from elsewhere today
Quote Originally Posted by THE_Shmoderator
Eh, I don't really care if Lincoln outsells Cadillac. I doubt Lincoln cares either. Nor should they. If they develop a small group of sustainable vehicles that sell at a premium and at as good or a better profit margin than their Ford stablemates, then the division is doing its job.
Total sales don't matter.
Market share doesn't matter.
Good reviews don't matter.
Does the brand continue to bring in money that the Ford brand alone could not? If the answer to that question is 'yes', then everything else is irrelevant. We'll see what that answer is in the coming years.
If all that matters is profit, or return of investment, then why does Ford keep Europe going?
It is because Ford knows that in a few years, Europe can be profitable again.
Ford needs to give Lincoln a REAL chance, and not give a lick about profit for the next four or five years. Lincoln needs to offer unique and exclusive vehicles as soon as they can, and figure out how to make a profit later. Does anyone really want to buy a Lincoln that is a Ford with simulated luxury at a bloated price to make a 'proper' profit?
All the slick advertisements and dealership coddling won't make up for the cars Ford is trying to pass off as Lincolns, that should really be Mercurys.
Oh, and Lincoln does not need to offer exactly what Germany and Cadillac offers, and still be luxury. It needs to pave the way to a new definition of a luxury vehicle, and invest in what truly makes a difference for their customers.
Yes, Mercury can make a comeback, but only if Lincoln stops being a 3/4 luxury company.