Lincoln gets new ad agency but it really needs exciting products!

It’s good to see Ford is trying just about everything to rebuild Lincoln which included hiring a new ad agency for the brand. That’s all well and good but unless they deliver the sheet metal no agency out there is going to bring sales back to Lincoln. One of the problems is that Ford has went semi upscale with the Taurus Limited, Edge and Flex Limited so paying 10k or more for a Lincoln off the same chassis is a tough sell. I certainly don’t have the answers but time is ticking for Lincoln to finally get back on track!

From the Detroit Free Press:

Ford’s attempt to reinvent its Lincoln luxury brand will be sculpted by a new boutique ad agency that will relocate to more chichi digs in New York.

The new agency, which Ford and its chief advertising partner WPP have not yet named, will include an unspecified number of employees from WPP’s Team Detroit office and new hires in New York. The new team will start with about 45 employees, WPP said in a statement.

“New York is the center of the luxury market,” said Jim Farley, Ford group vice president for global marketing. “Assembling a talented, Lincoln-only creative agency team to build this brand is an important next step in our plan.”

Cameron McNaughton, an advertising veteran who has worked with other luxury automakers, will be president of the agency and report to Satish Korde, CEO, Team Detroit.

“Our goal is simple: To help our partners at Lincoln create a new future for their brand as it reinvents itself,” McNaughton said.

Read the entire article.

  

Lincoln MKT sales fall flat in October!

When the Lincoln MKT was launched there wasn’t a soul out there who predicited block buster sales but what we are seeing now is not good for any sales chart.

Sales figures released from Ford indicate the Lincoln MKT 3 row luxury crossover came in with a pultry 369 units sold last month! That is compared to only 506 MKT’s sold in October 2010. We’re aware that the Lincoln MKT is a large and fairly expensive luxury vehicle but 369 sales in a fairly strong month? Come on…..We tested this crossover and thought it was a solid entry but it might be time for the Blue Oval to cut the price on the MKT and start moving units out of the showrooms and into garage’s or this might be one of those great ideas that just couldn’t get traction. One area that might help the MKT is that the unit will be used as the replacement for future limo’s now that the Town Car is being laid to rest. That’s all fine and dandy but what does that do to help the retail market for the MKT? It’s high time to get creative and get the MKT selling or there will be alot of dust collected at Lincoln dealerships on this pricy people mover.

  

Can Lincoln make a serious comeback?

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.

Read the full article.

  

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