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.
Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.
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Mullaly got far too much credit and during his tenure, Ford and Lincoln were filled with poorly launched models, rife with quality issues. Ford's turnaround should be much more credited to its Euro engineers and designers.
The current status of Lincoln makes complete sense now. Mulally may not have gotten his wish to kill off Lincoln thanks to Fields, but he certainly wasn't going to put any serious investment into it. It shows. Credit Fields for keeping Lincoln on life support, but now he has to make it relevant in the luxury market. Unlike others here, I don't think it requires unique platform. But it does require greater differentiation from its Ford brethren. One excellent place Lincoln could differentiate itself is to incorporate hybrid technology across the board. Much as Audi distinguished itself with all-wheel-drive standard, so could (and should) Lincoln. Heck - combine the two concepts. Why have active differentials and extra axles - just use electric motors for the rear wheels instead. Bottom line is - give consumers something other than a pretty dress and a different badge.
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.
@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.