Lincoln Brand Undergoes a ‘Re-invention’

- October 19, 2012

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.

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