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Ford has opportunity to expand Lincoln line
Dealers want stylish small cars

Lincoln MKS Forums - However, Lincoln's year-to-date sales are eighth among 13 brands classified as luxury by Autodata.

"This is a work in progress," said Jeremy Anwyl, CEO of Edmunds.com. "Basically, what they have been trying to do is differentiate Lincoln further from Ford."

Lincoln still lacks a clear identity, he said.

"If you were going out there and asking consumers, I don't think you would get consistent answers if you ask what a Lincoln is," Anwyl said.

Ford disagrees.

"We have a very clear vision for Lincoln," Ford President Mark Fields said June 2, "and it's to offer customers the finest quality in vehicles that have that magic combination of a really engaging driving experience ... combined with a really warm and inviting level of comfort."
Product on the way

And without Mercury, Fields said Ford can shift all of the marketing and engineering resources that it was devoting to Mercury to Lincoln.

This fall, Lincoln plans to launch the hybrid version of the midsize MKZ sedan and a restyled 2011 MKX crossover.

The hybrid MKZ -- like its Ford Fusion and Mercury Milan siblings -- will get 41 m.p.g. on the highway. The MKX will be the first vehicle to come with the company's new touch-screen instrument panel called MyLincoln Touch as standard equipment.

But to successfully elevate Lincoln, said Jim Hall, managing director of 2953 Analytics in Birmingham, Ford must go farther.

The MKZ hybrid is expected to draw a lot of attention, but the vehicle won't be redesigned for several more years.

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