Ford's next challenge: Rev up Lincoln

Ford's next challenge: Rev up Lincoln

Lincoln MKS Forums - Ford Motor Co. must do with Lincoln what it has done with the Ford brand -- infuse it with new energy and sparkling product -- if it is to offset the loss of Mercury sales when that 71-year-old brand dies.

Though Lincoln has a freshened lineup and stronger styling than in the past, it is still an also-ran among luxury brands in the United States. Ford clearly will need more volume from Lincoln to appease Mercury dealers -- especially those who currently have Lincoln-Mercury stores.

"We have to make a very compelling case to our dealers very quickly," says Mark Fields, Ford's president of the Americas, in an interview.

Ford's decision last week to kill Mercury allows the automaker to focus its resources on the Ford and Lincoln brands. But, initially, at least, closing Mercury means Ford Motor has to give up the 92,299 sales Mercury reported last year. And the challenge to take Lincoln upscale requires consistency and discipline in product and marketing.

READ MORE HERE

staff, on 08 June 2010 - 09:03 AM, said:

http://www.cnbc.com/...xt%7C&par=yahoo

Ford's Mulally Out to Make Lincoln World Class Brand
PHIL LEBEAU, BLOG, BEHIND THE WHEEL, CNBC, CNBC.COM, AUTOS, AUTOMAKERS, OIL, GASOLINE, FUEL PRICES, OIL PRICES, ENERGY, BIG 3, BIG THREE, DETROIT, U.S. ECONOMY, GLOBAL ECONOMY, MANUFACTURING, CONSUMERS
Posted By: Phil LeBeau | CNBC Correspondent
cnbc.com | 11 Jun 2010 | 11:21 AM ET
When Ford CEO Alan Mulally joined me on "Squawk Box" Friday for an extended conversation about where the Blue Oval is today and where it's headed, he didn't shy away from proclaiming the Lincoln brand must provide a true world class experience for buyers.

Mulally's said this before and he'll say again. But it was clear from talking with him that he not only knows just what Lincoln has to do but the reason why thinks it will eventually get there.

First, Mulally is aware Lincoln is trailing its competition. It's the #7 luxury brand in terms of sales this year.

When I told him that I've talked many in the industry who scoff at the idea of Lincoln becoming every bit as competitive as Lexus and BMW, Mulally gave me his trademark smile that masks what he's truly thinking: Just you wait and see what we're going to build with Lincoln. Using technology and continued refinement in styling and interiors, Mulally expects Lincoln to continue improving.

Mulally told me, "Lincoln has a great brand. It has never been damaged to a place where it cant come back. So again, one more time, when you start seeing these Lincolns come out we absolutely can make them a premium brand."

Just as important, Mulally knows Lincoln has to provide a world class ownership experience. That means Lincoln dealerships that are as refined and that pampers customers as much as Lexus or Cadillac dealerships.

In others words, they need to get with the times. There are many Lincoln dealers who have top notch dealerships. There are also many other that need to pick it up. In short, if Lincoln is gonna win over luxury buyers it will have to do more. A lot more.

Mulally says, ""we absolutely are going to provide a premium experience"

With the job Mulally has done turning around Ford and and the job global product chief Derek Kuzak has done breathing life into Lincoln, they've earned the right for us to give them the benefit of the doubt. Maybe Lincoln can become a hit in the luxury market.

Questions? Comments? BehindTheWheel@cnbc.com

© 2010 CNBC, Inc. All Rights Reserved
URL: http://www.cnbc.com/...xt%7C&par=yahoo

--------------------------------------------------------------------------------

.
© 2010 CNBC.com

Lincoln MKS: Ford's next challenge: Rev up Lincoln - Lincoln MKS