Interesting read.

http://blogs.motortrend.com/6652892/...ind/index.html

 

On Friday, I heard on the radio that Ford did announce they were dropping the Mercury line. I wondered about Lincoln.....Does Ford need a luxury car? I have never reviewed Lincoln sales because I cannot afford them or like them.

 

If Ford kills both Mercury and Lincoln, we're looking at least 200,000 less sales per year.

Because, let's face it - if somebody has enough $$$ for a Lincoln, they will not go back to Ford. They'll buy a Cadillac or BMW or Lexus or some other luxury brand.

 

You can't compete today with just one product line. Many Lincoln owners won't drive a 'Ford' no matter how fancy it gets. And really there are some Merc drivers that feel the same way.

Ford represents muscle, tough trucks, fleet, and economy vehicles, mixed together. Quality products priced competitively for a large group.

Lincoln is top end. Push Lincoln beyond Cadillac and have Lexas/BMW/Mercedes/Jag reach.

While Merc fills a niche in the middle, they do need separate unique products - not just re-badged Fords with a few upgrades. Look at how many GM clients buy Buick's for the presumed upgrade... Merc should be better than that game.

If Ford bags Merc they're cutting out the upper middle class market (& women allegedly). But they do need to energize the product line. Besides just Microsoft & GPS gadgetry... maybe the 'green line' or something upscale and unique. And upscale export.

We can have it all Alan!! We've got momentum - and even patriotism on our side!!

 

Lincoln isn't going anywhere.

 

What you will see is a disappearing of the "stand alone" Lincoln stores.
Eventually there will be just Ford/Lincoln or Ford only stores.

 

I got to ride in lincoln version of the sho taurus. If that car speaks for lincoln they are not going anywhere.

 

I've NEVER seen a stand alone Lincoln store.

 

No, but you may see a Ford-Lincoln dealership..

 

That might be fun - $13,000 Fiesta next to $60,000 MKT.

But hey, it works for Hyundai.

 

Chrysler/Plymouth did it for many years.

 

Most Lincoln shops are Lincoln/Mercury in the NE. Lincoln needs a Sports Coupe again to be able to stand alone, the MK X,Z,S,T & Navigator are barely enough in a single building... Need a Mk IX with an LSC variant. Here's a 3rd car for the Mustang/Falcon platform. Caddy with the CTS-V coupe is proof Lincoln needs to bring back the LSC! Granted I just got one for my D/D and think it's a great car, so I may be a bit biased. 6 cars/SUVs should hold stand-alone dealerships..

 

maybe a lincoln mustang?

 

Lincoln Capri!!!! Ahhhh the horror.


No disrespect to capri owners intended.

 

LOL
There WILL BE stand alone Lincoln stores really soon.
I think you knew what I meant.

 

I would like to see MKR, but I don't think many people would buy it.

 

**** that car is awesome looking!!

 

This things nice. Put a Ecoboost 5.0 in this thing and it will REFUSE to be ignored.

 

I believe Lincoln will remain safely in place for a while. But like Cadillac, it does need to re-invent itself. It may not need to do it in the same fashion Cadillac did, though.

Cadillac is a presence in the market, whatever we may think of the offerings. In marketing terms, Lincoln is virtually invisible.

Perhaps what Lincoln could use is not a version of the Mustang - but a version of the Ford GT. Different livery, different shape, different customers. It could be a short-term Halo design to spill some light on the marque again. That would be its' entire purpose. It wouldn't be a "solution" to anything except visibility.

For a while.

The real interesting thought, the one I hope Dearborn is asking the tea-leaf readers is - what is next? What is the next real game-changer in automotive? For seasons in the past, it has been things like revival of the pony cars, SUV's, minivans (I know, horrifying thought).

What is the next untapped market? There should be a Ford badge on a lower-cost. limited option version, and an upscale, option-rich Lincoln version - and the two, except superficially - should not look the same. The Lincoln versions should have distinctive sheetmetal. The options on each should not be a jumble. One list should flow to the next. If they want more, it just moves them to the Lincoln side of things.

Stealing sales between marques, you say? Heck that's been happening for years. If they are in the store, I don't think anyone cares which badge drives off the lot, as long as it drives off the lot.

Lincoln needs a marketing makeover too.

Sorry about all the above, I seemed to have over-squeezed my opinion gland!

 

I prefer Mercury over Ford, but I understand why the brand is leaving. I just hope we do see the added focus on Ford & Lincoln.