Quote:
Originally Posted by AR2
Lincoln a good selling SUV, and that is what Lincoln needs right now. Still, I am disappointed with Ford's remaking of Lincoln. The new product cadence is too slow and the new products aren't exactly setting the world on fire either. I was expecting better. Maybe in the future Lincoln will be something again, but right now, I'm not all that interested in a Lincoln.
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For as much as Dearborn has done right
(and that's a long list) their efforts/results with the Lincoln brand are probably their biggest failure.
I agree that the cadence of new products for Lincoln has been too slow, the products themselves have been somewhat underwhelming and the advertising
(especially the commercials featuring Abraham Lincoln) have been ineffective.
I've said it before and I know it's water under the bridge at this point but I think Ford made a mistake when they killed Mercury and they should have retained the brand as an "old persons' car line."
I don't see any OEM that's really doing a great time marketing/selling to older customers. Granted, senior citizens aren't seen as a fun/sexy/vibrant demographic but the reality is they have money and they buy new cars.
Back in the late 80s I remember a Chrysler Brand Manager
(I think it was Holden) who joked at a Dealer Meeting that the Chrysler Fifth Avenue appealed to "last time buyers" - a stark contrast to the "first time buyers" that most OEMs chase.
Back to Lincoln, I'm sure they can find success if they provide their dealers with compelling new products that are priced right - that been a formula for success of all OEMs. That said, it appears that Lincoln wants to chase the same demographic that Cadillac, Lexus, Mercedes, BMW and Audi are chasing and that's a super-competitive segment.
(Even more so since both Hyundai and KIA are trying to move upscale.)