Ford’s Lincoln turnaround continues to be a hot topic for industry watchers who have a hard time squaring the success of the Ford brand with the weak performance of Ford’s luxury efforts. Thus far, the X-factor is Lincoln’s product, which has for too long consisted of little more than tarted-up Fords without any of the the unique attributes that drive luxury brand aspiration. So, what does the future hold for Lincoln’s product plans? According to FordInsideNews, the answer is as predictable as it is troubling: Global C-Platform. That’s right, Lincoln’s future is based on the same platform as the future of the Ford brand.
At this year’s North American International Auto Show, Ford was entirely focused on its new compact C-platform, touting the global appeal and flexibility of the gubbins beneath its new Focus. It was classic Ford stuff: leveraging huge volumes of competent but modest underpinnings into a portfolio of vehicles designed to transport people the world over. But then techno-democratic evangelism has been a Ford strong suit since the Model T put the world on wheels; Dearborn’s problem over the last century or so has been in creating the durably desirable luxury brands that bring in huge profits on lower volumes. And based on the latest rumors, that challenge isn’t about to go away.
According to FordInsideNews’s sources, 2013 will be the year of Lincoln’s re-boot, with four new or refreshed products planned. The first is a Global C-Platform-based compact hatch, with styling inspired by the 2009 Lincoln Concept C. But besides the 1.6 Ecoboost engine and 43 MPG, it’s not clear what this compact Lincoln will bring to the table. And with the MKC name tipped for this don’t-call-it-a-Focus, it’s tough to imagine it doing anything a Focus Titanium can’t.
Keeping with the C-Platform theme, another rumored 2013 Lincoln is a re-worked version of the next-gen Ford Escape, which was also previewed in Ford’s Compactfest in the form of the Vertrek concept. Another global C-product, the Vertrek replaces both the European Kuga and the Escape, so it’s safe to assume that (like the Focus) even the Ford version will be relatively upscale. Once again, Ford’s desire to make its Blue Oval brand a leader in quality and technological proliferation seems to be trading off with its unwillingness to develop wholly unique products for its luxury brand. Which means that, once again, Lincoln’s future depends on Ford’s ability to differentiate its luxury platform with design and packaging.
One hint about Ford’s approach to this all-important differentiation comes from rumors about the next-generation MKZ, which is being developed as part of Ford’s effort to unify its Mondeo and Fusion midsizers into a single global product. With a new platform that combines elements of the Fusion’s CD3 and Mondeo’s EUCD as well as Ford’s 3rd-generation hybrid drivetrain, the MKZ will be the first product to be styled by Lincoln’s new design boss, Max Wolff. And, reports FIN
In addition to the different styling, the new MkZ will also feature an exclusive Vista Roof, which the Fusion/Mondeo will not receive. MkZ will also see further technological differentiation from the Fusion. Also in the tech department, MyFord touch will be an option on the Fusion and Mondeo, while the MkZ will have MyLincoln Touch as standard equipment.
So Lincolns will have a fancy sunroof, and gets MyLincolnTouch as standard… does it sound like we’re beating the “luxury brand as trim level” trap yet? If Wolff’s styling doesn’t absolutely blow consumers out of the water, it sounds like Lincoln’s turnaround could need a turnaround. Plans for a revival of the Lincoln Aviator, a rebadge of the new Explorer, don’t really change that perception either. Nor do planned “refreshes” of the MKS, MKT and Navigator. In short, Lincoln’s future sounds like a healthy helping of more of the same, and if there are some convincing new differentiation tricks that haven’t been tried yet, we’re still waiting to hear about them.
So, they dropped Mercury since they were merely gussied up Fords. Now Lincoln steps up to Mercury’s former role. And they paid Mullally $56M last year for this idea?
Onmifan:
You obviously have NO idea of the state of the company 5+ yrs ago.. and the issues the company was having.
Forget the various issues with massive holes in the lineup like trying to buy a C segment vehicle with a hatch WITHOUT AWD.
How bout the failures of their main bread and butter and walking away from the segment, or the safety and lawsuit issues they had against one of their old market leaders.
Forget the issues with the factories and platforms and brands that dont sell that amount to just TRIMS.
When ya figure out.. 5 of the dozens of issues that Mulally actually dealt with.. then say something..
I like the C Compact. Give it an interior unlike any seen on any Ford it could well do well with urban fashionistas.
Or just make it a Ford….Though hard to see it since they have Focus…Humm mind burning….
Doubt it will see the light of day. Though again, if they kept it close to the original design, plus the aforementioned crazy-lux interior, who knows…could be a new direction for American luxury
Just read the Mini-Rolls article. I was thinking along those lines. Unfortunatley if America is not ready for something like that, much of the rest of the world is
I understand the concern over basing Lincoln’s turnaround on the compact C-platform. But that platform is more than “competent but modest.”
After they sunk all of the development money into new models and with their recent sales resurgence Ford probably should have kept Land Rover and Jaguar in the mix. If this is their product development strategy for Lincoln, they probably need to sent Lincoln to the same fate as Mercury and start a new brand that helps redefine a more contemporary idea of American Luxury. If they really see a future in Lincoln then dedicate some engineering prowess and money to the idea of creating ONE true modern unique Lincoln model and build from there.
Part of the problem may be that ford has moved into what used to be Lincoln-only territory. Many of fords vehicles move well into the $40k, or even $50k mark when optioned up. Thats definitely Lincoln territory, and the fact that Ford has the same options and a better dealer network doesn’t help.
This is the problem when once items thought as luxury add ons become standard equipment or simply options. Ford’s only choice, decontent the Ford version of whatever they are pushing over to Lincoln. Want an AWD Explorer? Sorry only the Lincoln Aviator offers that option. Want power leather seats? Yep again only offer it in the Aviator. Of course there is no way they would take these (now standard) options off the Fords so the Lincoln will be nothing special. This is the problem when your brand is really nothing more then a trim level.
The answer is not to de-content Fords, but rather, up-content the Lincolns, make them special. The Ford Taurus has 10 way adjustable seats? The Lincoln MKS should have 20 way adjustable seats with massaging. The fords get MyFord Touch? The Lincolns should have google maps and full internet access on dual widescreen 1080p displays. Ford gets ecoboost V6? Lincoln needs a boosted V8. Ford gives you a free car wash with purchase of an oil change?Lincolns oil change comes with a “happy ending”
Whats that? You think thats a little excessive? Well HELLO, this is AMERICAN LUXURY, not “luxury.”
Adding extra content to Lincolns is all well and good, and there are certainly some things like adjustable length seat cushions, power adjustable headrests, and magnetic controlled suspensions that could be adapted into Lincolns that are known as luxury only features, and wouldn’t be missed on the Ford models. However, with brands like Hyundai and Kia rapidly adding features like air conditioned seats, which used to be purely luxury features, into mainstream cars, Ford can’t let the main brand fall behind the tech curve in order to give Lincoln extra stuff.
As a dealer I’m guessing you’re going to hate my saying this, but your answer essentially says that Ford should drop Lincoln and use the Ford brand to compete on equal footing with the Koreans. Given that Ford isn’t doing anything special with Lincoln, I think that’s an entirely sensible strategy….
So Hyundai is going to be selling a $60K+ 120in-wheelbase car with 429hp, while Lincoln is going to build a compact with a 1.6L turbo engine.
______________
And, even with all this platform sharing, no plans for a Mustang-based Lincoln Mark IX?
+1
Well, I don’t know about a Mustang…but what about the Aussie Ford Falcon?
The Falcon would be excellent, but I was trying to be at least somewhat realistic.
Lincoln needs a sports sedan and coupe yesterday. With the 5.0 and Ecoboost V6 they have the motors, get it done people.
That concept thing on the left looks like something from da hood. Ford is either clueless or unwilling to make Lincoln the distinct luxury division it is/was supposed to be. Looks like they’re just throwing more money at the issue and hoping for success.
@ajla for the win!
I think it’s too late for Lincoln. With Ford’s products getting more premium with every subsequent generation and refresh, and Ford being pretty clear it isn’t going to hold back on the tech in Ford products, Lincoln just looks lost. Nothing they’re talking about for the future will differentiate the brand, and I don’t blame Ford for not coughing up the dough to make totally unique platforms for a brand that has been left out in the cold for so long. No amount of clever packaging or styling tweaks will fix what’s wrong with Lincoln.
Sadly, I think you’re right. Fords are generally pretty darn good, and the Titanium trim level is becoming something of a brand itself. Without truly unique product, there’s no reason for Lincoln to exist. And I can’t see Ford making that kind of (risky)investment.
Lincoln needs to shamelessly copy the Cadillac model.
The flagship CTS is specific to Cadillac. There is no Chevy CTS. Ford needs a large RWD or AWD sedan that can compete with the CTS, and until they make a 550 hp Taurus, what they have now just don’t cut it.
They also need a coupe. Lincoln has always had coupes. It hasn’t always had crossovers or SUV’s. Back to basics people. Ford is all “One Ford” so where’s my Lincoln Mustang?
They’re going to need a C-segment car to meet MPG requirements, as well as a mid-size.
I think this really might be the last hurrah for Lincoln though. If they can’t turn it around with the 2013 “REBOOT” (awesome show, anyone remember it?) then the Blue Oval really might be better sans a dedicated luxury brand. There are already $50,000+ blue ovals…why waste the money marketing another brand if you can convince people that Ford’s are just as luxurious as Cadillacs?
“The flagship CTS is specific to Cadillac. There is no Chevy CTS.”
That’s due more to GM’s product development bumbling than anything else. The never-got-made Zeta Impala/Caprice would have been a Chevy CTS for all practical purposes (different platform, aluminum suspension arms, blah blah blah).
The Lincoln Mustang that everybody wants would be a “Mark IX” personal luxury coupe, a segment Lincoln abandoned when they rebadged the Edge and flushed down decades of hertiage with their disastrous “MX-WTF” naming.
But yeah, Ford at least needs a Seville “STS” renaissance to kick things off.
As for the Chevy CTS, I can’t see that. But a Buick version with eAssist? Yeah, that’d be sexy and nice.
The last Lincoln coupe was the 1998 Mark VIII. I think it’s over. One Ford, indeed.
They’re just milking the remaining brand-equity Lincoln has with geriatrics with minimal investment. In 10 years, they’ll kill it. Hopefully then, they’ll start a new luxury brand with a contemporary name (e.g., doesn’t sound like a guy who died 150 years ago or a city in Nebraska) and it’s own RWD platform, with the cheapest model starting in the high 30’s. Have a comfort-barge, but also have some seriously sporty models.
Luxury can no longer be about a smooth ride, power-everything, and electronics since all cars offer that. It needs to be about uncompromised styling, high-quality materials, and performance/dynamics.
While a new chassis for the new brand would be ideal, and eventually needed, taking the mechanicals of the Mustang, plus IRS, DI, and maybe a turbo and DSG, wrapping it in a sexy, light-weight carbon or aluminum body, and an Infiniti M35-beating interior would be a great way to kick off the brand
Maybe they can use an astronomical name, like Antares, or Vega or Saturn or Mercury…oh….wait…
I always wonder how much of these plans are to meet CAFE standards. I find it odd that others seem to be fine with big cars, but GM and Ford seem to want “luxury” models with 4 cylinder engines (Buick, Lincoln).
I have to wonder if it is an attempt to bring up the CAFE average? Offset those pickups?
But even then, nobody will buy it. So why bother?
What’s it gonna be, Lincoln? We really don’t need another Buick in the states. Time to truly innovate or fade away into obscurity.
Ideas:
1. Ditch the triple letter nomenclature. That’s so last decade. Think real names, and dig into your history book for examples.
2. Build an Equus fighter, with a drop-top 4-door version. Twin-turbo Coyote V8.
3. Build a Genesis fighter. Include a hybrid option to appease the greenies. Ecoboost V6.
4. Build the Mark IX. 2-doors, 500HP, RWD or AWD, technological showcase. Turbo V8 again.
5. Build a respectable CUV that will draw traffic from the Lexus, M-B and BMW stores. Hybrid option too. This will be your volume model. Ecoboost 4 or 6.
6. I’ll take a new Mark IX in lieu of a consulting fee.
1. Continental. Mark. Versailles.
2. Continental.
3. Versailles
4. Genesis coupe fighter.
5. Aviator
6. already spoke for.
Agree on all of that, particularly point 1 (what was with killing off the new Zephyr, a name straight from the Lincoln history book, in favor of whatever MK* variation wound up on that car?) and point 4 (there should always be a Mark in the Lincoln lineup–for some reason I have started noticing Mark VIIIs around lately, and wonder why there was no follow-up). Other thoughts:
–Who’d have thought we’d see the day when Ford would have to build Hyundai-fighter Lincolns?
–The technological-showcase performance cars–the SVO, SVT, SHO cars–should be Lincolns.
–Everyone at Lincoln should have a photo of the Mark II (technically a Continental, I know) hanging on the wall for inspiration. Now that’s a clean design (especially for 1956). Not that you could bring out the Mark II again as is, but Lincolns should be timeless if they’re going to mean anything.
@gessvt: You beat me to it. The Genesis is what a modern Lincoln (or Cadillac ) SHOULD be—RWD, fast, luxurious, tech heavy and a bargain relative to its European competition.
And that is why the CTS does pretty well sales-wise.
The MKS Ecoboost is already a Genesis beater. Fast, luxurious, tech heavy and a bargain relative to its European competition. The only difference is it’s AWD, the way we prefer it in areas of the country that get snow and ice in the winter.
Sorry-ass is more like it. If they continue on there current patch of bland look alike products with stupid meaningless letter names powered by 4 and 6 cylinder engines with wrong wheel drive we will be hearing about the demise of Lincoln in a few years time.
The names are not meaningless.
MKS = Mark Sedan
MKZ = Mark Zephyr
MKX = Mark Crossover
MKT = Mark Touring
The 6 cylinder Ecoboost engine is about as perfect as it gets. And AWD is right wheel drive.
Has anyone considered that what we are seeing and hearing about lincoln is all smoke and mirrors (as opposed to GM’s the camero will be here any year now), for all we know the lincolns are being based on the new Australian RWD platforms and one day ford will announce a lincoln event with everyone expecting to laugh at them and then they bring out a Zepher (3 liter 4 cyl, SC base, EB top), Arrow (pierce) based on SWB falcon (4 liter 6 cyl, same as above supercharged in base form and EB top), continental based on LWB falcon with the 5.0 (SC and EB) and then the continental 6.2L (twin charged) based on 150 platform as top of the line model which would also be the underpinning of the next navigator. Just a thought. And since Bristol has gone into receivership, buy that name so that the cars could be sold in europe (as well as developing a few special Bristol models based on all of the knowledge ford gained from rebuilding Jag, like a Bristol 6 with an inline 6 liter engine).
Or, we are seeing the Lincoln C concept being trotted out again as a “keep hope alive!” tactic while Ford makes plans to wind down Lincoln. Bear in mind, that C car concept has been out there since at least 2007.
Unless Ford is willing to make Lincoln a global luxury brand, I don’t see this plan going anywhere. There simply isn’t enough development money to throw at Lincoln as a North American only luxury brand.
VW and Audi share much of the underpinnings for many of their a lot of their models. Golf -> A3, last gen Passat -> last gen A4, Tuareg -> Q7. This saves a lot of money. However the styling and the quality of the interiors set them apart. Audi has been wildly successful over the last ten years.
There’s no reason why Ford can’t do the same with Lincoln. However, their current lineup shows they haven’t figured it out yet.
Ford would be better off dumping the Lincoln brand and intoducing a new brand (Continental?) that could have a global cache that Lincoln will never have.
If the new Focus based C-class Lincoln looks ANYTHING like that 2009 Concept C, they are doomed. That looks more like something Renault would introduce.
I am reminded of the R5 Turbo 2, which was cool in a cartoonish sort of way, but I think Renault sold about 50 of them (when I lived in Madison, I used to see one occasionally with the WI license plate U CANT, which I assume meant “u can’t buy one”).
When Ford decides to make a real Lincoln, they will have to fight off the crowds. Until then, we’ll wait until they clear out these Mercurys with those baleen grilles.
In my view here are the givens in the great Lincoln debacle:
1) Ford will not invest in Lincoln only models
2) Ford will continue to offer Lincolns that are derivatives of Ford models
3) Ford is incapable of making Lincoln a global brand and making it a relevant luxury brand in the U.S.
4) Ford will continue to incrementally profit by selling Lincolns based on Ford models
That is Lincoln’s present, recent past and future.
And just where did you buy your crystal ball? Sounds like it might have been picked up at Sanford and Son’s junkyard. I’d check for defects if I was you.
Look, we’re not saying Lincolns aren’t good cars at this time (which they really are). We’re just saying that Ford is not going to spend the multi-billions it would take to make a “halo” brand that may only get up to 175K sales.
Maybe they should become like the Harley Davidson of cars- primitive, but with a certain amount of craftsmanship and appeal. Make a direct knock-off of the old continental with suicide doors with just enough changes to meet emissions and safety regs.
There’s the solution: make Lincolns all retro all the time. Go ahead and use the C-platform, just make the cars look like the distinctive designs of Lincoln’s past, like the suicide-door early ’60s Continentals, and the 1956 Mark II coupe, and maybe even a modern interpretation of the 1939 V-12 Zephyr. After plundering the brand’s history, they can then kill it. The knockoffs of past design excellence will be seen as tragedy, anything after that would be farce.
I am not disagreeing that basing a “turnaround” on a single platform is a questionable idea. I would like to say, however, that Toyota has done a fine job building TWO car companies off the back of a single platform: the Camry.
The business case for the so called “luxury” market seems overrated. Just ask Volvo, Saab, Acura, Infiniti, Jaguar, Land Rover, and maybe even Cadillac. Either money losers or also-rans. Ford should maybe consider focusing on the small, but profitable, livery market for Lincoln. That’s really where Lincoln has a clear (and respected) identity. Forget small and forget retail. Sell and service Town Car Tourers (MKT) and Town Car Sedans (an MKS stretched a few inches) through selected Ford dealers. Then add Platinum and Limited versions of the Ford lineup for people who want more bling and features in their Fords.
Taking the Concept C and making it look even more like a Kia Soul — that’s a business plan?
Lincoln needs something unique. Umm, there’s a unique platform already available, that has been pulled from the other two divisions. Better yet, it’s paid for. It would take a relatively modest investment to modernize the styling and improve its performance. Then add all the bells and whistles that this platform has been denied for the last 7-8 years of not-so-benign neglect. Produce it in two versions, one at Equus-level, and the other one an ultimate, cost no object, American Rolls or Maybach. What platform would that be? Do I have to spell it out? Gimme a P. . . Gimme an A . . Gimme an N . . . . . . . . . . .
What makes a luxury car worth more than a mainstream brand car? Ford is betting on a premium dealer and service experience, and premium materials in the interior of the cars.
I don’t think unique platforms are a necessity. As stated above, Audi does well using VW platforms, and Mercedes and BMWs are based on platforms used for taxis in Europe. The Ford platforms that the Lincolns are based on are already very good. Would building the Lincolns on unique platforms make them better, or just different? Is different automatically better?
I do agree that some sort of RWD sports sedan and RWD luxury coupe needed to be added to the mix, and that a true halo car should be found. If you look at a brand like Lexus though, which is very successful, the big sellers are the ES and RX, which are both FWD vehicles based on existing Toyota platforms. If Lincoln can make the MKZ and MKX equally as appealing there is no reason that the brand can’t grab customers away from Lexus. The existence of the LS might help sell the ES, so time will tell if Lincoln adds something to bring attention to the brand.
People deride Lincoln as a trim level of Ford, but at the end of the day, isn’t it trim that separates a luxury vehicle from a mainstream vehicle? If you add the highest quality leather, real wood, a great sound system, and all of the technology available in a modern vehicle, and make the result drive well with great reliability, why isn’t that a great luxury car? Does it somehow diminish the experience that you have with the luxury vehicle if someone else can get 80% of the same experience for half the price?
NulloModo, I read this site a lot and I swear that many times I think you’re one of the only ones around here with an ounce of brains. Your comments are well thought out and logical. And in my opinion, you’re usually right. I will say this though. And I’ve said it a billion times and I’ll continue to say it. The RWD thing is fine in my book as long as they make AWD an option on all models. It’s got to be that way. No two ways about it. But anyway, you’re a pleasure to read.
I disagree that Lincoln needs rear wheel drive. The market is already well past saturation. If Lincoln couldn’t be competitive with the LS, then it is now too far gone to compete directly against the biggest players.
Ford needs to do something different. Audi isn’t a bad role model. FWD/AWD can work fine in a premium-priced brand if you properly play up its advantages. Nor does Lincoln need to be a hit with the traditional gearhead to be successful. Indeed, following the standard gearhead advice would be a recipe for an expensive failure.
So where is the “wild-ass” part? And why is there a picture of two Mazdas before the article?
I’m with bikegoesbaa and some other posters. Lincoln irritates me because I want so badly to love it. I’m a late twenties, married, college educated, reasonably highly paid professional living and working near a large metro area. In my lifetime, I’ve had a Mark VIII, a late nineties Continental, an LS, which I loved, and my dad was always a Lincoln guy as well. I love brand markers like the 1960 series slabside Conti, the late sixties early seventies Mark III, and even some of the older Conti’s and Mark series from the late seventies and eighties.
Point is, I love Lincoln so much as a solid American brand with an extremely potent cultural heritage in this country. It’s the heritage of Lincoln that fits my psyche more than anything else, the idea of driving an American marque that’s been building luxury machines for a hair shy of a hundred years, some of them residing in the pages of history as automotive art and architecture. But nothing strikes me like that when I walk into a Lincoln dealership. Nothing Lincoln has offered since the LS and the Mark VIII LSC has struck me like that. Nothing excites me.
There’s no two door luxury coupe. There’s no serious four door sports sedan. Hell, even the Acura MDX outclasses the MKX in almost every way. And the MKS? It’s a TAURUS. My wife says Lincolns are old man cars. Lincoln hasn’t put out anything strong enough for me to change her mind for years.
I just bought her a new Mini S. I’ll buy myself another car within the next two years. I want it to be a Lincoln. I’d drop 50 grand tomorrow if they had a car I wanted. I have brand loyalty to a brand that has nothing to offer me. I don’t think I’m alone here. Lincoln, wake up and realize who your buyers are and what they want. You have the cache, the heritage, the history, and the potential buyers. You just don’t have the cars.
You can offer the same the same amenities as Ford’s limited trim-level, that’s not the problem. The truth about Lincoln is their cars are ugly, with exception maybe to the MKS. You can not compare Lincoln cars looks to Audi, BMW, Lexus, Infiniti, and even Cadillac. It’s like comparing Phyllis Diller to Angelina Jolie.
Why are Fords selling well? Ford cars are really nice looking in addition to have great quality. They compete with both european and asian competitors in terms quality, safety, and aesthetics. I own a 2011 Fusion and I love it. Even further, Fords are aesthetically more pleasing to the eye than anything in the Lincoln line up.
If you want Lincoln to be competitive with above premium brands, get rid of the ugly new grills, hire some italian and/or german car designers, and make them gorgeous, make them prettier and more eye catching that its luxury brand competitors. at minimum it’s entry-level brand.
Some suggestions:
– why isn’t there a freaking coupe in the lineup? Look at the CTS coupe? Make a lincoln version of the Mustang, with convertible in the mix. Isn’t that simple to do?
– look at what Cadillac is doing with the upcoming XTS – beautiful. Make your next Continental-equivalent gorgeous.
– i like the suggestion made by another commenter. Maybe the lincoln brand is dead. bury it. create a new brand and start a new