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

Steph Willems
by Steph Willems

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]

Steph Willems
Steph Willems

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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.

  • 3-On-The-Tree Lou_BCsame here I grew up on 2-stroke dirt bikes had a 1985 Yamaha IT200 2-strokes then a 1977 Suzuki GT750 2-stroke 750 streetike fast forward to 2002 as a young flight school Lieutenant I bought a 2002 suzuki Hayabusa 1300 up in Huntsville Alabama. Still have that bike.
  • Milton Rented one for about a month. Very solid EV. Not as fun as my Polestar, but for a go to family car, solid. Practical EV ownership is only made possible with a home charger.
  • J Love mine, but the steering wheel blocks dashboard a bit, can't see turn signals nor headlights icons. They could use the upper corners of the screen for the turn signals. Mileage is much lower than shown too, disappointing
  • Aja8888 NO!
  • OrpheusSail I once did. My first four cars were American made, and through an odd set of circumstances surrounding a divorce, I wound up with a '95 Nissan Maxima which was fourteen years old and had about 150,000 miles on it.It was drove better, had an amazing engine, and was more reliable than any of my American cars. This included a new '95 GMC pickup that went through five alternators in under two years while the dealership insisted that there was no underlying electrical problem while they tried to run the clock on the warranty.That was the end of 'buy American'. I've bought from Honda and VW since, and I'll consider just about anything except American now.