So here's my take:
If Ford's plan actually works I will eat my hat. But this is one of the worst "last stand" efforts I've seen. At least in a long time anyway. None of the paradigm mentioned is the path of redemption for Lincoln. If anything it's exactly the same path they have already tried. And failed. This is just sad to see. I do completely understand the effort Ford has made to increase the buyer experience. It is true, after owning a premium automobile, a person gets used to being treated like they own a premium automobile. It's more comfortable, organized and professional. So on that, great job with looking to being a more customer oriented service.
I was told by another that Lincoln is the poor mans Rolls. While that may not be the most PC of statements, it is, in a way, true. And I'm ok with that. I don't think that Cadillac is near the same company it was but they successfully took the challenge of rivaling MB and BMW and won in most regards. Won enough at least. I never took Lincoln to be that kind of brand. Lincoln is responsible for the Posh side of American auto luxury. With powerful cruisers, great interiors and well appointed technology. Chrysler was more successfull in executing this with the 300. Although a little more cheaply, they captured the audience that Lincoln needed. Lincoln, at one time, had sex appeal. It needs that back. Like Mad Men sex appeal. Not an actor from Mad Men. Low slung, sexy sedans, even a sedan convertible possibly. A hip and stylish coupe and sedan. An entry level EcoBoost power plant to get that entry level market they are looking for. Model Audi, longitudinal engines with good power and minimalist bodies. No more bloat. I feel like the current line looks like a regular car put on a flotation device. The larger models should ooze class, style and sex. Classy, but with cajones.
It would appear to me that Infiniti has certainly taken the role that Lincoln should have as the domestic competitor. Infiniti has a line up that has complete design language, starts with a premium but entry level sedan the G25, and works it's way through a sleek coupe, a more powerful G37 Sedan, on into the M class that is large, attractive and touts all the luxury and technology one could ask for in a highway mastering large premium sedan. All are rear or all-wheel drive. SUV's both small/medium and a large version. All carrying the essence of the sedan line up. This is what appears that Lincoln should have been aiming for when combining the "I wish" scenarios of the MK VIII, LS, Town Car and Continental. All different eras but all cars that were dreams of what could be. Many of them with confused identities. Except the Continental, that's what Lincoln proved it could produce all on its own. A big, beautiful, low riding land yacht of American glory.
Maybe I'm being a bit too harsh. They deserve a fighting chance. Lincoln has been weak sauce for a while now though. Getting very lucky with the Navigator to carry them through the late 90s and early 2000's. Lincoln lost it's image completely. Acura, Infinity, Cadillac, BMW, Mercedes Benz and even Buick either gained a great new perspective or never lost their old one.
Success may just be about selling cars, and I hope they are successful. But Lincoln will have to become Acura or Buick, not Audi or BMW. Maybe that's what they want. If they want to be Buick, then go at it, full bore. I hope it transpires. For now, Lincoln is dead as we know it. A brand still struggling to figure out what is is now.
I'm sorry Lincoln, I'm sorry. Close your eyes. Goodnight old friend. Goodbye.
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