This whole Lincoln revival thing is going to be a long process of thorough product replacement if recent U.S. sales figures are anything to go by. And they are.
While brand-wide Lincoln sales jumped 20% in April 2015, those gains were created almost entirely by the MKC, a vehicle which wasn’t on sale at this time a year ago. The Navigator, recently refreshed, helped out with an additional 245 sales compared with April 2014.
But the Lincoln brand, as it existed at this time a year ago with five models, was down 8% in April. (Read More…)
Continental. Zepher. Coronation. Lincoln has some great names in its history – much better than the MK-add-a-letter-here nomenclature of today. Actually, if your model naming scheme is best described as nomenclature, you’re probably doing it wrong.
It’s brown, it can be had as a wagon with diesel power and a manual, but like the new Taurus in China, the Ford Vignale Mondeo will never come here.
I remember back when I first wrote on The Truth About Cars that Lincoln, noted creator of cars for airport limo drivers, would make a comeback. The comments broke down like this: a few of you agreed with me. The rest of you accused me of being either a paid shill for Lincoln or an idiot, which, in your minds, appeared to be approximately the same thing.
Well, here we are two years later, and Lincoln is already clawing its way back.
I was at the press conference in Chicago a few years back when Lincoln announced that they had decided to jettison billions of dollars worth of brand equity and go with alphanumeric model names (well, the announcement didn’t quite go like that, but that’s a pretty close approximation of what it meant). Around that time Ford was still trying to sell luxury F-150 pickups under the Lincoln brand, first the Lincoln Blackwood and then the Mark LT, before they realized the margins were greater on Platinum F-150s. When the sedan model now known as the MKS was introduced as a concept, the press kit referred to it as the Mark S, with Mk S badging, just like Mk IIIs and Mk IVs of yore – alphanumeric badging but the model name was spoken as “Mark x”. By the time it reached production, though, the new large Lincoln was simply the MKS. I asked a Lincoln rep what happened to “Mark” and was told that customers associated the name with old fashioned land yachts, not contemporary cars. With the new Lincoln Continental concept it’s clear that Ford Motor Company’s luxury brand has decided to embrace their inner land yacht. (Read More…)
With November’s sales results in hand, we asked four months ago whether Ford Motor Company’s Lincoln division had reached “Peak MKC.” Initial evidence suggested the Escape-related small crossover wasn’t able to cross the threshold from middling success in the Acura RDX and Audi Q5-dominated small luxury CUV arena into the upper tier.
With the MKC’s U.S. sales results from the first-quarter of 2015 now in, there’s yet more evidence leading us to believe that demand for the MKC – at its current price point, with its current level of incentives, without a new MKX stealing limelight – won’t climb noticeably higher. (Read More…)
Better late than never, here are a few live images from the Lincoln Continental Concept’s debut Monday evening prior to the 2015 New York Auto Show. The concept is meant to show the direction the brand will take when its new fullsize sedan — dubbed Continental — debuts next year.
Here it is: the Lincoln Continental Concept, revealed ahead of its trip down the ramp at the 2015 New York Auto Show.
The rest of the blogosphere is breathlessly heralding the return of the Lincoln Continental. They’re two years behind the curve.