They say that the best way to solve a problem is to begin by admitting that there is one in the first place. Good for FoMoCo then for admitting that the Lincoln brand has a long way to go before it can be considered a true luxury marque. Ford’s design chief J Mays told The Detroit News that the brand faces a tough road back that could take a decade to fix.
“No, we’re not true luxury. We’re in an investment stage with Lincoln. We’ve probably got a 10-year investment to make,” Mays said. Lincoln is currently experiencing an identity crisis and Mays statement that Lincoln is not true luxury proves that.
To become true luxury brand, Lincoln needs a unique selling point, and Mays says there is a “whole list of things” that will be implemented in future cars. “Every brand needs to have a DNA and a unique selling point and things in the vehicle that make you think, ‘That’s that particular brand,’” Mays said.
Although he declined to go into further details, he said Lincoln will build on the new midsize MKZ’s improved interior design and unique push-button shift. Lincoln’s turnaround began with the launch of the new MKZ sedan this year and will continue with three new vehicles in coming years. However, delays in manufacturing and product development have hurt the brand both in terms of sales and in image.
The new Lincoln MKZ has sold well since its launch, but sales in the first seven months of the year are still down by a small margin compared to last year. Lincoln’s overall sale numbers are down 7.6 percent, although Ford had targeted double-digit gains before the start of the year.
By Dan Mihalascu
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