How Lincoln should be saved.

"jsmizira" (jmizira) 04/24/2014 at 15:27 • Filed to: None

2

43

Let's face the facts. In spite of success of the FoMoCo mothership, sales of the sub brand Lincoln Motor Cars have been less than good. Bad. It's been bad. If it's going to be fixed something needs to change. That change is going to have to be drastic and awe inspiring. Here is how I would do it.

Back before 1940 Lincoln originally started as a rich person's luxury, being the vehicle of choice for the rich and politically connected of North America's industrial age. Part of the reason was the price tag. $4000 and above was their primary target audience in 1935 during the height of the great depression with the majority costing $4700. That might seem like chump change but when adjusted for inflation turns out to be a starting price of $67,037.94 and an average price of $78769.58 for their most popular vehicle. Mind you this is the price when everyone in America was either tightening their belts or dying from famine. And yet they survived.

They were saved in part by FoMoCo's advanced for the time manufacturing process. This allowed the vehicles, such as the V12 K-series, to be manufactured cheaper and better than their coach built rivals. And these competitors would cost thousands more and take longer to make.

Lincoln sales rose about 45 percent to produce 7,875 cars and the company was operating at a profit by the end of 1923.

Now let's look at Lincoln today. The following is data that shows the trend of the Lincoln motor company.

!!! UNKNOWN CONTENT TYPE !!!

In 2013 they are at almost half of their sales as compared to 2003 with a downward trend. In 2002 and 2003 the Lincoln Blackwood and Aviator came out respectively. I think that alone says enough.

So, how do we save Lincoln?

So now that we see that Lincoln is bad at competing in the market niche that is "weak-sauce luxury" along with current segment kingpin Acura let's look at another graph.

!!! UNKNOWN CONTENT TYPE !!!

Yes, these are sales figures for ultra luxury car maker Bentley. Do you notice the trend here? The disparity between the years is less extreme percentage wise with a rise in sales in recent years. Why? Well these Bentleys cost a lot but start pretty reasonably. They do bespoke but are able to turn out cars thanks to an extensive parts bin they can grab from thanks to the Volkswagen auto group that owns them. As a result they have the same advantage that Lincoln had before 1940 in the same market segment. And this market segment just so happens to be the "wipe your butt with $100's" segment. The funny thing about this segment is that when times get tight, they almost don't notice and to have that market stability is something that every car maker would love.

So how does Lincoln get their slice?

First things first, trim the fat. Lincoln's current lineup is currently too big to make any splash in the market that it should aim for. It currently has five vehicles, 3 of which I have honestly never seen on the road. It also has plans to release two or two other vehicles that make no sense for them. Right now they should stick to their bread and butter Navigator (an expedition in disguise), MKZ (a fusion in disguise), and the MKS (a Taurus in disguise), at least until ford introduces a "Black Label" trim level for each of these cars.

In fact there should be a team whose job it is to transfer these platforms current market share back to ford. That will free up valuable engineers to engineer proper Lincolns.

This is how they do it.

Step one: Reintroduce the K- Series. This needs to make a splash. The original had a big, supercharger optional V12 with endless refinement and options. This one will be an all out exercise in quietness and luxury. Think Cadillac Sixteen with a painted all carbon-Kevlar unibody for sound deadening and bulletproofing standard, refined air suspension, and a crazy electric power train for silky smooth performance. Then go crazy with the price. Start at $600k, or whatever, but make damn sure it's worth it. Do every option Porsche al-a-cart style. Put fine leather, wood, and copper everywhere. Make it the best luxury car anywhere at nearly any price.

At the same time as Lincoln does this, sanctimoniously give the rest of the Lincoln lineup the axe and don't look back.

Step two: Reintroduce the golden age of continental. This too will make a splash as it should hearken back to the big boat Continental and start at 6 digits as well. Bring back the suicide doors, the 4 door hard top convertible, make the body out of aluminum like the f-150, give it an electric assisted twin turbocharged v8 coyote motor and, most of all, make the interior ultra comfortable. How comfortable? Make heads of state give up their S Class Mercedes for it. Again, don't rush, as this need to be done right the first time.

Step three: let these cars age with grace. Don't replace them after 2 model years with a new body design or have an extensive refresh. Update them with more options and more technologies. And while you rest the engineering efforts of these two cars never rest on your laurels and continue to test and design in an effort to have the tech trickle down to ford after you put it in the latest a greatest Lincoln.

Step four: profit!

To anyone at Lincoln or FoMoCo, if you like this idea and would like me to help implement it please contact me as I would welcome the challenge of being an automotive project manager for Lincoln.

CalzoneGolem > jsmizira 04/24/2014 at 15:29

2

There's no reason to save Lincoln. Just make Fords.

lone_liberal > jsmizira 04/24/2014 at 15:34

1

Lincoln is already dead. They just renamed Mercury and killed the real Lincoln.

jsmizira > lone_liberal 04/24/2014 at 15:38

1

thats exactly the point I make.

MontegoMan562 is a Capri RS Owner > jsmizira 04/24/2014 at 15:39

2

OK here we go again. I feel like I've had this discussion 4-8 times in the last 3 days lol.

Unless fields has plans to drastically change the way Lincoln operates, and i sincerely don't see that happening.

I'll start by pointing out that the Lincoln MKX sold over 23,000 units last year, which makes up for over 25% of the 81k + units Lincoln sold. That's not cutting the fat, it's killing the muscles/bones.

Lincoln is doing what it's supposed to. It's just not being marketed properly.

The MKZ is great, the MKS is great but a little dated. New Navi is great (imo). The brand recognition/standard isn't where it needs to be.

The new Black Label line needs to up the power with the luxury and fix all problems in one fell swoop, and unfortunately I'm sure it's just luxury going up not performance.

Most don't realize the Lincoln versions of Ford's already come with bigger engines. They just aren't bragging about it. Fusion doesn't have a V6, MKZ does. And the performance is MUCH higher than people are paying attention to. A true performance package added on it would go a looong way.

New MKC coming out has a V6, Escape doesn't.

Would I prefer the Navigator get the Raptor 6.2L V8? Hell yeah! These are the steps that would change the brand, not a 150k Navigator.

Maybe the MKS get a 5.0 V8 from the Mustang? Hell yeah!

Would I love a RWD Big Luxury Lincoln? Hell yeah!

Should they make cars that start over 100k? Hell NO! If they can't share the platform though it's not going to be profitable. And Ford can't afford to have an unprofitable Lincoln arm.

Audi struggles over 100k at selling a lot of units and you want Ford to?!

Also too many models? they have 5 cars! Look at Audi, BMW, Mercedes Benz and talk about some model bloat.

Arch Duke Maxyenko, Shit Talk Extraordinaire > jsmizira 04/24/2014 at 15:47

0

You forgot about the LS...

jsmizira > MontegoMan562 is a Capri RS Owner 04/24/2014 at 15:50

0

i'm not saying more power or to compete with Audi, M-B, or BMW. Regular ford can do that with their current lineup if they wanted to. i'm saying lincoln should compete with six figure cars in order to justify r&d expenses that 6 figure cars need so that tech can trickle down to lesser Fords. carbon fiber unibodies are the norm for supercars but will almost never be implemented in a regular Ford unless they can drive down the price and that is where R&D and the 6 figure ultra luxury market come in.

dogisbadob > jsmizira 04/24/2014 at 15:51

1

Here's what they should do.

First, use the names again. Every engine would be available on both sides of the ocean. Custom ordering would be available like they do in Europe. American delivery would be available to European customers. Any exterior color should be available with any interior color. Hood ornaments will be available on US, Japanese, and Chinese bound cars (even on the high-performance LTS models). Something like My Ford Touch, only better, would be standard on all except the Topaz (for a lower starting price and where they may not want it), the base Town Car (due to fleet usage), and optional on LTS models where they might want a simpler radio system in a performance car. Every Lincoln would have a full-size spare tire.

Then, use this lineup:

The entry level compact model Lincoln Topaz. Based on a Focus or Fiesta but with some features not offered on the Focus. The Topaz LTS would be like the Focus ST but with AWD and more luxury shit. Engines would include the Focus's 2.0L I4, a high-output 20-hp version, a smaller 1.6L base engine, the 3-cyl Ecoboost, the ST's turbo, and of course a diesel engine. Also, there would be a wagon version.

The midsize FWD model to compete with the Lexus ES would be the Lincoln Zephyr. It would be like the current MKZ except it would be a liftback, and a wagon version available. The base engine would be the 2.0L Focus engine (Ford really needs to ditch the Fusion/s 2.5L!), then a turbo 4, then a V6, and finally a 350+ hp turbo V6 in the Zephyr LTS, with AWD. And of course a diesel engine too.

The midsize RWD model to compete with the CTS, 3-series, IS, and friends would be the Continental (Lincoln has used this name for a long long time, even while Bentley's Continental was out). Base engine is the 2.0L Focus engine, with the Mustang's V6 as an option, then the Mustang GT's V8, and finally a high-output 8000+ rpm version in the Continental LTS. A diesel engine would also be offered. Available as a sedan and wagon, with the latter having a third seat.

The "personal luxury" RWD coupe Mark series. It could either be a luxury Mustang, or simply a 2-door version of the Continental. Of course a convertible has to be offered, with the same gas/petrol V6 and V8 engines as the Continental. The Mark XI LSC would have the high-revving high-output V8. This would be the only Lincoln available without a hood ornament, although it would still be optional.

Of course, they need a full-size RWD sedan the Town Car. Except this time, it would actually be flagship material. SWB and LWB sedans would be available as well as a wagon. The base engine is the Mustang's V6, with its V8 being optional. The Town Car LTS would have the Aston-Martin V12, or an updated design based on two Mustang V6's. A diesel engine would also be available.

The Navigator would carry on as-is, except with diesel engine availability, a base V6, and a high-performance LTS version with the Aston V12. It would also be available with barn doors and a hood ornament.

The MKX would be replaced with the Aviator, a RWD/4WD SUV.

The Versailles can be a luxury version of the C-Max or S-Max.

Any European Ford car or feature that Mullally and Fields think is too expensive to sell in the US can come over here as a Lincoln.

jsmizira > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 15:52

0

The LS as we know and love unfortunately has no room in new lincoln.

Arch Duke Maxyenko, Shit Talk Extraordinaire > jsmizira 04/24/2014 at 15:54

0

Why not? It's a 5-series fighter that they need, they have nothing in that spot of the line up.

jsmizira > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 15:56

0

they don't need a five series fighter when they should be competing with Bentley. Bentley doesn't have a five series fighter. Oh wait, my bad, yes they do. Its called Audi.

MontegoMan562 is a Capri RS Owner > jsmizira 04/24/2014 at 15:59

0

yea but 6 figure luxury car companies tend to lose money.

Look up how Bugatti does on those Veyron's.

Ford doesn't have the check book for that business. And if people won't buy a Corvette that out performs Ferrari's that cost double it's price tag, why would they buy a Lincoln over a Bentley or a Rolls Royce?

I don't want you to get the impression that I don't want Lincoln to bounce back, I really SINCERELY do.

But even our own site Jalopnik skipped right along past the release of the Lincoln MKX this week.

They complimented it's styling in the morning shift and that was it to my knowledge.

JR1 > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 16:04

0

LS came from Jaguar and therefore the only Rwd platform they could adapt it from is the Mustang. (Not saying it is a bad idea but then it would compete with their star the MKZ

jsmizira > MontegoMan562 is a Capri RS Owner 04/24/2014 at 16:08

0

Which is why they need 6 figure cars. see Bugatti can loose money on Veryons because Bentley and the rest of VWAG makes money. But the technologies trickle down making everything else it shares tech with headline worthy. People don't talk about lincoln because they don't care. They wrongly see lincoln as a ford in a rented tux. Trust me, I tried selling them for a time. But you say "carbon fiber 700 horsepower all electric lincoln with massage seats" and suddenly people take notice.

BoxerFanatic, troublesome iconoclast. > jsmizira 04/24/2014 at 16:09

0

Don't disagree that they DO need a flagship luxury car. Not sure that what you suggest as K-series and Continental would be good... they might be redundant.

I would combine much of what you suggest for those two into one flagship luxury car.

Maybe rear-drive with through-the-road hybrid front wheel generators/brake energy recovery/aux traction motors.

Whether they use the 7.2 V8 from the Raptor, or a variant of the dual-duratec V12 that Aston Martin has been using... something.

Basically a car to go against Lexus LS, Merc S-class, BMW 7-series, Caddy XLS, Hyundai Equus.

Call it Continental.

They need something else, though, between that and MKZ and it's upcoming MKX wagon/CUV pairing.

MKR (or a name, I wouldn't argue with Lincoln going back to proper names, rather than MK_)

S550 Mustang chassis and basic driveline layout.

5-door 4-seat body style like Audi A7 or Aston Rapide. (MKZ and theoretical Continental would be sedans with trunks.)

2-door folding-hardtop coupe body style coupe version.

*HINT* Buy out Donato Coco's designs that Lotus didn't use, the Elite convertible-hardtop and Eterne sport sedan concepts, pictured above.

EcoBoost V6 standard. Lincoln-ized (perhaps direct-injected) Coyote 5.0 V8 optional

Rear-mounted automated-clutch transaxle, with optional mild-hybrid electric assist and energy recovery, like the Elite/Eterne concepts.

MKZ-like shifter-less interior, but even sleeker and more driver-centric.

The Elite concept has a glass-roof folding hardtop, and a a glass sliding roof for the sedan would align well with the MKZ's sliding glass roof.

Market this mid-range pair as an alternative to Lexus IS/GS, BMW 5-series, Merc. E-class, Hyundai Genesis, and Chrysler 300... but sleeker and more streamlined.

Lincoln could do this. Ditch MKS, replace it with a sportier model, and a statelier flagship model, and go.

MontegoMan562 is a Capri RS Owner > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 16:12

0

actualy the MKZ is a 5 series fighter, no one will test them against each other though.

The Summer tire package from Lincoln makes it run M5's.

JR1 > jsmizira 04/24/2014 at 16:14

0

You're talking some big money. If anything they need a competitive green car to compete against Tesla. That would get people talking which is exactly what Ford/Lincoln needs.

MontegoMan562 is a Capri RS Owner > jsmizira 04/24/2014 at 16:14

0

well, for one, they all have massage seats (trust me, i turned it on by accident and I thought that car grabbed my ass, new MKZ).

but I'm sorry no one is buying a Lincoln at that level.

If they put out a new hyper premium brand above Lincoln, sure. but that's not Lincoln's place. That wold be like you saying Audi should handle Bugatti's business.

Bring back the Edsel! (funny grille to compete with Bugatti!)

jsmizira > JR1 04/24/2014 at 16:17

1

screw green. electric motors are for smoothness and power and being very very quiet, all of which is essential for the well heeled m-bilionare

JR1 > jsmizira 04/24/2014 at 16:21

0

All the more reason for Lincoln to build a Tesla fighter.

jsmizira > MontegoMan562 is a Capri RS Owner 04/24/2014 at 16:24

0

the massage and heated and cooled seats are nice. And you are probably right about the name thing. The only reason I kept the name is because not many people around the world still know about lincoln, it being mainly an american/canadian brand. And the people who do already know about the k-series and the continental and expect the new versions to be awesome. I think the paperwork would be easier too.

Arch Duke Maxyenko, Shit Talk Extraordinaire > MontegoMan562 is a Capri RS Owner 04/24/2014 at 16:24

0

It's a Lexus es/Buick competitor

Arch Duke Maxyenko, Shit Talk Extraordinaire > JR1 04/24/2014 at 16:25

0

If they were to replace the MKZ with a new LS it would be for the best.

xx45xx > jsmizira 04/24/2014 at 16:25

0

certainly doesnt help that the discontinued lincoln truck wouldve lost in any capacity to a premium (platinum) fseries truck anyways. Maybe lincoln could make a heavy half ton? diesel powertrain and running gear with a f150 body and suspension...reinforced for the weight of the diesel. Itd be ridiculously quick and powerful, and it would shit all over those 5.0 cummins they just sold out of.

JR1 > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 16:26

1

I agree with you but it is such a new product it likely wouldn't happen for at least two more years.

MontegoMan562 is a Capri RS Owner > jsmizira 04/24/2014 at 16:33

0

Paperwork certainly would be easier.

Just to let you know though, they have been quite successful selling Lincolns in the Middle East and are breaking in to South Korea.

The MKX launch was their entry to China, so who knows.

MontegoMan562 is a Capri RS Owner > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 16:35

2

I meant performance wise. The crazy bastard of a suped up Fusion beat the M5 in an edmunds test. I'm not saying that it still can, but at least in the 2013 (i believe) edmunds test it won and was only 1 second behind a 911.

I know people don't think of it that way, but it's a shit load better than people think.

Arch Duke Maxyenko, Shit Talk Extraordinaire > JR1 04/24/2014 at 16:37

1

It won't happen at all I'm afraid.

Arch Duke Maxyenko, Shit Talk Extraordinaire > MontegoMan562 is a Capri RS Owner 04/24/2014 at 16:47

0

I looked for the test and found this.

It was a couple of tenths faster in their slalom test, and the tires aren't offered from Lincoln to the public.

MontegoMan562 is a Capri RS Owner > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/24/2014 at 16:53

1

They are now, after they got called out for it on the test, it's now an option on AWD models, didn't check the FWD's but it's available on the EcoBoost and V6.

screen grab above from the Lincoln website.

This is what kills me about this, the take away that everyone has is "tires aren't available" instead of holy shit a set of tires and MKZ can beat an M5?!

How much does an M5 cost?

Well, I can build the MKZ the way I would want it, with these tires (From the factory now thank you) for under 45k.

If anyone wants serious handling out of their car the first thing they do is upgrade to sport/summer tires anyhow. This is why there is still a negative perception of Lincoln, because, yeah they should have disclaimed the tires, but holy shit it beat an M5 and fell 1 mph behind a 911! that's what the take away is! Not the sneaky tires!

jsmizira > MontegoMan562 is a Capri RS Owner 04/24/2014 at 16:58

0

really? that actually pretty cool. but how am i going to get ford to build a 6 figure car now?

MontegoMan562 is a Capri RS Owner > jsmizira 04/24/2014 at 16:59

0

haha, you're not is the point I've been making lol.

The Mid-East is going to be PISSED about the lack of V8 now that ecoboost has moved into the Navi though.

Arch Duke Maxyenko, Shit Talk Extraordinaire > MontegoMan562 is a Capri RS Owner 04/24/2014 at 17:02

0

The article also says this:

There's no exhaust character of any kind, while the engine gathers power steadily with a corresponding increase in intake noise as you approach the 6,500-rpm redline. You'll never remember any of it tomorrow.

and this:

Acceleration feels brisk, but not overwhelmingly so, with 60 mph coming around in 6.7 seconds (6.5 seconds with a foot of rollout like on a drag strip) and the quarter-mile arriving in 14.8 seconds at 94.1 mph. That's slower than many front-drive V6 sedans including the 2013 Honda Accord, Lexus ES 350, Nissan Maxima and Toyota Avalon.

jsmizira > MontegoMan562 is a Capri RS Owner 04/24/2014 at 17:08

0

I'm sure Umo Ehab won't be too disappointed once he hears about the twin turbos and the 400 hp.

4age20vsilvertop > jsmizira 04/24/2014 at 18:23

0

I think if Lincoln wants to survive, they need some brand profile, which they won't get if they keep on selling souped up Fords, no matter how good they are. Think about a new Zephyr (the 1930's one). Back in the day it was the cheapest V12 that money could buy, and it payed off for Lincoln didn't it? I think that is what they need, a car that gives the Lincoln lineup some recognition, a car that boosts their image up to 11, a S-Class/ 7-series/ A8 competitor with it's own purpose built platform and a 4.0 EcoBoost V12 for less money than a S500. I'm sure Ford can pull that off just nicely. If this is done, they can expand upon that platform, a streched model with a 5.0 EcoBoost V12 called Continental to rival the S600/ 760Li/ A8 W12 and maybe a S8 rival and a Coupé/Convertible. There's still tons of potential left in the Lincoln brand, they just need to use it to achieve something great.

Also, start using proper names again.

MontegoMan562 is a Capri RS Owner > Arch Duke Maxyenko, Shit Talk Extraordinaire 04/25/2014 at 09:29

0

Well, exhaust is supposed to be quiet in a "luxury car" if it was too loud people would complain about it.

As for the overall acceleration you're right it's nothing special. But I think that might be fixable with a tune.

Either way, I think it's pretty promising. But once again, people only focus on the negative, and Edmunds wrote that article in a pissed off mood because of the "unicorn tires" so I take it with a bit of a grain of salt.

MontegoMan562 is a Capri RS Owner > jsmizira 04/25/2014 at 09:31

0

You'd be surprised actually.

The idea of a V8 is a big deal over there, kind of like having a big SUV was a status symbol in the US for so long. The V8 and a big car are a status thing.

Hopefully they see the HP numbers and keep buying in record numbers.

Let me blow your mind real quick- the biggest dealer in the world for Ford is in Saudi Arabia.

jsmizira > MontegoMan562 is a Capri RS Owner 04/25/2014 at 10:25

0

I know. I actually am middle eastern by decent and have lived in palestine for a bit of my life. (taxi's are called "fords" over there even on the of chance its a hyundai) and what arabs like is bragging rights. "You have a big V8? Tiyb (read "fine"), I have a twin turbo. you paid $100,000? I paid $600,000 and its still below invoice. Stuff like that.

MontegoMan562 is a Capri RS Owner > jsmizira 04/25/2014 at 11:12

0

I've worked on Ford/Lincoln advertising in the Middle East for a combined 5 years now so it's nice to know the perspective we had for reviewing the targets over there was correct!

jsmizira > MontegoMan562 is a Capri RS Owner 04/25/2014 at 11:53

0

hey, anytime. i'm more than happy to help. do you think you could put in a good word for so could get a career with ford over there? i'm only half joking.

MontegoMan562 is a Capri RS Owner > jsmizira 04/25/2014 at 12:26

0

Depends on your career field and whether you want to work here or in the Mid East. There's quite a few Ford offices and the local Ford ad agency is Y&R Dubai.

jsmizira > MontegoMan562 is a Capri RS Owner 04/25/2014 at 14:52

0

I'm currently in r&d in the united states with a strong desire to move back to the middle east. If it's possible I would go for it.

MontegoMan562 is a Capri RS Owner > jsmizira 04/25/2014 at 15:25

0

I don't think there's much in the way of R&D over there, but there is SOME at least, they do a lot of heat testing over there, and have to modify some of the vehicles to meet the rigorous standards of desert driving. Perfect example is the Taurus SHO and the Lincoln MKS Ecoboost (MKS even has a slightly modified grille).

The bad news is I don't know anyone in the engineering, tech, or R&D departments.

If I hear of something I'll try and find you on here though.

jsmizira > MontegoMan562 is a Capri RS Owner 04/25/2014 at 15:30

1

awesome! mighty kind of you.