Lincoln Plans Product Blitz


  • 2015 Lincoln MKC Picture

    2015 Lincoln MKC Picture

    A Lincoln product blitz begins with such vehicles as the 2015 Lincoln MKC. | June 09, 2014

Just the Facts:
  • Lincoln will expand the number of nameplates it offers later this decade as part of an effort to become a full-line luxury brand.
  • All Ford Motor Company vehicle platforms are being considered to develop additional Lincoln vehicles, including the new rear-drive 2015 Ford Mustang platform.
  • Lincoln says it needs a wide range of vehicles to target luxury buyers.

SANTA BARBARA, California — Lincoln will expand the number of nameplates it offers later this decade as part of an effort to become a full-line luxury brand. All Ford Motor Company vehicle platforms are being considered to develop additional Lincoln vehicles, including the new rear-drive 2015 Ford Mustang platform.

"We know we need added nameplates," said Matt VanDyke, global head of marketing, sales and service for Lincoln, in an interview with Edmunds. "We know that we need to get into other segments with other vehicles."

Asked if that meant a possible sporty Lincoln model developed on the rear-drive 2015 Ford Mustang platform, VanDyke, said: "Sure. We won't rule out anything."

Lincoln is in the process of reinventing the brand, attempting to build credibility in the highly competitive luxury segment.

While Lincoln will continue to share vehicle platforms and powertrains with the Ford brand, engineering upgrades, vehicle-platform lengthening and shortening to create different vehicle silhouettes, and significant styling differentiation are among the areas that will further separate the automaker's luxury and mass-market brands. The Lincoln brand currently markets six vehicles.

The first model that signals this new direction is the 2014 Lincoln MKZ sedan, which went on sale last year. The second model is the 2015 Lincoln MKC luxury compact sport utility. Sales began in May.

The redesigned, slightly longer 2016 Lincoln MKX midsize sport utility will hit dealer showrooms in 2015, followed by a new full-size sedan in 2016 that will replace the current MKS sedan. These four models are currently Lincoln's core vehicles.

In addition, Lincoln markets the Navigator, a full-size, rear-drive sport utility that received a styling makeover for the 2015 model year. A split-wing front grille is added, a key design cue for Lincoln's new models. The MKT, a full-size, front-drive sport utility vehicle, remains untouched for the 2015 model year.

VanDyke said the automaker is in the process of determining what models will be added to the Lincoln model line.

 "The opportunity for us is to really sort out where we go with the second generation of products," VanDyke said.

 He would not say how many nameplates will be added or describe the models.

"We have a very great understanding that we are in an extremely, extremely competitive segment of the automotive industry," he said. "Everyone has great products in the luxury industry. Everyone has really great marketing. There is an extremely competitive buyer experience.

"So we don't think that four new products in four years means that we can sit back, take a break and rest. It is absolutely the beginning, it is the foundation."

Edmunds says: Lincoln appears ready to give car buyers a product bonanza.

Comments

  • kokomojoe kokomojoe Posts:

    Lincoln has fallen out of the luxury car business a while a go. Everything they build is a re-badged Ford with not much more than a face lift. The real luxury cars on the market are rear wheel drive and V8 powered Lincoln has neither. Ford has giving the domestic market to Cadillac and the police interceptor market to Dodge and losing car sales because the Euro style does not go over well in the USA unless it's luxury

  • jasarmour jasarmour Posts:

    People are pretty dumb generally, but it's not a good idea to depend on it as a product strategy. Lincoln is just Mercury 2.0. It's not exactly lipstick on a pig because the Fords are good, but that's kind of the problem. There's just no value in the Lincoln 'upgrade'.

  • berri berri Posts:

    Might consider a few of them if they were priced like a Buick (Mercury). Just don't see them as worth lux prices. They are more like mid priced cars of old, so most of them seem to be sticker priced $10K or more over their real value for me at least. As for the police market, seems like I see a police version Explorer for every two or three consumer owned Explorer's out there. Wonder if that will impact residuals down the road?

  • lions208487 lions208487 Posts:

    Ford should develop an all new chassis for the MKZ and tune it for more precise sport handling, much like Nissan did with Infiniti back in 2003 when the G35 came to market. In addition, keep the hybrid, and use the 2.3 liter with the same 305 HP 300 lbs ft as the Mustang as the top end MKZ model, or revise the 3.7 liter to at least match an S60 Polestar output, also an 8 or 9 spd auto. A speculated Mustang based Lincoln coupe would be perfect. Lincoln needs to think more Mercedes, BMW, and Audi as their target and not the ES350. A true flagship would definitely help market the brand to buyers that want premium luxury, that is what Lincoln did back in the 50's and 60's, and Ford should get back to that. I don't like the MKZ, but at least the exterior is unique, the only problem is the Fusion looks better.

  • mrryte mrryte Posts:

    "Edmunds says: Lincoln appears ready to give car buyers a product bonanza." .....of rebadged Fords.

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