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Tuesday, August 30, 2011

Thoughts: Lincoln



Lincoln as a luxury brand has lost its way over the years due to the lack of management at Ford Motor Company. I am really rooting for Lincoln to make a great comeback as a luxury brand. If Hyundai and Kia can go through major transformations and come out successful, so can Lincoln. Lincoln has to really differentiate itself from the Ford brand which might be its biggest challenge. Consumers who shop for luxury cars really want to feel as if they purchased a luxury car and not just a premium car. I think that Lincoln needs to have an interior makeover that doesn't look exactly like their Ford relatives. I am a big fan of the design choices that Lincoln has made and don't think that they went too far. In order for Lincoln's to be noticed their designs have to be bold and stand out from the crowd. One thing that will be very important is the driving dynamics of Lincolns. They can't drive like Fords, Lincoln has to find some way to make their ride feel luxurious. I really think that Lincoln is taking the right steps in trying to change their image but I hope that they make the right final choices.

With Mercury gone (even though I think Mercury could have been successful if they turned it into a sporty brand), Ford now has the resources to invest in Lincoln. As a 21 year old I would not even consider looking at a Lincoln vehicle because I could get a similarly equipped Ford for less money. Lincoln really needs a RWD sedan in their lineup and that's point blank. Lincoln has to make faster moves with their cars. In order for Lincoln to be successful they have to step their game up. A RWD sedan should have been the first thing on Ford's list when they decided to focus on Lincoln. The 2013 Lincoln MKZ concept is a very good looking car and will help Lincoln increase sales. But I do not think that the MKZ will save Lincoln. Lincoln needs to follow in the footsteps of Cadillac. It has been a long road but Cadillac knows what they have to do in order to be viewed as a true luxury brand. I'm still not convinced Ford is serious about Lincoln being a true luxury brand. I wish Ford and Lincoln the best and hope they grow up and make the right choices. But if they can't make the right choices its time to clean house! .

Lincoln also needs a twitter account!!!! Every other luxury automaker has one, so why doesn't Lincoln have one?

Do you think Lincoln will ever become a true luxury brand? Would you consider buying a Lincoln?

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