Lincoln carves out new future
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Lincoln carves out new future
Ford hopes bold design reinvents luxury brand
By Bryce G. Hoffman / The Detroit News
NEW YORK -- With the launch of the Lincoln Zephyr sedan and the unveiling of the new Lincoln Aviator crossover, Ford Motor Co. has begun a reinvention of its luxury marque that is all about capturing the spirit of American achievement and optimism, albeit with an assist from a British designer and Japanese engineering.
Lincoln was once the best-selling luxury brand in the United States but has seen its sales decline amid the resurgence of General Motors Corp.'s Cadillac brand and fast-growing foreign brands.
Ford has struggled to make Lincoln relevant again but with little success. So far this year, Lincoln sales have fallen 10 percent.
"We've kind of lost our way," said Elena Ford, the company's director of North American product marketing, planning and strategy. "Product is always what brings you back."
The person in charge of designing that product is Peter Horbury, Ford's executive director of design and the man credited with giving Volvo its new strong-shouldered look.
Elena Ford -- great-great-granddaughter of Henry Ford and cousin of Ford Chairman Bill Ford Jr. -- said she is counting on the British-born designer to work the same magic with Lincoln.
The first step, Horbury said, was figuring out what Lincoln means as a brand. "I think first and foremost, it's American," he said.
To Horbury, that means optimism and achievement, Andrew Carnegie and Thomas Edison, the Empire State Building and the Golden Gate Bridge.
"I have to find a way of translating all these positive qualities of America into sheet metal," he said, adding that the new Aviator is a good start.
Horbury said the current Aviator -- like other SUVs with their high seats and long hoods -- evokes the Conestoga wagon and the stagecoach. He said the future Aviator was designed to conjure images of fighter jocks, poised for takeoff on the deck of an aircraft carrier.
Elena Ford admits all this talk about Americana can sound a little strange in a British accent, but she said the fact that Horbury is not American actually gives him a unique ability to distill the essence of this country and its culture.
"He sees things differently than we do," she said. "He got on this whole American Dream thing with me the other day. I'm like, 'I get it, I get it.'"
Officially, the Zephyr inaugurates Lincoln's new look and the Aviator underlines it.
http://www.detnews.com/2005/autosins...C01-362805.htm
Luxury car sales: to end September:
http://www.detnews.com/pix/2005/10/2...luxurycars.gif
By Bryce G. Hoffman / The Detroit News
NEW YORK -- With the launch of the Lincoln Zephyr sedan and the unveiling of the new Lincoln Aviator crossover, Ford Motor Co. has begun a reinvention of its luxury marque that is all about capturing the spirit of American achievement and optimism, albeit with an assist from a British designer and Japanese engineering.
Lincoln was once the best-selling luxury brand in the United States but has seen its sales decline amid the resurgence of General Motors Corp.'s Cadillac brand and fast-growing foreign brands.
Ford has struggled to make Lincoln relevant again but with little success. So far this year, Lincoln sales have fallen 10 percent.
"We've kind of lost our way," said Elena Ford, the company's director of North American product marketing, planning and strategy. "Product is always what brings you back."
The person in charge of designing that product is Peter Horbury, Ford's executive director of design and the man credited with giving Volvo its new strong-shouldered look.
Elena Ford -- great-great-granddaughter of Henry Ford and cousin of Ford Chairman Bill Ford Jr. -- said she is counting on the British-born designer to work the same magic with Lincoln.
The first step, Horbury said, was figuring out what Lincoln means as a brand. "I think first and foremost, it's American," he said.
To Horbury, that means optimism and achievement, Andrew Carnegie and Thomas Edison, the Empire State Building and the Golden Gate Bridge.
"I have to find a way of translating all these positive qualities of America into sheet metal," he said, adding that the new Aviator is a good start.
Horbury said the current Aviator -- like other SUVs with their high seats and long hoods -- evokes the Conestoga wagon and the stagecoach. He said the future Aviator was designed to conjure images of fighter jocks, poised for takeoff on the deck of an aircraft carrier.
Elena Ford admits all this talk about Americana can sound a little strange in a British accent, but she said the fact that Horbury is not American actually gives him a unique ability to distill the essence of this country and its culture.
"He sees things differently than we do," she said. "He got on this whole American Dream thing with me the other day. I'm like, 'I get it, I get it.'"
Officially, the Zephyr inaugurates Lincoln's new look and the Aviator underlines it.
http://www.detnews.com/2005/autosins...C01-362805.htm
Luxury car sales: to end September:
http://www.detnews.com/pix/2005/10/2...luxurycars.gif
PS I guess based on the figures in the sales chart, SAAB means a lot to GM.
Last edited by SSbaby; Oct 27, 2005 at 08:39 PM.
. Or 3 of the last 4, if you don't count the "near luxury" Swedish brands.
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From: Shelbyville, IN
Re: Lincoln carves out new future
Cadillac really needs to overtake Lexus. I say it'll take approximately 2 years and they could be on top. Lexus doesn't scream "gotta have", just there. (To me it screams overpriced toyota - but that's my opinion). The Cadillac screams BUY ME. If I could afford one, damn I would. I love the new ones so much more then the older /uglier/ models.
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Re: Lincoln carves out new future
Originally Posted by Chrome383Z
Cadillac really needs to overtake Lexus. I say it'll take approximately 2 years and they could be on top. Lexus doesn't scream "gotta have", just there. (To me it screams overpriced toyota - but that's my opinion). The Cadillac screams BUY ME. If I could afford one, damn I would. I love the new ones so much more then the older /uglier/ models.
Adding a 3rd SUV/crossover (BRX) like Lexus has should even the score. Plus the ULS and BLS are due around 2009 and 2010
edit: Also since Acura is on that list shouldn't Buick be? Buick has already sold 230,616 cars so far this year. Acuras cost no more than Buicks
Last edited by Z28x; Oct 28, 2005 at 08:58 AM.
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From: Germany
Re: Lincoln carves out new future
Originally Posted by Chrome383Z
Cadillac really needs to overtake Lexus. I say it'll take approximately 2 years and they could be on top. Lexus doesn't scream "gotta have", just there. (To me it screams overpriced toyota - but that's my opinion). The Cadillac screams BUY ME. If I could afford one, damn I would. I love the new ones so much more then the older /uglier/ models.
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Re: Lincoln carves out new future
Originally Posted by NewbieWar
the only reason Lexus sells more is because of their really cheap, not luxuary models... if Cadillac had a Delta platform it would easily outsell Lexus...
Are you thinking of Acura?
Last edited by Eric77TA; Oct 28, 2005 at 11:51 AM.
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Re: Lincoln carves out new future
Originally Posted by Eric77TA
What really cheap Lexus models are those? The cheapest 2006 Lexus is the IS250 manual transmission -which starts at $30,580 - and escalates quickly from there with options. That's only $655 less than the price of a CTS - which is a size class larger. The best-selling Lexus, by a good margin, is the RX330 - which starts at $37,000 for the front driver.
Are you thinking of Acura?
Are you thinking of Acura?
Lexus sells more luxuary vehicles (vehicles over 42k) so that would lead me to believe that the bulk of Lexus is in those cheaper vehicles... like i said, if Cadillac had a Delpha platform they could work the market... but that would tarnish Cadillacs name.
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From: Memphis
Re: Lincoln carves out new future
Lexus has NEVER screamed gotta have. It has screamed 'comfort, dependability, attention to detail, quality'. In other words it's for people who really don't want to think a whole lot about their car; they just want it to be there when they need it and not have to stress out about it.
For a company who started in 1989 and was laughed at by nearly everyone for just being 'luxury Toyotas', and for not really having any 'gotta have' models, they sure have whipped every company's as out there, and even as recently as last month's, last quarter's and year to date sales figures are all record breaking. They aren't slowing down. Wishful thinking won't change that.
And I'd love to see some data on the average price paid for a Lexus and average price paid for a caddy. I'd be very surprised if caddy were drastically higher. Compare sticker prices all you want, but the fact is I see ads for 55k dollar caddies with 7-10k dollars off sticker price all day long. The Lexus dealer around here doesn't advertise crap for specials and you're lucky to get more than 500 off the sticker price on even a model that has been out for a long time.
Point being that comparing sticker prices of the various models offered from each brand can be at least slightly deceiving.
For a company who started in 1989 and was laughed at by nearly everyone for just being 'luxury Toyotas', and for not really having any 'gotta have' models, they sure have whipped every company's as out there, and even as recently as last month's, last quarter's and year to date sales figures are all record breaking. They aren't slowing down. Wishful thinking won't change that.
And I'd love to see some data on the average price paid for a Lexus and average price paid for a caddy. I'd be very surprised if caddy were drastically higher. Compare sticker prices all you want, but the fact is I see ads for 55k dollar caddies with 7-10k dollars off sticker price all day long. The Lexus dealer around here doesn't advertise crap for specials and you're lucky to get more than 500 off the sticker price on even a model that has been out for a long time.
Point being that comparing sticker prices of the various models offered from each brand can be at least slightly deceiving.
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From: Shelbyville, IN
Re: Lincoln carves out new future
Well they are the "fad" thing in the luxury market right now that's for sure. And I don't really understand it?
I think the Caddies look 110% better then any comperable "Lexus". But I guess "Lexus" is just enjoying their name popularity right now.
I think the Caddies look 110% better then any comperable "Lexus". But I guess "Lexus" is just enjoying their name popularity right now.
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From: Memphis
Re: Lincoln carves out new future
Originally Posted by Chrome383Z
I think the Caddies look 110% better then any comperable "Lexus". But I guess "Lexus" is just enjoying their name popularity right now.
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Re: Lincoln carves out new future
Originally Posted by Threxx
Most people would disagree with you, especially in terms of interior looks and feel (which is what the owners spend 95% of their time with)
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Re: Lincoln carves out new future
I like the new Lexus. I was never much of a fan of the older lexus's. Same goes for Cadillac i guess. Their newer stuff is hot as well.
Lincoln...well, i don't have much to say about them :blah:. I think Ford has dropped the ball when it came to Lincoln.
Lincoln...well, i don't have much to say about them :blah:. I think Ford has dropped the ball when it came to Lincoln.
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From: Shelbyville, IN
Re: Lincoln carves out new future
Originally Posted by Threxx
Most people would disagree with you, especially in terms of interior looks and feel (which is what the owners spend 95% of their time with)
Exterior design and performance are the two key things I look at.
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Re: Lincoln carves out new future
Lincoln's problems are so easy to see, it baffling Ford doesn't see it.
The competition is outflanking them, while they have no new products that compete.
The Lincoln LS came out BEFORE the CTS, and in many ways was a better car. But while Cadillac has invested time & money in the car (as well as having a comparitively low cost model next to the V6 LS), Ford has invested in nearly unnoticable changes in the LS. The interior & exterior has had changes to make it look richer, but at a glance, there's no noticable changes. Ditto the more powerful V8 that Ford has kept a virtural secret. And now in the ultimate act of stupidity IMO, Ford is simply going to discontinue the best chassis they make instead of restyling it.
This is the type of thinking that moved me from considering a '97 Mustang GT to buying a '97 Z28.
The Navigator FORCED GM to reconsider giving Cadillac an SUV, yet even I have trouble telling what's changed on the thing since the late 90s to thye casual observer.
Cadillac's radical styling flat out works. It's made Lincoln's invisible, and regardless of reputation, Lexus, Infinity, or even BMW aren't a threat as far as sales or even the "coolness" factor.
I think this is one area Jac Nasser and his team had it right. They had big plans for Lincoln.
I know. Ford is using Jaguar, Volvo, Land Rover, and Aston Martin to fill the spot GM is with Cadillac. I also am aware that while Ford has these top nameplates, GM's top nameplate is Cadillac, and Cadillac only. But to me it just seems wrong to turn Lincoln into a higher priced competitor to Buick.
And in the grand scheme of things, that seems exactly what Ford's doing.
The competition is outflanking them, while they have no new products that compete.
The Lincoln LS came out BEFORE the CTS, and in many ways was a better car. But while Cadillac has invested time & money in the car (as well as having a comparitively low cost model next to the V6 LS), Ford has invested in nearly unnoticable changes in the LS. The interior & exterior has had changes to make it look richer, but at a glance, there's no noticable changes. Ditto the more powerful V8 that Ford has kept a virtural secret. And now in the ultimate act of stupidity IMO, Ford is simply going to discontinue the best chassis they make instead of restyling it.
This is the type of thinking that moved me from considering a '97 Mustang GT to buying a '97 Z28.
The Navigator FORCED GM to reconsider giving Cadillac an SUV, yet even I have trouble telling what's changed on the thing since the late 90s to thye casual observer.
Cadillac's radical styling flat out works. It's made Lincoln's invisible, and regardless of reputation, Lexus, Infinity, or even BMW aren't a threat as far as sales or even the "coolness" factor.
I think this is one area Jac Nasser and his team had it right. They had big plans for Lincoln.
I know. Ford is using Jaguar, Volvo, Land Rover, and Aston Martin to fill the spot GM is with Cadillac. I also am aware that while Ford has these top nameplates, GM's top nameplate is Cadillac, and Cadillac only. But to me it just seems wrong to turn Lincoln into a higher priced competitor to Buick.
And in the grand scheme of things, that seems exactly what Ford's doing.
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Re: Lincoln carves out new future
Originally Posted by guionM
But to me it just seems wrong to turn Lincoln into a higher priced competitor to Buick.
And in the grand scheme of things, that seems exactly what Ford's doing.
And in the grand scheme of things, that seems exactly what Ford's doing.
Or does GM need to aim higher because targeting Lincoln would be a surefire way to kill Buick?
Is it the end of true American luxury?
Last edited by SSbaby; Oct 30, 2005 at 04:56 PM.