And a big sigh of relief from all of those Lincoln dealers is heard across America. This has to be a bold plan with alot of top designers dedicated to a long term plan. The luxury market is very fluid with brands getting smarter and better everyday so gaining share will be a real challenge. It’s really difficult to have an opinion until we start seeing and driving the products that will actually make it to the showrooms and for that we are looking forward to the excitement of a new beginning for Lincoln!
From Auto Blog:
The Ford Motor Company is finally marshaling the resources and money to transform Lincoln into a true luxury brand again. While the company is guarded in discussing the full details of its plan, it’s divulging enough for now to let the world know that this is going to be a serious effort. And the early signs are encouraging.
The linchpin to this turnaround will be daring new products and significantly upgraded dealerships. And the key to accomplishing that is a new organizational structure for Lincoln. Up through the 1950s, Lincoln was a stand-alone “house” with its own headquarters, designers, engineers and assembly. The new organization will not recreate that original “house” concept, but it’s a big step in the right direction.
Lincoln says it will not abandon its traditional customers, but it must attract a new generation of buyers, people with a different psychographic mindset than those who have been buying Town Cars for the last quarter century. Yet, while it may not abandon those buyers, saying they’ll suffer from benign neglect may not be too far off the mark.