BRAND IMAGE METER VI - Autoextremist/other(s) - Ford Inside News Community
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post #1 of 15 (permalink) Old 06-06-2017, 07:55 PM Thread Starter
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BRAND IMAGE METER VI - Autoextremist/other(s)

I'm only posting what I'm interested in, for now...tho all the usual suspects are there

THE BRAND IMAGE METER VI:
THE GOOD, THE BAD AND THE CLUELESS
The Autoextremist
= Peter M. DeLorenzo, June 5, 2017


LINCOLN
Still a work in progress, the Ford luxury brand can point to a lot of positives since it almost got axed in Alan Mulally’s “One Ford” era. But even though Lincoln has come a long way in just four years, there are still some glaring things about the brand that are irksome.

First of all, when the revised MKZ came out a year ago featuring the new “Continental-esque” front end before the Continental came out, it was a blown opportunity. I’m well aware of the dictates of product cadence, but that one decision spoiled the impact of the Continental’s debut. And as well received as the Continental has been, Ford’s current weakness in design shows in the back end of the car, which is completely uninspired and forgettable, and decidedly unworthy of the Continental name.

While I’m at it, there are negatives about the new Navigator SUV design, too, which is a mishmash of at least three other luxury SUVs. I was expected something more. Much more.

And the advertising? Well, there's no doubt that some of Lincoln's advertising has been a cut above Cadillac's, especially when it stayed in the pure image play arena, as with the Annie Leibovitz photography campaign. But they've stayed with Matthew McConaughey far too long, which is annoying. Why not use him as a brand ambassador and keep him out of the advertising?

But still, those problems aside, at least Lincoln has a name with historical relevance in Continental, one that it embraces and nurtures to great effect. That’s more than can be said for Cadillac, which clings to its Audi-esque naming regimen that resonates with exactly no one.

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• "The perception that a Lincoln is less, is more important than the reality that Lincoln is more than enough", SP1966

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post #2 of 15 (permalink) Old 06-06-2017, 08:11 PM Thread Starter
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Re: BRAND IMAGE METER VI - Autoextremist

a bit more


JAGUAR
Who would have thought that Jaguar could be on such a roll? But with a brace of excellent vehicles, including the F-Pace SUV, which is a runaway hit, and an image that has been well defined and polished to a high gloss, this brand definitely has it going on.

MITSUBISHI
. . . . . . . . . Why?

VOLVO
This car company has juiced its product focus to such an extent that it has become a force to be reckoned with again. Volvo used to be the brand for people who questioned why they even bothered to own a car in the first place. Not any more. Now, Volvo is the beautifully executed smart choice.
.
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• "The perception that a Lincoln is less, is more important than the reality that Lincoln is more than enough", SP1966
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post #3 of 15 (permalink) Old 06-07-2017, 10:56 AM
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Re: BRAND IMAGE METER VI - Autoextremist

What mismash of 3 SUVs is the Navigator?
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post #4 of 15 (permalink) Old 06-07-2017, 02:22 PM Thread Starter
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Re: BRAND IMAGEoMETER - AutoPacific

^ remember this IS PdL
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Lincoln Voted Most Satisfying Premium Brand Among Owners in AutoPacific Survey
BusinessWire.com
- June 07, 2017

• Lincoln named most satisfying premium brand in AutoPacific’s 21st annual Vehicle Satisfaction Awards, regaining leadership from Tesla
• Awards are based on owner responses to survey questions regarding the overall ownership experience
• Winners in the survey are Lincoln Continental, Lincoln MKZ and Lincoln Navigator
DEARBORN, Mich.--(BUSINESS WIRE)--Owners of new Lincoln vehicles have voted Lincoln the top luxury brand, according to this year’s Vehicle Satisfaction Awards from AutoPacific. The awards are based on owner responses to survey questions regarding the overall ownership experience.

“The Vehicle Satisfaction Awards look at the big picture,” said George Peterson, AutoPacific president. “They measure 49 separate attributes, ranging from interior comfort and styling to fuel economy and performance. They go deeper into the heart of the ownership experience.”

This year marks the 21st anniversary of AutoPacific, which identifies the most satisfying vehicles based on survey responses from more than 54,000 owners of new 2016 and 2017 cars and light trucks.

“Our lineup of new vehicles and personalized ownership privileges is making a difference for our clients,” said Kumar Galhotra, president, The Lincoln Motor Company. “It’s changing the luxury experience.”

This year, Lincoln regained leadership from Tesla in the premium brand category. Lincoln winners in the survey are:

Luxury car, Lincoln Continental
Luxury midsize car, Lincoln MKZ
Luxury SUV, Lincoln Navigator
A full list of winners can be found on AutoPacific’s websites, www.vehiclevoice.com and www.autopacific.com:
2017 VEHICLE SATISFACTION AWARD WINNERS
President’s Award (Highest VSA Score to Date): Genesis G90
Most Satisfying Vehicle Overall: Genesis G90
Highest Satisfaction Premium Brand: Lincoln
Highest Satisfaction Popular Brand: GMC
PASSENGER CARS
Luxury Car . . . . . . . . . . . . . . . . Genesis G90
Aspirational Luxury Car . . . . . . . Volvo S60/V60
Luxury Mid-Size Car. . . . . . . . . . Nissan Maxima
Large Car . . . . . . . . . . . . . . . . . Kia Cadenza
Mid-Size Car . . . . . . . . . . . . . . . Kia Optima
Premium Compact Car . . . . . . . . MINI Clubman
Compact Car . . . . . . . . . . . . . . . Honda Civic
Economy Car . . . . . . . . . . . . . . . Nissan Versa
Sports Car . . . . . . . . . . . . . . . . . Porsche 911
Sporty Car . . . . . . . . . . . . . . . . . Dodge Challenger

LIGHT TRUCKS
Light Duty Pickup . . . . . . . . . . . . . Nissan Titan
Heavy Duty Pickup . . . . . . . . . . . . Ford F-Series Super Duty
Compact Pickup . . . . . . . . . . . . . . Honda Ridgeline
Luxury SUV . . . . . . . . . . . . . . . . . Lincoln Navigator
Large SUV . . . . . . . . . . . . . . . . . . GMC Yukon XL
Mid-Size SUV . . . . . . . . . . . . . . . . Jeep Grand Cherokee
Premium Luxury Crossover SUV . . . Porsche Cayenne
Luxury Crossover SUV . . . . . . . . . . Lexus RX
Large Crossover SUV . . . . . . . . . . . Ford Flex
Premium Mid-Size Crossover SUV . . Nissan Murano
Mid-Size Crossover SUV . . . . . . . . . Nissan Rogue
Compact Crossover SUV . . . . . . . . . Kia Sportage
Minivan . . . . . . . . . . . . . . . . . . . . . Chrysler Pacifica

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post #5 of 15 (permalink) Old 06-07-2017, 02:47 PM
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Re: BRAND IMAGE METER VI - Autoextremist/other(s)

He wasn't too kind to Cadillac.

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post #6 of 15 (permalink) Old 06-07-2017, 10:41 PM
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Re: BRAND IMAGE METER VI - Autoextremist/other(s)

What's very consistent is the customer 'loyalty' winners 'tend' to be niche, cult or low volume cars. Not in all cases, but in a high number of cases it seems to be the case. Customers making car decisions against the norm to be different, more seeing their choice representing their individuality. So they will be less likely to express a negative comment about what they see as an extension of themselves. Lincoln gets to benefit from this as the underdog in the luxury car segment.
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post #7 of 15 (permalink) Old 06-08-2017, 12:12 PM
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Re: BRAND IMAGE METER VI - Autoextremist

Quote:
Originally Posted by 2b2 View Post
a bit more


JAGUAR
Who would have thought that Jaguar could be on such a roll? But with a brace of excellent vehicles, including the F-Pace SUV, which is a runaway hit, and an image that has been well defined and polished to a high gloss, this brand definitely has it going on.

MITSUBISHI
. . . . . . . . . Why?

VOLVO
This car company has juiced its product focus to such an extent that it has become a force to be reckoned with again. Volvo used to be the brand for people who questioned why they even bothered to own a car in the first place. Not any more. Now, Volvo is the beautifully executed smart choice.
.
Hmmmm ... I wonder if the resurgence of Jaguar and Volvo have anything to do with them being freed from Ford corporate culture.
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post #8 of 15 (permalink) Old 06-08-2017, 12:21 PM
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Re: BRAND IMAGE METER VI - Autoextremist

Quote:
Originally Posted by glyphics View Post
Hmmmm ... I wonder if the resurgence of Jaguar and Volvo have anything to do with them being freed from Ford corporate culture.
I don't think it was just Ford's corp culture. From what I read Jag's executives were extremely territorial and didn't like Lincoln and wanted it made clear Lincoln was a step down from Jaguar which caused issues with the Town Car and LS development. For instance I remember seeing on several sites about how the LS was supposed to get a high performance version called LSE with a supercharged 4.0 V8 which ended up being a stiffer ride and body kit. I believe the Town Car was supposed to finally get real updates as well like a new transmission (I think I remember reading the 5 speed auto) but that was eliminated as well, I am sure there were other instances where they though Lincoln was stepping on their toes. Too much internal turmoil things could have been handled oh sooooo much better but alas we all know how it ended. Part of me wishes Ford would have kept Volvo or Aston Martin though. JLR needed to go.

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post #9 of 15 (permalink) Old 06-08-2017, 12:35 PM
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Re: BRAND IMAGE METER VI - Autoextremist

Of course that is right. Why Jaguar and Volvo fail under the Ford corporate umbrella and succes under another management? This is a very important question for Ford Motor Company. What is wrong at Ford? Take Jaguar/Land Rover, for example.... a small company dedicated to a niche car market: luxury and luxury SUVs. Under the indian Tata management, both brands grow at an impressive pace. Jaguar have a new sport car, 2 new sedans and a new Crossover. Land Rover has not only one, has 2 completely new lines of SUVs/Crossovers: Range Rover line and Discovery line. Why under Ford no, and with Tata yes? More resources? Better management? Best business planners?

Is a good question for Ford
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post #10 of 15 (permalink) Old 06-08-2017, 12:57 PM
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Re: BRAND IMAGE METER VI - Autoextremist

Quote:
Originally Posted by falcon lover View Post
Of course that is right. Why Jaguar and Volvo fail under the Ford corporate umbrella and succes under another management? This is a very important question for Ford Motor Company. What is wrong at Ford? Take Jaguar/Land Rover, for example.... a small company dedicated to a niche car market: luxury and luxury SUVs. Under the indian Tata management, both brands grow at an impressive pace. Jaguar have a new sport car, 2 new sedans and a new Crossover. Land Rover has not only one, has 2 completely new lines of SUVs/Crossovers: Range Rover line and Discovery line. Why under Ford no, and with Tata yes? More resources? Better management? Best business planners?

Is a good question for Ford
A few things are pretty clear:

1) Ford set JLR up for future success
2) Most of the products many credit with JLR's big turnaround/success were started under Ford's ownership, and Tata was able to reap the "visual" of them coming out after the sale, making them look better
3) Ford didn't want to pour the resources into JLR that it'd take to continue to fund development
4) JLR execs have no internal brand competition at Tata like they did at Ford with Lincoln, Volvo, and Aston also in the stable
5) Therefore, what they want, they get

Ford wanted to further integrate JLR with the other brands, sharing components to save development costs (which would really benefit all the brands, as development dollars would be used across brands, freeing up other funds for additional projects); instead, JLR refused and demanded their own everything. That wouldn't work at Ford, and they've gotten that at Tata.

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