Oppo QOTD: How Do you Fix Lincoln

"Dwhite - Powered by Caffeine, Daft Punk, and Corgis" (Dwhite95) 04/24/2014 at 17:19 • Filed to: None

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Now I know this seems like beating a dead horse, but every suggestion on fixing Lincoln would never happen, and from what I know, Mullaly would rather not deal with Lincoln at all. While sticking to the "One Ford" plan, which is necessary to Mullaly, how would you fix Lincoln?

jkm7680 > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:20

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I don't find anything particularly wrong with Lincoln. People just aren't buying.

For Sweden > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:20

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Make the prices competitive with Buick

Brian Silvestro > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:21

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Doug DeMuro > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:22

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Make the Navigator cool.

BugEyedBimmer - back in the Saddle Dakota Leather > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:24

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!!! UNKNOWN CONTENT TYPE !!!

Here's the thing.

Autoblog has pronounced Lincoln dead. And i can't say I disagree with them. However, that is if they stay as they are now.

Look at Cadillac. They were also CTD in the late 90s/ early 2000s. One car turned it all around. The Evoq concept. It was a beautiful design that captivated audiences and piqued consumers interests enough to keep an eye on Cadillac. Cadillac used that attention, took that concept, and built a real life sedan, the CTS, using the design language, and used hardware that made it competitive with real luxury competitors. The Evoq itself would later go on to become the Corvette-based XLR.

What it comes down to is the CTS is its own car. Lincoln is still rehashing Fords with the design that shoulda been used the first time around. This is unacceptable. The cars that stick in people's minds are the ones they can't get elsewhere. 10 years from now, no one will remember the XTS. That's because it's mostly LaCrosse and Impala parts.

No, the Cadillacs that are out now that will stick with people are the 3-killing ATS and constantly surprising CTS. And that's because they are nowhere else in the GM portfolio. Even if the Camaro uses the same platform as the CTS, it's far from the same car.

Lincoln basically needs 3 cars:

-An AWD Sedan, on the Focus platform, but a bit bigger to provide it a real back seat. Think the American A3. Differentiated by AWD, slightly bigger footprint, and true premium features. Only engine available is the ST's 2.0T.

- The Falcoln brought over as a future-oriented LS replacement. True RWD, mated to the 3.5 Ecoboost, tuned to 400hp.

- A real body-on-frame SUV to replace the Navigator, and to differentiate from the unibody Explorer.

That's where they need to start. Once that begins to sustain, build a full size, RWD Continental replacement. That will be the indicator that Lincoln has pulled out of their death spiral.

Until Ford actually spends some money on getting Lincoln its own cars, they will continue to be an also-ran. At least for another 5 years. Then they'll become a "could have been".

And that, that's the thing.
-Shawn

http://heresthethingauto.blogspot.com/2013/04/lincol…

CAR_IS_MI > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:24

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CAR_IS_MI > Doug DeMuro 04/24/2014 at 17:25

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Go on....

JR1 > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:25

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I think we can all agree they need to stop pissing around and make a RWD car.

For Sweden > Doug DeMuro 04/24/2014 at 17:25

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The question was How to Save Lincoln, not What Should Hercules' Thirteenth Labor Be.

άbel > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:25

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New design language whenever they move to the next platform. Throw in some form of halo model/trim level to draw attention to the "new Lincoln", and introduce some new brand-wide feature that nobody else has to seal the deal. Profit.

Crocket Bernet > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:27

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Burn it down and use the ashes to grow a new performance oriented Lincoln. Starting with this.

Lumpy44, Proprietor Of Fine Gif > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:27

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I know comparing to what GM does with Cadillac is the easy way out of this but I think that is similar to what needs to be done. Build off the base platforms but make sure they are their own vehicle. Lincoln's biggest foul in my book was the truck abomination they created off the F-150. I think that because Cadillac builds cars that are not just a fancy version of an Impala or Cruze like many upscale auto makers do they stand apart. Lincoln needs to make a car that is all Lincoln and just the good parts of Ford. I think this is also true for brands like Acura and Lexus who just are fancy versions of pretty average cars.

jsmizira > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:31

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I gave my answer here http://oppositelock.jalopnik.com/how-lincoln-sh…

And since my solution means low volume I think Mullaly would be quite pleased with the profit per car it brings in.

Logansteno: Bought a VW? > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:37

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Wipe the slate clean of anything they make right now.

RWD sedan on the Mustang's platform to compete with the CTS. Use either the Coyote V8 or 3.7 Ecoboost.

Truck based SUV. Use the new F-150 platform as a base. Offer 6.2 V8 or 3.5 EB. The Navigator created the segment, it should defend it.

AWD sedan based on the Fusion platform. Offer either Ecoboost 4 or N/A V6.

You need a CUV, use the Edge Sport as a base, but do more than change the soft molded bits, get into the metal and make it look good.

All need to looks completely different than what Ford offers. There shouldn't be a hint of Ford anywhere in those cars. Do you see any Chevy in a Cadillac? No. Lincoln should be the same.

Arch Duke Maxyenko, Shit Talk Extraordinaire > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:41

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Kill it.

Arch Duke Maxyenko, Shit Talk Extraordinaire > Doug DeMuro 04/24/2014 at 17:42

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You mean don't just give the old one an awkward nose job and call it a day?

Reigntastic > Logansteno: Bought a VW? 04/24/2014 at 17:50

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Do you see any Chevy in a Cadillac?

Don't tell me you think these are different.

Kailand09 > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:51

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They need a RWD saloon car that is inspired by the old lincoln but with a heavy bit of modern flavor. They need to beat cadillac to the game and get it out before the El Miraj (if it ever does) becomes a real car. Wow people and get their attention.

Then they need to release an impressive high volume seller along side it, either a proper navigator or make a better MKZ. They really need to use young talent to design their front end, it is still atrocious I think. The emblem needs to be modernized too. They need to give up on trying to fit the ugly whales mouth in front, and find something new.

I think mostly they need to throw money at it. They just aren't trying and it is apparent.

Logansteno: Bought a VW? > Reigntastic 04/24/2014 at 17:51

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Besides the Escalade..

GeorgeyBoy > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 17:56

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You don't.

The market we all want Lincoln to be in is too competitive.

There is money (and a market) in upscale rebadged Fords, sadly.

Supreme Kiwi Zorro > Brian Silvestro 04/24/2014 at 18:17

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You need to find a GIF of Han Solo cutting open a Tauntaun. :P

Brian Silvestro > Supreme Kiwi Zorro 04/24/2014 at 18:20

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I COULDN'T DO IT

I'VE FAILED YOU

bobkustofawitshz > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 18:21

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Having addressed this topic several times in the past, I will re-post my thoughts here, as my opinion on the matter (and Lincoln's failure to address it) has not changed one bit in the interim. I want to see Lincoln succeed, I really do. But they are going to have to bring a lot more to the table if they intend to be a serious competitor in today's luxury market. ——————————————

See this, Lincoln? Do you know what this was?

It cost a billion dollars to develop. It was a loss leader. It was a marketing tool. It built the Lexus brand, and established them as a true competitor in the luxury segment. It was a proper RWD flagship sedan. It made the Germans shit their pants. It stole their sales. Then it surpassed their sales. It got people talking about Lexus. It got people in the showrooms. It helped Toyota sell a million rebadged FWD Camrys for $5,000 more than they would have cost at the Toyota dealership.

Now, Lincoln isn't Lexus. Lincoln doesn't need to build a S-class copy from the ground up. Lincoln has a heritage. This was a brand that once carried celebrities and presidents. These are Lincolns:

This is not:

Resurrect the Continental; bring back the Mark II.. Lincoln desperately needs a flagship and halo car. Not a bloated baleen FWD Taurus POS, a genuine and truly luxurious flagship, something that causes heads to turn and jaws to drop, something that gets people talking about the brand. And make no mistake, that must start with the development of a proper RWD platform, and a truly world-class automobile. It's time for Lincoln to start making great luxury cars again.

Camry-Into-Canyon > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 18:22

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MKZ refresh and chassis tune to de-quirk it and make it appealing and sporty.

RWD MKS replacement based off of the new mustang's chassis. use the mustang's ecoboost 4 (call it an ecoboost), the ecoboost 3.5 (Call it the twin-force) and the Coyote V8

Full-size rear-drive coupe - the new Mark Series. 6.2 out of the gt500, fully loaded, fast, comforatable, magnetorhelogical shocks, manual or automatic.

Pair a command knob with the new gen of infotainment, call it something with less of a mouthful than MyLincoln Touch but with class. Lincoln Intelligent Command.

Keep the Navigator as-is (save for calling the TTV6 the Twin Force).

Refresh the MKT (it's ugly as sin) with sharper lines.

Shrink the MKS replacement to create the next MKZ in a few years.

Tailor the Black Label series AROUND what the customer wants, like BMW Individual or any custom-order options.

Really freakin' fast halo car (a new GT).

Better ad campaign.

Better warranty.

A website that doesn't look too much like the Ford one.

Pricing to undercut Cadillac and MB.

Problem solved.

McLarry > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 18:28

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As I see it, the only viable cars in their lineup are the MKZ and Navigator. Not sure how the other ones do as far as market share, but these two are really the only ones I hear about. Number one problem is brand image... Not sure if they were going for quirky or what with that goofy front end they put on all their cars, but it's gotta go. People who buy the MKZ seem to love it (it seems like genuinely good value from what I hear) but they seem to have made the decision to buy it in spite of its image and not because of it - that's a big problem. So...point 1 is fix the brand image - get rid of the annoying ad campaign and stop making ugly cars.

Point 2 is focus on luxury...Lincoln and Cadillac are supposed to be America's luxury carmakers, and I'd argue that Caddy is trying to break away from that image to be more sporty. Well, let them. Lincoln should be able to dominate the luxury market while the competition is off doing other things, but they seem too busy trying to compete with midsize sedans and crossovers - forget that noise (well...tone it back anyway). Lincoln should have a proper Continental town car, and looking at their website I don't see one. It should be big. It should be comfortable. It should have an interior that's a joy to occupy (read: leather and wood, no plastic). It should be expensive (not 'drive people away' expensive, but 'hey those guys are serious' expensive). So what if it doesn't appeal to kids - kids aren't buying cars these days.

4age20vsilvertop > bobkustofawitshz 04/24/2014 at 18:43

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Exactly.

What Lincoln needs is a car that capitalizes on their great heritage. A new Zephyr, a new Continental, a car that people can identify with Lincoln. IMO especially a new Zephyr would have a shit ton of potential, V12 prestige, power and smoothness for less than a $100k just imagine how much attention this would draw and how well it would sell.

Supreme Kiwi Zorro > Brian Silvestro 04/24/2014 at 19:26

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It's okay, I've come to the rescue.

Brian Silvestro > Supreme Kiwi Zorro 04/24/2014 at 19:28

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YOU WIN OPPOSITELOCK

Blake Noble > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/24/2014 at 22:20

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I wrote this before Mark Fields was announced as Mulally's replacement , but it's simple: either Ford's next-gen platforms have to be more flexible (a la VW's MQB platform) in terms of tech and the actual hard points of the platform so that they can be scaled up for luxury cars and down for mainstream ones, or cut Lincoln free from the "One Ford" plan entirely. It's one of the two.

Aldairion > Logansteno: Bought a VW? 04/24/2014 at 23:41

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I'm dying to see a new Mark VIII; Mustang platform, a focus on comfort rather than performance, and give it the EcoBoost V-6 to set it apart from the Mustang.

stevebelieve > Dwhite - Powered by Caffeine, Daft Punk, and Corgis 04/25/2014 at 02:05

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Mulally's out.