln buyers will have excellent choices from Audi, Infiniti, Lexus, BMW, Hyundai, Mercedes, and yes, Cadillac. Both Acura and Chrysler (more direct competitors right now) are revamping their lines in the next couple years. Jaguar is adding more models, engines and AWD. Volvo has a plan for increasing its range and models. Other brands will enter the fray from Europe, electric car companies, and who knows where else. They cannot all be successful at once, as the field of luxury buyers does not expand to match all the additional choices.
Mazda is putting out some very appealing models right now, and the coming new versions of 3 and 6 and Miata look to be near or at the top of their categories. But the company is struggling for lack of enough sales to pay for the new model investment. Subaru was in the same spot as a small company, but appears to have found a sweet spot for success right now. Mazda hasn't yet, despite all they are doing.
Good planning is essential, but it is not a crystal ball. Being just as successful as Lexus involves more than selling well-designed, competing models. People will cling to Lexus, as they do to the Camry, because of that stellar reputation, deserved or not. Lincoln is coming back from essentially no reputation at this point.
However, if Lincoln fails to make inroads despite now having a better plan, Ford can sweep the mess away (as it did with Edsel and PAG and Mercury) and still be ok.
It's not as sexy as Cadillac going after BMW but it's a lot safer and more cost effective. Although it is good to see that Cadillac will be sharing platforms going forward.
Race for Luxury Car Sales Crown Could Prove Brutal
My design input? AWD available or even standard on all models.
The EcoBoost should be standard, making all of them, "Hot Rod Lincolns".
The dealers MUST get it - so far mine still has no clue what quality service is.
Quality of cars must be extraordinary.
Should easily last 10 years and 150,000 miles without breaking a sweat.
Warranty should exceed Ford line. At least 6/70.
These attributes would greatly differentiate Lincoln from Ford, give them street cred, and enhance their perceived value tremendously, and shouldn't break the bank either.
Why share a cheaper platform with a prestige Lincoln? I hope Ford is not headed the way British Leyland went.British Leyland started to cut corners on Jaguar so it could stay in business.
The very successful Lexus ES350 shares a platform with the Camry but you hardly ever hear anyone mention it. Truly a double standard.
There are plans to take Lincoln global but as you say you've already got the Mondeo which is closer to the MKZ than the Fusion.
There are rumors here that Ford is going cease production of the Mondeo in Europe to import the inferior road manner American Fusion and slap a Mondeo name on it. We here don't want sloppily handling and riding American autos whose interiors consist of cheaply looking hard plastic.
There are rumors here that Ford is going cease production of the Mondeo in Europe to import the inferior road manner American Fusion and slap a Mondeo name on it. We here don't want sloppily handling and riding American autos.
I believe I saw the same article as you did with the potential closing of the plant in Genk. Keep in mind that the upcoming Fusion and Mondeo will be the same vehicle. Yes it will be tuned differently for different markets but it's not different that what other automakers do. The quality coming out of any plant shouldn't be any different. As an aside, as the owner of a 1 year old American made Ford I have yet to have any issues. It's been back to the dealer once for normal service.
Absolutely true. But 99% would not be able to discern any difference so IMHO, it's moot.
If anything, we Americans will be getting a better vehicle now that's it directly related to the Mondeo instead of the Mazda 6 - which many say is a very good handling vehicle.
As for Lexus - in the U.S. only the ES and RX (FWD based CUV) sell in volume. The GS, IS and LS are niche players.
There is nothing wrong with platform sharing if the platform is good to begin with and there is enough differentiation.
BMW 26,451; Mercedes 25,644; Chrysler (brand, not the company) 22,222; Lexus 19,850; Buick 13,384; Cadillac 13,505; Acura 12,163; Audi 11,708; Infiniti 8,757; and Lincoln 5,154. Lincoln did manage to outsell Volvo. But the Chevy Sonic model sold more units than the entire Lincoln brand.
This illustrates some things. Yes, we all know the Lincoln brand has fallen, and the MKS, MKT and MKX haven't done anything significant to stop that slide. That's not the point. Rather, there is a lot of good competition out there...a lot of good brands and models. To pick up sales enough to justify continuing a brand like Lincoln indefinitely, other brands and models will have to at some point give up sales. That's not easily done when the others already have well-received models that are updated regularly.
Audi sales dropped from about 75,000 in 1985 to about 12,000 by 1991 (1,000 units a month average), due to a bogus sudden unintended acceleration rap. It took them 15 years to get back to 1985 sales levels. Now they are recording record sales here (and even more so in the rest of the world), but the effort they had to put into this rebuild has been phenomenal. They have one of the widest ranges of vehicles available, and most of their models receive good reviews. They are now the most reliable European manufacturer, and they are #8 overall in new car reliability. All those years and work have gotten them to sales of about 12,000/month in the US. That's really good, but still less than half the sales of BMW and Mercedes.
As we know, Lincoln is about to release the new MKZ. By itself, it will push sales numbers up a bit, but by itself will not turn things around. Nor is it very likely that the 6 other refreshed or completely new models coming in the next couple years (that includes the 13 MKS and MKT refreshes, and an Ecoboost for the Navigator) will make big inroads. None of the above nameplates have any less new iron coming. They know there is no resting these days, as all cars have gotten to be so good.
I continue to wish Lincoln well. I hope that some day they will have a vehicle that I want over all others. Ford like GM has learned some hard lessons. They are hanging onto their sales rate for the Ford brand, but they haven't shown any success with a new Lincoln, probably since the 2000 LS. In 1990 Lincoln sold 233,000 Lincolns (over 19,000 per month). Lincoln total sales last year were about 85,000. This year will be probably be less. If the MKZ can stop the sales slide, that would be great. Lincoln now says it is aiming for volume, not a flagship. But building back will take a long time, and not allow much tolerance for error.
I can't argue with Lincoln's current sales drought - it stinks. However, Ford isn't willing to throw huge cash on the hood just to get sales volume and that will help long term even if it hurts right now.
Front drive, re-badged and slightly reskinned Fords can't compete in the luxury segment.
Well it's a good thing that's not what Lincoln is planning to do.
Real luxury car buyers want a good handling rear drive car that's different from the bread and butter brands. Lincoln needs a bold, exciting product.
If you're talking $75K luxury vehicles - yes. But not if you're talking about $40K - $60K vehicles. The Lexus ES and RX and the Caddy SRX are among the best selling luxury vehicles and they're all FWD.
The goal is to be profitable - not to win magazine awards.
Maybe Lincoln will borrow the '14 Mustang platform for a luxury coupe and convertible.
And, Allen when you say, And since the SRX and RX sell so well there's no reason to think this one won't provided the design is great, I think you missed my point. Since the luxury market, like most markets, is limited, Lincoln has to steal sales from others in order to sell well. That is not easy to do when you are late to the party, and your competition is pretty much as good, and as updated, as you are. It can be done, as Audi and Cadillac and others who have fallen from grace have shown, but it usually takes a long time to build back, and good product is only part of it.
Looks like the ATS and XTS debuts cannibalized CTS sales. CTS was down 40% to 2344 last month.
I believe Cadillac will introduce a slightly larger CRS next year. It will be based on the ATS platform, and compete against the 5-Series and E-Class.
Again, this is cut-throat stuff. Mercedes and BMW did not get to be on top here by sitting on their heels. Because I am old, I remember well when BMW started to move upmarket while not abandoning the lower end of luxury.
Mercedes has done the same over time. Right now, Mercedes sells 19 separate model lines in the US, with plans to introduce 11 additional (not replacement) models in the next couple years. Now, of course they are much better equipped to do this, because for one thing, their reputation is intact, and they now have a proven track record for selling several profitable models in the $90,000 to $150,000 range, where Cadillac, Acura and Lincoln cannot reasonably go at this time.
Even so, several of their new models will be entry level luxury. If Mercedes and BMW (or Lexus or Acura or Infiniti) offer a model competitive with a new Lincoln, Lincoln will be at a competitive disadvantage for awhile by having an unproven name.
You don't think that anyone expects Lincoln to be #1 in two years? That goes without saying. To at least be back in the race in two years and lapping at the heels of Infiniti and Acura would be awesome, but it will be tough to even reach that level of sales. Even if Lincoln continues to be underwritten by the Ford brand for many years more, it could still take a generation before Lincoln bests Audi or Cadillac again.
Unless BMW and Mercedes pull some truly stupid moves (it could happen), Lincoln is unlikely to ever attain their stature. That's ok. Being a solid force to steal significant Cadillac sales would be enough.
Absolutely. The difference is the MKZ is built from an existing platform while Caddy used new platforms for the ATS and XTS. Caddy needs more incremental sales to cover the platform costs.
However, Lincoln has to start somewhere if it is to survive. What they have been doing for the last dozen years or more is not defensible. Going forward, they know they have to do more than different styling and some exclusive electronics. But they are starting from the ashpile they have created.
Plus, while you may know better, there are lots of people who prefer a more exclusive brand, even if it does not deliver substantially more than the mainstream nameplate on which it is based. That is true with many products, not just automobiles. That is why the Lexus ES (Camry or now Avalon) has been such a success for Toyota. The Infiniti JX and QX are closely based on Nissans. Audi and Acura share some architecture with certain VW and Honda models. Not to put too fine a point on it, but that the TT has underpinnings shared with the Golf and Beetle does not stop people from paying much greater sums for the Audi. It is a proven way to get sales, and sales are something Lincoln does not have. The MKZ is based on the Mondeo, but the Mondeo is a good design and a good starting off point.
Perhaps all those buyers are unenlightened and misinformed. Many brands must say thank goodness for such buyers or the new Honda Civic would have tanked. If some U & M buyers pick up the MKZ (which is more differentiated from its Ford counterpart than any Lincoln has been in years), it helps Lincoln get back into the market abd earn some revenue. It buys time while better designs are forthcoming.
Again, I think that Lincoln has to set its sights on stealing sales from the likes of Acura and Infiniti until they begin to approach parity with the likes of BMW and Mercedes. They can compete with Acura for example with well-designed, shared platforms. They can build slowly in a very competitive market, but what they cannot do without additional resources is design and market fully exclusive designs right now or in two years time. That is an unfortunate reality.
Meanwhile, if some buyers do think the new MKZ is on par with some of the brands you mention, so much the better for Lincoln right now. The inept executives have proven their uselessness, and if Lincoln survives, you will actually see some prestige product from them in the next few years.
It's a start.
It's been more than a half-generation since Lincoln did anything really interesting and I'm guessing that it'll be most of the balance before they do it again. Anyone who remembers that Lincoln used to amount to anything will be dead or in the waiting room by the time anything worthwhile happens. At that point the brand will be starting with a clean slate, much like Hundai did a couple of years ago. Well, isn't that special.
Where I work they preach (but don't practice) the concept that being nimble and quick is what wins the battle and the war. I guess something that takes 5-8 years qualifies as nimble somewhere, but not in today's economy.
Lincoln needs volume vehicles not niche halo vehicles. They need much better dealer service which they're also working on. This is a marathon, not a sprint and Ford can af-ford to wait a few years for all the pieces to fall into place.
Anyone who understands business plans can see what Ford is doing with Lincoln. It may not be sexy and it may take longer than people want but it will pay off with profits much sooner and be more foundationally solid going forward.
As an aside, for the life of me I don't understand why Ford discontinued the Lincoln LS. I believe that was a mistake. Granted, the LS wasn't a great car, but discontinuing rather than improving it sent the message that Ford was giving up on differentiating Lincoln from its mass market brand. I think having Lincoln be primarily RWD, as Lexus is, would have helped Lincoln regain its luxury standing. The next Mustang platform could provide Lincoln with an opportunity to add some much needed excitement to the brand.
I've related this before so the regulars can skip it. The LS was a great idea and a pretty good car (I bought one 6 months after it debuted) but it never had a viable business case. The Jag platform and engines were very expensive (just look at all the aluminum in the suspension). The business case was to sell it in Europe and do 100K/year total. That was never realistic. Plus PAG did not want Lincoln infringing on Jaguar so Lincoln never got the supercharged version of the Jag V8. Had they been able to shoehorn the 4.6L V8 in there on the assembly line that would have kept the costs down and allowed a higher performance version.
I firmly believe that Mulally would have built a great global RWD sedan platform that would have been even better had he been hired a few years sooner or the economy had not collapsed. I think they are getting there with a global mustang and parts sharing with the Aussies but it's still just too expensive with limited short term payoff to do a true global RWD platform. But I do think it's coming - eventually.
I think having Lincoln be primarily RWD, as Lexus is, would have helped Lincoln regain its luxury standing.
Lexus is only primarily RWD if you count models. If you count sales it's a different story.
October sales:
RX 6,928
GX+LX 1,275
ES 5,971 CT+HS 1,202 Total FWD 7,173
IS+GS+LS+LFA Total RWD 4,474
If you were starting over would you rather have 2 vehicles that sell 13K per month or 6 different ones that only sell 6K per month?
It also didn't achieve the goal of bringing in younger buyers. According to one dealer I spoke with, sales were still skewing older. Gladys would come in after George died to trade in the Town Car when it was 3 years old but she wanted something smaller. They would try to sell her on a Sable but she would insist on another Lincoln because that's what George always bought every 3 years. So she would leave with an LS.
But on a positive note, there were plenty of great 3 YO, V6 LS's available used.
From a styling standpoint, it was probably a mistake to the LS to position the LS as a low cost, American made alternative to the 5-Series. Part of the reason Gladys' children didn't buy the LS was that it looked unexciting.
IMHO, it was an inoffensive design - much like the 5 series it mimicked.
The LS actually sold well initially, almost by itself in 2000 selling as many units as all of Lincoln does now. Sales remained above 30K until 2004, when after five years on the market, one would reasonably expect some significant updates. But inept executives did not see that level of sales as worthwhile maintaining an investment in (oh how things have changed). They could not figure out how to improve and update it for a reasonable cost, nor did they understand at the time how important it was to figure out some way to do so. Had Ford actually had a better idea for Jaguar than they did, both marques would have benefitted. Woulda, coulda, shoulda.
Twelve years later, and despite well-received rear drive concepts like the 2002 Continental and the later MKR, no suitable replacement is yet on the horizon. However, like Allen, I believe the current team really gets it now, and we will see a RWD Lincoln one day again.
Meanwhile, FWD/AWD architecture can and will be improved. Look at Audi for example. They have shown that there is no reason why the engine has to be installed in front of the front wheels as is done with most plebeian FWD vehicles. Even the 2014 Mazda6 has moved away from that "FWD look." Further, there is no reason why the AWD cannot be biased toward the rear. Better balance and handling are obvious results.
Plus, keeping some FWD-based AWD vehicles in a lineup is just good sense. Those who are used to driving in snow for months of the year often prefer them to the seldom used advantages that RWD provides a luxury car driver.
Had Mulally been in charge back then I think Lincoln would be entirely different today. But he wasn't and it isn't.
But I do see a light at the end of the tunnel and it isn't a train.