QOTD: Should Lincoln Give up on Cars, or Tell Ford to Kiss Its Blass?

Steph Willems
by Steph Willems
qotd should lincoln give up on cars or tell ford to kiss its blass

Domestically, Lincoln’s passenger car sales figures provide ample evidence of two things: Either sedans aren’t needed in the premium marque’s lineup, or something drastic need to happen to keep them alive.

We’ve covered the brand’s sedan woes before, but Ford’s decision to axe all but the Mustang in its passenger car stable adds new urgency to Lincoln’s situation. The MKZ is, well, old, albeit refreshed, and the Continental sells less often than the Cadillac CT6 — hardly a line-up-around-the-block model in its own right.

What in the name of Givenchy, Cartier, Pucci, and Blass is to be done about this?

Ford claims it’s “committed” to its current two-car lineup, but this doesn’t exactly give anyone confidence that the brand’s stable won’t go the way of the Blue Oval’s. Hell, it could be worse than that, as Ford at least plans to keep the Mustang alive.

The MKZ could hang around for as long as its Fusion platform mate, but no longer. The Continental? The future Lincoln’s flagship is the subject of much speculation, and perhaps a retro-themed design revamp could budge the sales needle, but we’re talking about a slow seller that only bowed in late 2016. Ford’s in money saving mode here.

Given its growing popularity in China, Lincoln’s passenger car space appears ripe for green vehicles — perhaps ones greener than the hybrid variants planned for all of the brand’s models by 2022. While consumer demand for premium fully electric vehicles remains to be seen in the U.S., an EV carrying the Lincoln badge would likely prove a hit in the Orient.

And what about a plug-in hybrid sports coupe or sedan? Ford’s already planning a hybrid version of the Mustang, and the coming decade could see an electric version of its perennial pony car. Enthusiasts have long called for a Mustang-based Lincoln that resurrects the “Mark” series.

If given free rein over Ford Motor Company’s product planning, where would you take the Lincoln brand? Forget about crossovers and SUVs — those are already well looked after. Your job is to plan the future of Lincoln cars. What would they be?

[Image: © 2017 Sajeev Mehta/TTAC]

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  • Oldschool Oldschool on May 02, 2018

    How come we have all the answers and common sense fixes, yet the executives somehow don't? It’s really not that hard to do. Lincoln and Cadillac were able to build beautiful high quality, comfy, powerful cars in the 60’s, yet the companies today are run by non car guys that have no clue how to operate the brands. I believe this is another huge issue on why Lincoln and Cad hasn’t brought out truly groundbreaking vehicles that is unique, special and nothing like you’ve ever seen before.

  • Skor Skor on May 02, 2018

    Lincoln lost its last clue years ago. Cars that are tarted up family sedans. Model names that look like Welch curse words. Probably too far gone to fix at this point. May as well take it out back and put a bullet in its head.

  • JMII I drove a Dakota Quad Cab 4.7l for 20 years waiting for a replacement... well sorry Dodge/RAM but its too late - I bought a Santa Cruz and so far its been perfect as a replacement.
  • Bfisch81 Try and find a bedside clock radio with AM anymore - they are getting harder to find.
  • JMII I can't remember the last time I tuned into AM. College football games would be the only reason. I have XM so that covers 99% of my listening. If I didn't have AM I would just stream from the my phone.
  • Wolfwagen Living near NYC there are plenty of AM radio stations.While on only listen to 1 or 2 religiously, I have 5 stations present because they all do the traffic at different times. Even though I use Waze, it's good to get an idea of what is going on (i.e., what the delays are at all the Hudson river crossings), especially when coming home from a trip. I know Sirus/XM has a traffic station for all their major metropolitan areas and used it when I had XM in addition to my 5 AM presets
  • Drnoose Probably just cutting conservative talk radio off at the knees. They can’t beat it, so kill it one way of the other.