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Lincoln Zephyr, Lincoln MKS, Lincoln MKX
#3840 of 4409 Re: Lincoln resale value [edward53]
Nov 27, 2012 (1:58 pm)
You make some sweeping statements, Edward, but do not back them up. Some responses...
1. Acura, number one on the list, does the same thing as Lincoln currently does. All Acuras are gussied up Hondas at present.
2. Lincoln will always be seen as nothing more than a higher priced Ford? How do you know that?
3. Lincolns have always had low re-sale value. That is not true for all of Lincoln history, except for Marks III and IV, as you assert.
4. Lincoln has certainly had its ups and downs. No one denies that, not even Allen . Lincolns have not always been higher priced Fords. Going back to the early 50s, Lincolns shared body shells for a time with Mercury, but not Ford. They moved back to more platform sharing, but no more than Chryslers many brands at the time, or the Chevy to Cadillac spectrum.
Starting in 1961, the Lincoln had a completely different architecture from the big Fords and Mercurys, and that continued through 1979. The 1980 Lincolns shared a bit more with the large Fords starting at that time, but still offered a different wheelbase and a completely different, wider body. That significant differentiation continued until 1998, when the Town Car went to the Panther platform, albeit with a longer wheelbase, and no shared body panels or greenhouse. After that, Lincoln gave up on further significant development of the TC and it eventually met its inglorious demise.
The Marks shared some bodies with Thunderbird, but it was the Ford model that benefitted, since the cars were designed for Lincoln (e.g., 61-63 T-bird, 72-76 T-bird), and those T-birds were seen as luxury cars.
Lincoln did rather well with the rebadged Ford that became the Navigator, inventing a new and popular vehicle category. Those brands that jumped on the bandwagon did the same thing: they took an existing SUV and glitzed it up. Re-sale was not bad on those early Navs. However, the brand got lazy and others overtook it.
The Mark II was not a higher priced Ford. The LS was not a higher priced Ford. It was a lower priced Jaguar.
Lincoln historically has seen sales in excess of 200K (1989, 1990), and it outsold Cadillac as recently as 2000. The hubris of that achievement led to some very bad product planning that they are still trying to sort out.
Lincoln wants to become a global brand. They will not do so by simply tarting up some Fords. Lincolns were not always seen as higher priced Fords (as they mostly are now), and there is no reason to believe that what exists now, will always be.
#3841 of 4409 Re: Retained Value listings [gregg_vw]
Nov 27, 2012 (2:33 pm)
#3842 of 4409 another rebranding story
by Stever@Edmunds HOST
Dec 03, 2012 (7:19 am)
"Ford believes Lincoln's rebranding "captures the founding principles of the company and brings them forward to a new generation" of luxury buyers. Print advertisements will touch on the past while reintroducing the Lincoln brand and its principles to consumers.
But the new vehicles will not necessarily send Lincoln to the top of the luxury segment. Ford executives have said the goal now is quality over quantity."
Ford rebranding Lincoln in effort to stand out among rivals (Detroit News)
"Ford CEO Alan Mulally and other top executives are expected to be in New York's Lincoln Center Plaza today to announce a new advertising campaign: "Introducing the Lincoln Motor Company."
Now if they'll just go back to real names for the vehicles.
Lincoln going back to its roots with its original name (Detroit News)
#3843 of 4409 Re: another rebranding story [steve_]
Dec 03, 2012 (8:18 am)
I had thought Lincoln Motor Company was going to be the name change. The articles keep mentioning four new vehicles in the next four years. It's a start, but hardly remarkable, given what the other nine premium makes sold here (Acura, Infiniti, Audi, Lexus, Mercedes-Benz, BMW, Cadillac, Porsche
and Volvo) have planned for the next four years as well.
At least they are making a concerted effort now, and four actual new models are planned, not including refreshes like the 2013 MKS and MKT, which no one sees as new vehicles.
#3844 of 4409 Re: another rebranding story [steve_]
Dec 03, 2012 (8:20 am)
I agree on the names. This also signals the first round of dealer and service improvements. This is a good start but it's only a start. Hopefully we'll see some new things at the Detroit Auto Show too.
#3845 of 4409 Re: another rebranding story [gregg_vw]
Dec 03, 2012 (8:23 am)
Ford seems content on rebuilding Lincoln without mortgaging the company to do it. Sort of like rebuilding your car a piece at a time as you have the cash. Make small but steady improvements to the entire brand over 3-4 years. The new small crossover will be the first one totally designed by Lincoln so that should give us a better idea what the future holds.
One of the videos clearly showed a mustang body in the background fueling speculation that they'll introduce a high performance Lincoln coupe which should help quell some of the naysayers.
#3846 of 4409 Re: another rebranding story [gregg_vw]
by Stever@Edmunds HOST
Dec 03, 2012 (9:13 am)
It's a start
Did y'all pick up on the comment to the effect that Lincoln was going to focus on their core group of enthusiasts? Sounds like Ford's first going to try to make their Lincoln fans appreciate sticking with them and let them sell the brand to their friends.
#3848 of 4409 Lincoln motor company
Dec 03, 2012 (12:25 pm)
Lincoln Motorcar Co. Ha! It's just more marketing mumbo jumbo that implies that Lincolns are genuine Lincolns when it is anything but the truth. The discerning buyer will know that the Lincoln brand is nothing more than a tarted up Ford as long as it shares Ford platforms along every Lincoln vehicle.
I was informed that Ford is going to discontinue operations in Australia in 2016. Ford is going to export the Taurus to Australia from the U.S. and glue a Falcon nameplate where the Taurus nameplate should be. Ford has no shame.
More news is that Cadillac is going a head with its exclusive Omega rwd platform that will be used to build its large premium vehicles . Cadillac may keep its Alpha platform for its own exclusive use if the division gets its way. Chevy will then get the Zeta 2 platform instead .
#3849 of 4409 Re: Lincoln motor company [edward53]
Dec 03, 2012 (2:35 pm)
So...what motivates you to keep posting here Edward? You've stated your position many times. You to are beginning to resemble a scold.