Ford Motor Co.‘s Lincoln brand is undergoing a reinvention, hoping to make its mark on the luxury vehicle market by “trying something different”.
Find out what Jim Farley and Mark Fields have in mind.
Lincoln’s remake unofficially kicks off later this year with the debut of the new MKZ sedan. Lincoln’s plan will include three additional new vehicles in the next few years, and comes at a time when the brand’s sales have been — at best — stagnant.
“Our ambitions are not to be No. 1,” said Jim Farley, Ford’s group vice president of marketing and sales….
“It doesn’t happen in one night,” said Ford President of the Americas Mark Fields. “It doesn’t happen in a few years.”
In coming years, Lincoln will debut additional vehicle refreshes and add a compact car to its lineup. It plans to separate its brand image from Ford’s by building Lincoln-only dealerships.