Re: Lincoln going after the premium motorcar ideal - AutoExtremist
...one thing the esteemed Mr. DeLorenzo didn't mention as much is "product". While I do think that attacking the perception of Lincoln is a needed step, it's up to the much-discussed 150 new employees, the design center, and the billion dollars reportedly invested in the marque to seriously outperform its recent efforts. In short, Look at the MKX, MKS, and Navigator..and say NO.
Those three are arguably the most blatant offenders in the "gussied up Ford" category. The approach that got them into production has, in a word, failed. The entire brand can't outsell the Mustang month-to-month, and the Mustang is definitely a niche car in this era of ever-smaller engines and hybrids. I also chose the Mustang (as opposed to saying Lincoln can't consistently sell one-third of the Fusion's sales) by pointing out that the customers all over sites like this and especially in social media ask for what they want VERY consistently:
2. BIg Comfort.
3. Big Power.
4. A new "Town Car".
5. A new coupe/convertible.
I watch all the Ford/Lincoln corporate threads on Facebook, and those five things are always on the wish list-always. People chime in about their Town Cars and the 300,000 miles on the respective clocks, and how they'd like a new one. They talk about their Mark VII/VIII and how much they liked a big, powerful coupe. They ask for a roadster/convertible. They ask for the best elements of what's come before, hoping for new products that have all yesterday's charisma with today's technology.
I'll admit, it pisses me off 'til I see red that the best "Town Car" on the market right now is the 300C. There's a fair number of Mark VIIIs for sale where I just moved, and I both think about trying to afford one and feeling bad that nothing in a Lincoln showroom stirs the soul in the same way...and the Mark VIII wasn't really that well-received or that big of a success. ****, today its successor would likely have to be a "sedan/coupe" like others out there. Long doors and modern parking lots don't mix.
Lincoln needs to do a very public reinvention, and the perceptions can be partially changed by the media blitz underway...but reinventing the product is possibly more important, and I'm not sure the MKZ is enough of a first step in that direction.