Is Ford Serious About Lincoln?

Nearly everything that Ford (NYSE: F  ) has done in recent years has worked out well. Hit products, big profits, and strong management decisions have been the hallmark of CEO Alan Mulally's rightly celebrated tenure.

But one part of Ford's plan still seems to be lacking: its efforts to elevate Lincoln to true luxury-brand status. In this video, Fool.com contributor John Rosevear looks at what it takes to build a global luxury-car brand – and asks whether Ford is really serious about taking Lincoln down that long hard road.

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  • Report this Comment On June 27, 2013, at 8:12 PM, mwoodbury08 wrote:

    Need to "talk" to John. Took delivery of a 2013 Lincoln MKZh two months ago (from Witt Lincoln in San Diego) and EVERYTHING about this car is First Class (and I'm a 40 year BMW owner...5 cars over that time span.) The customer care post-delivery has been Nordstrom-plus, what with very upscale gifts from which to pick, unbelievably personal attention from the dealership, and the car itself says nothing BUT luxury from my perspective. Mailings and other strokes from The Lincoln Motor Company come regularly...just yesterday some complimentary stuff to help preserve the (way nice) leather seats. Again, I'm no expert but everything I see, hear and know suggests that Ford Motor Company is deadly serious about firmly establishing the Lincoln brand as a solid competitor in the luxury space, and from this new owner's viewpoint they're succeeding mightily. Thanks. mwoodbury08

  • Report this Comment On June 27, 2013, at 9:04 PM, mistacy wrote:

    I am in no way a Lincoln advocate. But from a consumer's perspective, the cars look good & the interior spells class.

  • Report this Comment On June 28, 2013, at 2:56 AM, chrisausten wrote:

    I agree with this article completely, and here's the thing....everything you hear about Lincoln these days is that they want to position themselves into the "euro luxury" style along with the likes of BMW, Mercedes etc....if this is true, why did they dump Jaguar?...it would have been much easier to re-tune Jaguar a bit to bring it up to par as opposed to trying to make Lincoln into something it's not...don't get me wrong, I'm not a Lincoln hater, in fact I've always been Lincolns biggest fan...I have 38 years worth of buying Lincolns...I've always loved them, until now. Lincolns have always been a niche product for people (like me) who don't care for the so called "euro" style, but would rather have distinctive American style luxury. If Ford had kept Jag, they could have had both markets, the "euro" and the American luxury style. As a devout Lincoln owner all my life, I can tell you that the current Lincoln models are the weakest and most undesirable offerings in the history of the brand....they are extremely generic and lackluster, and have lost all of their personality. I agree that Cadillac is doing much better. While I'm not that fond of Cadillac's sharp body angles, at least they look distinctive; whereas the Lincolns look like they belong somewhere in suburbia parked alongside a beige minivan. Ford needs to wise up and realize that Lincoln will never be another BMW or Audi, and that the only way for Lincoln to return to respectable sales is to return to building cars with American style luxury....I remember back when Lincoln was referred to as "the American Rolls Royce"...that's what we need to get back to.

  • Report this Comment On June 28, 2013, at 8:26 AM, TMFMarlowe wrote:

    @mwoodbury08: No worries, I'm here and listening, and as a Ford shareholder (and a fellow former BMW owner) I'm very glad to hear that your experience has been so positive. Good luck with your new car.

    @chrisausten: The key point I'm wanting to make here is that Lincoln COULD (maybe) be elevated to a full-fledged American-accented competitor to the Germans, but that it would take a much bigger commitment (in terms of both time and money) than the one Ford seems (so far) to have made. I hope they find a way to do it while keeping the essence of what made Lincoln so good back in the day, but we'll see. One other thing to remember: In today's world, with today's Ford, whatever they do here has to be a GLOBAL effort, not just something for the US market. GM gets that with Cadillac. Ford... I don't know yet.

    Thanks to all for watching.

    John Rosevear

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