Restoring The Luster Of Lincoln

Ford Motor Co.'s Lincoln brand is undergoing a reinvention, hoping to become a real player in the luxury vehicle market by offering buyers a personalized and premium product lineup.

One thing Lincoln doesn't necessarily have to be is the luxury market leader. "Our ambitions are not to be No. 1," said Jim Farley, Ford's Group Vice President of Marketing and Sales, at an event commemorating Lincoln's new, design studio, the first all-inclusive studio since the 1970s. "We'd rather have a few people love us, than everyone like us."

Lincoln's remake unofficially kicks off later this year with the debut of the new MKZ sedan. Lincoln's plan will include three additional new vehicles in the next few years, and comes at a time when the brand's sales have been — at best — stagnant.

Lincoln, beginning with its MKZ, hopes to distinguish itself not only in the luxury segment, but also differentiate itself from Ford's lineup by introducing new and unique designs, color schemes, and technologies. It's also offering more hand-crafted, personalized options than its competitors. "We are trying to do something different," Farley said. "We have to be different."

But Lincoln's makeover — which includes a brand introduction in China in 2014 — won't be easy or quick. "It doesn't happen in one night," said Ford President of the Americas Mark Fields. "It doesn't happen in a few years."

In coming years, Lincoln will debut additional vehicle refreshes and add a compact car to its lineup. It plans to separate its brand image from Ford's by building Lincoln-only dealerships. Farley said nearly 80 percent of dealers have expressed interest in building new, Lincoln-only dealerships. There's also been talk of renaming the brand.

Farley, when asked about such a move, said "stay tuned."

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