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Re: Lincoln Brass is Smiling Again

Great read. Thanks bloggin.
That 'holy water' quote from Akerson really made me angry back then. It was pretty low, coming form another American automaker exec.
It wasn't Akerson who gave the last rites to Lincoln, It was Mulally. Lincoln survived through the efforts of others but had to be put on life support.

"Everything else being equal, why would a BMW or a Mercedes owner consider another brand? So you need to offer something over and above."
Granted, the dealer experience for customers is very important and Experience Centers are a good start. All Lincoln dealers should be Experience Centers. In the end, however, it has to be the cars. What will attract customers to Lincoln is not just a unique experience but also unique cars. Lincoln has none. Everything Lincoln offers is also offered by Ford and Ford has offerings that Lincoln does not have.

Lincoln brass may be smiling but they'd be grinning if the can get MKC sales to approach 10% of Escape sales. To do that, Ford will have to kick Titanium, cold turkey; leave the luxury and performance to Lincoln. What are the odds of that?
 

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Re: Lincoln Brass is Smiling Again

It wasn't Akerson who gave the last rites to Lincoln, It was Mulally. Lincoln survived through the efforts of others but had to be put on life support.



Granted, the dealer experience for customers is very important and Experience Centers are a good start. All Lincoln dealers should be Experience Centers. In the end, however, it has to be the cars. What will attract customers to Lincoln is not just a unique experience but also unique cars. Lincoln has none. Everything Lincoln offers is also offered by Ford and Ford has offerings that Lincoln does not have.

Lincoln brass may be smiling but they'd be grinning if the can get MKC sales to approach 10% of Escape sales. To do that, Ford will have to kick Titanium, cold turkey; leave the luxury and performance to Lincoln. What are the odds of that?
Akerson said it, so he is the arsehole.
But yeah, Mulally was not good for anything at Ford, except cutting his way toward a quicker profit legacy. Efff him too.

And why on earth would Ford give up a gazillion profitable premium trim Ford sales just to bolster a few modest Lincoln sales. Lincoln is slowly getting there the old fashioned way, hard work and effort. And yeah, I said hard work. People mistake long product development cycles, with laziness. How wrong they are.
 

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Discussion Starter #25
Re: Lincoln Brass is Smiling Again

...they'd be grinning if the can get MKC sales to approach 10% of Escape sales. To do that, Ford will have to kick Titanium, cold turkey; leave the luxury and performance to Lincoln. What are the odds of that?
3 alternate fantasies
- old one about the C being a bit closer to the car end of the crossover-spectrum (see Ifnit's Q/QX30 for a rough/cheaper take)
- fever-dream having to do with MAP's new product
- Aviator might show the littlest Lincoln to be superfluous (or mis-Branded)
 

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Re: Lincoln Brass is Smiling Again

Lincoln brass may be smiling but they'd be grinning if the can get MKC sales to approach 10% of Escape sales. To do that, Ford will have to kick Titanium, cold turkey; leave the luxury and performance to Lincoln. What are the odds of that?
I highly doubt that Ford will kill of Titanium, in fact I wouldn't be surprised to see them add a Platinum trim like whats proliferating through the lineup. I think it does decent and will be even better after the refresh which will likely include a more premium interior. Plus as the Lincoln brand in general gains more traction as a viable luxury brand, all the models will likely increase in sales.
 

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Re: Lincoln Brass is Smiling Again

I highly doubt that Ford will kill of Titanium, in fact I wouldn't be surprised to see them add a Platinum trim like whats proliferating through the lineup. I think it does decent and will be even better after the refresh which will likely include a more premium interior. Plus as the Lincoln brand in general gains more traction as a viable luxury brand, all the models will likely increase in sales.
They shouldn't kill Titanium but they should make Lincoln "reach higher"
 
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Discussion Starter #29
Lincoln opens Experience Center in Dallas Metroplex

Media.Lincoln.com | Sep 20, 2016 | Dallas
Next Lincoln Experience Center in Dallas
Offers Relaxed Way to Learn About Brand, Vehicles


• The multi-use Lincoln Experience Center will open on the site of The STAR in Frisco, the Dallas Cowboys World Corporate Headquarters and practice facility, in spring of 2017
• The Lincoln Experience Center strengthens The Lincoln Motor Company’s connection to the Dallas-Fort Worth metroplex (DFW); earlier this year, The Lincoln Motor Company became the official luxury vehicle of the Dallas Cowboys
• This is the second Lincoln Experience Center; the first opened in July at Fashion Island in Newport Beach, Calif.; the centers are part of Lincoln’s largest investment in personalized client services and experiences – The Lincoln Way...

...The multi-use center will offer people new to The Lincoln Motor Company the opportunity to learn more about the brand in a convenient, luxurious environment. Guests can relax in the connectivity lounge, discover the design inspiration behind the different Lincoln cars and SUVs or customize their perfect vehicle...

Building on success
The first Lincoln Experience Center opened in July at Fashion Island on Newport Beach, Calif., with a focus on personalized, community-oriented experiences. In the first 75 days, about 15,000 guests have visited, and nearly 90 percent are more likely to purchase a Lincoln as a result of their visit.

The onsite events – showcasing local musicians and artists – have been hits, with seats filled for all five events held since the opening. Test drives also have been successful, with several hundred test drives of distinctive Lincoln vehicles like the 2017 Lincoln MKZ and the all-new Continental already conducted.

The success in California serves as a blueprint for Texas – but the center will have a style all its own...

The Lincoln Way
...Future initiatives of The Lincoln Way include a dedicated app that provides clients with even easier access to existing services and a suite of new services, like parking solutions and other commerce services relevant to a luxury client. The Lincoln Miles leasing service – which allows clients to monitor miles via a mobile app and web site and earn rewards based on unused miles at the end of the lease – is currently being piloted...


LincolnExperienceCenter.com
 

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Re: Lincoln opens Experience Center in Dallas Metroplex

Building on success

The first Lincoln Experience Center opened in July at Fashion Island on Newport Beach, Calif., with a focus on personalized, community-oriented experiences. In the first 75 days, about 15,000 guests have visited, and nearly 90 percent are more likely to purchase a Lincoln as a result of their visit.
This is great news. I bet the vast majority of those who visited probably would have never considered Lincoln as a viable option for a luxury vehicle. This is why these experience centers are an integral part of Lincolns image reestablishment strategy. They get people into Lincolns who'd otherwise never visit a dealership to see one.

In addition, since a large percentage of Lincoln dealerships are nested inside of Ford dealerships this could be a way to differentiate the brands more; especially here in the states where the "state of the art dealerships" are few. Tesla has the right idea with their "stores" that have the ability to sell directly to people; it would even be nice if Lincoln could adopt this model because the experience centers have all the makings of a great dealership. This way Lincoln owners don't have to step foot into a Ford dealership and the entire Lincoln experience is exclusive and on par with the rest of the industry.
 
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