Mexican Media Brands
Ford Relaunches Lincoln Brand
Ford Motor Co., which last month rechristened its 90-year-old luxury brand as Lincoln Motor Co., rolled out an all-new MKZ sedan and declared its intent to re-establish Lincoln in the ultra-competitive luxury-car market.
#economics
Share
Ford Motor Co., which last month rechristened its 90-year-old luxury brand as Lincoln Motor Co., rolled out an all-new MKZ sedan and declared its intent to re-establish Lincoln in the ultra-competitive luxury-car market.
Ford says the brand will be recast as a source of unique style and innovative technology and aimed at younger buyers who are looking for "progressive luxury." The average age for Lincoln owners today is 65.
The relaunch will be highlighted in February with Lincoln's first ads ever aired during a Super Bowl football game.
The marque will offer serious prospects a night on the town with a Lincoln loaner. Lincoln also has created a concierge service that assigns a personal guide to help each customer through the shopping, purchase and ownership experience.
Lincoln plans to introduce three more new models within the next four years. The brand attracted only 85,600 buyers last year, down from a peak of more than 230,000 units in 1990. Sales this year have slipped 3%.
Analysts say Lincoln is off to a good start with the new MKZ. But many figure it could take the marque a decade or more to earn the credibility to be taken seriously by picky luxury-car buyers.
RELATED CONTENT
-
Auto vs. Tech: Guess Who Wins
Matthew Simoncini, president and CEO of Lear Corp., provided some fairly compelling figures this week at the CAR Management Briefing Seminars that show just how out-of-whack the valuations of tech companies are vis-à-vis auto companies.
-
On Global EV Sales, Lean and the Supply Chain & Dealing With Snow
The distribution of EVs and potential implications, why lean still matters even with supply chain issues, where there are the most industrial robots, a potential coming shortage that isn’t a microprocessor, mapping tech and obscured signs, and a look at the future
-
Report Forecasts Huge Economic Upside for Self-Driving EVs
Widespread adoption of autonomous electric vehicles could provide $800 billion in annual social and economic benefits in the U.S. by 2050, according to a new report.