Ford will not move its Lincoln brand upscale despite the pending sale of its upper echelon Jaguar and Land Rover luxury brands. Instead, Lincoln will continue to concentrate on the $30,000 to $60,000 luxury car market, leaving a hole in Ford’s $60,000+ luxury car portfolio currently occupied by its Jaguar and Land Rover brands.
“We have a ways to go to strengthen Lincoln,” Ford’s group vice president of global product development, Derrick Kuzak, told Automotive News. “I wouldn’t judge it reasonable to even try to go after those kinds of price points.”
Lincoln has seen a steady sales growth over the past several months, fueled by strong sales of its MKZ sedan and MKX crossover. Lincoln is also slated to unveil its new flagship sedan, the MKS, at the Los Angeles Auto Show this Wednesday.
Ford ’s other premium brand, Volvo , has also been rumored to be on the auction block, but the automaker recently announced that it has no plans to sell the Swedish brand anytime soon.
