Suggestions to Revive Ailing Lincoln Brand

Lincoln

Detroit Bureau - August 7, 2011

Although the Lin­coln brand is strug­gling, Ford insists it is com­mit­ted to Lincoln’s sur­vival with plans to intro­duce sev­er­al new or redesigned mod­els in the com­ing years and close deal­er­ships in over-sat­u­rat­ed mar­kets while ren­o­vat­ing those that remain. Ford has put togeth­er a 92-per­son task force to address Lincoln’s issues and hired for­mer Cadil­lac design­er Max Wolff. More prod­uct dif­fer­en­ti­a­tion, improved deal­er expe­ri­ence and mar­ket­ing, and excit­ing new prod­ucts are among the sug­ges­tions to ensure Lincoln’s lux­u­ry pres­ence can com­pete with oth­er high-end mod­els.





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