For the most part, Ford ’s Lincoln luxury brand is unknown outside of North America. But if CEO Alan Mulally has his way, that could be about to change. Following in the footsteps of rival Cadillac , Lincoln is likely to begin offering its vehicles in Asia and Europe.
So far, Ford seems to be pretty realistic about its ambitions for Lincoln . The goal is not to topple BMW or Mercedes-Benz , a Ford executive told Auto Motor und Sport. Rather, Lincoln will find its own place in the market, challenging brands like Cadillac , Acura , and Infiniti .
Lincoln sells some vehicles in the Middle East already, but there are a few factors limiting its success. One of the biggest hurdles is a lack of a rear-wheel-drive platform. Ford has hinted a RWD car is under development, but it’s still several years off. Lincoln also lacks any diesel powerplants, which are critical to success in Europe at this time.
And of course there are other concerns. For example, do Europeans want luxury Ford models in the first place? Cadillac has had some success overseas, so time will tell.
