Go Back   Club Lexus Forums > General Forums > Car Chat
Sign in using an external account
Register Forgot Password?

Mulally wanted to kill Lincoln as late as last year, Fields vows to turn it around

Reply
 
 
 
 
Thread Tools Search this Thread Display Modes
Old 06-30-14, 04:16 PM   #1
Hoovey2411
Lexus Fanatic
Trader Score: (16)
 
Hoovey2411's Avatar
 
Join Date: Oct 2008
Location: California
Posts: 29,432
Default Mulally wanted to kill Lincoln as late as last year, Fields vows to turn it around

Click the image to open in full size.

Quote:
Lincoln fans might want to give incoming Ford CEO Mark Fields a pat on the back for having a hand in saving the brand from the chopping block last year. He's among the people spearheading the rejuvenation of the division away from its stodgy image to appeal to younger customers.

According to two unnamed sources speaking to Bloomberg, CEO Alan Mulally was ready to kill Lincoln last year. Following the slow production ramp-up of the MKZ combined a with a costly ad campaign, Mulally was frustrated and openly suggested dropping the brand. However, Fields and Jim Farley, Ford's marketing boss, convinced the CEO that the brand was worth saving. They also created a plan to prevent similar problems for new models in the future.

It seems that one part of the strategy may involve waiting until new models are at dealers before starting a big ad campaign for them. Lincoln global director, Matt VanDyke, recently told Autoblog that the division is holding off on a full marketing push behind the new MKC crossover to prevent the supply problems that plagued the MKZ last year. Its big offensive begins in the fall when the CUVs are at all of the dealers and consumers are at home watching more TV. VanDyke also told Bloomberg that Fields, Farley and Joe Hinrichs, Ford president of the Americas, have more direct oversight over new product launches now.

Fields might be right to stick with Lincoln, at least for the short term. The brand is right in the middle of its overhaul with a new MKX midsize SUV and MKS sedan still on the way, according to Bloomberg. Its new strategy appears to be showing early signs of success by being the premium company with the highest new owner satisfaction in a recent survey by AutoPacific. It's also about to launch in China this fall. It seems too soon to count Lincoln out yet.
http://www.autoblog.com/2014/06/30/m...around-report/
This ad is not displayed to registered members.
Register your free account today and become a member on Club Lexus!
__________________
http://www.clublexus.com/forums/signaturepics/sigpic95774_1.gif
|Version 3.5 |TLN #918|
GIANTS|NINERS|SHARKS|WARRIORS
Hoovey2411 is offline   Reply With Quote
Old 07-01-14, 05:58 AM   #2
mmarshall
Lexus Fanatic
Trader Score: (0)
 
mmarshall's Avatar
 
Join Date: Oct 2003
Location: Virginia
Posts: 50,316
Default

Quote:
Lincoln fans might want to give incoming Ford CEO Mark Fields a pat on the back for having a hand in saving the brand from the chopping block last year. He's among the people spearheading the rejuvenation of the division away from its stodgy image to appeal to younger customers.
The real problem is that that marketing scheme just didn't work. All that happened after the Town Car was dumped was a lot of p***ed-off older customers (who are now buying Town Cars on the used-car market instead) and new MKS and MKZ sedans that basically sit around on the lot and go nowhere. The new sedans have not appealed to younger buyers as was hoped....and, on top of that, the company has also lost one of its most important buyer-bases with the Town Car. The Lincoln SUVs have not been especially popular, either.....especially the awkward-looking MKT.

There is one real ray of hope, however, for the division.....the upcoming MKC small SUV seems to be a very well-done product, though the lack of a V6 could be a snag.

Here's an interesting bit of news, though.........

http://en.wikipedia.org/wiki/Lincoln_Town_Car
Quote:
Lincoln is also believed to be preparing a true Town Car successor on a rear-wheel drive platform to rival the Mercedes S-Class and BMW 7-series.
__________________

Last edited by mmarshall; 07-01-14 at 06:18 AM..
mmarshall is offline   Reply With Quote
Old 07-01-14, 07:20 AM   #3
SW13GS
Lexus Fanatic
Trader Score: (0)
 
SW13GS's Avatar
 
Join Date: May 2012
Location: MD
Posts: 6,820
Default

The main buyer of the Town Car was fleets, not older people. Lincoln's issues existed long before the Town car was axed.
__________________

2013 GS350 AWD Luxury Package, Liquid Platinum with Flaxen Interior
2014 Jeep Grand Cherokee Overland, Maximum Steel with Indigo Blue/Brown interior
~Previous Lexus Vehicles~
2010 ES350, 2003 ES300 In the family: 2004 LS430, 1998 LS400
SW13GS is offline   Reply With Quote
Old 07-01-14, 08:55 AM   #4
Hoovey2411
Lexus Fanatic
Trader Score: (16)
 
Hoovey2411's Avatar
 
Join Date: Oct 2008
Location: California
Posts: 29,432
Default

As much as I hate to say, personally I think Ford should have taken the opportunity to axe Lincoln are start up a new Luxury brand clean slate. MKC would have been a good initial offering. It's hard to shake the stigma of brand image, but who knows maybe they'll be ok too early to tell. Best of luck
__________________
http://www.clublexus.com/forums/signaturepics/sigpic95774_1.gif
|Version 3.5 |TLN #918|
GIANTS|NINERS|SHARKS|WARRIORS
Hoovey2411 is offline   Reply With Quote
Old 07-01-14, 09:19 AM   #5
mmarshall
Lexus Fanatic
Trader Score: (0)
 
mmarshall's Avatar
 
Join Date: Oct 2003
Location: Virginia
Posts: 50,316
Default

Quote:
Originally Posted by SW13GS View Post
The main buyer of the Town Car was fleets, not older people. Lincoln's issues existed long before the Town car was axed.
Most of the TC's fleet sales were to limo and executive-car firms. I agree that Lincoln had some issues before the TC was axed, but they at least had their limo and senior-citizen buyer base they could depend on. Now both of them are gone from Lincoln's new-car market (though used TCs are doing a good buisness)........with no adequate replacement.

At the D.C. auto show in January, the Lincoln reps there said they get an earful of complaints at every show they do from a lot of people who miss the TC. According to them, Lincoln officials privately admit (though not publically) that dropping it was a mistake, but just can't seem to come with a strategy as to what to do about it, since the old TC wouldn't fit in with the new CAFE requirements coming. One hint (from wiki) is a possible new updated RWD TC aimed at the BMW 7-series and Mercedes S-Class.....but wiki data is not always accurate.
__________________
mmarshall is offline   Reply With Quote
Old 07-01-14, 09:50 AM   #6
SW13GS
Lexus Fanatic
Trader Score: (0)
 
SW13GS's Avatar
 
Join Date: May 2012
Location: MD
Posts: 6,820
Default

Limo sales are not a cornerstone to base your business on. Lincoln had no future in the way it was, they've just botched their "renaissance". The cancellation of the Town Car is not the issue here...

As for the car show...you do know that the DC Car show is put on by the Washington Dealer's association right? There are no reps at the show from the manufacturer. Anybody you talked to from Lincoln are either dealer employees (who know nothing more than we do) or they are PR people hired by the dealers themselves.

The DC Show is not like NY or Detroit.
__________________

2013 GS350 AWD Luxury Package, Liquid Platinum with Flaxen Interior
2014 Jeep Grand Cherokee Overland, Maximum Steel with Indigo Blue/Brown interior
~Previous Lexus Vehicles~
2010 ES350, 2003 ES300 In the family: 2004 LS430, 1998 LS400
SW13GS is offline   Reply With Quote
Old 07-01-14, 09:53 AM   #7
mmarshall
Lexus Fanatic
Trader Score: (0)
 
mmarshall's Avatar
 
Join Date: Oct 2003
Location: Virginia
Posts: 50,316
Default

Quote:
Originally Posted by SW13GS View Post
Limo sales are not a cornerstone to base your business on. Lincoln had no future in the way it was, they've just botched their "renaissance". The cancellation of the Town Car is not the issue here...

As for the car show...you do know that the DC Car show is put on by the Washington Dealer's association right? There are no reps at the show from the manufacturer. Anybody you talked to from Lincoln are either dealer employees (who know nothing more than we do) or they are PR people hired by the dealers themselves.

The DC Show is not like NY or Detroit.
Yes, I know that. I've attended the DC show for more than 30 years, usually several days at a time...and I know some of the people from WANADA who sponsor it. The particular reps I talked to were not salespeople or dealer employees. They do the shows in other cities, too....everywhere they go, they hear the same thing.
__________________
mmarshall is offline   Reply With Quote
Old 07-01-14, 10:03 AM   #8
SW13GS
Lexus Fanatic
Trader Score: (0)
 
SW13GS's Avatar
 
Join Date: May 2012
Location: MD
Posts: 6,820
Default

But they aren't Lincoln reps is my point. They are PR people who specialize in working car shows...they have no more insight into the plans of Lincoln than you or I do.

Anecdotal stories about what people say at car shows don't tell us anything. Lincoln doesn't need gross sales, they need compelling products that will drive a new generation of people to buy their products. The Town Car being gone is not whats stopping them from doing that...they just aren't making products that people want to buy, they have no dealer presence, etc. Look at Cadillac and look at Lincoln. Once peers, no longer peers. Cadillac did away with the Fleetwood, and the DTS, and look at them now.

Theres just no place in the market for a big, body on frame, RWD V8 sedan anymore. Nobody wants that except livery companies and limo companies...and a few retirees who quite frankly are the past, not the future.

Now thats not to say Lincoln doesn't need a nice RWD Flagship...I think they do...but not the TC
__________________

2013 GS350 AWD Luxury Package, Liquid Platinum with Flaxen Interior
2014 Jeep Grand Cherokee Overland, Maximum Steel with Indigo Blue/Brown interior
~Previous Lexus Vehicles~
2010 ES350, 2003 ES300 In the family: 2004 LS430, 1998 LS400
SW13GS is offline   Reply With Quote
Old 07-01-14, 10:06 AM   #9
mmarshall
Lexus Fanatic
Trader Score: (0)
 
mmarshall's Avatar
 
Join Date: Oct 2003
Location: Virginia
Posts: 50,316
Default

Quote:
Originally Posted by SW13GS
Theres just no place in the market for a big, body on frame, RWD V8 sedan anymore. Nobody wants that except livery companies and limo companies...and a few retirees who quite frankly are the past, not the future.
It's not just the Town car. A lot of cops and taxi drivers also miss their Crown Vics. They liked the punishment that those large ladder-frames underneath could take.

Quote:
Now thats not to say Lincoln doesn't need a nice RWD Flagship...I think they do...but not the TC
Well, if what wiki says about it is true, that's what they are working on....a unibody V8 RWD (maybe with an AWD option) to go up against the Germans.
__________________
mmarshall is offline   Reply With Quote
Old 07-01-14, 03:24 PM   #10
SW13GS
Lexus Fanatic
Trader Score: (0)
 
SW13GS's Avatar
 
Join Date: May 2012
Location: MD
Posts: 6,820
Default

Quote:
Originally Posted by mmarshall View Post
It's not just the Town car. A lot of cops and taxi drivers also miss their Crown Vics. They liked the punishment that those large ladder-frames underneath could take.
Sure they do...but again thats not the business Ford wants to be in, fleet sales. They want to build cars that consumers want to buy...not appliances that fleet companies want to buy. To do that they had to leave the big BOF sedans behind.
__________________

2013 GS350 AWD Luxury Package, Liquid Platinum with Flaxen Interior
2014 Jeep Grand Cherokee Overland, Maximum Steel with Indigo Blue/Brown interior
~Previous Lexus Vehicles~
2010 ES350, 2003 ES300 In the family: 2004 LS430, 1998 LS400
SW13GS is offline   Reply With Quote
Old 07-01-14, 03:33 PM   #11
LexBob2
Lexus Fanatic
Trader Score: (0)
 
Join Date: Aug 2006
Location: Illinois
Posts: 6,270
Default

It seems obvious why the TC is gone. It had a good run, but times and consumer preferences have changed. It happens to many vehicles over time.
LexBob2 is offline   Reply With Quote
Old 07-01-14, 05:45 PM   #12
Hoovey2411
Lexus Fanatic
Trader Score: (16)
 
Hoovey2411's Avatar
 
Join Date: Oct 2008
Location: California
Posts: 29,432
Default

Time for a new Lincoln flagship. Hope this RWD sedan rumor is true. Also hope the next MKS will have more differentiation than the Taurus it shares much with
__________________
http://www.clublexus.com/forums/signaturepics/sigpic95774_1.gif
|Version 3.5 |TLN #918|
GIANTS|NINERS|SHARKS|WARRIORS
Hoovey2411 is offline   Reply With Quote
Old 07-01-14, 07:31 PM   #13
mmarshall
Lexus Fanatic
Trader Score: (0)
 
mmarshall's Avatar
 
Join Date: Oct 2003
Location: Virginia
Posts: 50,316
Default

Quote:
Originally Posted by LexBob2 View Post
It seems obvious why the TC is gone. It had a good run, but times and consumer preferences have changed. It happens to many vehicles over time.
Well, to be honest, the TC was not perfect. Yes, it embodied plush riding-comfort (something missing in a lot of today's cars), but it lacked an AWD option for bad weather (which the MKS does provide), it had high depreciation despite high demand for it on the used-car market (I haven't figured that one out yet) and its large size and heavy weight tended to heat up the brakes and cause warped rotors....also a problem, BTW, with the first Lexus LS400s from the early-90s.
__________________
mmarshall is offline   Reply With Quote
Old 07-01-14, 08:05 PM   #14
doge
Formerly Bad Co
Trader Score: (0)
 
doge's Avatar
 
Join Date: Dec 2013
Location: Chicago
Posts: 641
Default

Lincoln needs a Chrysler 300. Call it the Continental, take certain styling cues from 3rd and 4th gen. Have it be a RWD . They have a great existing parts bin, so its not like they would be developing a new car from scratch...

I mean picture it, a provocative styled sedan that will cater to both young and old.
doge is offline   Reply With Quote
Old 07-01-14, 08:25 PM   #15
Lex2InfiN
Pole Position
Trader Score: (0)
 
Lex2InfiN's Avatar
 
Join Date: Mar 2014
Location: New York
Posts: 263
Default

Quote:
Originally Posted by Hoovey2411 View Post
As much as I hate to say, personally I think Ford should have taken the opportunity to axe Lincoln are start up a new Luxury brand clean slate. MKC would have been a good initial offering. It's hard to shake the stigma of brand image, but who knows maybe they'll be ok too early to tell. Best of luck
I think they should have kept Mercury and axed Lincoln. Mercury could have been their Acura/Buick brand (upscale versions of their standard lineup of vehicles). If I'm not mistaken, aren't all Lincolns are based off of existing Ford models? They do not have their own platform for any of their vehicles, correct? That right there tells you that they are not anywhere close to being competitive with the Germans or even Cadillac. Bottom line is they simply haven't invested enough resources into the brand to really compete against the Tier 1 players.
Lex2InfiN is offline   Reply With Quote
Old 07-01-14, 08:25 PM
 
 
 
 
Reply

Thread Tools Search this Thread
Search this Thread:

Advanced Search
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are Off
Pingbacks are Off
Refbacks are Off

Forum Jump

Similar Threads
Thread Thread Starter Forum Replies Last Post
Ford's Alan Mulally retiring....Mark Fields to replace him mmarshall Car Chat 10 05-01-14 07:11 PM
Ford Australia debuts Ranger-based Everest SUV concept Hoovey2411 Car Chat 5 04-21-14 09:53 AM
WSJ: Putting the Luxe Back in Lincoln LexFather Car Chat 23 08-28-13 04:30 PM
Ford's Farley addresses 'the burden of being Lincoln' Hoovey2411 Car Chat 23 06-17-13 08:27 AM
BREAKING NEWS:Toyota Announces New Lexus Leadership after GM Jim Farley Jumps to Ford flipside909 Car Chat 53 11-06-07 08:19 PM

All times are GMT -7. The time now is 10:22 AM.

Join ClubLexus
Advertising


Copyright © 2000-2008 Internet Brands, Inc. All Rights Reserved
Privacy Policy | Disclaimer | Terms of Use | JOBS


Get all contact info