Lincoln Nearly Axed By Mullaly, Saved By Fields

Cameron Aubernon
by Cameron Aubernon
lincoln nearly axed by mullaly saved by fields

Today marks the day Mark Fields becomes CEO of Ford, taking up where now-former CEO Alan Mullaly leaves off. This day may also mark the day Lincoln begins its slow climb back from the brink, especially when Mullaly once considered killing the brand before Fields became its champion.

Bloomberg reports Lincoln, then struggling to find footing after years of assimilating Fords upmarket with no unique product in sight, would have gone the way of Mercury had not Fields and global marketing chief Jim Farley convinced Mullaly that the brand was worth saving. Now that he is CEO, Fields will be leading the effort to bring Lincoln up to fighting trim.

The first product of this effort is the MKC, which shares its mechanical base with the Ford Escape and its 2.3-liter EcoBoost turbo-four with the upcoming Ford Mustang. However, the crossover’s design is 85 percent unique to itself, and has premium features on par with its competitors — BMW X3, Audi Q5, Acura RDX — including soft-touch leather and parallel-parking technology. The crossover follows the MKZ — whose delayed roll-out over technical gremlins prompted the debate over Lincoln’s fate — and will be later joined by a redesigned MKX and the replacement for the MKS.

The MKC will be aimed at drawing buyers from premium brands like Cadillac and Lexus, Ford owners wanting to move up, as well as young first-time buyers and empty nesters looking to downsize. The road back to the top will be long, however; though U.S. sales climbed 21 percent during the first half of 2014 with 37,251 models leaving the showroom, annual sales are 65 percent down from the brand’s peak in 1990.

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  • Panther Platform Panther Platform on Jul 02, 2014

    I have owned two Lincolns and am a member of the Lincoln and Continental Owners' Club. However the world has changed since Lincoln's heyday and I think it is time for Lincoln to go the way of Mercury. My dream is that Lincoln does a new Continental with a detuned NA 5.0 liter V-8 and relatively soft suspension. Of course if they did periodicals and the internet would deride the car's lack of power, lack of refinement and efficiency, poor handling etc. The car would not be desired except by dinasours like me.

    • BklynPete BklynPete on Jul 02, 2014

      @Panther Platform: Have you driven a Hyundai Genesis? To me, it seems like what a modern Lincoln sedan should be. Waiting for a TTAC review, but read this one from NY Times: Genesis sales results will be interesting on two levels: - Whether buyers in that price class only care about brands and labels and snottily reject the Hyundai name, however small it is - If there's a market for a sedan in this range that favors comfort over handling I'd be interested in your thoughts.

  • Panther Platform Panther Platform on Jul 02, 2014

    @bomberpete: I have never driven a Genesis, but I have a grudging admiration for Hyuandai. I have driven a Sonata and have taken a close look at a Genesis - I'm very impressed. My emotional attachment to Ford and Lincoln clouds my judgment. My heart tells me to get another Lincoln Mark VIII, but I might take a test ride of the Genesis. It is a nice car.

  • Dave M. Although the effective takeover by Daimler is pooped upon, this is one they got right. I wasn't a fan of the LHs, mostly due to reported mechanical, NVH and build quality issues, but I though Chrysler hit it out of the park with the LXs. The other hyped release that year was the Ford Five Hundred, which, while a well-built car with superior interior space, couldn't hold a candle to the 300.
  • Art Vandelay I always liked those last FWD 300's. Been ages since I've seen one on the road though. Lots of time in the RWD ones as rentals. No complaints whatsoever.
  • Cardave5150 I've had 2 different 300's - an '08 300SRT and an '18 300C. Loved them both a LOT, although, by the time I had the second one, I wasn't altogether thrilled with the image of 300's out on the street, as projected by the 3rd or 4th buyers of the cars.I always thought that the car looked a little stubby behind the rear wheels - something that an extra 3-4" in the trunk area would have greatly helped.When the 300 was first launched, there were invitation-only meet-and-greets at the dealerships, reminding me of the old days when new model-year launches were HUGE. At my local dealer, they were all in formalwear (tuxes and elegant dresses) with a nice spread of food. They gave out crystal medallions of the 300 in a sweet little velvet box (I've got mine around the house somewhere). I talked to a sales guy for about 5 minutes before I asked if we could take one of the cars out (a 300C with the 5.7 Hemi). He acted like he'd been waiting all evening for someone to ask that - we jumped in the car and went out - that thing, for the time, seemed to fly.Corey - when it comes time for it, don't forget to mention the slightly-stretched wheelbase 300 (I think it was the 300L??). I've never found one for sale (not that I've looked THAT hard), as they only built them for a couple of years.
  • Jkross22 "I’m doing more for the planet by continuing to drive my vehicle than buying a new one for strictly frivolous reasons."It's not possible to repeat this too much.
  • Jeff S Got to give credit to Chrysler for putting the 300 as a rear wheel drive back on the market. This will be a future classic.