Last post on Dec 07, 2013 at 9:04 PM
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Lincoln Zephyr, Lincoln MKS, Lincoln MKX
#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.
#3850 of 4409 really getting into the game
by Stever@Edmunds HOST
Dec 03, 2012 (5:24 pm)
" Ford Motor Co. is breaking with its long tradition and buying an ad on the Super Bowl to promote its Lincoln brand.
"The 'Great Recession' changed people and their view of luxury. Today, luxury consumers make decisions based on what appeals most to their passions and not what they believe will impress others. We know we need to continually surprise and delight these new clients," Farley said."
Ford buying Super Bowl ad space for Lincoln -- a first for the auto brand (theoaklandpress.com)
#3851 of 4409 November sales
Dec 03, 2012 (5:59 pm)
Not unexpectedly (since Lincoln had no nothing new in showrooms yet), Cadillac sales were up 30%, while Lincoln was down 9% from last November. What is interesting though is that tiny little Volvo outsold Lincoln last month. And Volvo has had nothing much new in showrooms since the fall of 2010 when the new S60 and XC60 models were released. Wait...maybe the AWD option in the 2013 S60 T5 has actually caught on a bit. It's a nice package and very well priced for a premium car.
MKZ should reach showrooms momentarily. By January end, we should know if it is beginning to sell.
#3852 of 4409 Re: November sales [gregg_vw]
Dec 03, 2012 (6:36 pm)
If you ignore the Town Car, all Lincolns were up year over year except the MKZ which is in transition. So while it's not great news it's not quite so bad as the overall numbers would indicate.
I expect the new MKZ to sell at least 50% better than the old one within a few months. If not then that is a bad sign.
ATS and XTS are doing ok (< 3K) but CTS sales are down. SRX is doing gangbusters. Those new platforms were expensive though so I wonder how much volume they need to break even? At least they're planning to do more platform sharing going forward. You just can't afford dedicated platforms for luxury sedans unless you've got significant global sales. Too many players and vehicles in the U.S. luxury market to get big volume from a new vehicle.