Like all good geeks, I hate marketing people deeply, but you do have to feel sorry for them sometimes.

Ford probably ran focus groups for months on end, asking people what they thought about the Lincoln brand, asked them what things Ford/Lincoln could do to change those perceptions, etc. Most of it was likely nonsense, but they probably did manage to identify several common themes and maybe even a few truly good ideas. In addition they probably ran hundreds, if not thousands of other surveys, hired consulting firms, talked to other marketing groups, studied the competition, performed untold hours of research, scrapped design after design, until finally, they came up with an overall brand relaunch that they felt would revitalize Lincoln into the next decade. More focus groups were formed, and they probably raved and cheered the new designs, fell in love with all the new features, loved the new commercials, and just generally had a great old time telling Ford how great the new Lincolns were.

And then sales fall through the floor like a goddamn anvil.

Wireless Joe: Black with black interior suicide door Continental or nothing.

[www.roadkillcustoms.com image 400x295]

i drove a '69 continental - white with white interior and suicide doors. it was awesome. the gas mileage... not so awesome.

i think the trouble with lincoln is, it's cars are F*CKING UGLY AS F*CK.

Hey lincoln, for 600 bucks an hour you can hire me as a consultant and I will turn your car company around in 10 second of discussion. Think retro. Add modenr tech. Dont skimp on power. make it efficient. You will compete with Cadillac. people like the OLD lincolns.


That will be $1.66 please. Your welcome.

Ford's biggest problem is that they have tried to bring about a change in brand perception through marketing a product through anticipation rather than experience. And they're also really poorly aligned with their target market.

If you want to convince people that Lincoln is a brand worth buying again, you've got to focus on a group of people who might believe it. Millenials are a TERRIBLE target market for a luxury car. They don't have the money to throw at a car like that, and if they do, they're more likely to go after a German or Japanese car than a Ford. Only the most devoted of Millenial car enthusiasts would ever take a chance on an American luxury car when there are Audis, BMWs, Mercedes, Lexuses and other similar brands to make a more compelling argument.

Most of the marketing campaign has been about trying to bring back the heritage of the Lincoln brand but with a newer, sleeker car. Who does that appeal to? Who wants to buy a new car with an old name... especially when that old name is associated with giant (but comfortable) towncars?

Where Lincoln could get some traction is in marketing a high-tech car that emphasizes comfort while providing a sleek 21st century experience. But to do that, they've got to mass-produce the car and pretty much bribe people to test-drive the thing, and then price it low enough to get middle-aged people who have some disposable income (and families large enough to require a luxury car that isn't a sports car) to bite.

ha-ha-guy: The new MkZ is a step in the right direction, at least it doesn't blatantly scream "I'm a rebadged Taurus".  You can see still it just a dressed up Taurus but it isn't as obvious as previous models.  Ford made a strategic decision to let Lincoln languish (and they closed down Mercury) in favor of pushing their resources into the Ford line and the success of the Focus, Fusion, and Taurus have justified that decision. The flip side is Lincoln is at least one, if not two, more redesigns away from being able to be a legitimate luxury option.  As long as they keep funding development, they'll be fine in the long run.

It's a good thing the MKZ doesn't scream "I'm a rebadged Taurus," because it's a rebadged Fusion.  ;)

Actually, it shares platform and some powertrains with Fusion, but completely unique sheetmetal.  I think MKZ is the interim step to where Lincoln wants to be.  The MKS is the rebadged Taurus, and while it's also mostly unique sheetmetal, its origins are a bit easier to spot.

I'm looking forward to a RWD Lincoln coupe and/or sedan on the refreshed S197-derived 2015 Mustang platform.  Now THAT should be a nice return to form for Lincoln.

Dear Lincoln

Please take the supercharged Coyote 5.0 from the Mustang GT500, put it in a solid sedan, and underprice Caddy's CTS-V by $15,000.  Then I'll be interested.