Just in time for Thanksgiving, Ford invited its forgotten domestic offerings for a feast of promises and not much else. Car and Driver reports that Ford's Mark Fields won't send Mercury home hungry, but "we have higher aspirations for Lincoln." So Mercury still sucks and Lincoln will suck less. Even better, freshly-minted marketing maven Jim Farley reached higher by saying Lincoln must "take advantage of new overseas markets in countries such as China, India, Russia, and in the Middle East." With what? An old Volvo chassis and no V8 engine? But wait, there's less! Ford invited their red-headed stepchild for dinner, proclaiming the long-dead SVT brand is still part of the family. Note to Dearborn: the proof is in the pudding and we're still hungry. Happy Thanksgiving!
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So many quote-worthy lines, so little space to question them.
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Mercury customers have the same requirements as Ford customers (read “engines and transmissions”), but with different colors and fabrics, Fields says.
Mercury buyers like badge engineering? I hope that quote was taken out of context.
North American design chief Peter Horbury says the brand woke up and got rid of products that had hung around too long, such as the Continental that he jokes was in danger of becoming the “Intercontinental.”
Not only does that mean the Continental is timeless and has worldwide name recognition, it reminds us that the MKS is none of that.
A truck with the SVT moniker is still in the works, Mulally says. Performance is a portion of Ford’s heritage, he says, “and we won’t abandon it.”
But Mr. Mulally, aside from the Mustang and its unobtainable Shelby counterpart, didn’t you already abandon it? This SVT truck better have more stones than the supercharged Harley F150 already in production.
Maybe he meant to say “Incontinence-al”?
Did you notice how the most recent 3 Lincolns, the MKZ, MKX, and the MKS, have completely different grills? At the launch of the MKX, it was said that Lincoln was all set with now two grills to work with. What is the chance that the next one has yet another style? Also, didn’t they just say Lincoln was being aimed downmarket toward the “American Dream”?? Is anyone steering the ship? These decisions sound so crazy its almost like Ford’s president of the America’s lives in Cuba..
‘Mercury customers have the same requirements as Ford customers (read “engines and transmissions”), but with different colors and fabrics, Fields says.’
“Well, if we could find some, I’m sure thats what they’d tell you” Fields continued…
I read that third line as “Ford’s Marky Mark Fields” and had to read it again to be sure it was or wasn’t that.
” … Mulally says the B-segment subcompact-car market will be the automaker’s first global platform when it is rolled out in the 2008–10 time frame, to be followed by the C-segment Ford Focus. ”
Now wait a minute. The Escort was lauded as Ford’s first “global platform”. Then the Mondeo/Countor was supposed to be it. Focus was also claimed to be a global platform. The huge Ford 2000 reorganization was supposed to be about global engineering on common platforms. Mazda, Ford and Volvo are all sharing the Focus platform while Ford’s large FWD cars and Edge are platform mates with much of Volvo’s current production. Jaguar’s S-type and the Lincoln LS were hailed as global platforms.
Does the new CEO really know so little Ford history?
Sajeev – You might not like the recently launched Lincolns—-but sales volume tells the story.
Lincoln is +14% for the year and has had 13+ months of increasing year-on-year volume. The MKX has been a big success, has sold above forecast and will deliver nearly 40K incremental RETAIL units to the brand….without meaningful incentives I might add. The MKZ is doing OK as well (btw..thank God they are getting rid of the Mark 150 abomination)
I expect the same success for the MKS as it will deliver incremental RETAIL sales by replacing the old fogey town car that was almost entirely fleet.
Reinventing the brand based solely on what it ONCE WAS will not work. All it will do is create a line of “old fogey” cars that mean nothing to the average buyer and will do nothing to increase sales. Assuming that RWD + V8 is the ONLY way to go is also questionable. Audi has done a pretty good job selling AWD high output V6’s !
I do agree with you however that getting beyond the current product strategy (quiet, safe, and reliable luxury) to a differentiated and ownable position is a must to completely reinvent. I do think there is a market for Lexus like attributes with Americanized style.
The MKR concept looks to be a step in that direction—and given the fact that Ford appears to be investing more into Lincoln—the MKR could be a reality.
guyincognito: Lincoln has no cohesive design plan…which is pathetic when you consider the ones that sold well were pretty clear in their design. It’s not hard to determine what makes a Lincoln. Judging by the (somewhat) sales success of the MKX, the style of the 1960s Continental grille is the right path. And hey, it looks like a Lincoln, even if its a CUV.
jthorner: stop bringing up those relevant facts, Ford doesn’t need that when promoting their next revolution. Not to mention they did well with their 1960s “total performance”marketing plan: a catchy theme that goes against the low-volume business model of SVT.
umterp85: come on now, we’ve debated this before. The MKX sells well by Lincoln standards, but the Lexus RX outsells by about 2 to 1. Every year, month to month, whatever metric you choose. But the MKX looks like a Lincoln from the front and the back (esp at night). That’s impressive for a CUV with a Ford Edge unibody.
Actually the MKX is a good place to start, too bad the MKS doesn’t build off its styling statement(s).
The MKS: any “incremental” sales increase is acceptable by Lincoln standards, the same standards that let the media proclaim the Chrysler 300 is a hit…even though the (old) Taurus/Camry/Accord/Impala consistently spanks it in sales. Every year. Without fail.
Again, I will be shocked if the MKS sells well by a more realistic metric.
And its not about selling old fogey cars: the Toyota Camry LE dives and floats very much like a Town Car. Everyone likes “plush” provided the packaging is right. And Lincoln’s heritage shows the way.
But forget about Lincoln stereotypes, have you driven a Lincoln LS? It sold for the same price as an MKZ but it was a REAL Lincoln. It was a RWD luxury car chassis with legs, not a gussied up Taurus. It was a gussied down Jag. :)
Sajeev,
I agree with your LS comment. The birth of that car seemed to hold promise that Ford/Lincoln was serious about building an American 5-series. It was an excellent first attempt and should have evolved. Instead, we got the front wheel drive MKwhatever with the “2001: A Space Oddity” interior to replace it.
Lincoln, you suck. Bring back the conservatively designed, RWD cars you know how to build and sprinkle some of that BMW/LS on top, will ya?
And if you make a good looking wagon out of it, even better!!
Lincoln, you suck. Bring back the conservatively designed, RWD cars you know how to build and sprinkle some of that BMW/LS on top, will ya?
jkross22: Agree with everything, except the Lincoln wagon. :)
Volvo needs more wagons, but Lincoln has the Navigator. And it works with the brand image so very, very well.
Sajeev: lets fast forward 5 years.
The Lincoln lineup looks like….how do you feel ???
Cars:
Refreshed MKZ (unique sheetmetal and engine)
MKS
MKR
SUV / CUV:
Refreshed MKX (unique sheetmetal and engine)
Refreshed Nav
I can’t be the only one that hates the three-letter naming trend that Lincoln and other car companies seem to love. I want my car to have a name, not some sterile and forgettable alphabetic combination. MKX, MKZ, and especially LS… none of that tells me anything about those cars at all.
umterp85: okie dokie, so in five years…
Refreshed MKZ: if it sells significantly better, so be it. But its way too down market for Lincoln in the long term. It really needs a death notice when Jaguar gets the boot. Let Volvo and Mercury take up the slack.
MKS: whatever name its been attached to, the D3 chassis has been a colossal failure for FoMoCo. And its the absolute wrong chassis for Lincoln. Wrong styling, wrong chassis, a complete mismatch. I know the Chicago factory needs D3 products, but the MKS shouldn’t have been green lighted.
MKR: perfectly Lincolnish proportions, front end is a bit over the top and the back end has been an ugly Lincoln concept car hallmark for too long. But if they get the RWD stance/proportions right, it’ll work for me and most everyone who isn’t brand loyal to Lexus/Infiniti/BMW/etc.
Refreshed MKX: if luxo CUV sales don’t trend downward, its on the right path. Now’s a good time to mention all Lincolns need the same frickin’ grille. I think the current MKX’s grille gets people talking and is a BIG part to its current success.
The MKX looks like a Lincoln! (for a CUV) I’d like an MKR with this grille…which would make a fine update to McGovern’s 2002 Continental Concept.
Refreshed Nav: make the interior even higher quality, more gadgets, more luxury, diesel engine, same beefy chassis. Lincoln can do no wrong here: these things still sell and have pretty juicy profits. Hurry up and dump Land Rover already!
And all Lincolns need real names. MKR = Continental. MKX = Aviator. MKS = DOA. MKZ = Mercury Sable. :)
And yes, I know I’m living in a dream world.
Ford is surviving off of Mazda, Volvo, and Europe Ford products rebadged as real Fords.
In China Ford actually has a shot at fooling the Chinese. Ford does not have the negative legacy in China as it does here in N.A.
There are no exploding Pintos, Crown Vics., roll over Explorers and genral POS Fords in China’s past.
Like VW Ford has a window of oppertunity in China until reality steps in when the Chinese figure out the competition has better products.
Sajeev—great perspective.
BTW…agree on the “grill thing”. Lincoln should pick one corporate face and stick with it. Unfortunately—-what you see on the MKS and MKR concept is it….and is a supposed Lincoln cue from the ’40’s….don’t dislike it….but does not provoke any “cool” emotion either.
The MKX grill (and backside for that matter) were a driving factor in my purchase—very cool. The look gets favorable comments all of the time from a variety of people including alot of Lexi and BMW owners who have no friggin idea that the grill is an adaptation of the early 60’s Continental….thats the beautiful thing….the look is timeless….they should have gone with this setup as the corprate face.
I’m glad the waffle-grille resonates with you and people around you. It is a game changer for Lincoln, kinda like the Chrysler 300’s schnoz.
I’m sure plenty in Ford’s design studio think the MKX’ grille is too retro and “Intercontinental.” (sorry Mr. H, couldn’t resist) I know retro is a bad word after the 2002 Thunderbird, but Ford needs to get over it.
Same thing with the Ford Fairlane/Edge, this company is so damn afraid of their past (unless its the easily understandable Mustang) they constantly change scope. And shoot themselves in the foot.
C’mon Ford, we forgive you for the exploding Pintos, engine fires, etc. It doesn’t have to be this way.