(Not So) Wild Ass Rumor Of The Day: Lincoln To Go Global?
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.
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Europeans buy small cars. Lincoln does not have small cars. Brazil and India buy small cars. Unless Lincoln puts together a line-up that fits what the market wants and buys, they will fail. I'm sure Mulally is on top of the requirements to sell worldwide, but does not have the R&D $ to make it happen just yet. They probably have everything developed on paper and are waiting for the cash to have the plans brought to life. I wish them the best. Ford seems to be the cleanest car company at this point.
>>>Educator(of teachers)Dan: Their need to be exclusive engines or features that you can only get on a Lincoln to make people aspire to it.
Careful using that word, Aspire, around Fords
If Lincoln did a great job of building a production version of that highly interesting C-Concept it showed last year . . . they'd have something nobody else has: luxury car space in a small car. It'd be one of a kind. It'd have no competition, and might be what Lincoln needs to break into the world's consciousness. That, or it would be a desperate flop. But I say it's a chance worth taking. The luxury car is likely to change. This is a chance for Lincoln to lead the way. Or not.
One of Lincolns biggest problems is the trend of offering luxury features on value brands. For example the MKZ offers 10-way heated/cooled power seats, but you can order 18 way heated/cooled seats on the 2011 Optima. The Optima offers heated rear seats, but they're not listed for the MKZ. Check out http://www.kia.com/#/2011optima?pageId=features for the Optima options. To answer KIA, Ford will have to start offering the same options on the Fusion. When that happens, Lincoln then becomes a badge and grill option for Fords. I think a value brand content war is starting and Lincoln will be one of the first casualties.