Last post on Dec 06, 2013 at 6:44 PM
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Lincoln Zephyr, Lincoln MKS, Lincoln MKX
#4080 of 4403 Lincoln...is it JC Penney?
Apr 10, 2013 (6:54 am)
An interesting opinion piece. I certainly don't agree with all of it, but the gist is sound and it lays out without much spin what Lincoln is up against.
Lincoln cannot survive by making comfortable, quiet, and well-equipped vehicles. Mainstream vehicles have moved into that territory in a big way. That will continue. This "you can't expect Lincoln to turn around in 1-2 years," is of course true, but beside the point. It has been years and years that Lincoln has been mucking around with different plans. Lincoln started attempting its turnaround way back with the MKS. Then the MKT was to be the first true "new" Lincoln. Now, the MKZ, which is a nice car, but nothing special. The MKC looks competitive, but nothing about it suggests a game changer.
Cadillac may be spending gobs of money on their new designs, but they understand this may be necessary to survive long-term. Their sales continue to increase and their reputation is growing bit by bit.
Remember that there is a lot of profit in premium cars, so even if they are not making money like Audi or BMW, they have some room to maneuver and innovate. I don't like Cadillac design, but I give them credit for not being premium Chevrolets. The new CTS looks to be a winner. Several other new models are in the pipeline.
Premium cars represent a small percentage of overall sales, but generate 50% of company profits. Ford has other options besides the track they are taking right now with Lincoln. Surely, the worst sales figures in decades are not generating any real return on the dollars spent so far on the brand.
They could dump Lincoln and Ford would be ok, at least for quite awhile. Or they could dump the current Lincoln lineup and start again slowly like Lexus did, with models that actually test out toward the top of their segments. Or they could do other creative things that I am not smart enough to think up. This botch of the "2013" MKZ roll-out seems to be emblematic of what is wrong: they have still not committed the necessary resources to make the brand relevant again.
Ford keeps adding more staff to the team, and testing if the effort is now enough. Enough effort and investment to make the best cars in their segments would be one rational (if expensive) way to gauge this. Then, if Lincoln still does not rebound, it will be time to re-think the whole deal.
#4081 of 4403 Re: Lincoln...is it JC Penney? [gregg_vw]
Apr 10, 2013 (12:04 pm)
. . .and start again slowly like Lexus did, with models that actually test out toward the top of their segments.
Well, as I recall, Lexus had the advantage of delivering a near-equivalent vehicle at a much lower price, relative to Merc & others. "All" they had to do was convince the old-school luxury drivers that Lexus was worthy to play in the sandbox. That's a much easier sell if your vehicle is high-content, selling for thousands less. Infinity was trying to do the same thing at the time.
I'm not at all sure how any of that relates to today's Lincoln situation.
#4082 of 4403 Taurus didn't SHO as well
Apr 10, 2013 (2:04 pm)
as the MKS when trying out the interior. If you like gloom dark interiors, fine, but the MKS presentation is more to our liking. I don't know what content is obtained in the $10,000 one spends to buy the tarted up Taurus, but the MKS has a far superior ride as to comfort & road noise.
It came down to buying a brand new SHO or a Certified 2011 MKS Ecoboost with 7700 miles that has all the goodies including the Cashmere leather interior. We paid $34,995 for the MKS last August. The MSRP was $55,305.
#4083 of 4403 Re: Taurus didn't SHO as well [euphonium]
Apr 10, 2013 (4:53 pm)
I think you bought American lux the smart way, you rode their steep depreciation curve. Near new, low miles and huge discount.
#4084 of 4403 Re: Taurus didn't SHO as well [euphonium]
Apr 10, 2013 (5:29 pm)
And that's how one should buy a fancy American car, or really, any fancy car.
You should make a belated post on the chronic car buyers thread
Apr 22, 2013 (2:09 pm)
I don't know how Lincoln fits into the "new" One Ford philosophy, but I did want to share one reader's reaction to the re-introduction of the Escort nameplate in China:
And while we’re at it, lets ask this:
How does the F-150 fit into One Ford?
How does the Super Duty fit into One Ford?
How does the Edge/MKEdge fit into One Ford?
How does the Flex/MKFlex fit into One Ford?
How does the Expedition/MKExpedition fit into One Ford?
How does the Explorer fit into One Ford?
How does the global Ranger that we’re stupidly not getting fit into One Ford?
The whole idea of One Ford is a massive joke. You cannot have the same vehicles for every market all over the world. It just doesn’t work.
I don't know if I agree with the above massive joke comment, but I do wonder if the new Escort could be morphed into a small Lincoln sedan with good rear legroom/
#4087 of 4403 Re: One Ford [gregg_vw]
Apr 22, 2013 (4:51 pm)
I know that wasn't your comment but what a stupid thing to say. One Ford means not building duplicate vehicles and platforms in different regions. Fusion/Mondeo, Focus, Fiesta, Escape/Kuga, C-Max, Transit Connect, Transit are good examples - one platform, one vehicle, multiple continents.
OTOH F150, SuperDuty, Mustang, Expedition, Explorer and Edge are primarily North American vehicles - they don't have similar vehicles being produced and sold in other areas of the world.
Ranger is a ROW (rest of world) vehicle. There is only one Ranger worldwide, one F150 and one Superduty worldwide.
One Ford is nothing more than saying we don't want to duplicate vehicles, platforms or functions unnecessarily.
E.g. A U.S. Ranger and ROW Ranger. A U.S. Focus and Euro Focus. Euro Transit van and U.S. E-series.
As for One Ford/Global vehicles not working - the Focus was the best selling vehicle in the world.
Sorry, but you know I can't stand inaccuracies.
#4088 of 4403 Where Is Ford taking the Lincoln?
Apr 22, 2013 (5:10 pm)
To China, according to this evening's PBS News. That'll be interesting. How many Chinese luxury car buyers will choose Lincoln over BMW, M-B, Audi and Cadillac?
Maybe Lincolns will be priced to compete with the Buick models in the entry level luxury segment, but Buicks have a lot of cache' in China. I think they sell more than three times as many Buicks in China as in the U.S.
#4089 of 4403 Lincoln Commercial...
Apr 23, 2013 (5:31 am)
...shows some 1920s model, then a 1941 Continental, then a 1956-57 Continental Mark II, then jumps right to the current MKZ. You mean there was NOTHING Lincoln produced between 1957 to the present day that was worthy of showing in the commercial? I'd have at least included the super-classy 1961-65 Continental. The MKZ can't hold a candle to any of it's predecessors shown in that commercial, or most of the cars excluded.
Heck, if I did the commercial the cars would be:
1930s Model K
1953 Panamerica racer
1956-57 Continental Mark II
1968 Mark III
1986 Town Car
1990 Town Car
Mercedes does retrospective commercials the best.