#Lincoln

Having divested much of its premium brand portfolio (Volvo, Jaguar, Land Rover, Aston Martin), Ford is missing out on luxury sales in growth markets like China. So it comes as no surprise that Automotive News [sub] would ask Ford President of the Americas Mark “ MKF” Fields whether Ford’s Lincoln brand could go global. Fields’ reply?

Potentially, but we are focusing Lincoln here in North America for right now. We don’t have any plans at this point to take it global. That doesn’t mean in the future we wouldn’t look at that, but it’s very important for us to focus on North America.

They say beauty is in the eye of the beholder. Fat Chance! Beauty is sitting in a barclounger leather recliner and watching the world go past at 85 miles an hour. Of course in this 1985 Lincoln Town Car with 45k, the speedometer also happens to give out it’s all too shaky geriatric needle at 85 mph. So anything beyond that I consider ‘warp speed’ as I drive through North Georgia listening to some old time crooners from the Garden State. Speaking of that, did I mention this thing was bought new in two Jerseys? That would be Jersey City, New Jersey. As in Frank Sinatra’s hometown… the king of swing and the purveyor of all things cool. Well, that would actually be Hoboken. But close enough. Driving a Mafia and Spock sized coffin like this Lincoln is definitely a leap to my childhood in North Jersey. A friend of mine’s Dad actually became the head of the Gambino family for a short time. He’s thankfully only been in Federal prison twice so far. Then there was the house that burned down on a lot and remained a charred remnant for twenty years. A healthy reminder of who was in charge of our local government’s services.

The Lincoln MKT is a Looney Tunes cartoon: based on previously made creations, packaged into something unique. While the animated series started from the Warner Brother’s impressive music library, the MKT comes from an old Volvo S80 platform, sharing a motor with the Mazda6. So both creations are downright looney. Which explains the MKT’s krill filtering grille: silly in pictures, insane in natural sunlight where it’s obvious that 40% of it’s toothy smile is blocked off by solid plastic paneling. Which probably says more about the current state of Lincoln better than anything else.

I’ve said it before, I’ll say it again: if you want proof that Ford’s water-walking CEO doesn’t “get” automotive branding, look at Lincoln. The Blue Oval Boyz’ upmarket marque is in total disarray. Lincoln lacks anything approaching an effective brand proposition; it’s burning through tag lines almost as quickly and ineffectively as the industry standard for pitiful performance (Buick). Does it even matter? Lincoln’s line of lackluster products simply aren’t good enough to make it in The Bigs. And then there’s the Medusa-class disaster known as the MKT: a poorly-built, misbegotten machine constructed on Big Al’s watch. Automotive News [sub] deployed no less than three writers to talk to Mulally about languid old Lincoln, AND they spotted him the lazy journalist’s and persnickety PR person’s best friend: the Q&A format. Even so, the result is an extraordinary non-outburst from an executive who believes that combining Ford and Lincoln Mercury dealers is a good thing. Check out this exchange: