Whether you thought Lincoln was dead or just dormant the fact is this brand has been performing at a below average rate for nearly a decade. Ford hasn’t put much into the brand over several years but finally the recent changes are starting to pay off and Lincoln is once again headed in the right direction. This brand was once the most highly respected luxury brand made in America, but for several years it has become known as a brand for the older generations, which doesn’t illicit much of an active response form the Twitter generation at all.
Last year Lincoln finally saw a jump in sales and they had sales of over 101,000 vehicles in the US. It seems someone at Ford is paying close attention to what Buick is doing as they decided to sell the Lincoln brand in China as well and after one full year in the Chinese market the brand was able to move 12,000 vehicles. This is a positive position for Lincoln to be in, but there seems to be more that can be done to improve the brand and bring it back to its former glory as one of the leading nameplates on the market.
One of the problems Lincoln faces is the fact it fancies itself as a luxury brand, but it really should only consider the competition to be the premium brands like Buick. There is no way that Lincoln can compete with BMW, Audi or Mercedes-Benz let alone reach the mark of Cadillac. With the new Continental coming to the market there is plenty to celebrate as this is a car that offers you a wonderful interior to enjoy the ride from even if it has a bit of an odd exterior style. If nothing else, celebrate the fact this name is finally back and Lincoln can once again offer a name that carried a ton of clout many years ago.
The expectation is to have a ride that is like the MKX in that it has a smooth, quiet and comfortable ride while enjoying the benefits of a great engine that is made to handle the load. Instead of following along with the rest of the luxury models and trying to outperform BMW, Lincoln needs to continue to build vehicles that are softer and more enjoyable as a smooth ride and the right feel for driving the family around or having a great country tour.
What we hope to see from Lincoln is a massive car that is the right flagship for the brand that offers us a large space that could rival Rolls-Royce, built on a F-150 chassis and to finish it off gives you a set of suicide doors. If Lincoln was able to do this they would easily be able to be a serious competitor on the market once again as a true luxury brand. We always want to see great flagship models that can come to the market and give us a ride that let’s everyone else know you have arrived. Will this car be built? Probably not, but it sure is fun to think about as we ready ourselves for the new Continental.
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