When Alan Mulally took over at Ford and sold off Jaguar and Volvo, a few people (me included) wondered as follows:
Having “Ford” as a global brand is well enough, but how will they compete in the more profitable luxury market?
Now some might point to Euro Fords having a more luxurious feel than other cars and to a degree, that’s true. However, I can’t see people ditching their Mercedes-Benzes and Lexuses for a Ford. Well, it seems that the answer to this question was right under our noses all along.
Reuters reports that Lincoln may be taken global within five years once it’s turned itself around in North America. Now, I bet you think that some “source” who didn’t want to be named said this. Nope. It was Mulally himself.
“Our primary focus is going to be the United States, as well you know, but I have been looking at and driving the new Lincoln line up and they are fantastic, ” said Mr Mulally at the Paris Auto Show, “I can imagine that after we have re-established the luxury brand Lincoln in the United States that there is going to be a lot of customer demand to move those vehicles around the world.”
Well, if Alan Mulally is reading this, may I suggest exercising extreme caution? Just because a brand sells in the good ol’ US of A, it doesn’t necessarily mean it’ll translate around the world. Want some proof? Ask GM how well Cadillac did in Europe.