Iím realizing that Lincoln will had a woman in itís head. There is no record for a luxury brand driven for a woman. What can it mean for the brand? This woman, Joy Falotico, comes from the Credit division, so, the first question is : is Falotico a car-guy (or a car-woman)?
She made a good job at the Ford Credit division , so, the financial health of Lincoln in the future looks promising. But what about the products? What about the exciting cars (and SUVs/crossovers)? Is a woman better suited to run a luxury brand? I donít have idea about all these questions, but is a novelty for sure. Of course, I donít want to be male chauvinist, but I think the men and the women had different sensibilities and visions of things .
I think no matter how much the media tries to pretend males and females are the same, we are different in many ways. Lincoln so far has been marketed like a luxury line for older women to begin with. Heavy focus on fabric colors, less masculine model colors, textures, a place for the purse in the console, and the perception of you by others if you drive a Lincoln. It's the same marketing plan as for cosmetics and other products with females as the target market. Unlike global performance luxury brands that focus their marketing on performance, engineering, build quality, power which reaches to males along with females wanting to be seen as powerful like they perceive males to be.
But a female heading up Lincoln makes since, with the plan being Lincoln will remain a low volume niche/boutique brand in limited markets, small lineup, focused on being soft, pretty and comfortable. Volume is not the key with Ford, it's trying to generate as much revenue from each unit possible, so expanding higher priced trim levels will be the plan. But unfortunately, Lincoln may be going the way of the VW Beetle, where it will be perceived as a female brand, and guys won't want to be seen in one, and some females will feel stigmatized by the perception they are soft. With no aspiration for performance, Lincoln really has no aspiration to attract the male consumer who has not committed to Lincoln based on Lincoln of the past. Even Navigator has a really nice interior, but a guy has to really work hard to get around the more female design elements of the exterior. Which is why the marketing for Navigator has primarily targeted at females, and why Continental's athletic qualities from the concept were softened quite a bit.