Mulally wanted to kill Lincoln as late as last year, Fields vows to turn it around
06-30-14, 04:16 PM
#1
Mulally wanted to kill Lincoln as late as last year, Fields vows to turn it around
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.
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.
07-01-14, 05:58 AM
#2
Lexus Fanatic
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.
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
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.
07-01-14, 07:20 AM
#3
Lexus Fanatic
The main buyer of the Town Car was fleets, not older people. Lincoln's issues existed long before the Town car was axed.
07-01-14, 08:55 AM
#4
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
07-01-14, 09:19 AM
#5
Lexus Fanatic
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.
07-01-14, 09:50 AM
#6
Lexus Fanatic
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.
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.
07-01-14, 09:53 AM
#7
Lexus Fanatic
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.
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.
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07-01-14, 10:03 AM
#8
Lexus Fanatic
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
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
07-01-14, 10:06 AM
#9
Lexus Fanatic
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.
Now thats not to say Lincoln doesn't need a nice RWD Flagship...I think they do...but not the TC
07-01-14, 03:24 PM
#10
Lexus Fanatic
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.
07-01-14, 07:31 PM
#13
Lexus Fanatic
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.
07-01-14, 08:05 PM
#14
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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.
I mean picture it, a provocative styled sedan that will cater to both young and old.
07-01-14, 08:25 PM
#15
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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