#Lincoln

Jack’s proposal for a new Continental may have won over the hearts and minds of our readership, but Lincoln’s near-term product plans are erring on the side of conventional.

What’s up.

It’s your boy, JB. You know, the guy who isn’t allowed on your press trips any more. I’m not sure exactly why. It has something to do with me supposedly misusing one of your complimentary hotel rooms as a place to do something besides examine the press kit. I don’t know why it’s a big deal. You’re acting like I put on a satin “dragon suit”, performed immoral deeds using a mudshark, and/or threw a TV out the window. That didn’t happen. I specifically left my satin dragon suit at home that weekend so I can say for sure that it didn’t happen. Maybe that wasn’t it at all. I don’t know. We don’t need to discuss it now. Just censure me and move on.

Plus, it isn’t like you guys haven’t made mistakes yourselves, and more recently, too. I mean, Jimmy Fallon? Curating Tweets? CURATING TWEETS? JIMMY FALLON “CURATING” TWEETS? I need you to stop reading this letter right now so you can go home, cut out a section of your garden hose and savagely beat whoever came up with that idea until they can’t walk any more. Wait. Make that “type”. Can’t type any more. That’s especially important. Because I think that idea probably originated with them typing an e-mail to someone, and until that can’t happen again none of us are safe.

Nearly everyone was unanimous in their assessment that Lincoln’s re-branding campaign is an unmitigated disaster unfolding in slow motion; from the name change to Lincoln Motor Company to the bizarre tie-up with Jimmy Fallon and the marketing-buzzword laden BS the whole thing reeks of inaction disguised in the form of sophisticated marketing efforts.

The most interesting angle in this mess is the fact that American luxury cars are in such a shambles that Lincoln’s biggest threat doesn’t really come from Cadillac, but from Ford itself.

The big auto news on Twitter this morning – Lincoln is now known as “Lincoln Motor Company”, and they’ll be rolling out the name change with a brand new Superbowl ad. That’s great, but where’s the product?

As part of its agreement with the CAW, Ford will open up 400 jobs to laid off workers from its Windsor and St. Thomas plants (aka the birthplace of our beloved Panther) – but with 885 potential applicants and 400 jobs, allocating them will be tricky.

Gamblers, speculators, automotive industry sadists, and TTAC Best and Brightest™: welcome to the selection of the next candidates for Death Watch, where you get to have a say on which brand we should promote to the Throne of Irrelevancy.

Is Ford about to re-name the Lincoln brand? A Detroit News reporter asked Jim Farley that question point blank, and his answer was evasive.

Long-time TTAC readers know of my sentimental fondness for Crain Communication’s Jamie LaReau. Now the first lady of automotive journalism has uncovered some interesting news about Lincoln’s continuing attempts to, like, do crazy stuff, man.

A few days ago, an anonymous source told us that Lincolns have been in China for years, and that Ford won’t admit it. Ford said they probably were grey imports. Before the Chengdu Motor Show opened its doors, three Lincolns were seen entering the hall with big grins on their faces, and everybody thought they were brought by Ford. No they were not.

In the most recent installments of the never-ending rumors on Lincoln’s long march to China, Chinese media claimed that the Lincolns would be built at a new Ford plant in Hangzhou. Dearborn denied everything. Yesterday , Ford confirmed for the first time that Lincoln would be coming to China. Today, Ford broke ground at the Hangzhou plant, while someone says that Lincoln had been in China on the say, and that it did not work out.

There have been many rumors of an impending launch of the Lincoln brand in China, and so far, they had been rumors. Now, the rumor becomes reality. Ford will launch its Lincoln brand in China within two years, says Reuters. Ford is not banking on big iron alone. Ford, says Reuters, “is also developing a low-cost car under the mainstream brand to appeal to more price-sensitive consumers in the fast-growing cities in western China. This vehicle will compete with GM’s Sail car.”

Ian writes:

My wife drives a 2007 Lincoln MKX in need of shrewd replacement. The good lady finds the Mark Ten a chore to use around DC: clumsy, hard to see from, and very thirsty for all the enjoyment she gets from it. It also lacks exactly the features that she prizes: a sunroof, and up-to-date bluetooth – iDrive – voice/nav goodies. After a 16-month test drive of this very kind gift, it’s time to trade it towards something more suitable.

We’re going to take a break from the Turbo Era Junkyard Finds and take a look at the kind of car that our resident lover of Ford personal luxury coupes really appreciates: a down-but-not-out (yet) 1970 Mark III in Denver self-service wrecking yard.

Sorry Panther fans, this is not the Town Car you are looking for.

Francisco writes:

Dear Sajeev,

Regular reader here. To the matter at hand:

On a recent visit to Mexico, this Mariner was in front of me begging for a bad cellphone pic. Don’t get me wrong, after-market badge-upgraded cars are pretty common there, but this already badge-engineered Ford Explorer (Mercury Mariner – SM) badge-engineered once more to a “Lincoln Mariner 4wd V6” was too ironic to let go. Please note the extra Lincoln badge thrown in for good measure on the dealer license plate cover. Make no mistake, it is a Lincoln.

I assumed that this would bring a smile and a chuckle to an ardent Ford guy like yourself. Hope you enjoy it and keep up the good work!

Best regards from Sweden,
Francisco