Lincoln going after the premium motorcar ideal - AutoExtremist

[TurboS40]

Lincoln will be a success and here's why. The last attempt for Lincoln was the LS. Keep in mind that the Ford financial crash hit so all resources went to PAG because they were going to generate revenue for Ford Motor Company as a whole. Also revenue cuts through the famous "Way Forward" with the several version along the way. Lincoln and Mercury were starved of exciting product( including proper upgrades for the LS, Continental and Mercury line) and had to be badge engineered meaning Fords with different grilles and rear tail lights. When PAG didn't deliver, Ford had to unload the PAG gang and clean up the Ford division in order to generate much needed revenue for product development meaning still nothing exciting for Lincoln and Mercury. Once the Ford Division was showing signs of life (and sales increases) Mercury had to be killed off (hopefully temporary and will be back some day) in order for Lincoln to continue. Now that the Ford division is a success, monies can be used to get Lincoln back on track. Lincoln will be a success in 5 years (hopefully less). This can only mean that someday Mercury will be back because Lincoln will be at a higher (and respected) level than it is now allowing the much need space for Mercury to continue (with it's own identity this time).

Lincoln was damaged so bad during the last 10 years or so that it's like starting with a whole new car company again. We are starting to see the changes now. The rebirth is showing the world where Lincoln belongs. That's what the ads/commercials are all about the way I see them.

[Logans Run]

Lincoln will be a success in 5 years

If during those 5 years, Lincoln can sell an average of 100,000 vehicles a year, with a profit of $2,000 above what they make per vehicle now, then they will earn that 1 Billion dollars back, and I would say that is a buisiness success. Will they be considered a serious 'luxury division' then...no, but it will be the decisions they make and put in motion during those years which will determine if they are going to be a continued success.

[2b2]

^ theme song for ads for that kind of successful Lincoln:
Only a FOOL would Ask for Anything More

Lincoln will be a success and here's why. The last attempt for Lincoln was the LS. Keep in mind that the Ford financial crash hit so all resources went to PAG because they were going to generate revenue for Ford Motor Company as a whole. Also revenue cuts through the famous "Way Forward" with the several version along the way. Lincoln and Mercury were starved of exciting product( including proper upgrades for the LS, Continental and Mercury line) and had to be badge engineered meaning Fords with different grilles and rear tail lights. When PAG didn't deliver, Ford had to unload the PAG gang and clean up the Ford division in order to generate much needed revenue for product development meaning still nothing exciting for Lincoln and Mercury. Once the Ford Division was showing signs of life (and sales increases) Mercury had to be killed off (hopefully temporary and will be back some day) in order for Lincoln to continue. Now that the Ford division is a success, monies can be used to get Lincoln back on track. Lincoln will be a success in 5 years (hopefully less). This can only mean that someday Mercury will be back because Lincoln will be at a higher (and respected) level than it is now allowing the much need space for Mercury to continue (with it's own identity this time).

Lincoln was damaged so bad during the last 10 years or so that it's like starting with a whole new car company again. We are starting to see the changes now. The rebirth is showing the world where Lincoln belongs. That's what the ads/commercials are all about the way I see them.

[AM222]

Should they just go after the ultra luxury market if the luxury market is saturated?

I think moving from their current entry level luxury position (cars based on lesser mainstream models) to ultra luxury (Rolls Royce, Bentley level) is such a big jump.

Lincoln can move up a notch into the luxury market by having some unique models in the upper end of their range like a luxury-performance model (modern LS) and a real flagship luxury model to replace the MKS. This will have a halo effect on their lower end models like the MKZ and upcoming Escape and Focus based models.