By on November 9, 2009

Endangered species. (courtesy themotorreport.com.au)

I’ve said it before, I’ll say it again: if you want proof that Ford’s water-walking CEO doesn’t “get” automotive branding, look at Lincoln. The Blue Oval Boyz’ upmarket marque is in total disarray. Lincoln lacks anything approaching an effective brand proposition; it’s burning through tag lines almost as quickly and ineffectively as the industry standard for pitiful performance (Buick). Does it even matter? Lincoln’s line of lackluster products simply aren’t good enough to make it in The Bigs. And then there’s the Medusa-class disaster known as the MKT: a poorly-built, misbegotten machine constructed on Big Al’s watch. Automotive News [sub] deployed no less than three writers to talk to Mulally about languid old Lincoln, AND they spotted him the lazy journalist’s and persnickety PR person’s best friend: the Q&A format. Even so, the result is an extraordinary non-outburst from an executive who believes that combining Ford and Lincoln Mercury dealers is a good thing. Check out this exchange:

(Read More…)

Recent Comments

  • DenverMike: Right, notice there’s no “Ford” emblems, just the Fairmont grill. There’s never...
  • mike978: A carcass with a soaring stock price.
  • golden2husky: Just look at the glovebox and dash fit….ugh.
  • Rocket: Only Gen 2 3.0 owners, of which I am one. Gen 1’s received a very generous buyback. I’ve been...
  • ajla: 1980 and 1981 were some rough years.

New Car Research

Get a Free Dealer Quote

Staff

  • Contributors

  • Matthew Guy, Canada
  • Ronnie Schreiber, United States
  • Bozi Tatarevic, United States
  • Chris Tonn, United States
  • Corey Lewis, United States
  • Mark Baruth, United States
  • Moderators

  • Adam Tonge, United States
  • Corey Lewis, United States