November 22, 2011
Ford’s Lincoln brand to receive boost 0
Ford is making improvements on their luxury Lincoln brand in attempt to rival the best manufacturers in the world.
Audi, BMW, Lexus, Mercedes-Benz and Cadillac are all taking note of developments from Ford Lincoln at present.
The struggling brand is clearly in need of major improvements. Truecar.com, the popular and well respected American automotive website has recognised the mammoth task ahead. They were quoted to have said “It is going to be Ford’s toughest challenge to revive the Lincoln brand, the vehicles are better, but they are still behind the competition.”
The Lincoln MKT’s new look
Max Wolff, Ford Lincoln’s design director, discussed the Lincoln MKT’s new look. He said “The effort behind the new look was to change the proportion of the MKT from the front view. We helped make it feel wider and a bit less tall, less vertical,”
“The execution of the new MKT’s grille and the grille bars is a lot more refined and elegant. The new front graphic displays a lot of three-dimensionality, but it’s accomplished in a calmer, more restrained way.”
Following the comments of Max Wolff, it is clear to see that a lot of work has gone into the new MKT to make it further appealing.
Going back to basics
Max Wolff also said that Lincoln’s old philosophy of offering uniqueness was the key.
“If you look back to the glory days of Lincoln design, cars like the 1961 Continental set themselves apart by being refined and elegant,”
Many believe that more is needed if the company are to gain consumer confidence and grab that appeal from luxury car owners. Bill Visnic, a Senior Editor at AutoObserver, said that the Lincoln needs to move away from its image with Ford. He said “For most buyers, a Lincoln is just a rebadged Ford,the challenge is to find a message and vehicle development strategy that can reverse that. They have to convince luxury buyers that Lincoln is substantively different.”
Scott Tobin, Lincoln’s product development director, believes that introducing models within different segments of the luxury market is the correct recipe for success. He said “That’s the core of the premium business. If you hit the market with compelling models in those segments, you can move the needle.”
Can Ford revive Lincoln and allow it to rival BMW, Mercedes, Audi and Cadillac, they have a very long way to go.