While Mercury has typically been the brand with high-volume aspirations in the Lincoln-Mercury universe, Ford has plans to shift that focus to Lincoln, according to a new report. Meanwhile, Ford is also considering making Lincoln a global brand, rather than a U.S.-only marque.
Ford will place an increased emphasis on Lincoln instead of Mercury, even when it comes to sales volume, Ford’s Mark Fields said, according to Car and Driver. He made it clear Lincoln will become the “volume piece of that franchise.”
Recently, Ford’s Derrick Kuzak said Lincoln will will not move upscale to fill void left by sale of Jaguar, Land Rover, implying volume will be the priority.
He said Ford won’t walk away from Mercury entirely, but it has “higher aspirations” for its Lincoln brand. At best, it sounds like Mercury will be relegated to a maker of special-edition Fords. (Some sources suggest Mercury could be gone by 2012.)
Meanwhile, Ford is considering bringing Lincoln to the global market, according to Automotive News. Ford marketing chief Jim Farley said taking Lincoln to Europe, Russia, and the Middle East is “a really rich opportunity for us.”
Cadillac has had some success in Europe, and Lexus is doing well in Russia and Saudi Arabia. Farley’s comments mark the first time a Ford executive has talked about selling Lincolns outside of North America.
11/15, 1:42 PM
posted by:
mujician
Gee,I wonder why?
11/15, 1:44 PM
posted by:
RSPINAJR
with the fresh new products that are supposedly coming this could work well, just not with the rebadged Fords. The MKS would be a good start as the sole offering. Lexus did this about a year ago in Japan when they were first introduced there. They excluded the ES and went with the IS, GS and LS but ONLY after they were redesigned.
11/15, 1:49 PM
posted by:
casualobserver
The European market is just begging for a large, RWD sedan with a solid rear axle, OHV V-8 and a 30 year old platform.
They would also like some smaller semi-luxury sedans and a CUV based on last-generation platforms.
11/15, 1:54 PM
posted by:
441Zuke
right Cadillac is looked down on how will they take lincoln
11/15, 2:15 PM
posted by:
Da-Holy-Vagabond
It only makes sense that they would try to sell more of their best products. As for them going global, I welcome it. That would be the only time when Ford will leave it’s conservative ways. Ford knows it can’t sell a car outside of the U.S if it can be described as ugly, boring or meek. This is evident in the Focus, the Euro vesion is so much better than ours.
11/15, 2:17 PM
posted by:
TomF
When they start talking about Lincoln as a volume brand, it’s more evidence that Mercury is doomed.
11/15, 2:23 PM
posted by:
Robert
Lincoln is not going to be selling in huge volumes, just more than Mercury, which isn’t hard (I think they already outsell Mercury on a retail basis).
I think the goal is grow organically over the next several years with more models (a Lincoln seven passenger cross-over is due out in 2009, the MKZ and MKX are up for updates soon, there are rumors of a smaller CUV and a smaller car below the MKZ ala A4/IS/3-series/C-class).
I’m not sure that Lincoln is ready for global, but I could imagine it as a good product in Asia and the Middle East.
11/15, 2:23 PM
posted by:
RicardoHead
What’s the difference, guys?
…… Skoda/SEAT/VW/Audi
…… Fiat/Alfa (more or less)
…… Toyota/Lexus
…… Nissan/Infiniti
…… Tata/Jaguar
…… Kia/Hyundai (effectively)
…… Honda/Acura
…… Chevy/Pontiac/Buick/Cadillac
…… Ford/Lincoln (Mercury will soon be gone)
The model mostly works if good products are brought out with clear differentiation and good marketing. If they market the Edge or Fusion in the same places they market the MKX and MKZ, they will be laughed out of the countries, but if they do it intelligently, with a proper long-term plan, roll-out, and true far-sighted commitment and selective product offerings then it can work.
11/15, 2:29 PM
posted by:
RicardoHead
Oh yeah, I forgot:
…… Geely/Rolls Royce
11/15, 2:49 PM
posted by:
SwerveEarly
Dream,dream, dream, dream, dream, I think thats how the song goes. They should start remaking 62 Contis w/sui doors and a trunk you could park a Aveo in.
11/15, 2:53 PM
posted by:
CTS DRIVER
damn that cuv in the picture above looks great.
11/15, 2:54 PM
posted by:
LP640
FORD WITH YET MORE OF THEIR BOLD MOVES
11/15, 3:19 PM
posted by:
Commodore
That is a good idea. New MKS is good too so…we’ll see
11/15, 3:25 PM
posted by:
67_L-88
They better update their products considerably, because the only people I know who buy Lincolns are loyal customers who either owned Fords their whole live and now have a bit of money, or people who drove Lincolns anyways their whole life
11/15, 3:25 PM
posted by:
67_L-88
Sorry I forgot to add that they don’t have that loyalty in Europe and Asia so they better offer something big.
11/15, 5:45 PM
posted by:
mazdaman
“At best, it sounds like Mercury will be relegated to a maker of special-edition Fords.” I thought that was Mercury’s current position. After Ford has made the comments about not moving Lincoln upmarket, increasing Lincoln’s volume, and uniting styling between Ford’s Europe and U.S. design studios, I really don’t see a future for Mercury. Right now, Lincoln operates in the near luxury segment that would rightfully be Mercury’s position if Ford wouldn’t have allowed Lincoln’s image to deteriorate.
11/16, 12:56 AM
posted by:
Elvio
Lincoln brand is acyually very famous in China although Ford didn’t really sell any of it in China.
11/16, 3:59 PM
posted by:
Blakkarr
Mazdaman,
FORD’s a mess or, at least, very much looks it. I don’t think there’s much hope for Mercury either. If FORD’s got a plan, they aren’t saying anything. At least, nothing we want to hear.
LINCOLN needs to be brought up to speed before FORD starts going off on their “we’re going global” shtick, though this by it very merit will require LINCOLN to ante up and go “upscale” or “upmarket” to compete on a world wide stage. Otherwise FORD is going to take a worse beating by making more and selling even less.
11/17, 8:12 PM
posted by:
CA36GTP
This is a stupid move. Ford should be focusing on making Lincoln a successful brand, and THEN think about taking it global. Selling **** cars globally don’t make them any less ****.
11/19, 2:08 AM
posted by:
jackjimturkey
TomF: “When they start talking about Lincoln as a volume brand, it’s more evidence that Mercury is doomed.”
I agree